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Ultimately a destination brand manifests as an image (or lack of) in the mind of the consumer, which may be quite different to the image intended in the brand identity. The focus for this study is on Thailand 's brand image as perceived by potential Australian travelers, as well as Thailand 's brand identity as intended by Tourism Authority of Thailand (TAT).
The study seeks to provide a model for the measurement of destination branding at two levels: the customer (travelers) and the operator (destination marketers), to improve understanding of the context of destination branding both theoretically and practically.
This research is featured in TRU Stories 2. Please click here for full details.
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