![]() ![]() This research helps to understand how European cities use their most attractive features to compete in the market segment of urban destinations and to stand out from other competing cities. Sara Vinyals Mirabent, a researcher of the Communication, Advertising & Society (CAS) Research Group of the Department of Communication at UPF has raised the issue and has studied it at the twelve most popular urban destinations in Europe. For the brand image, the uniqueness of the destination is key to its desired positioning and this makes the brand unique and distinguishable for tourists. It is the potential to create and integrate value-added products to maintain the resources while keeping their position in the market compared with other competitors. A destination's competitiveness refers to the ability of the brand to successfully occupy a niche in the market in the long term. ![]()
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