The evolution of destination branding: A review of branding literature in tourism

Marta Almeyda-Ibáñez and Babu P. George

MPRA Paper from University Library of Munich, Germany

Abstract: Tourism is a promise and destinations communicate the credibility of that promise by means of destination brands. Branding has become a key tool for tourism destinations to make explicit the complexity of experiences to be expected by tourists visiting a destination. This paper provides a comprehensive literature review of various issues associated with tourism destination branding. It brings together a wide range of debates in the generic marketing literature, places them alongside the nuances of tourism, and thereby identifies unique challenges of branding in tourism destination contexts. Finally, a case study of USP based national tourism branding campaigns in the Caribbean is presented.

Keywords: Destination management; branding; brand equity; measurement; unique selling proposition; challenges (search for similar items in EconPapers)
JEL-codes: L83 M31 (search for similar items in EconPapers)
Date: 2017-03-27
New Economics Papers: this item is included in nep-ipr, nep-mkt and nep-tur
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (26)

Published in Journal of Tourism, Heritage & Services Marketing 1.3(2017): pp. 9-17

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:87884

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