Destination branding
Subtitle: creating the unique destination proposition
By: edited by Nigel Morgan, Annette Pritchard and Roger Pride
Publisher: Butterworth-Heinemann
Published: 2002
Place of publication: Oxford; Boston
Language: eng
Number of pages: 204
ISBN-13: 9780585458120
Subjects: Tourism; BUSINESS & ECONOMICS; Industries; Hospitality, Travel & Tourism
Description: "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"--Publisher's description.
Notes: Includes bibliographical references and index.
Table of contents: title: pt. 1. Perspectives on destination branding; title: 1. Introduction; title: 2. Contextualizing destination branding; title: 3. Nation brands: the value of 'provenance' in branding; title: 4. Branding for success; title: 5. The politics of branding cities and regions: the case of New Zealand; title: 6. Branding and national identity: the case of Central and Eastern Europe; title: pt. 2. Creating the unique destination proposition; title: 7. Brand Wales: 'natural revival'; title: 8. Brand Western Australia: 'Holidays of an entirely different nature'; title: 9. Brand Louisiana: 'Come as you are. Leave different.'; title: 10. The Sydney Olympics and brand Australia; title: 11. Destination branding and the web.