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.
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
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- Publication date:
- March 27, 2017
- DOI:
-
- 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