کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
139268 162489 2012 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The influence of logo design on country image and willingness to visit: A study of country logos for tourism
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
The influence of logo design on country image and willingness to visit: A study of country logos for tourism
چکیده انگلیسی

This study examines the influence of tourism logo design on people's country image and their intention to visit the country being promoted. In an online survey, undergraduate students were exposed to the tourism logos of Australia, Kenya, and Malawi. The results show that students’ evaluations of a country's logo significantly affected their image of the country and their willingness to visit it after controlling for pre-existing knowledge and attitude toward the object country.


► We examine the influence of tourism logo design on people's country image and their willingness to visit.
► People were exposed to the tourism logos of Australia, Kenya, and Malawi.
► People’ evaluations of a country's logo significantly affected their image of the country.
► People’ evaluations of a country's logo significantly affected their willingness to visit.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Public Relations Review - Volume 38, Issue 4, November 2012, Pages 584–591
نویسندگان
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