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Purpose - The aim of this study is to examine cruise destination branding as a new resource for a region to promote an area as a differentiated cruise destination. The authors specifically study how the perceived brand awareness of a destination moderates the relation between cruisers' motivation...
The senior market is particularly attractive to the tourism industry. Alongside evidence of a growing propensity to travel and spend, consumption is often deliberately linked to low seasons, balancing out the peaks and valleys for tourism suppliers. Health is one variable which is particularly...