Destination Branding: Creating the Unique Destination Proposition - Softcover

Morgan, Nigel

Softcover

ISBN 10: 0750649941 ISBN 13: 9780750649940

Publisher: Butterworth-Heinemann Ltd, 2001

Synopsis

In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product. By focusing on a range of global case studies, 'Destination Branding: creating the unique destination proposition' demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time! Contributors to 'Destination Branding' reflect a global mix of professionals and academics who bring their original research findings and first-hand experience of the tourism, marketing and advertising industries to this text.

About this title

Review

'Destination Branding' fulfils a role of illuminating an area of tourism marketing that few experience first hand. It provides a useful case based text for more advanced undergraduate students as well as those interested in understanding how and why governments around the world spend $350 million a year on destination advertising.
Noel Scott, Journal of Hospitality and Tourism Management, Vol 9, No 2, June 2002.

"This book will make a significant contribution to thinking on the subject." Jeff Hamblin, formerly Chief Executive, British Tourist Authority

From the Publisher

By focusing on a range of global case studies, Destination Branding: creating the unique destination proposition demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time! Contributors to Destination Branding reflect a global mix of professionals and academics who bring their original research findings and first-hand experience of the tourism, marketing and advertising industries to this text.

Edition details

• Publisher: Butterworth-Heinemann Ltd
• Publication date: 2001
• Language: English
• ISBN 10: 0750649941
• ISBN 13: 9780750649940
• Binding: Paperback
• Number of pages: 224