The Impact of Brand Experience on Downtown Success Article

Beckman, E, Kumar, A, Kim, YK. (2013). The Impact of Brand Experience on Downtown Success . Journal of Travel Research, 52(5), 646-658. 10.1177/0047287513478502

cited authors

  • Beckman, E; Kumar, A; Kim, YK

authors

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. © 2013 SAGE Publications.

publication date

  • January 1, 2013

published in

Digital Object Identifier (DOI)

start page

  • 646

end page

  • 658

volume

  • 52

issue

  • 5