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The evolution of destination branding: A review of branding literature in tourism

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  • Almeyda-Ibáñez, Marta
  • George, Babu P.

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.

Suggested Citation

  • Almeyda-Ibáñez, Marta & George, Babu P., 2017. "The evolution of destination branding: A review of branding literature in tourism," MPRA Paper 87884, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:87884
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    References listed on IDEAS

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    2. Nella, Athina & Christou, Evangelos, 2016. "Extending tourism marketing: Implications for targeting the senior tourists’ segment," MPRA Paper 77468, University Library of Munich, Germany, revised 07 Apr 2016.
    3. Martins, Marco, 2016. "Gastronomic tourism and the creative economy," MPRA Paper 87883, University Library of Munich, Germany.
    4. Qu, Hailin & Kim, Lisa Hyunjung & Im, Holly Hyunjung, 2011. "A model of destination branding: Integrating the concepts of the branding and destination image," Tourism Management, Elsevier, vol. 32(3), pages 465-476.
    5. Ban Olimpia & Popa Luminita & Silaghi Simona, 2011. "The Brand Equity Of Touristic Destinations - The Meaning Of The Value," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(special), pages 193-199, July.
    6. Pike, Steven & Page, Stephen J., 2014. "Destination Marketing Organizations and destination marketing: A narrative analysis of the literature," Tourism Management, Elsevier, vol. 41(C), pages 202-227.
    7. Ban Olimpia, 2008. "Variables Of The Image Of Tourist Destination," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 2(1), pages 554-559, May.
    8. Revilla Hernández, Mercedes & Santana Talavera, Agustín & Parra López, Eduardo, 2016. "Effects of co-creation in a tourism destination brand image through twitter," MPRA Paper 77595, University Library of Munich, Germany, revised 21 Nov 2016.
    9. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
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    Citations

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    Cited by:

    1. Fragidis, Garyfallos & Kotzaivazoglou, Iordanis, 2022. "Goal modelling for strategic dependency analysis in destination management," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(2), pages 3-15.
    2. Christou, Evangelos & Chatzigeorgiou, Chryssoula & Simeli, Ioanna, 2018. "Destination branding and visitor loyalty: The case of agrotourism," EconStor Conference Papers 215863, ZBW - Leibniz Information Centre for Economics.
    3. Christou, Evangelos & Chatzigeorgiou, Chryssoula & Simeli, Ioanna, 2018. "Destination branding and visitor loyalty: The case of agrotourism," MPRA Paper 98791, University Library of Munich, Germany.
    4. Ige Pirnar & Sinem Kurtural & Melih Turkey, 2019. "Festivals and destination marketing: An application from Izmir City," Post-Print hal-02458450, HAL.
    5. Kyriaki Glyptou & Nikos Kalogeras & Dimitrios Skuras & Ioannis Spilanis, 2022. "Clustering Sustainable Destinations: Empirical Evidence from Selected Mediterranean Countries," Sustainability, MDPI, vol. 14(9), pages 1-21, May.
    6. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 14(1), pages 151-166.
    7. Campo Elías López-Rodríguez & Jorge Alexander Mora-Forero & Ana León-Gómez, 2022. "Strategic Development Associated with Branding in the Tourism Sector: Bibliometric Analysis and Systematic Review of the Literature between the Years 2000 to 2022," Sustainability, MDPI, vol. 14(16), pages 1-19, August.
    8. Pirnar, Ige & Kurtural, Sinem & Tutuncuoglu, Melih, 2019. "Festivals and destination marketing: An application from Izmir City," MPRA Paper 93520, University Library of Munich, Germany.
    9. Olga A. Kusraeva, 2024. "Nation brand: A systems approach to the creation and management," Journal of New Economy, Ural State University of Economics, vol. 25(2), pages 27-44, July.
    10. Hernandez-Maskivker, Gilda & Ferrari, Sonia & Cruyt, Aurélie Nathalie J., 2019. "Exploring community stakeholders’ perceptions of mass tourism: the case of Bruges," MPRA Paper 94223, University Library of Munich, Germany.
    11. Rodica Pamfilie & Adina-Gabriela Croitoru, 2018. "Better Brand Management Through Design Thinking," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 20(S12), pages 1029-1029, November.
    12. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2017. "Delegate satisfaction from conference service quality and its impact on future behavioural intentions," EconStor Conference Papers 215864, ZBW - Leibniz Information Centre for Economics.
    13. Mombeuil, Claudel, 2018. "Interaction from tourism development in Port-au-Prince, Haiti," MPRA Paper 88204, University Library of Munich, Germany.
    14. Chenini, Abderrahim & Touaiti, Mustapha, 2017. "Building Destination Loyalty Using Tourist Satisfaction and Destination Image: A Holistic Conceptual Framework," MPRA Paper 90639, University Library of Munich, Germany, revised 16 May 2018.
    15. Isabel Paulino & Lluís Prats & Antoni Domènech, 2021. "Breaking Brands: New Boundaries in Rural Destinations," Sustainability, MDPI, vol. 13(17), pages 1-19, September.
    16. Fotiadis, Anestis, 2018. "Modelling wedding marketing strategies: An fsQCA Analysis," MPRA Paper 88249, University Library of Munich, Germany.
    17. Giannopoulos, Antonios & Skourtis, George & Kalliga, Alexandra & Dontas-Chrysis, Dimitrios-Michail & Paschalidis, Dimitrios, 2020. "Co-creating high-value hospitality services in the tourism ecosystem: Towards a paradigm shift?," MPRA Paper 100670, University Library of Munich, Germany.
    18. Giannopoulos, Antonios & Skourtis, George & Kalliga, Alexandra & Dontas-Chrysis, Dimitrios-Michail & Paschalidis, Dimitrios, 2020. "Co-creating high-value hospitality services in the tourism ecosystem: Towards a paradigm shift?," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(2), pages 3-11.
    19. Ana Leal-Solís & Rafael Robina-Ramírez, 2022. "Tourism Planning in Underdeveloped Regions—What Has Been Going Wrong? The Case of Extremadura (Spain)," Land, MDPI, vol. 11(5), pages 1-15, April.
    20. Almeyda, Marta & George, Babu, 2020. "Customer-Based Brand Equity For Tourist Destinations: A Comparison Of Equities Of Puerto Rico And The Us Virgin Islands," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 8(2), pages 148-172.
    21. Martins, Marco Martins, 2018. "Tourism Planning and Tourismphobia: An Analysis of the Strategic Tourism Plan of Barcelona 2010-2015," MPRA Paper 88203, University Library of Munich, Germany.
    22. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," MPRA Paper 93898, University Library of Munich, Germany.
    23. Marianna Aleksandrova, 2020. "Research On The Brand Association Of Varna Municipality As A Tourist Destination From The Position Of The Foreign Tourists," Anniversary Scientific Conference with International Participation TOURISM AND CONNECTIVITY 2020, University publishing house "Science and Economics", University of Economics - Varna, issue 1, pages 451-460, October.
    24. Can, Ali Selcuk & Ekinci, Yuksel & Pino, Giovanni, 2021. "Joint brand advertising for emerging heritage sites," Annals of Tourism Research, Elsevier, vol. 91(C).
    25. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2017. "Delegate satisfaction from conference service quality and its impact on future behavioural intentions," MPRA Paper 93933, University Library of Munich, Germany.

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    More about this item

    Keywords

    Destination management; branding; brand equity; measurement; unique selling proposition; challenges;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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