Experiential brand positioning : developing positioning strategies for beach destinations using online reviews
Year of publication: |
2023
|
---|---|
Authors: | Viriya Taecharungroj |
Published in: |
Journal of vacation marketing. - London : Sage, ISSN 1479-1870, ZDB-ID 2093798-2. - Vol. 29.2023, 3, p. 313-330
|
Subject: | destination positioning | hierarchical clustering | LDA | online reviews | textual analysis | Tourist experience | Markenführung | Brand management | Destinationsmanagement | Destination management | Virales Marketing | Viral marketing | Tourismusmarketing | Tourism marketing | Online-Marketing | Internet marketing | Marketingmanagement | Marketing management | Online-Handel | Online retailing | Konsumentenverhalten | Consumer behaviour | Kundenzufriedenheit | Customer satisfaction |
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