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Examining destinations' personality and brand equity through the lens of expats: moderating role of expat's cultural intelligence
(Taylor and Francis Ltd., 2021)
The role of expat's community has emerged as a cornerstone for branding tourism destinations. This study focused on 307 expats (across Korea and Turkey) and investigated the effects of perceived destination personality ...
Every storm will pass: Examining expat’s host country-destination image, cultural intelligence and renewed destination loyalty in COVID-19 tourism
(Cogent OA, 2021)
The massive cultural transformation in the pandemic-paused tourism industry has revamped loyalty towards destinations, thus prompting scholarly attention towards global expats who were rarely considered in tourism research. ...
Does forced-shift to online learning affect university brand image in South Korea? Role of perceived harm and international students’ learning engagement
(Routledge, 2021)
University brand marketing leaders are reimagining their brand response to the global crisis, as COVID-19 pandemic continues to raise fears, especially due to the recent spike of the ‘delta variant’ outbreaks. Addressing ...