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. This title asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts.
Tourism is an enormously important industry, but the nature of the tourism product is elusive and the task of marketing and promoting tourism is difficult. Informed by modern marketing theory this book offers a unique approach by taking a comprehensive, synthesised and integrated sociological and cultural approach to tourism marketing.
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