How to Capture Tourists’ Love for a Place: Methodological and Technological Solutions

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“A potential expansion of the brand love concept could be “place brand love,” and it will be argued that qualitative methods may be the most effective way to research this area in a tourism context and may serve as a catalyst to deeper insights than would be possible with quantitative methods alone. Additionally, it will be argued that when researching tourism destination brands specifically, when tourists reside in diverse geographical locations, flexibility and creative use of technology may result in a high response rate and respondent completion of research tasks.”