Effets de l'image de marque de la destination sur les intentions comportementales des touristes
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Effets de l'image de marque de la destination sur les intentions comportementales des touristes

Effets de l'image de marque de la destination sur les intentions comportementales des touristes


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About the Book

L'image du Zimbabwe en tant que destination touristique a été ternie sur son marché d'origine pour de multiples raisons, parmi lesquelles des prix élevés et une connectivité aérienne limitée. Après une décennie de cette publicité, le Zimbabwe doit relever le défi de se repositionner et de se différencier sur le marché mondial, caractérisé par une immense concurrence. Le pays possède une pléthore d'attractions, mais le problème majeur du Zimbabwe est de sélectionner une marque idéale pour créer une image positive attrayante qui encourage les intentions comportementales positives. Un grand nombre d'études ont été réalisées sur l'image de marque de la destination, mais ces études n'ont pas abordé la relation entre l'image de marque de la destination et chacune des dimensions de l'image de la destination (cognitive, affective, etc.). Cette étude a cherché à examiner la relation entre l'image de marque de la destination, l'image de la destination et les intentions comportementales des touristes en ce qui concerne le Zimbabwe en tant que destination touristique. Sur la base de la littérature et de la théorie, des hypothèses d'étude ont été formulées ainsi que le cadre qui décrit les relations entre les variables.


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Product Details
  • ISBN-13: 9786205718742
  • Publisher: KS Omniscriptum Publishing
  • Publisher Imprint: Editions Notre Savoir
  • Height: 229 mm
  • No of Pages: 84
  • Spine Width: 5 mm
  • Width: 152 mm
  • ISBN-10: 620571874X
  • Publisher Date: 20 Feb 2023
  • Binding: Paperback
  • Language: French
  • Returnable: N
  • Weight: 186 gr


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