Airbnb Branding: Heritage as a Branding Element in the Sharing Economy

Fierro, A; Aranburu, I

Fierro, A (reprint author), Univ Basque Country UPV EHU, Fac Econ & Business, Avda Lehendakari Agirre 83, Bilbao 48015, Spain.

SUSTAINABILITY, 2019; 11 (1):

Abstract

The cultural heritage of cities has been proven to be a generator of economic activity and a singular place branding/marketing tool for territories. I......

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