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2018
Branding is very important to a destination as it is effective in deriving differentiation as well as competitive advantage. However, studies in this area are limited and the concept of destination brand remains narrowly defined and explored. The chapter uses a theoretical framework to provide a better understanding of destination brand and a ...
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Branding is very important to a destination as it is effective in deriving differentiation as well as competitive advantage. However, studies in this area are limited and the concept of destination brand remains narrowly defined and explored. The chapter uses a theoretical framework to provide a better understanding of destination brand and a ...
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Introduction: Building Destination Brands
Tourism Analysis, 2007J. Gnoth +3 more
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Rescaling Destination Branding
2016Scale and scaling constitute a crucial dimension of tourism places that is surprisingly overlooked in the literature on destination marketing and management. Scale is a core concept of geography (e.g. Jonas, 2006) together with ‘network’, ‘territory’ and ‘place’. Marston et al. (2005, p. 420) offer a useful definition of scale as “the result of marking
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