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This is the first study to investigate the source of visitor first awareness of a low profile attraction. Questionnaire responses from 976 walk-in visitors to South Carolina's Francis Beidler Forest reveal word of mouth (WOM) as the most important source, followed by regionally placed brochures and ...

Weaver, D. B.; Lawton, L. J.
Taylor & Francis, Philadelphia, USA
Journal of Travel & Tourism Marketing, 2011, 28, 1, pp 1-12