Destination Brand Equity:
Research on destination brand has been performed in the tourism marketing field since the mid-1990s. Studies of the brand perspective on destination started from changes in the tourism environment, such as expansion of tourism opportunities, increasing re-visitors, and a continued segmentation strat...
| 出版年: | Maketingu Janaru |
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| 第一著者: | |
| フォーマット: | 論文 |
| 言語: | 日本語 |
| 出版事項: |
Japan Marketing Academy
2018-12-01
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| 主題: | |
| オンライン･アクセス: | https://www.jstage.jst.go.jp/article/marketing/38/1/38_2018.029/_html/-char/en |
| 要約: | Research on destination brand has been performed in the tourism marketing field since the mid-1990s. Studies of the brand perspective on destination started from changes in the tourism environment, such as expansion of tourism opportunities, increasing re-visitors, and a continued segmentation strategy from competitive destinations. In particular, the target of destination brand equity has been examined based on sustainable competitiveness of the destination. However, research on destination brand equity still has a number of problems. The aim of this study is to investigate the characteristics and future issues of destination brand equity, as well as summarizing research on the destination brand. |
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| ISSN: | 0389-7265 2188-1669 |