The evolution of destination branding: A review of branding literature in tourism
Tourism is a promise and destinations communicate the credibility of that promise by means of destination brands. Branding has become a key tool for tourism destinations to make explicit the complexity of experiences to be expected by tourists visiting a destination. This paper provides a comprehens...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
International Hellenic University
2017-03-01
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| Series: | Journal of Tourism, Heritage & Services Marketing |
| Subjects: | |
| Online Access: | http://jthsm.gr/vol3iss1/3-1-2.pdf |
| _version_ | 1818131863574675456 |
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| author | Marta Almeyda-Ibáñez Babu P. George |
| author_facet | Marta Almeyda-Ibáñez Babu P. George |
| author_sort | Marta Almeyda-Ibáñez |
| collection | DOAJ |
| description | Tourism is a promise and destinations communicate the credibility of that promise by means of destination brands. Branding has become a key tool for tourism destinations to make explicit the complexity of experiences to be expected by tourists visiting a destination. This paper provides a comprehensive literature review of various issues associated with tourism destination branding. It brings together a wide range of debates in the generic marketing literature, places them alongside the nuances of tourism, and thereby identifies unique challenges of branding in tourism destination contexts. Finally, a case study of USP based national tourism branding campaigns in the Caribbean is presented. |
| first_indexed | 2024-12-11T08:27:42Z |
| format | Article |
| id | doaj.art-e915be84d8b44832a974c9e4f2bc72fb |
| institution | Directory Open Access Journal |
| issn | 2529-1947 |
| language | English |
| last_indexed | 2024-12-11T08:27:42Z |
| publishDate | 2017-03-01 |
| publisher | International Hellenic University |
| record_format | Article |
| series | Journal of Tourism, Heritage & Services Marketing |
| spelling | doaj.art-e915be84d8b44832a974c9e4f2bc72fb2022-12-22T01:14:32ZengInternational Hellenic UniversityJournal of Tourism, Heritage & Services Marketing2529-19472017-03-013191710.5281/zenodo.401370The evolution of destination branding: A review of branding literature in tourismMarta Almeyda-Ibáñez0Babu P. George1University del Sagrado CorazónFort Hays State UniversityTourism is a promise and destinations communicate the credibility of that promise by means of destination brands. Branding has become a key tool for tourism destinations to make explicit the complexity of experiences to be expected by tourists visiting a destination. This paper provides a comprehensive literature review of various issues associated with tourism destination branding. It brings together a wide range of debates in the generic marketing literature, places them alongside the nuances of tourism, and thereby identifies unique challenges of branding in tourism destination contexts. Finally, a case study of USP based national tourism branding campaigns in the Caribbean is presented.http://jthsm.gr/vol3iss1/3-1-2.pdfDestination managementbrandingbrand equitymeasurementunique selling propositionchallenges |
| spellingShingle | Marta Almeyda-Ibáñez Babu P. George The evolution of destination branding: A review of branding literature in tourism Journal of Tourism, Heritage & Services Marketing Destination management branding brand equity measurement unique selling proposition challenges |
| title | The evolution of destination branding: A review of branding literature in tourism |
| title_full | The evolution of destination branding: A review of branding literature in tourism |
| title_fullStr | The evolution of destination branding: A review of branding literature in tourism |
| title_full_unstemmed | The evolution of destination branding: A review of branding literature in tourism |
| title_short | The evolution of destination branding: A review of branding literature in tourism |
| title_sort | evolution of destination branding a review of branding literature in tourism |
| topic | Destination management branding brand equity measurement unique selling proposition challenges |
| url | http://jthsm.gr/vol3iss1/3-1-2.pdf |
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