The relationship between brand strength and tourism intensity: empirical evidence from the EU capital cities (CROSBI ID 224097)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Mikulić, Josip ; Miličević, Katarina ; Krešić, Damir
engleski
The relationship between brand strength and tourism intensity: empirical evidence from the EU capital cities
The purpose of this paper is to analyze the relationship between brand strength and tourism intensity indices and to determine to what extent the implementation of the branding process can have an impact on building a destination’s brand strength and tourism economic performance in the EU capital cities. For the purpose of this study we use secondary data on brand strength and tourism intensity for a sample of 20 European capital cities. Correlational analysis between brand strength and tourism intensity was then performed by using a cross- section analysis design. The findings of this research show that destination brand strength is indeed significantly and positively related to tourism intensity. This paper concludes that destination branding process is an important factor for creating and maintaining competitive advantages among capital cities on the mature and saturated European tourism market.
destination branding ; tourism intensity ; capital cities ; European Union
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Podaci o izdanju
10 (1)
2016.
14-23
objavljeno
1750-6182
1750-6190
10.1108/IJCTHR-06-2015-0054
Povezanost rada
Ekonomija