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.

Table of Contents

Part One: Destination Branding Concepts This first part of the collection foregrounds the key concepts in destination branding. It focuses on place image, branding and reputation management. This is expanded in the editors? introduction, which will be less of a summary of the contributions? chapters and more of a context-setting chapter in its own right than in previous editions. The introduction will also make clear that the book has a number of cross-cutting themes, namely: the role of tourism in the wider context of place branding; the key role of reputation management in destination branding; integration and the digital world. 1.Introduction: Tourism places, branding and reputation management, Nigel Morgan, Annette Pritchard and Roger Pride 2.Branding and the nation, Wally Olins 3.Competitive identity and brand management, Simon Anholt 4.A place marketing and brand management perspective revisited, Philip Kotler and David Gertner 5.The theory of country brand and product images, Eugene Jaffe and Israel Nebenzahl (Copenhagen Business School) Part Two: Destination Branding Challenges This part of the collection focuses on the 10 key challenges facing contemporary destination brand managers. Each chapter will be written by a leading expert in the area and will include specific examples to illustrate the chapter. The intention here, however, is not to provide case studies but to overview each concept. 6.The integration challenge, Roger Pride 7.The partnership challenge, Allan Fyall 8.The leadership challenge, Allen Malcolm 9.The people challenge, Eleri Jones 10.The digital challenge, Peter Varlow 11.The authenticity challenge, Soren Buhl Hornskov 12.The aesthetics challenge, Vesa Harmaakorpi, Kaarina Kari and Satu Parjanen

Details

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

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.