Title:
Destination brands : managing place reputation
Author:
Morgan, Nigel.
ISBN:
9780080969305
Personal Author:
Edition:
3rd ed.
Publication Information:
Oxford : Butterworth-Heinemann, 2011.
Physical Description:
xvii, 370 pages : illustrations ; 24 cm
General Note:
New ed. of: Destination branding : creating the unique destination proposition. 2011.
Contents:
Tourism places, brands, and reputation management / Competitive identity / A place marketing and place branding perspective revisited / Nation branding : yesterday, today, and tomorrow / The ethical challenge / The leadership challenge / The partnership challenge / The authenticity challenge / The aesthetics challenge / The tone of voice challenge / The digital challenge / The measurement challenge / The future challenge / Branding and accreditation approach : Singapore / Branding a 'new' destination : Abu Dhabi / City brands and special interest tourism : Macau / Repositioning city brands and events : Milan / Branding and the opportunities of movies : Australia / Branding, stakeholders, and integration : Namibia / Branding, destination image, and positioning : San Antonio / Country brands and identity : Slovenia / Destination branding and the urban lexicon : London, New York, and Barcelona / Branding a post-conflict destination : Northern Ireland / Repositioning destination brands at a time of crisis : Jerusalem / Epilogue: Tourism and place reputation in an uncertain world
Abstract:
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.