The Impact Of Destination Branding To Tourists Behavior Albania In Focus

Oriola Theodhori and Eleina Qirici
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Oriola Theodhori: Korca’s University
Eleina Qirici: Korca’s University

Journal of Knowledge Management, Economics and Information Technology, 2014, vol. 4, issue 1.1, 19

Abstract: Most executives today agree that their efforts should be focused on growing the lifetime value of their customers. They face with the major challenges of brand management today that vary from digitalization of information overload, social responsibility, increasing consumer skepticism and the importance of accountability. Develop the skills to manage the brands will increase the profit in the future. Faced with an increasingly complex competitive environment companies have responded by creating strong brands. The main purpose of this study is to examine the impact of destination brand to tourists behavior. To realize this study were used questionnaires survey. A sample of 220 questionnaires was used to collect data within a period of three months. The paper shows that destination brand and communication can influence the tourist behavior. The study provides important managerial insight, as it shows how different brand attributes are valued by tourists. Limitation of the research, implications for future research are included in last section of the article.

Date: 2014
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