The contribution of partnership and branding to destination management in a globalized context: The case of the UNWTO Silk Road Programme

Marios Sotiriadis and Shiwei Shen

MPRA Paper from University Library of Munich, Germany

Abstract: The aim of this paper is twofold: (i) to present the challenges of destination management and governance within the globalized and digital environment; and (ii) to analyse the potential contribution of partnership and branding to advancing tourism development and promoting tourism experience opportunities. A case of Public-Private Partnership (PPP) – The UNWTO Silk Road Programme - is used to investigate how related issues and aspects are put into implementation. The paper’s focus is on the valuable role of PPPs in marketing, infrastructure development and heritage management; and on the critical importance of involvement of stakeholders in engaging into this trans-border scale project.

Keywords: Destination management; partnership; tourism experiences; branding; Silk Road (search for similar items in EconPapers)
JEL-codes: L83 M31 (search for similar items in EconPapers)
Date: 2017-12-31
New Economics Papers: this item is included in nep-cul, nep-tre and nep-tur
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (22)

Published in Journal of Tourism, Heritage & Services Marketing 2.3(2017): pp. 8-16

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:88145

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