Abstract
Tourism is a promise and destinations communicate the credibility of that promise by means of destination brands. Branding has become a key tool for tourism destinations to make explicit the complexity of experiences to be expected by tourists visiting a destination. This paper provides a comprehensive literature review of various issues associated with tourism destination branding. It brings together a wide range of debates in the generic marketing literature, places them alongside the nuances of tourism, and thereby identifies unique challenges of branding in tourism destination contexts. Finally, a case study of USP based national tourism branding campaigns in the Caribbean is presented.
Document Type
Article
Source Publication
Journal of Tourism, Heritage & Services Marketing
Version
Published Version
Publication Date
2017
Volume
3
Issue
1
First Page
9
Last Page
17
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Rights
Notice: This material may be protected by copyright law (Title 17 U.S. Code).
Recommended Citation
Ameyda-Ibáñez, M. & George, B.P. (2017). The Evolution of Destination Branding: A Review of Branding Literature in Tourism . Journal of Tourism, Heritage & Services Marketing, 3(1), 9-17. https://doi.org/10.5281/zenodo.401370
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