OVERTOURISM AND DESTINATION BRANDING: THE MEDIATING ROLE OF FUNCTIONAL AND EMOTIONAL VALUES AMONG TOURISTS

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OVERTOURISM AND DESTINATION BRANDING: THE MEDIATING ROLE OF FUNCTIONAL AND EMOTIONAL VALUES AMONG TOURISTS

Purpose – This research note offers an integrative model of destination branding in the context of overtourism in an ecotourism destination. This study examines the impact of overtourism on the functional and emotional values and destination branding. Design – A quantitative research design was used...

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Bibliographic Details
Published in:	Tourism and Hospitality Management
Main Author:	Zarhari N.A.A.; Mat Som A.P.; Azinuddin M.; Hanafiah M.H.
Format:	Article
Language:	English
Published:	University of Rijeka 2023
Online Access:	https://www.scopus.com/inward/record.uri?eid=2-s2.0-85164037646&doi=10.20867%2fthm.29.2.9&partnerID=40&md5=49744e2eab5c90b9d3e99ad95a8f3ad6

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