The Role of Consumer Perceptions in Destination and Country Branding

Kwai Ming Simon MAK

The Role of Consumer Perceptions in Destination and Country Branding

Kwai Ming Simon MAK

Department of Management

Research output: Conference Papers › RGC 32 - Refereed conference paper (without host publication) › peer-review

Abstract

This paper examines two perspectives for branding a country. The first perspective is to confine the relationship between destination branding and country branding. The second perspective is to model the factors influencing a tourist's consumer behaviors, thus constituting one or more alternate, subsidiary country brand(s) to apply in country branding.

Original language	English
Pages	250-257
Publication status	Published - 21 Jul 2010
Event	Nineteenth World Business Congress - Konya, Türkiye Duration: 21 Jul 2010 → 25 Jul 2010

Conference

Conference	Nineteenth World Business Congress
Place	Türkiye
City	Konya
Period	21/07/10 → 25/07/10

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title = "The Role of Consumer Perceptions in Destination and Country Branding",

abstract = "This paper examines two perspectives for branding a country. The first perspective is to confine the relationship between destination branding and country branding. The second perspective is to model the factors influencing a tourist's consumer behaviors, thus constituting one or more alternate, subsidiary country brand(s) to apply in country branding.",

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AB - This paper examines two perspectives for branding a country. The first perspective is to confine the relationship between destination branding and country branding. The second perspective is to model the factors influencing a tourist's consumer behaviors, thus constituting one or more alternate, subsidiary country brand(s) to apply in country branding.

M3 - RGC 32 - Refereed conference paper (without host publication)

SP - 250

EP - 257

T2 - Nineteenth World Business Congress

Y2 - 21 July 2010 through 25 July 2010

ER -

The Role of Consumer Perceptions in Destination and Country Branding

Abstract

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