ABSTRACT
Travellers are spoilt for choice of available destinations and are exposed to more media noise than ever before in history. Daily life is busier, and travel decision-making time is decreasing. Consequently, a trustworthy destination brand that can help simplify decision making, reduce perceived purchase risk, create and deliver value propositions is invaluable. Owning a brand that stands out from the crowd and simplifies decision making for the consumer represents a source of competitive edge. Therefore, effective branding is mutually beneficial for both the organisation and the consumer. While the topic of product branding first appeared in the psychology literature in the 1940s, research related to the branding of tourism destinations did not appear until the late 1990s. This coincided with the emergence of countless new destinations around the world following the collapse of communism and the deregulation of international air routes. Many destinations were becoming substitutable in markets crowded with rival places offering similar features and benefits. So destination marketing organisations (DMOs) have increasingly turned to branding in the quest to differentiate their destination from competing places offering similar features and benefits. This chapter is underpinned by four themes. First, destinations can be branded. 146Second, branding is at the very heart of destination marketing strategy, and so all marketing communications must enhance the brand. Third, destination branding is a co-creative process involving the DMO, tourism stakeholders, intermediaries and consumers, through a destination brand identity, destination image and destination brand positioning. Fourth, the already complex process of branding is intensified for destination marketers.
