Place Branding: Connecting Tourist Experiences to Places

ISBN-13: 9781472455925 / Angielski / Twarda / 2019 / 342 str.

Chiara Mauri;T. C. Melewar

Opis

Since the early 2000s, place branding has gained interest from both academics and business practitioners all over the world. The growing mobility of individuals together with the lower cost of travel has created intense competition between geographical areas. This has stimulated the creation of Destination Management Organisations (DMOs), which are extensively adapting principles and tools of brand management to places. However, place branding as a field of research is still in a state of infancy. Place Branding: Connecting Tourist Experiences to Places, edited by Chiara Mauri, TC Melewar and Charles Dennis seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand. The originality of this work is the idea of focusing on the individual as a tourist who travels to experiment a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where they go, collect information on them, ask advice and suggestions from fellow travellers, give feedback when they come back and talk about their experiences a lot, spreading word-of-mouth of places. Readers will gain insights into branding in the context of places, enabling them to comprehend how the tourist experience can be managed as a brand, as a set of memories, associations and emotions.

Spis treści

PART I: INTRODUCTION  1 Place branding: A cross-road between academics of many disciplines and practitioners  2 Tourisms and Tourists: Where are People Going?  PART II: THE TOURIST EXPERIENCE  3 Visitor’s experience and other drivers of length of stay at a destination  4 Beyond Mountain and Snow. Holiday experiences in winter mountain destinations  5 Assessment and measurement of destination image through user-generated content  6 Developing a ‘customer based place brand equity – destination branding’ instrument  PART III: PLACE BRANDING: A CUSTOMER-BASED VIEW  7 A land for all season: The Effect of Travelers’ Orientation on Awareness, Satisfaction, Place image, and Travelers’ loyalty  8 Exploring the Nation Brand Perception of Ghana  9 WHISPERING EXPERIENCE: Configuring the Symmetrical and Asymmetrical Paths to Travellers’ Satisfaction and Passion  10 Towards the development of community commitment based on musical events in the Dominican Republic  PART IV: DESTINATION BRAND MANAGEMENT  11 Rethinking the nexus of TV series / movies and destination image: Changing perceptions through sensorial cues and authentic identity of a city  12 TOWARD A COUNTRY-BRANDING FRAMEWORK: A COMPARATIVE ANALYSIS  13 Web Communication for Tourist Destination. Analysis of Tourism Websites of the 28 Member States of the European Community  14 Examining the destination website: A case of VisitTatarstan  15 Wine and food tourism and place identity: the strategic role of local networks  16 Moving beyond the ‘traditional Kodak moment’? Examining virtual data collection in place research  PART V: CONCLUSIONS  17 Place branding in context:Currentchallenges, global changesand futuretrends