Text

E-JURNAL Tourism Destination Branding Complexity

---

Prior to completing a tourism marketing PhD the author spent almost two decades
working in the tourism industry, mostly in destination marketing organisations
(DMOs). In this paper he laments a significant gap in the literature in the area of
tourism destination branding, a field that has only attracted academic attention since
the late 1990s. While interest in applications of brand theory to practise in tourism is
increasing, there is a paucity of published research with which to guide DMOs. There
has been relatively little discussion on the complexity involved in capturing the
essence of a multi-attributed destination with a succinct and focused brand position, in
a way that is both meaningful to the multiplicity of target audiences of interest to
stakeholders and effectively differentiates the destination from competitors. The paper
summarises six issues that make the application of branding theory to destinations a
complex undertaking.

---

Ketersediaan

Tidak ada salinan data

Informasi Detail

Judul Seri

-

No. Panggil

-

Penerbit

: ., 2005

Deskripsi Fisik

-

Bahasa

English

ISBN/ISSN

-

Klasifikasi

NONE

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

14(4): 258-9.

Subjek

Tourism branding, slogans, destination marketing o

Info Detail Spesifik

-

Pernyataan Tanggungjawab

-

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus login sebelum memberikan komentar