The Evolution of Destination Branding: A Review of Branding Literature in Tourism

10 Pages Posted: 14 Dec 2020

See all articles by Marta Almeyda-Ibáñez

Marta Almeyda-Ibáñez

University del Sagrado Corazón

Babu P. George

Fort Hays State University

Date Written: March 27, 2017

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.

Keywords: Destination management, branding, brand equity, measurement, unique selling proposition, challenges

JEL Classification: L83, M1, O1

Suggested Citation

Almeyda-Ibáñez, Marta and George, Babu P., The Evolution of Destination Branding: A Review of Branding Literature in Tourism (March 27, 2017). Journal of Tourism, Heritage & Services Marketing (JTHSM), 2017, Vol. 3. No. 1, pp. 9-17, DOI: 10.5281/zenodo.401370, Available at SSRN: https://ssrn.com/abstract=3747691

Marta Almeyda-Ibáñez (Contact Author)

University del Sagrado Corazón ( email )

Puerto Rico

Babu P. George

Fort Hays State University ( email )

Hays, KS 67601
United States

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
503
Abstract Views
1,012
rank
73,688
PlumX Metrics