Analysis of celebrity endorsement as an effective destination marketing tool
TABLE OF CONTENTS
CHAPTER I INTRODUCTION
1.1 RATIONALE FOR STUDY
While promoting destinations, the primary and secondary characteristics are usually emphasised and it includes various qualities of the destinations including scenery, climate, hospitality of the local people and traditions. There are secondary factors as well, which add or reduce the value of a particular destination and they are basically the events, transportation, public facilities etc. The communication-saturation in the society is sufficient to adequately promote the above qualities, and the buyers and sellers get aware of these in advance. Morgan et al. (2002a) comments on the above situation, ...