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Urban Heritage Image Based on Destination Brand Personality: The Case of Danang City, Vietnam

Chia sẻ: Huyết Thiên Thần | Ngày: | Loại File: PDF | Số trang:11

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This study applies the text-mining methodology, aims to explore how urban image formed with which destination brand personalities. Based on online reviews retrieved from TripAdvisor, 12 traits related to four dimensions of Danang brand personalities is explored. These dimensions are sincerity, excitement, competence, and sophistication. The results show that excitement and competence are dominant personalities of Danang urban heritage image with the coverages are 6.31% and 2.86%, respectively. Some implications for city image promotion and further research also are suggested.

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Nội dung Text: Urban Heritage Image Based on Destination Brand Personality: The Case of Danang City, Vietnam

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