The contribution of partnership and branding to destination management in a globalized context: The case of the UNWTO Silk Road Programme

Sotiriadis, Marios; Shen, Shiwei

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@article{ Sotiriadis2017,
 title = {The contribution of partnership and branding to destination management in a globalized context: The case of the UNWTO Silk Road Programme},
 author = {Sotiriadis, Marios and Shen, Shiwei},
 journal = {Journal of Tourism, Heritage & Services Marketing},
 number = {2},
 pages = {8-16},
 volume = {3},
 year = {2017},
 issn = {2529-1947},
 doi = {https://doi.org/10.5281/zenodo.1209121},
 urn = {https://nbn-resolving.org/urn:nbn:de:0168-ssoar-67089-8},
 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 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.},
 keywords = {Tourismus; tourism; Entwicklung; development; Marketing; marketing; Marke; trademark; Public Private Partnership; public private partnership; Kulturerbe; cultural heritage; Management; management; grenzüberschreitende Zusammenarbeit; cross-border cooperation; nachhaltige Entwicklung; sustainable development; Tourismuspolitik; tourism policy}}