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The contribution of partnership and branding to destination management in a globalized context: The case of the UNWTO Silk Road Programme
[Zeitschriftenartikel]
Abstract The aim of this paper is twofold: (i) to present the challenges of destination management and governance within the globalized and digital environment; and (ii) to analyse the potential contribution of partnership and branding to advancing tourism development and promoting tourism experience opportu... mehr
The aim of this paper is twofold: (i) to present the challenges of destination management and governance within the globalized and digital environment; and (ii) to analyse the potential contribution of partnership and branding to advancing tourism development and promoting tourism experience opportunities. A case of Public-Private Partnership (PPP) - The UNWTO Silk Road Programme - is used to investigate how related issues and aspects are put into implementation. The paper’s focus is on the valuable role of PPPs in marketing, infrastructure development and heritage management; and on the critical importance of involvement of stakeholders in engaging into this trans-border scale project.... weniger
Thesaurusschlagwörter
Tourismus; Entwicklung; Marketing; Marke; Public Private Partnership; Kulturerbe; Management; grenzüberschreitende Zusammenarbeit; nachhaltige Entwicklung; Tourismuspolitik
Klassifikation
Wirtschaftssektoren
Freizeitforschung, Freizeitsoziologie
Sprache Dokument
Englisch
Publikationsjahr
2017
Seitenangabe
S. 8-16
Zeitschriftentitel
Journal of Tourism, Heritage & Services Marketing, 3 (2017) 2
DOI
https://doi.org/10.5281/zenodo.1209121
ISSN
2529-1947
Status
Veröffentlichungsversion; begutachtet (peer reviewed)
Lizenz
Creative Commons - Namensnennung, Nicht kommerz., Keine Bearbeitung 4.0