Destination Brands

ISBN-13: 9780080969305 / Angielski / Miękka / 2011 / 392 str.

Nigel Morgan

Opis

This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists. It asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts and challenges. It tackles how place perceptions are formed, how cities, regions and countries can enhance their reputations as creative, competitive destinations, and the link between competitive identity and strategic tourism policy making.

Spis treści

Part 1: Destination Branding Concepts  1. Introduction: Tourism Places, Branding and Reputation Management  2. Branding and the Nation  3. Competitive Identity and Brand Management  4. A Place Marketing and Brand Management Perspective Revisited  5. The Theory of Country Brand and Product Images  Part 2: Destination Branding Challenges  6. The Integration Challenge  7. The Partnership Challenge  8. The Leadership Challenge  9. The People Challenge  10. The Digital Challenge  11. The Authenticity Challenge  12. The Aesthetics Challenge  13. The Accountability Challenge: Budgeting and Evaluation  14. The Ethical Challenge  15. The Future Challenge: Scenario Planning  Part 3: Destination Brand Management Cases  16. Branding, Stakeholders and Integration: Nambia  17. Branding, Nationhood and Identity: Singapore  18. Branding and New Destinations  19. Branding and Small Cities: The USA  20. Branding and Landmark Projects: Hong Kong and Macau  21. Branding and Blogging: Wales  22. Branding and Sports Events: Sydney, Adelaide and Melbourne  23. Branding and Cultural Events: Milan and Expo 2015  24. Branding and Mega-events: London 2012  25. Branding, Risk and Conflict: Northern Ireland

O autorze

Nigel Morgan, Annette Pritchard, Roger Pride