Destination Branding Case Study: Branding Destinations with Unique
Most destinations today have excellent facilities and attractions, and every destination claims and promotes a unique culture and heritage, beautiful landscape, excellent facilities and very friendly locals. Therefore, creating a differentiated brand image is more critical (Morgan and Pritchard 1999). Success depends on essentially two dimensions: (1) the management of the tourism system as a system of networks and channels, and (2) the management of brand attributes, their dissemination and consistency (Gnoth 2002). Destination branding should be managed strategically by destination marketing organizations to articulate and communicate a destination identity. This chapter provides concepts, tools and approaches of developing brands in travel and tourism to help destination marketers implement sound brand strategies and tactics.