This project has progressed the understanding of the event contribution to the marketing of destinations, by developing a framework for assessing the brand equity effect (for a destination) for and during the period in which events are held; clarifying the relationships between visitor decision making processes and their actual arrival at a destination; conceptually isolating the key, and differing influences affecting decision making and behavioural action and providing a method that allows for event (period) comparisons and calibration.
This project has progressed the understanding of the event contribution to the marketing of destinations, by developing a framework for assessing the brand equity effect (for a destination) for and during the period in which events are held; clarifying the relationships between visitor decision making processes and their actual arrival at a destination; conceptually isolating the key, and differing influences affecting decision making and behavioural action and providing a method that allows for event (period) comparisons and calibration.
Reduce