The evolution of destination branding: A review of branding literature in tourism

Almeyda-Ibáñez, Marta and George, Babu P. (2017): The evolution of destination branding: A review of branding literature in tourism. Published in: Journal of Tourism, Heritage & Services Marketing , Vol. 3, No. 1 (27 March 2017): pp. 9-17.

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.

• Item Type: MPRA Paper
• Language: English
• Keywords: Destination management; branding; brand equity; measurement; unique selling proposition; challenges
• Subjects: L - Industrial Organization > L8 - Industry Studies: Services > L83 - Sports ; Gambling ; Restaurants ; Recreation ; Tourism; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing

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