The moderating effect of the use of virtual reality technologies in the branding of the cultural tourism sector : an analysis from the brand heritage
Year of publication: |
2024
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Authors: | Escandon-Barbosa, Diana ; Salas-Paramo, Jairo ; Castrillon Paque, Victor |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 30.2024, 4, p. 533-551
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Subject: | brand awe | brand heritage | brand identity | nostalgic experience | purchase intention | virtual reality | Markenführung | Brand management | Markenimage | Brand image | Virtuelle Realität | Virtual reality | Konsumentenverhalten | Consumer behaviour | Tourismuswirtschaft | Tourism industry | Kulturgüter | Cultural heritage | Marketingmanagement | Marketing management | Markenarchitektur | Brand architecture |
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