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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...