Ramkissoon, Haywantee; Nunkoo, Robin; Gursoy, Dogan - In: Perspectives on cross-cultural, ethnographic, brand …, (pp. 143-168). 2009
Scholars acknowledge the crucial role of values in influencing behavior and market choices. This paper examines the role of consumption values in influencing destination image and travel behavior by proposing a destination image formation model. Having as theoretical base the means-end chain...