Study on Tourist Perceptions of Urban Tourism Brand Image in Ningbo

Libing Shu () and Haolan Zhang ()
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Libing Shu: Zhejiang University
Haolan Zhang: Zhejiang University

A chapter in LISS 2012, 2013, pp 999-1005 from Springer

Abstract: Abstract As a new tourism form, the urban tourism is rising gradually in the world. The brand image of urban tourism can divide into four dimensions, which were regional image, landscape image, cultural image, and service image. The survey results from 97 non-local tourists showed that the perceptions of “regional image” and “cultural image” were strongest, but perception of “landscape image” was weakest. Except the landscape image, the perception of urban tourism brand image had remarkable influence on the choice of tourism destination. So the government shall strengthen environmental construction and carry out integrated marketing communication to promote urban tourism brand image in Ningbo.

Keywords: Urban tourism; Brand image; Tourist perception; Brand association (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-32054-5_140

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DOI: 10.1007/978-3-642-32054-5_140

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