Chapter 6: ‘I love this place’: tourists’ destination brand love
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This chapter examines the idea of brand love in relation to tourism destinations. Through the reporting of a study based in three destinations in the United States (Orlando, Florida; Minneapolis, Minnesota; and Las Vegas, Nevada), the chapter demonstrates how brand love is manifest for destination products among tourists. The chapter concludes with the development of a brand love model for destinations, arguably relevant for both academia and practice. Additionally, the research data indicate that tourists get distinct benefits out of relationships with different destinations, and this leads to the identification of three types of destination brand love related to three Greek words for ‘love’: philia (friendship type of love), storge (affection type of love) and eros (passionate type of love).

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