The contribution of partnership and branding to destination management in a globalized context: The case of the UNWTO Silk Road Programme
Journal Title: Journal of Tourism, Heritage & Services Marketing - Year 2017, Vol 3, Issue 2
Abstract
The aim of this paper is twofold: (i) to present the challenges of destination management and governance within the globalized and digital environment; and (ii) to analyse the potential contribution of partnership and branding to advancing tourism development and promoting tourism experience opportunities. A case of Public-Private Partnership (PPP) – The UNWTO Silk Road Programme - is used to investigate how related issues and aspects are put into implementation. The paper’s focus is on the valuable role of PPPs in marketing, infrastructure development and heritage management; and on the critical importance of involvement of stakeholders in engaging into this trans-border scale project.
Authors and Affiliations
Marios Sotiriadis, Shiwei Shen
Keywords
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- EP ID EP278050
- DOI 10.5281/zenodo.1209121
- Views 106
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