Abstract

The brand helps make a significant difference in distinguishing goods and services and acts as an edge over the closest rivals (Aaker, 1991). Govers et al. (2007) claim that the consumption experience of travel “determines aspects of consumer behavior related to multiple emotional, sensory, and fantasy aspects of consumer behavior” (Hirschman and Holbrook, 1982). Morgan et al. (2004) state that location branding is a potent tool for marketing that can aid travellers in developing positive affective attachments and impressions. As they explain, the summation of perceived experiences that a tourist will encounter at a destination is the so-called “most important repertoire of beliefs that support the branding of a destination.” (Barnes et al., 2014).