Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand.

Place Branding: Connecting Tourist Experiences to Places seeks to build a customer-based view of place branding through focusing on the individual as a tourist who travels to undertake a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where to go, collect information on them, ask for advice and suggestions from fellow travellers, give feedback when they come back and talk a lot about their experience, spreading word-of-mouth. The book enables readers to understand how the tourist experience can be managed as a brand. Readers are exposed to a variety of problems, methodological approaches, and geographical areas, which allows them to adapt frames to different contexts and situations.

This book is recommended reading for students and scholars of business, marketing, tourism, urban studies and public diplomacy, as well as practitioners, business consultants and people working in public administration and politics.

part I|26 pages


chapter 1|8 pages

Place branding

Connecting tourist experiences to places

chapter 2|14 pages

Tourisms and tourists

Where are people going?

part III|100 pages

Place branding

chapter 7|37 pages

A land for all season

The effect of travelers’ orientation on awareness, satisfaction, place image, and travelers’ loyalty

chapter 9|22 pages

Whispering experience

Configuring the symmetrical and asymmetrical paths to travelers’ satisfaction and passion

part IV|116 pages

Destination brand management

chapter 11|18 pages

Rethinking the nexus of TV series/movies and destination image

Changing perceptions through sensorial cues and authentic identity of a city

chapter 12|19 pages

Toward a country-branding framework

A comparative analysis

chapter 14|18 pages

Examining the destination website

A case of Visit Tatarstan

chapter 15|16 pages

Wine and food tourism and place identity

The strategic role of local networks

part V|16 pages


chapter 17|16 pages

Place branding in context

Current challenges, global changes and future trends