Description

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.

Key Features

 25 completely new chapters authored by place brand consultants, destination marketers, diplomats, designers and academics, including Anholt, Kotler, Olins and other leading authorities
 Truly global coverage, with new case studies and examples from Europe, the Americas, Africa, the Middle East and Asia-Pacific
 Consideration of contemporary issues surrounding place reputation management, such as the importance of digital platforms, social networking, and media and public relations

Readership

Third year undergraduates and postgraduates on tourism and tourism marketing courses; tourism and marketing professionals, advertising/marketing agencies.

Details

No. of pages:
392
Language:
English
Copyright:
© 2011
Published:
Imprint:
Butterworth-Heinemann
Print ISBN:
9780080969305
Electronic ISBN:
9780080969312

About the authors

Nigel Morgan

Affiliations and Expertise

University of Wales Institute, Cardiff, UK

Annette Pritchard

Affiliations and Expertise

University of Wales Institute, Cardiff, UK

Roger Pride

Affiliations and Expertise

Marketing Director at the Wales Tourist Board.