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- W2361969904 abstract "In recent years,more and more tourism enterprises pay attention to brand building.But results are not satisfactory.The national travel complaints statistics data show that tourist complaints have been increasing.So how to internalize brand to the enterprise and making actual behavior,that is very important in theory and practice.The paper,taking a five-star hotel as a case,identifies the fact that the internalization of tourism brands are of binary structure at organizational and employee level and refines the main elements of the two levels by applying the study method of grounded theory to analyze the process of internalization.Three mechanisms of brand internalization——learning,transaction and relation are further dug out.These conclusions are of immediate significance to tourism businesses devoted to brand building.Meanwhile,a new perspective is provided for theoretical study in tourism brand field." @default.
- W2361969904 created "2016-06-24" @default.
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- W2361969904 date "2012-01-01" @default.
- W2361969904 modified "2023-09-27" @default.
- W2361969904 title "Study on the Internalization of Tourism Brands Based on Grounded Theory:A Case of a Five-star Hotel" @default.
- W2361969904 hasPublicationYear "2012" @default.
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