The evolution of destination branding: A review of branding literature in tourism

Almeyda-Ibáñez, Marta; George, Babu P.

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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