The role of relationship quality in integrated destination marketing |
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Authors: | Suh-hee Choi Liping A Cai |
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Institution: | 1. Tourism College, Institute for Tourism Studies, Colina de Mong-Ha, Macao, Chinasuhhee@ift.edu.mo;3. Purdue Tourism and Hospitality Research Center, Purdue University, 700 West State Street, West Lafayette, IN, 47907-2059, USA |
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Abstract: | ABSTRACTThis study illustrates the role of the relationship quality perceived by the international public, which is increasingly discussed in public diplomacy research. It leads to the implications for integrated destination marketing of a host country in targeting the international public, where the host country is considered both as a tourism destination and as a place for business and investment. The study proposes a model illustrating the intervention of relationship quality in the way tourism destination image and country image are associated with tourism and business behavioral intentions. Empirical testing shows that image itself cannot assure that the international public would support the host country. Instead, it establishes the critical role of enhancing relationship quality. |
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Keywords: | Relationship quality country image tourism destination image behavioral intention |
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