| Description |
1 online resource (viii, 297 pages) : illustrations, maps |
| Series |
Bridging tourism theory and practice, 2042-1443 ; v. 1 |
|
Bridging tourism theory and practice ; v. 1.
|
| Contents |
Tourism branding: a community affair -- Challenging the brand -- A model of virtual destination branding -- Deconstructing brand equity -- A two-dimensional approach to branding: integrating identity and equity -- Collaborative destination branding -- Tourism branding in a social exchange system -- Linking local and culinary cuisines with destination branding -- Spanish holiday brands: comparative analysis of 10 destinations -- Branding Spain's tourism miracle (1959-1979) -- A practical framework for destination branding -- Destination brand strategy: the case of Greece -- the Copenhagen way: stakeholder-driven destination branding -- Consultation builds stronger brands -- Developing distinctive city branding: cases of Anseong and Bucheon, South Korea -- Strategic branding in hospitality: the case of Sol Melia |
| Summary |
Academic studies have predominantly treated destination branding as a marketing phenomenon that happens to involve tourists as customers in a marketplace. Tourism Branding: Communities in Action, the first volume in a new and exciting book series, considers a traditional marketing subject from multidisciplinary perspectives |
| Bibliography |
Includes bibliographical references (pages 233-262) and index |
| Notes |
Print version record |
| Subject |
Advertising -- Tourism.
|
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Place marketing.
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Tourism.
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Tourism -- Marketing
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Tourism industry.
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Sales & marketing.
|
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BUSINESS & ECONOMICS -- Advertising & Promotion.
|
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Gestion d'entreprises.
|
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Travel and Tourism.
|
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Advertising -- Tourism
|
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Place marketing
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Tourism
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Tourism -- Marketing
|
| Form |
Electronic book
|
| Author |
Cai, Liping A
|
|
Gartner, William C
|
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Munar, Ana María
|
| ISBN |
9781849507219 |
|
184950721X |
|
