Integrating country and brand images: Using the Product—Country Image framework to understand travelers’ loyalty towards responsible tourism operators.
By Makarand Mody Abstract While much research into loyalty has been conducted at the destination level, tourists’ loyalty towards their intermediary has not been considered. To address this gap, the present study develops a model of tourists’ loyalty towards responsible tourism operators by integrating two streams of literature. The first stream pertains to branding, consumer […]