Year: 2011
Type: dissertation
Abstract: This thesis paper studies the interrelationship between two phenomena: destination brand and iconic product. The aim of this paper is to show the interrelationship between two phenomena and examine how the iconic product can influence the destination brand. The research identifies main concepts of the work: the destination brand and the iconic product, studies the existing theory regarding those concepts and identifies the theoretical gap. To reach the study purposes the qualitative research method was chosen. Through the thesis work along with theory empirical data regarding the Costa Rican coffee and the Moldovan wine is analysed. Based on the theoretical framework and secondary data analysis thesis suggests the conceptual model illustrating the interrelationship between the two phenomena. Research claims that there is the interrelationship between the destination brand and the iconic product, and based on that argues that destination can be branded through iconic product.
Authors: Tea Lominadze, Ekaterina Soroka
Language: English
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1746066118