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This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists. It asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts and challenges. It tackles how place perceptions are formed, how cities, regions and countries can enhance their reputations as creative, competitive destinations, and the link between competitive identity and strategic tourism policy making.
This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate
In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca
This primer demystifies branding, demonstrates how to reveal a destination brand, and provides real world examples, as well as affordable, proven tools, templat
The marketing of tourist destinations requires continuous strategic planning and decision making. This book provides researchers and practitioners with an in-de
Tourism has become one of the world's fastest growing economic sectors in recent years. Governments around the world are increasingly recognising the power of t
