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Breaking Brands: New Boundaries in Rural Destinations

Author

Listed:
  • Isabel Paulino

    (Department of Business Organisation and Management and Product Development, Universitat de Girona, Plaça Ferrater, Mora, 1, 17004 Girona, Spain)

  • Lluís Prats

    (Department of Business Organisation and Management and Product Development, Universitat de Girona, Plaça Ferrater, Mora, 1, 17004 Girona, Spain)

  • Antoni Domènech

    (Biosphere Reserve, Consortium of Environmental Policies of Terres de l’Ebre, Plaça de Lluís Companys s/n, 43870 Amposta, Spain
    Department of Geography, Universitat Rovira I Virgili, Carrer de Joanot Martorell 15, 43480 Vila-seca, Spain)

Abstract

Tourism destinations are generally delimited and branded based on administrative boundaries, which act as artificial barriers that may reduce the competitiveness of the tourism sector. Increasingly, literature is taking a demand perspective (i.e., tourist spatial behaviour) when identifying and promoting destinations. This perspective can help to promote destinations more efficiently, particularly in rural areas, where most tourism flows depend on private vehicle and which do not take into account administrative boundaries. These flows are therefore highly conditioned by the geography of the area, hosting capacity and the cumulative effect of attractions. This research centres on brand creation from a tourist perspective, particularly how tourists consume a destination. Els Ports (Spain), a rural mountain area divided into multiple administrative divisions, each marketing its own brand, is taken as a case study. Recently, destination managers have seen the opportunity for regional cooperation and taken steps to cross traditional boundaries to market the area better. This study uses GIS techniques to compare tourist travel patterns with brand boundaries and new cooperative initiatives. The findings provide material for discussion on the branding strategy of Els Ports and the need to rebrand rural tourism destinations into functional tourism areas.

Suggested Citation

  • Isabel Paulino & Lluís Prats & Antoni Domènech, 2021. "Breaking Brands: New Boundaries in Rural Destinations," Sustainability, MDPI, vol. 13(17), pages 1-19, September.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:17:p:9921-:d:628529
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    References listed on IDEAS

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    1. Aleksandra Krajnović & Jurica Bosna & Dražen Jašić, 2013. "Umbrella branding in tourism – model regions of Istria and Dalmatia," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 19(2), pages 201-215, December.
    2. McKercher, Bob & Wong, Celia & Lau, Gigi, 2006. "How tourists consume a destination," Journal of Business Research, Elsevier, vol. 59(5), pages 647-652, May.
    3. Hong, Tao & Ma, Tao & Huan, Tzung-Cheng (T.C.), 2015. "Network behavior as driving forces for tourism flows," Journal of Business Research, Elsevier, vol. 68(1), pages 146-156.
    4. 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.
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    1. 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.
    2. Bernard Lane & Elisabeth Kastenholz & Maria João Carneiro, 2022. "Rural Tourism and Sustainability: A Special Issue, Review and Update for the Opening Years of the Twenty-First Century," Sustainability, MDPI, vol. 14(10), pages 1-15, May.

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