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The evolution of destination branding: A review of branding literature in tourism

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  • Almeyda-Ibáñez, Marta
  • George, Babu P.

Abstract

Tourism is a promise and destinations communicate the credibility of that promise by means of destination brands. Branding has become a key tool for tourism destinations to make explicit the complexity of experiences to be expected by tourists visiting a destination. This paper provides a comprehensive literature review of various issues associated with tourism destination branding. It brings together a wide range of debates in the generic marketing literature, places them alongside the nuances of tourism, and thereby identifies unique challenges of branding in tourism destination contexts. Finally, a case study of USP based national tourism branding campaigns in the Caribbean is presented.

Suggested Citation

  • 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.
    • Handle: RePEc:pra:mprapa:87884
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    References listed on IDEAS

    as
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    4. Qu, Hailin & Kim, Lisa Hyunjung & Im, Holly Hyunjung, 2011. "A model of destination branding: Integrating the concepts of the branding and destination image," Tourism Management, Elsevier, vol. 32(3), pages 465-476.
    5. Ban Olimpia & Popa Luminita & Silaghi Simona, 2011. "The Brand Equity Of Touristic Destinations - The Meaning Of The Value," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(special), pages 193-199, July.
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    7. Ban Olimpia, 2008. "Variables Of The Image Of Tourist Destination," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 2(1), pages 554-559, May.
    8. Revilla Hernández, Mercedes & Santana Talavera, Agustín & Parra López, Eduardo, 2016. "Effects of co-creation in a tourism destination brand image through twitter," MPRA Paper 77595, University Library of Munich, Germany, revised 21 Nov 2016.
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Destination management; branding; brand equity; measurement; unique selling proposition; challenges;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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