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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{
  "description": "<p><em>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</em><em>.</em></p>", 
  "license": "https://creativecommons.org/licenses/by/4.0/legalcode", 
  "creator": [
    {
      "affiliation": "University del Sagrado Coraz\u00f3n, Puerto Rico", 
      "@type": "Person", 
      "name": "Marta Almeyda-Ib\u00e1\u00f1ez"
    }, 
    {
      "affiliation": "Fort Hays State University, USA", 
      "@type": "Person", 
      "name": "Babu P. George"
    }
  ], 
  "headline": "The evolution of destination branding: A review of branding literature in tourism", 
  "image": "https://zenodo.org/static/img/logos/zenodo-gradient-round.svg", 
  "datePublished": "2017-03-27", 
  "url": "https://zenodo.org/record/401370", 
  "keywords": [
    "Destination management", 
    "branding", 
    "brand equity", 
    "unique selling proposition"
  ], 
  "@context": "https://schema.org/", 
  "identifier": "https://doi.org/10.5281/zenodo.401370", 
  "@id": "https://doi.org/10.5281/zenodo.401370", 
  "@type": "ScholarlyArticle", 
  "name": "The evolution of destination branding: A review of branding literature in tourism"
}
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