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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

[journal article]

Sotiriadis, Marios
Shen, Shiwei

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... view more

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.... view less

Keywords
tourism; development; marketing; trademark; public private partnership; cultural heritage; management; cross-border cooperation; sustainable development; tourism policy

Classification
Economic Sectors
Leisure Research

Document language
English

Publication Year
2017

Page/Pages
p. 8-16

Journal
Journal of Tourism, Heritage & Services Marketing, 3 (2017) 2

DOI
https://doi.org/10.5281/zenodo.1209121

ISSN
2529-1947

Status
Published Version; peer reviewed

Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0


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Based on DSpace, Copyright (c) 2002-2022, DuraSpace. All rights reserved.
 

 

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