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

Rights

Notice: This material may be protected by copyright law (Title 17 U.S. Code).

Comments

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