Journal article Open Access

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

Marta Almeyda-Ibáñez; Babu P. George


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        <foaf:name>Marta Almeyda-Ibáñez</foaf:name>
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        <foaf:name>Babu P. George</foaf:name>
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    <dct:title>The evolution of destination branding: A review of branding literature in tourism</dct:title>
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    <dct:issued rdf:datatype="http://www.w3.org/2001/XMLSchema#gYear">2017</dct:issued>
    <dcat:keyword>Destination management</dcat:keyword>
    <dcat:keyword>branding</dcat:keyword>
    <dcat:keyword>brand equity</dcat:keyword>
    <dcat:keyword>unique selling proposition</dcat:keyword>
    <dct:issued rdf:datatype="http://www.w3.org/2001/XMLSchema#date">2017-03-27</dct:issued>
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    <dct:description>&lt;p&gt;&lt;em&gt;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&lt;/em&gt;&lt;em&gt;.&lt;/em&gt;&lt;/p&gt;</dct:description>
    <dct:description>SUBMITTED: AUG 2016, REVISION SUBMITTED: NOV 2016, ACCEPTED: DEC 2016, REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 27 MARCH 2017</dct:description>
    <dct:description>{"references": ["Hern\u00e1ndez, M.R., Talavera, A.S. &amp; Parra L\u00f3pez, A. (2016). Effects of co-creation in a tourism destination brand image through twitter. Journal of Tourism, Heritage &amp; Services Marketing, 2(2), 3\u201310. http://doi.org/10.5281/zenodo.376341", "Nella, A. &amp; Christou, A. (2016). Extending tourism marketing: Implications for targeting the senior tourists' segment. Journal of Tourism, Heritage &amp; Services Marketing, 2(2), 36\u201342. http://doi.org/10.5281/zenodo.376336"]}</dct:description>
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