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.
unique collaboration of respected authors, both practitioners and academics
international case studies, including Wales, Australia, New Zealand, Eastern Europe, Singapore and the US, demonstrate the integration of theory and practice
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'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
Introduction (Nigel Morgan, Annette Pritchard & Roger Pride); Contextualizing destination branding (Nigel Morgan and Annette Pritchard); Nation brands: The value of 'provenance' in branding (Simon Anholt); Branding for success (Fiona Gilmore); The politics of branding cities and regions: the case of New Zealand (Chris Ryan); Branding and national identity: the case of Central and Eastern Europe (Derek Hall); Brand Wales: 'Natural revival' (Roger Pride); Brand Western Australia: 'Holidays of an entirely different nature' (Shane Crockett and Leiza Wood); Brand Louisiana: 'Come as you are. Leave Different.' (Jan Slater); The Sydney Olympics and brand Australia (Brown et al); Destination branding and the Web (Adrian Palmer).
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
Descrizione libro Butterworth-Heinemann, 2001. Paperback. Condizione libro: New. 1. Codice libro della libreria DADAX0750649941