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| Tekijä: | Petr, C. |
| Otsikko: | Fame is not always a positive asset for heritage equity! Some clues from buying intentions of national tourists |
| Lehti: | Journal of Travel & Tourism Marketing
2009 : VOL 26:1, p. 1-17 |
| Asiasana: | brands consumer behaviour tourism |
| Kieli: | eng |
| Tiivistelmä: | The purpose of the article is to study the effect of fame on tourists' willingness to pay for visiting heritage sites. Comparing two sites, famous and not famous, the paper seeks an answer to the question, can fame have a negative effect on tourist buying behavior. The study is conducted as a face-to-face survey. The findings of the study suggest that for well known national heritage sites, fame can actually be a negative asset as it increases the amount of tourists coming to see the site, but not consuming cultural products such as entrance fees and guided tours. It seems that strong brand awareness does not always go hand in hand with commercial success. |
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