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Growing Science » Management Science Letters » Revisiting tourist behavior via destination brand worldness

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Management Science Letters
ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print)
Quarterly Publication
Volume 6 Issue 11 pp. 671-680, 2016

Revisiting tourist behavior via destination brand worldness Pages 671-680 PDF Download PDF

Authors: Murat Kayak, Michele Simoni

📋 Author Affiliations:
Murat Kayak1, Michele Simoni2
1 PhD student in Management, XXX Cycle, Department of Business and Quantitative Studies, University of Naples “Parthenope”, Italy
2 Associate Professor of Marketing, Department of Business and Quantitative Studies, University of Naples “Parthenope”, Italy
doi 10.5267/j.msl.2016.10.003
1 Source: Scopus
Crossref 1 Source: CrossRef

🔑 Keywords: Taiwan, Tourism destination brand worldness, Intention to revisit

Abstract: Taking tourists’ perspective rather than destination offerings as its core concept, this study introduces “perceived destination brand worldness” as a variable. Perceived destination brand worldness is defined as the positive perception that a tourist has of a country that is visited by tourists from all over the world. Then, the relationship between perceived destination brand worldness and intention to revisit is analyzed using partial least squares regression. This empirical study selects Taiwanese tourists as its sample, and the results show that perceived destination brand worldness is a direct predictor of intention to revisit. In light of these empirical findings and observations, practical and theoretical implications are discussed.

How to cite this paper
APA: Kayak, M & Simoni, M. (2016). Revisiting tourist behavior via destination brand worldness. Management Science Letters, 6(11), 671-680.
Chicago/Turabian: Kayak, M & Simoni, M. 2016. "Revisiting tourist behavior via destination brand worldness." Management Science Letters 6, no. 11 (2016): 671-680.
AMA: Kayak, M & Simoni, M. Revisiting tourist behavior via destination brand worldness. Management Science Letters. 2016;6(11):671-680.

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📚 Journal: Management Science Letters | 📅 Year: 2016 | 📖 Volume: 6 | 📄 Issue: 11 | 👁️ Views: 2785 | 📊 Crossref: 1

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