Place branding in tourism: a review of theoretical approaches and management practices
This paper draws from the generic literature on branding to develop the idea of tourist based destination branding. Tourist based brand equity is proposed as an alternative to the more traditional destination resource centered idea of brand equity. In that process, it identifies various tourism...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2017-10-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/988/pdf_66 |
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| Summary: | This paper draws from the generic literature on branding to develop the
idea of tourist based destination branding. Tourist based brand equity is
proposed as an alternative to the more traditional destination resource
centered idea of brand equity. In that process, it identifies various
tourism related nuances that obfuscate brand building. Measurement
approaches to quantify destination brand equity are compared,
highlighting the pros and cons of each approach. Throughout the
discussion, examples of successful destination branding practices are
integrated. |
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| ISSN: | 2182-8466 |