Interdisciplinary and international in scope, this book explores the ways in which branding intersects with identity, politics and the complex relationship with our past. It focuses on providing a comprehensive understanding of the differences and similarities between place and destination branding and looks into changes paving the way to a more resilient future.
Chapters incorporate different methodologies to highlight the importance of conceptual, qualitative and quantitative approaches as well as multiple stakeholder involvement when developing research and strategy in place and destination branding. The book investigates a range of rural, urban and national contexts, moving beyond stereotypes to analyse the role of co-creation and strategic place branding. Ultimately, the book provides clear guidance for future research which will advance the field in the pursuit of sustainability and successfully address challenges in our modern world.
Understanding Place and Destination Branding provides scholars and students of both place and destination branding with a wealth of case studies and theoretical approaches to the topic from different disciplinary perspectives including tourism, urban studies, place management and marketing.
Rezensionen / Stimmen
'This book offers a comprehensive and insightful exploration of the theory and practice of place and destination branding. Drawing on various disciplines and case studies from across the globe, this unique volume advances the field in the pursuit of sustainability and a better future for all stakeholders, making it an invaluable resource for academics and practitioners alike.' -- Dimitrios Stylidis, Democritus University of Thrace, Greece 'This book makes a significant contribution to our scholarly engagement with place branding as a discipline and as a field of practical application. As a whole, the chapters of the book and the commentary of editors and contributors highlight the way in which branding becomes part of issues of identity, politics and the complex relationship with our past in our effort to pave the way to a better future.' -- from the Foreword by Mihalis Kavaratzis, Manchester Metropolitan University, UK 'Understanding Place and Destination Branding is a provocative contribution to our evolving literature. Bringing together diverse methodologies and case studies, the chapters offer conceptual richness, methodological range, and critical insights. The volume boldly bridges temporal, spatial, and political dimensions-linking past and future, place and destination, identity and ideology -to illuminate how branding shapes, and is shaped by, the complex realities of our world. A vital and highly recommended read.' -- Efe Sevin, Towson University, USA
Reihe
Sprache
Verlagsort
Zielgruppe
Maße
Höhe: 234 mm
Breite: 156 mm
ISBN-13
978-1-0353-2103-2 (9781035321032)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Edited by Stella Kladou, Assistant Professor, Department of Business Administration and Tourism, Hellenic Mediterranean University, Greece and Ahmet Usakli, Department of Tourism Management, Bogazici University, Turkey
Contents
Foreword: place branding as taskscape xvii
1 An overview of place and destination branding 1
Stella Kladou and Ahmet Usakli
2 The anatomy of island branding: islands as geographical
entities and as constructs of the mind 13
Angeliki Mitropoulou, Ioannis Spilanis and Thanasis Kizos
3 The place of place branding in heritage and historic tourism
in Brazil 25
Carla Guerron Montero
4 Historical perspectives on three millenia of branding and
rebranding at the World Heritage Site of Butrint (Albania) 40
Daniel Laven and David Prince
5 Destination branding and cultural tourism: the case of
KwaZulu-Natal province, South Africa 53
Samukelisiwe Nkwanyana, Gugulethu Nkosi and Lwazi Apleni
6 The neglected critical factors in branding tourism
destinations: evidence from Gauteng, South Africa 69
Madiseng Messiah Phori and Michael Kuseni
7 Negative stereotypes as a challenge for destination branding:
insights from industrial cities in Upper Silesia, Poland 87
Mariusz Szubert, Witold Warcholik and Michal Zemla
8 From anti-overtourism measures to branding: insights about
sustainability from Kyoto's and Barcelona's destination
management policies 102
Yusuke Ishiguro and Yutaka Nakajima
9 Resilient futures through the development of postcolonial
sites: exploring stakeholders' perceptions of a leisure
destination 123
Chryso Panayidou
10 Politics and identity: place branding, tourism, and future
challenges 139
Susan L. Slocum
11 The future of place and destination branding 154
Magdalena Florek
