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.
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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.
- Related identifiers:
- Part of:
2529-1947 (ISSN) - License (for files):
- Creative Commons Attribution 4.0