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Product Description
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 --This text refers to an out of print or unavailable edition of this title.
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 --This text refers to an out of print or unavailable edition of this title.
Product Description
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.
. 25 completely new chapters authored by place brand consultants, destination marketers, diplomats, designers and academics, including Anholt, Kotler, Olins and other leading authorities
. Truly global coverage, with new case studies and examples from Europe, the Americas, Africa, the Middle East and Asia-Pacific
. Consideration of contemporary issues surrounding place reputation management, such as the importance of digital platforms, social networking, and media and public relations
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3 of 4 people found the following review helpful
Format:Paperback
I started looking at this text as a way of understanding the wave of Asian outsourcing. How can certain destinations attract manufacturing, and even service businesses, for reasons other than people and infrastructure alone? The cases in this book lean towards the tourist industry (and I would also have liked to have read about the branding of Kerala in India), but even so they give the reader a good understanding of how one place can make itself more attractive than another.
Format:Paperback
This book does not gives many strategies, but is a good general review of what branding destination was and is. The best part are the real examples it gives.
Format:Paperback
After Destination Branding was first released it quickly became the branding bible for destination marketers and academics alike. Contributions by some of the world's leading destination branding experts such as Philip Kotler, Simon Anholt and Wally Olins have provided the second edition with some of the best in contemporary thinking on the subject. This edition introduced a number of new case studies that reflect the challenges of branding places in a variety of different market situations and lifecycle stages. I particularly enjoyed the inclusion of Shanghai which is destined to be one of the great destination brands of the 21st century.
Bill Baker, Author of Destination Branding for Small Cities
Bill Baker, Author of Destination Branding for Small Cities
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