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Bob Heere, Henry Wear, Adam Jones, Tim Breitbarth, Xiaoyan Xing, Juan Luis Paramio Salcines, Masayuki Yoshida, and Inge Derom

category is crucial because it illustrates the importance of their own promotional efforts within the destination image formation process. Unfortunately, the limitations associated with the cross-sectional survey approach used by Baloglu and McCleary prevented an in-depth understanding of how marketers can