How the characteristics of destination mascots build the affective destination image: The mediating role of emotional value and destination intimacy
Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries
Published online on April 15, 2025
Abstract
Journal of Vacation Marketing, Ahead of Print.
This study adopted a mixed-method approach to study how destination mascots build an affective image of a destination. Stage 1 of the study included conducting a literature review, personal interviews, and a survey to develop a measurement scale for ...
This study adopted a mixed-method approach to study how destination mascots build an affective image of a destination. Stage 1 of the study included conducting a literature review, personal interviews, and a survey to develop a measurement scale for ...