Synopsis
This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists.
It asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts and challenges. It tackles how place perceptions are formed, how cities, regions and countries can enhance their reputations as creative, competitive destinations, and the link between competitive identity and strategic tourism policy making.
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About the Author
Nigel Morgan, Annette Pritchard, Roger Pride
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Destination Brands: Managing Place Reputation (Third Edition)
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Elsevier/Butterworth-Heinemann, 2011
ISBN 10: 0080969305
ISBN 13: 9780080969305
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