Tourism branding / edited by Liping A. Cai, William C. Gartner, Ana María Munar.

Format:

Book

Contributor:

Cai, Liping A.

Gartner, William C.

Munar, Ana María.

Series:

Bridging tourism theory and practice ; v. 1.

Bridging tourism theory and practice, 2042-1443 ; v. 1

Language:

English

Subjects (All):

Hospitality industry.

Tourism.

Physical Description:

1 online resource (306 p.)

Edition:

1st ed.

Place of Publication:

Bingley, UK : Emerald, 2009.

Language Note:

English

Summary:

Academic studies have predominantly treated destination branding as a marketing phenomenon that happens to involve tourists as customers in a marketplace. Tourism Branding: Communities in Action, the first volume in a new and exciting book series, considers a traditional marketing subject from multidisciplinary perspectives. Refreshingly this book attempts to free branding research and practice in tourism fields from the shackles of marketing that are dominated by the conventional approach of product, price, place, and promotion. Considering tourism branding as a community affair, this collection is distinguished from other publications by adopting a global and more multidisciplinary approach, and brings the subject of tourism branding outside of the conventional domains of marketing and destination. Special attention is given to the role and expectations of main tourism stakeholders, particularly residents, business, and government in the hosting community. Built on theoretical foundations with both empirical findings and practical cases, this book brings together different perspectives and offers an intellectual and open dialogue among academics and practitioners of the field.

Contents:

Tourism branding a community affair / Liping A. Cai, William C. Gartner, Ana María Munar

Linking local and culinary cuisines with destination branding / Yi-Chin Lin

Spanish holiday brands : comparative analysis of 10 destinations / Josep-Francesc Valls, Vicenta Sierra, Miguel Angel Bauelos, Ignacio Ochoa

Branding Spain's tourism miracle (1959-1979) / Julio Aramberri

A practical framework for destination branding / Asli D.A. Tasci, William C. Gartner

Destination brand strategy the case of greece / Alexandros Kouris

Challenging the brand / Ana María Munar

The Copenhagen way stakeholder-driven destination branding / Lars Bernhard Jørgensen, Ana María Munar

Consultation builds stronger brands / Bill Baker

Developing distinctive city branding cases of Anseong and Bucheon, South Korea / Jung-hoon Lee

Strategic branding in hospitality the case of Sol Meliá / Luís del Olmo, Ana María Munar

A model of virtual destination branding / Martin Yongho Hyun, Liping A. Cai

Deconstructing brand equity / William C. Gartner

A two-dimensional approach to branding integrating identity and equity / Maja Konecnik Ruzzier, Mitja Ruzzier

Collaborative destination branding / OunJoung Park, Liping A. Cai, Xinran Y. Lehto

Tourism branding in a social exchange system / Liping A. Cai.

Notes:

Description based upon print version of record.

Includes bibliographical references and indexes.

Current Copyright Fee: GBP25.00 0.

Print version record

ISBN:

9786612457630

9781282457638

1282457632

9781849507219

184950721X

OCLC:

605025781