Destination Brands: Managing Place Reputation - Hardcover

Morgan, Nigel; Pritchard, Annette; Pride, Roger

Hardcover

ISBN 10: 1138133655 ISBN 13: 9781138133655

Publisher: Routledge, 2015

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.

About this title

Review:

"With substantial investments being made by public
and private sectors into destination brands it is only fitting that such an authoritative text be
published. This comprehensive text should be on the reading list of all people directly and indirectly involved in destination marketing."
Ian Macfarlane, B. Com., MBA, M. Phil, Chief Executive Officer Gold Coast Tourism Bureau, Formally GM: Marketing, Tourism New Zealand

"The first edition of this book really put destination branding on the map. Now, this second edition brings together some of the world's leading destination branding experts in a collection which represents the cutting edge of this exciting area of destination marketing."
Francesco Frangialli, Secretary-General of the World Tourism Organisation

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.

About this edition

• Publisher: Routledge
• Publication date: 2015
• ISBN 10: 1138133655
• ISBN 13: 9781138133655
• Binding: Hardcover
• Edition number: 3
• Number of pages: 392