The Impact of Brand Experience on Downtown Success

Author:

Beckman Eric1,Kumar Archana2,Kim Youn-Kyung3

Affiliation:

1. Retail, Hospitality and Tourism Management, University of Tennessee, Knoxville, TN, USA

2. Department of Marketing, Montclair State University, Montclair, NJ, USA

3. Department of Retail, Hospitality, and Tourism Management, University of Tennessee, Knoxville, TN, USA

Abstract

Many cities have begun to use experiential marketing in order to create cohesive place branding messages that appeal to different potential visitors, both tourists and locals. By identifying the brand experiences that influence place dependence and positive outcomes such as word-of-mouth and revisit intention, the success of a city downtown can be measured. This study surveyed visitors (locals and tourists) in three city downtowns (Asheville, North Carolina, Nashville, Tennessee, and Chattanooga, Tennessee). After testing the structural equation model for each visitor group, potential strategies for improving downtown success are discussed.

Publisher

SAGE Publications

Subject

Tourism, Leisure and Hospitality Management,Transportation,Geography, Planning and Development

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