Munich Personal RePEc Archive

The contribution of partnership and branding to destination management in a globalized context: The case of the UNWTO Silk Road Programme

Sotiriadis, Marios and Shen, Shiwei (2017): The contribution of partnership and branding to destination management in a globalized context: The case of the UNWTO Silk Road Programme. Published in: Journal of Tourism, Heritage & Services Marketing , Vol. 3, No. 2 (31 December 2017): pp. 8-16.

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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.

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