A practical framework for destination branding

Ash D.A. Tasci, Bill Gartner

Research output: Chapter in Book/Report/Conference proceedingChapter

18 Scopus citations

Abstract

Abridgement: Despite the recent academic attention to branding, there seems to be no clear path for authorities to follow in establishing their destinations as distinctive and strategic brands. The purpose of this chapter is to provide a practical framework for destination authorities. Review of relevant literature reveals that branding in a destination context involves development and maintenance of positive image and identity using several elements such as names, logos, slogans, and color. These elements need to be distilled from destination characteristics and they can lead to strong brand equity. A comprehensive research framework with both qualitative and quantitative methods is suggested to assess these brand elements, meanings, and assets for both supply and demand sides of the market.

Original languageEnglish (US)
Title of host publicationBridging Tourism Theory and Practice
Pages149-158
Number of pages10
DOIs
StatePublished - Dec 1 2009

Publication series

NameBridging Tourism Theory and Practice
Volume1
ISSN (Print)2042-1443
ISSN (Electronic)2042-1451

Keywords

  • Branding
  • Destination
  • Identity
  • Image
  • Research

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