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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    <subfield code="x">Hernández, M.R., Talavera, A.S. &amp; Parra López, A. (2016). Effects of co-creation in a tourism destination brand image through twitter. Journal of Tourism, Heritage &amp; Services Marketing, 2(2), 3–10. http://doi.org/10.5281/zenodo.376341</subfield>
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    <subfield code="x">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), 36–42. http://doi.org/10.5281/zenodo.376336</subfield>
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    <subfield code="a">Destination management</subfield>
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    <subfield code="a">branding</subfield>
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    <subfield code="a">brand equity</subfield>
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    <subfield code="a">SUBMITTED: AUG 2016, REVISION SUBMITTED: NOV 2016, ACCEPTED: DEC 2016, REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 27 MARCH 2017</subfield>
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    <subfield code="u">University del Sagrado Corazón, Puerto Rico</subfield>
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    <subfield code="a">The evolution of destination branding: A review of branding literature in tourism</subfield>
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    <subfield code="a">&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;</subfield>
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