Tourism branding [electronic resource] : communities in action / [edited by] Liping A. Cai, William C. Gartner, Ana María Munar.

ISBN:

9781849507219

Title:

Author:

Cai, Liping A.

Edition:

1st ed.

Publication Information:

Bingley, UK : Emerald Group Pub., 2009.

Physical Description:

1 online resource (viii, 297 pages) : illustrations, maps.

Series:

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.

Local Note:

eBooks on EBSCOhost

Subject Term:

Advertising -- Tourism.

Place marketing.

Tourism.

Tourism -- Marketing.

Added Author:

Cai, Liping A.

Gartner, William C.

Munar, Ana María.

Format:

Electronic Resources

Electronic Access:

Click here to view

Publication Date:

2009

Publication Information:

Bingley, UK : Emerald Group Pub., 2009.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
659.193384791 22	1:E-BOOK	1	1:ONLINE	Searching... Unknown

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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. Refreshingly this book attempts to free branding research and practice in tourism fields from the shackles of marketing that are dominated by the conventional approach of product, price, place, and promotion. Considering tourism branding as a community affair, this collection is distinguished from other publications by adopting a global and more multidisciplinary approach, and brings the subject of tourism branding outside of the conventional domains of marketing and destination. Special attention is given to the role and expectations of main tourism stakeholders, particularly residents, business, and government in the hosting community. Built on theoretical foundations with both empirical findings and practical cases, this book brings together different perspectives and offers an intellectual and open dialogue among academics and practitioners of the field.