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
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  • 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
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Publication date:
March 27, 2017
DOI:
10.5281/zenodo.401370

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Keyword(s):
Destination management branding brand equity unique selling proposition
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Journal of Tourism, Heritage & Services Marketing: 3 pp. 9-17.
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2529-1947 (ISSN)
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Creative Commons Attribution 4.0 International

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