How we choose our leisure destinations is a critical insight required by cities and regions that rely on tourism to find their economy. In this study of Alabama as a destination, Dr. Jeeyeon (Jeannie) Hahm of Rosen College of Hospitality Management, University of Central Florida, and Dr. Kimberly Severt of Department of Human Nutrition and Hospitality Management, The University of Alabama, consider how destination marketing must focus on factors important to tourists to encourage them to visit, and then ensure they are not disappointed.

Original Article

Hahm, J., Severt, K. (2018) "Importance of destination marketing on image and familiarity." Journal of Hospitality and Tourism Insights. 1(1), pp.37-53. https://doi.org/10.1108/JHTI-10-2017-0002.