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Journal of Tourism Management Research

June 2016, Volume 3, 1, pp 1-9

Conceptual Framework of Brand Image for Tourism Industry: Tourism Management and Advertisement as Moderators

Wasib B Latif


Md. Aminul Islam


Mahadzirah Mohamad


Kritika Kongsompong


Abdur Rahman

Wasib B Latif 1

Md. Aminul Islam 2
Abdur Rahman 3
Mahadzirah Mohamad 4
Kritika Kongsompong 5

  1. PhD. Candidate, School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis, Perlis, Malaysia 1

  2. Associate professor, School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis, Kangar, Perlis, Malaysia 2

  3. Professor, Department of Business Administration, Prime University, 2A/1, North East of Darus Salam Road, Mirpur, Section-1, Dhaka, Bangladesh 3

  4. Professor, Department of Management, Faculty of Economics and Management Sciences, Universiti Sultan ZainalAbidin (UniSZA), Kuala Terengganu, Malaysia 4

  5. Associate Professor, Sasin Graduate Institute of Business Administration of Chulalongkorn University SasaPatasala Building Soi Chula 12, Phyathai Road Bangkok, Thailand 5

Pages: 1-9

DOI: 10.18488/journal.31/2016.3.1/

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The conceptual framework of brand image for the tourism industry is a combination of antecedents and moderators that create differential effects on customer response to the tourism marketing of the brand. By constructing a conceptual framework of brand image for tourism industry will build a competitive advantage in the marketplace that will increase their overall image with long-term sustainability. Indeed, recent trends in modern tourism marketing have changed tremendously, and study of a conceptual framework of brand image for the  tourism industry is increasingly becoming considerable to keep pace with this change. In this conceptual paper, we have summarized the literature on currently prevailing concepts and approaches on brand image for the tourism industry that will allow us to identify the conceptual framework of brand image, and therefore will facilitate the tourism industry to enhance their marketing efficiency and effectiveness.

Contribution/ Originality
This paper’s contribution or originality is focusing the conceptual framework of brand image for the tourism industry. Indeed, the first time this paper highlights two moderating variables that imply tourism management and advertisement as moderators within the conceptual framework of brand image for the tourism industry.




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