Abstract
Destination branding has become an important way to differentiate destinations in highly competitive holiday markets (e.g., Morgan et al. 2004; Ekinci & Hosany 2006; Pike 2012). Prior studies have also found that people are able to perceive brands as having personal values that reflect Schwartz (1992) higher-order dimensions (Torelli et al. 2012). In this study, we examine whether destinations are perceived as having human values across and within people’s perceptions.
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Ye, S., Lee, J.A., Sneddon, J., Soutar, G. (2018). Personal Value Characteristics as Representative of Destination Values: An Abstract. In: Rossi, P., Krey, N. (eds) Marketing Transformation: Marketing Practice in an Ever Changing World. AMSWMC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-68750-6_6
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DOI: https://doi.org/10.1007/978-3-319-68750-6_6
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Online ISBN: 978-3-319-68750-6
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