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%T The evolution of destination branding: A review of branding literature in tourism %A Almeyda-Ibáñez, Marta %A George, Babu P. %J Journal of Tourism, Heritage & Services Marketing %N 1 %P 9-17 %V 3 %D 2017 %K destination management; brand equity; unique selling proposition %@ 2529-1947 %~ University del Sagrado Corazón, Fort Hays State University %> https://nbn-resolving.org/urn:nbn:de:0168-ssoar-67084-7 %X 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. %C MISC %G en %9 Zeitschriftenartikel %W GESIS - http://www.gesis.org %~ SSOAR - http://www.ssoar.info