DESTINATION BRAND EXPERIENCE AND THEIR IMPACT TO WORD-OF-MOUTH LITERATURE: A BIBLIOGRAPHY ANALYSIS
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Abstract
Destination Brand experiences is quite different to brand attitudes, brand personality, brand involvement and brand attachment. Researchers use Bibliometrics in R and VOSviewer for the creation of topic dendrogram, conceptual map and trend topic figure. The data provided suggests that the analysis is looking at the topic of Destination Brand Experience and Word of Mouth over a time span of 2001 to 2022. A total of 274 sources were used which include 926 documents were included in the analysis. The annual growth rate of the data is 28.19%. The most important year of publication is 2020, in which a total of 144 articles were published. These findings also underscore the importance of understanding consumer behavior and emotions in order to create a positive brand experience and promote word of mouth.
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