Journal article Open Access

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

Marta Almeyda-Ibáñez; Babu P. George

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.

SUBMITTED: AUG 2016, REVISION SUBMITTED: NOV 2016, ACCEPTED: DEC 2016, REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 27 MARCH 2017
Files (300.7 kB)
Name Size
3-1-2.pdf
md5:2336b5e73cb67dd0d6f3bf4e316451b2 		300.7 kB Download

  • Hernández, M.R., Talavera, A.S. & Parra López, A. (2016). Effects of co-creation in a tourism destination brand image through twitter. Journal of Tourism, Heritage & Services Marketing, 2(2), 3–10. http://doi.org/10.5281/zenodo.376341

  • Nella, A. & Christou, A. (2016). Extending tourism marketing: Implications for targeting the senior tourists' segment. Journal of Tourism, Heritage & Services Marketing, 2(2), 36–42. http://doi.org/10.5281/zenodo.376336

955
878
views
downloads
All versions This version
Views 955955
Downloads 878878
Data volume 264.0 MB264.0 MB
Unique views 866866
Unique downloads 814814
More info on how stats are collected.
Indexed in
Publication date:
March 27, 2017
DOI:
10.5281/zenodo.401370

Zenodo DOI Badge

DOI 

10.5281/zenodo.401370

Markdown 

[![DOI](https://zenodo.org/badge/DOI/10.5281/zenodo.401370.svg)](https://doi.org/10.5281/zenodo.401370)

reStructedText 

.. image:: https://zenodo.org/badge/DOI/10.5281/zenodo.401370.svg
   :target: https://doi.org/10.5281/zenodo.401370

HTML 

<a href="https://doi.org/10.5281/zenodo.401370"><img src="https://zenodo.org/badge/DOI/10.5281/zenodo.401370.svg" alt="DOI"></a>

Image URL 

https://zenodo.org/badge/DOI/10.5281/zenodo.401370.svg

Target URL 

https://doi.org/10.5281/zenodo.401370

Keyword(s):
Destination management branding brand equity unique selling proposition
Published in:
Journal of Tourism, Heritage & Services Marketing: 3 pp. 9-17 (1).
Related identifiers:
Part of
  • 2529-1947 (ISSN)
License (for files):
Creative Commons Attribution 4.0 International

Share

Cite as

Export