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Brand identification enhances customer loyalty and develops long-term relationships between the customer and the brand. However, only a few studies have explored the role of identification in building long-term and favorable relationships between tourists and a tourism destination. In this study,...

Vikas Kumar; Kaushik, A. K.
Routledge, Philadelphia, USA
Journal of Travel & Tourism Marketing, 2017, 34, 9, pp 1247-1260
AbstractFull Text

The main objective of this study is to investigate the relationships among self-congruity, functional congruity, satisfaction, attachment, and loyalty in tourism context. The sample of 253 international tourists was collected in Shimla, a famous holiday destination of India. Using structural...

Vikas Kumar; Nayak, J. K.
Akdeniz University, Tourism Faculty, Antalya, Turkey
Advances in Hospitality and Tourism Research, 2014, 2, 2, pp 24-44