In:
Journal of Asian and African Studies, SAGE Publications, Vol. 55, No. 6 ( 2020-09), p. 896-909
Abstract:
A smart travel brand today is not only an advertising marketing channel but also requires businesses to adapt and focus on brand value. Branding plays a role in shaping customer search behavior which means an effectively personalized brand helps travel businesses find potential customers and develop specific services to maintain business advantages. This article contributes some ideas about building a tourism brand today that is personalized through story and awareness in the context of digital competition, where customers play a central role both of providers of recommendations and consumers of the recommended story.
Type of Medium:
Online Resource
ISSN:
0021-9096
,
1745-2538
DOI:
10.1177/0021909620935428
Language:
English
Publisher:
SAGE Publications
Publication Date:
2020
detail.hit.zdb_id:
2040418-9
SSG:
0
SSG:
6,24
SSG:
6,31
SSG:
6,23
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