The evolution of destination branding: A review of branding literature in tourism
Journal Title: Journal of Tourism, Heritage & Services Marketing - Year 2017, Vol 3, Issue 1
Abstract
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
Authors and Affiliations
Marta Almeyda-Ibáñez, Babu P. George
Keywords
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- EP ID EP278070
- DOI 10.5281/zenodo.401370
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