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%T The contribution of partnership and branding to destination management in a globalized context: The case of the UNWTO Silk Road Programme %A Sotiriadis, Marios %A Shen, Shiwei %J Journal of Tourism, Heritage & Services Marketing %N 2 %P 8-16 %V 3 %D 2017 %@ 2529-1947 %~ University of South Africa %> https://nbn-resolving.org/urn:nbn:de:0168-ssoar-67089-8 %X 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. %C MISC %G en %9 Zeitschriftenartikel %W GESIS - http://www.gesis.org %~ SSOAR - http://www.ssoar.info