ABSTRACT
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.
TABLE OF CONTENTS
part |66 pages
Destination Brand Concepts
part |17 pages
Tourism places, brands, and reputation management
part |11 pages
Competitive Identity
part |21 pages
A place marketing and place branding perspective revisited
part |12 pages
Nation branding
part |116 pages
Destination Brand Challenges
part |173 pages
Destination Brand Cases
part |12 pages
Branding and the accreditation approach
part |16 pages
Branding a ‘new' destination
part |11 pages
City brands and special interest tourism
part |14 pages
Repositioning city brands and events
part |12 pages
Branding and the opportunities of movies
part |18 pages
Branding, stakeholders, and integration
part |22 pages
Branding, destination image, and positioning
part |12 pages
Country brands and identity
part |17 pages
Destination branding and the urban Lexicon
part |13 pages
Branding a post-conflict destination
part |12 pages
Repositioning destination brands at a time of crisis
part |9 pages
Epilogue