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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...

Lemmetyinen, A.; Dimitrovski, D.; Nieminen, L.; Pohjola, T.
Emerald Group Publishing Ltd, Bradford, UK
Tourism Review, 2016, 71, 4, pp 245-286