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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.
%G en
%9 Zeitschriftenartikel
%W GESIS - http://www.gesis.org
%~ SSOAR - http://www.ssoar.info