Tourism Brands

ETI is a repository for best practices related to destination branding and offers services such as marketing research and strategic consulting to industry organizations.

Yao-Yi Fu's Research

Many automotive events such as World of Wheels and LSX Shootout take place in Indianapolis and attract thousands of local and out-of-town attendees. These events contribute to the city’s tourism and automotive destination image, bringing car enthusiasts who form brand communities that share a similar car culture. It is one vital way for car enthusiasts’ brand communities to stay connected and active by attending automotive events in the city or organized by car brand communities themselves. In addition, these events provide activities for people to gain more knowledge and skills about automobiles, which can enhance their brand ownership and usage experience.

Yao-Yi Fu, Ph.D., has conducted a study to look at how automotive events create brand value for car enthusiasts who are members of brand communities. Many car enthusiasts join more than one brand community and attend various car events. Therefore, different automotive events and brand communities are intertwined to create brand value for car enthusiasts. These events and brand communities can complement each other in many ways. As a result, the dynamic links among these elements has been investigated in this study. The study includes in-depth interviews that Fu conducted at many car events in the Midwest. She also interviewed members of several car clubs in Indiana. Her research provide insights for car event organizers regarding planning events that help car enthusiasts to further connect with car related businesses and their fellow members in their brand communities.


Suosheng Wang's Research

Suosheng Wang, Ph.D., recently published a study, An Inquiry into Country Image Components and Their Effects on Perceived Destination Image and Travel Intentions. 

Wang indicates a literature review shows the rationale of product-country-image concept has rarely been applied in travel destination image analysis. Such studies used to examine the country image one-dimensionally and failed to explore the separate functions of country image’s cognitive and affective components. This study is designed to fulfil this gap.

Grounded in the attitude theory, a comprehensive predicting model of people’s travel intentions with the inclusion of the cognitive country image components and affective country image components is proposed and empirically tested. Theoretical contributions and managerial implications are discussed.


Suosheng Wang (2020) An inquiry into country image components and their effects on perceived destination image and travel intentions, Tourism Recreation Research, DOI: 10.1080/02508281.2020.1796341