Title

The Impact of Brand Experience on Downtown Success

Document Type

Article

Publication Date

1-1-2013

Abstract

Many cities have begun to use experiential marketing in order to create cohesive place branding messages that appeal to different potential visitors, both tourists and locals. By identifying the brand experiences that influence place dependence and positive outcomes such as word-of-mouth and revisit intention, the success of a city downtown can be measured. This study surveyed visitors (locals and tourists) in three city downtowns (Asheville, North Carolina, Nashville, Tennessee, and Chattanooga, Tennessee). After testing the structural equation model for each visitor group, potential strategies for improving downtown success are discussed.

DOI

10.1177/0047287513478502

This document is currently not available here.

Share

COinS