Destination branding


Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
Delivery in :  10-12 Business Days

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  • Product Description

The topic of destination branding has attracted academic interest only recently and the field remains in its infancy. Therefore, the aim of the book is to clarify the dilemma observed at conceptual and empirical levels concerning recent research findings in the area. Stemming from the main branding concepts and specific characteristics of a destination, the book introduces a two- dimensional approach to destination branding. Such proposed approach integrates brand identity and equity and enables different destination stakeholders to be included in the process. Theoretical concepts are empirically verified on the examined brand of Slovenia. Special consideration is given to the concept of customer- based brand equity for a tourism destination, which is investigated for Slovenia and its competitive country Austria from the perspective of two culturally heterogeneous tourist markets (German and Croatian). The book should be especially useful to academics and students interested in exploring the destination branding phenomenon and also to practitioners involved in the process of systematic development of destination brands.

Product Specifications
SKU :COC37751
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
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