A Gate-and-Menu Theory of Collective Tourism Brand Value
Updated
Updated · arxiv.org · Jul 20
A Gate-and-Menu Theory of Collective Tourism Brand Value
1 articles · Updated · arxiv.org · Jul 20
Summary
A new academic paper introduces the 'gate-and-menu' theory to explain how collective tourism brands derive value from different types of assets.
The model distinguishes between essential, non-reproducible 'gate' assets and modular, reproducible 'menu' attractions, analyzing their roles in brand protection and value allocation.
Researchers used language models to classify tourism assets across 166 economies, offering practical insights for destination managers on brand stewardship and policy coordination.