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| Tekijä: | Boga T. C. Weiermair K. |
| Otsikko: | Branding new services in health tourism |
| Lehti: | Tourism review
2011 : VOL. 66:1/2 p. 90-106 |
| Asiasana: | health tourism brands consumer behaviour |
| Vapaa asiasana: | mountains personal health |
| Kieli: | eng |
| Tiivistelmä: | The purpose of this paper is to serve as an introduction to the usefulness of means-end chain theory and analysis for branding in health tourism. Personal values have proven to be most valuable for establishing brand associations. With increasing product experience, consumers concentrate on viewer values closely linked to their personality. If product experience is low, consumers depend on a multitude of values. Branding started to extend into the tourism industry only recently. Specific research work on branding in health tourism is scant. To the best of the authors' knowledge, there is no article in which MEC analysis was applied in order to analyze possible carrier of brand associations in health tourism. This work aims to bridge the gap. |
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