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The contribution of partnership and branding to destination management in a globalized context: The case of the UNWTO Silk Road Programme

Author

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  • Sotiriadis, Marios
  • Shen, Shiwei

Abstract

The aim of this paper is twofold: (i) to present the challenges of destination management and governance within the globalized and digital environment; and (ii) to analyse the potential contribution of partnership and branding to advancing tourism development and promoting tourism experience opportunities. A case of Public-Private Partnership (PPP) – The UNWTO Silk Road Programme - is used to investigate how related issues and aspects are put into implementation. The paper’s focus is on the valuable role of PPPs in marketing, infrastructure development and heritage management; and on the critical importance of involvement of stakeholders in engaging into this trans-border scale project.

Suggested Citation

  • Sotiriadis, Marios & Shen, Shiwei, 2017. "The contribution of partnership and branding to destination management in a globalized context: The case of the UNWTO Silk Road Programme," MPRA Paper 88145, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:88145
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    References listed on IDEAS

    as
    1. Volgger, Michael & Pechlaner, Harald & Pichler, Sabine, 2017. "The practice of destination governance: A comparative analysis of key dimensions and underlying concepts," MPRA Paper 87886, University Library of Munich, Germany.
    2. Fotiadis, Anestis K., 2016. "Modifying and applying time and cost blocks: The case of E-Da theme park, Kaohsiung, Taiwan," Tourism Management, Elsevier, vol. 54(C), pages 34-42.
    3. Michael Volgger & Harald Pechlaner & Sabine Pichler, 2017. "The practice of destination governance: A comparative analysis of key dimensions and underlying concepts," Post-Print hal-02492809, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Christou, Evangelos & Chatzigeorgiou, Chryssoula & Simeli, Ioanna, 2018. "Destination branding and visitor loyalty: The case of agrotourism," MPRA Paper 98791, University Library of Munich, Germany.
    2. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 14(1), pages 151-166.
    3. Johnson, Catherine & McLaughlin, James, 2020. "Tourism branding and promotion: A critical approach," MPRA Paper 100706, University Library of Munich, Germany.
    4. Diunugala, Hemantha Premakumara & Mombeuil, Claudel, 2020. "Modeling and predicting foreign tourist arrivals to Sri Lanka: A comparison of three different methods," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(3), pages 3-13.
    5. Ziyi Yan & Marios Sotiriadis & Shiwei Shen, 2021. "Integrating a Local Asset/Resource into Tourism and Leisure Offering: The Case of Tea Resources in Longwu Town, Zhejiang Province, China," Sustainability, MDPI, vol. 13(4), pages 1-27, February.
    6. Pirnar, Ige & Kurtural, Sinem & Tutuncuoglu, Melih, 2019. "Festivals and destination marketing: An application from Izmir City," MPRA Paper 93520, University Library of Munich, Germany.
    7. Schuhbert, Arne & Thees, Hannes, 2020. "Of routes and corridors: Challenges and opportunities for Silk Road destinations in the southern Caucasus," MPRA Paper 100676, University Library of Munich, Germany.
    8. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2019. "Social media in tourism marketing: Travellers’ attitudes and encounters," EconStor Conference Papers 215794, ZBW - Leibniz Information Centre for Economics.
    9. Chenini, Abderrahim & Touaiti, Mustapha, 2017. "Building Destination Loyalty Using Tourist Satisfaction and Destination Image: A Holistic Conceptual Framework," MPRA Paper 90639, University Library of Munich, Germany, revised 16 May 2018.
    10. Martins, Marco Martins, 2018. "Tourism Planning and Tourismphobia: An Analysis of the Strategic Tourism Plan of Barcelona 2010-2015," MPRA Paper 88203, University Library of Munich, Germany.
    11. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2017. "Delegate satisfaction from conference service quality and its impact on future behavioural intentions," MPRA Paper 93933, University Library of Munich, Germany.
    12. Mugobi, Thereza & Mlozi, Shogo, 2021. "The impact of external factors on ICT usage practices at UNESCO World Heritage Sites," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 3-12.
    13. Ige Pirnar & Sinem Kurtural & Melih Turkey, 2019. "Festivals and destination marketing: An application from Izmir City," Post-Print hal-02458450, HAL.
    14. Seraphin, Hugues, 2020. "Childhood experience and (de)diasporisation: Potential impacts on the tourism industry," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(3), pages 14-24.
    15. Zouni, Georgia & Digkas, Dimitrios, 2019. "Marketing suggestions for multi-religious tourism development: The case of Thessaloniki," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 5(2), pages 36-42.
    16. Tjaša Alegro & Maja Turnšek, 2020. "Striving to Be Different but Becoming the Same: Creativity and Destination Brands’ Promotional Videos," Sustainability, MDPI, vol. 13(1), pages 1-16, December.
    17. Mombeuil, Claudel, 2018. "Interaction from tourism development in Port-au-Prince, Haiti," MPRA Paper 88204, University Library of Munich, Germany.
    18. Schuhbert, Arne & Thees, Hannes, 2020. "Of routes and corridors: Challenges and opportunities for Silk Road destinations in the southern Caucasus," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6, pages 21-29.
    19. Fotiadis, Anestis, 2018. "Modelling wedding marketing strategies: An fsQCA Analysis," MPRA Paper 88249, University Library of Munich, Germany.
    20. Giannopoulos, Antonios & Skourtis, George & Kalliga, Alexandra & Dontas-Chrysis, Dimitrios-Michail & Paschalidis, Dimitrios, 2020. "Co-creating high-value hospitality services in the tourism ecosystem: Towards a paradigm shift?," MPRA Paper 100670, University Library of Munich, Germany.
    21. Giannopoulos, Antonios & Skourtis, George & Kalliga, Alexandra & Dontas-Chrysis, Dimitrios-Michail & Paschalidis, Dimitrios, 2020. "Co-creating high-value hospitality services in the tourism ecosystem: Towards a paradigm shift?," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(2), pages 3-11.
    22. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," MPRA Paper 93898, University Library of Munich, Germany.

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    More about this item

    Keywords

    Destination management; partnership; tourism experiences; branding; Silk Road;
    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

    NEP fields

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