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Keywords: Destination brand positioning
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Journal Articles
Consumer Behavior in Tourism and Hospitality (2026) 21 (2): 230–243.
Published: 22 September 2025
... indicates that destination brand positioning impacts consumer-based destination brand equity more effectively when focused on fewer differentiating attributes (Rodríguez-Molina et al., 2019). Therefore, taking a stand as to where on the soft-to-hard adventure scale the destination should position...
