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The influence of destination personality on brand image evaluation among archaeological tourists

Archaeological tourism is becoming increasingly important to the Malaysian tourism industry with the recognition of the Lenggong Valley as UNESCO’s World Heritage Site. This research focuses on the use of the Aaker’s (1997) brand personality concept, or in this context destination personality, in br...

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Bibliographic Details
Main Authors:	Kok, Shiong Pong, Shuhaida Md Noor
Format:	Article
Language:	English
Published:	Universiti Kebangsaan Malaysian 2015
Online Access:	http://journalarticle.ukm.my/9105/ http://journalarticle.ukm.my/9105/1/V31_1_7.pdf

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