Destination Brands by Nigel Morgan

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Synopsis

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.

 

About Nigel Morgan

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Nigel Morgan is Professor of Tourism Studies at the Welsh Centre for Tourism Research at the University of Wales Institute, Cardiff, UKAnnette Pritchard is Professor of Critical Tourism Studies and Director of the Welsh Centre for Tourism Research at the University of Wales Institute, Cardiff, UKRoger Pride is Director of Marketing, Welsh Assembly Government
 
Published August 12, 2004 by Butterworth-Heinemann. 336 pages
Genres: Business & Economics, Education & Reference, Travel, Professional & Technical, Self Help. Non-fiction

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