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Strategic branding of destinations: a framework

发布时间:2014-12-04 作者:Melodena Stephens Balakrishnan 出处:European Journal of Marketing, 2009, Vol.43 (5) 浏览:

Abstract:Purpose - Travel and tourism is the second largest global industry with daily international revenues of approximately US$2 billion, and investments of 12 percent of world GDP. Though this is a highly competitive industry, there is a paucity of academic research on destination branding. This paper aims to present a branding framework for designing successful destination strategies. This exploratory study seeks to determine key factors that affect the strategic branding of destinations. Design/methodology/approach - Similar fields like place marketing, destination marketing, services, product and corporate branding were reviewed along with destination case studies. Based on this review and its extrapolation to the "destination context", a framework for strategic branding of destinations was... formulated. Findings - Successful strategic branding of destinations is dependent on several inter-related components, which are discussed. The paper highlights key issues in destination branding and provides a platform for future research. Originality/value - The value of the paper is high as it provides a practical framework for governing bodies to consider when investing time, money and effort when creating a global destination.