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.
Part 1: Destination Branding Concepts 1. Introduction: Tourism Places, Branding and Reputation Management 2. Branding and the Nation 3. Competitive Identity and Brand Management 4. A Place Marketing and Brand Management Perspective Revisited 5. The Theory of Country Brand and Product Images Part 2: Destination Branding Challenges 6. The Integration Challenge 7. The Partnership Challenge 8. The Leadership Challenge 9. The People Challenge 10. The Digital Challenge 11. The Authenticity Challenge 12. The Aesthetics Challenge 13. The Accountability Challenge: Budgeting and Evaluation 14. The Ethical Challenge 15. The Future Challenge: Scenario Planning Part 3: Destination Brand Management Cases 16. Branding, Stakeholders and Integration: Nambia 17. Branding, Nationhood and Identity: Singapore 18. Branding and New Destinations 19. Branding and Small Cities: The USA 20. Branding and Landmark Projects: Hong Kong and Macau 21. Branding and Blogging: Wales 22. Branding and Sports Events: Sydney, Adelaide and Melbourne 23. Branding and Cultural Events: Milan and Expo 2015 24. Branding and Mega-events: London 2012 25. Branding, Risk and Conflict: Northern Ireland
