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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<oai_dc:dc xmlns:dc="" xmlns:oai_dc="" xmlns:xsi="" xsi:schemaLocation="">
  <dc:creator>Marta Almeyda-Ibáñez</dc:creator>
  <dc:creator>Babu P. George</dc:creator>
  <dc:description>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.</dc:description>
  <dc:source>Journal of Tourism, Heritage &amp; Services Marketing 3(1) 9-17</dc:source>
  <dc:subject>Destination management</dc:subject>
  <dc:subject>brand equity</dc:subject>
  <dc:subject>unique selling proposition</dc:subject>
  <dc:title>The evolution of destination branding: A review of branding literature in tourism</dc:title>
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