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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]
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