 Destination Neurogenetics: Creation of destination meme maps of touristsHilmi A. Atadil, Ercan Sirakaya-Turk, Seyhmus Baloglu and Ksenia Kirillova Journal of Business Research, 2017, vol. 74, issue C, 154-161 Abstract: Seminal marketing studies suggest that the concepts of destination image and meme maps are highly related. Using the Theory of Spreading Activation, this study involves creation, assessment, and comparison of the structure of tourists' destination memes of a mature tourism destination in Turkey. The study reports the findings of two separate studies involving Russian and German travelers to Antalya. Results show sea, sun, and beach memes are the three most common general memes activating the Antalya brand; however, the two market segments' (Russian and German travelers) meme maps differ. While traditional marketing theories rely on the Rational Choice Theory that accentuates the role of the conscious choice of a consumer, this study involving Destination Neurogenetics (DNgen) supports the Infection of the Mind Theory. Findings suggest that greater meme-associations represent high-equity and strong brands. Keywords: Memetics; Meme maps; Destination Neurogenetics; Spreading activation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:74:y:2017:i:c:p:154-161 DOI: 10.1016/j.jbusres.2016.10.028 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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