engleski

Luxury Destination Brand - Factors That Help In Building It

The main purpose of this paper is to investigate factors that influence the creation of luxury destination brand. Based on literature review we have identified eight crucial factors: accommodation quality, quality of gastronomy offer, premium price, service quality, luxury shopping, unique experience, transportation infrastructure and celebrity. Research was conducted on a sample of 619 respondents from 16 countries. Results have shown that celebrity and luxury shopping availability have the strongest significant influence on luxury destination brand building, while impact of accommodation quality and premium price is non-significant, and, interestingly, transportation infrastructure has negative and significant impact. This imply that lot of research have to be made in the field of luxury destination brand management and necessity of inclusion additional factors such as self-perceptions, and also to see if there is differences between different tourist segments.

destination brand, luxury

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