Place Branding

Connecting Tourist Experiences to Places
1. Auflage 2019
ISBN: 978-1-4724-5592-5
Verlag: Taylor & Francis Ltd (Sales)

Buch, Englisch, 354 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 671 g

Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand.

Place Branding: Connecting Tourist Experiences to Places seeks to build a customer-based view of place branding through focusing on the individual as a tourist who travels to undertake a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where to go, collect information on them, ask for advice and suggestions from fellow travellers, give feedback when they come back and talk a lot about their experience, spreading word-of-mouth. The book enables readers to understand how the tourist experience can be managed as a brand. Readers are exposed to a variety of problems, methodological approaches, and geographical areas, which allows them to adapt frames to different contexts and situations.

This book is recommended reading for students and scholars of business, marketing, tourism, urban studies and public diplomacy, as well as practitioners, business consultants and people working in public administration and politics.

Autoren/Hrsg.

Foroudi, Pantea

Mauri, Chiara

Dennis, Charles

Melewar, T C

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaftswissenschaften: Allgemeines

Inhaltsverzeichnis

PART I: INTRODUCTION 1 Place branding: A cross-road between academics of many disciplines and practitioners 2 Tourisms and Tourists: Where are People Going? PART II: THE TOURIST EXPERIENCE 3 Visitor’s experience and other drivers of length of stay at a destination 4 Beyond Mountain and Snow. Holiday experiences in winter mountain destinations 5 Assessment and measurement of destination image through user-generated content 6 Developing a ‘customer based place brand equity – destination branding’ instrument PART III: PLACE BRANDING: A CUSTOMER-BASED VIEW 7 A land for all season: The Effect of Travelers’ Orientation on Awareness, Satisfaction, Place image, and Travelers’ loyalty 8 Exploring the Nation Brand Perception of Ghana 9 WHISPERING EXPERIENCE: Configuring the Symmetrical and Asymmetrical Paths to Travellers’ Satisfaction and Passion 10 Towards the development of community commitment based on musical events in the Dominican Republic PART IV: DESTINATION BRAND MANAGEMENT 11 Rethinking the nexus of TV series / movies and destination image: Changing perceptions through sensorial cues and authentic identity of a city 12 TOWARD A COUNTRY-BRANDING FRAMEWORK: A COMPARATIVE ANALYSIS 13 Web Communication for Tourist Destination. Analysis of Tourism Websites of the 28 Member States of the European Community 14 Examining the destination website: A case of VisitTatarstan 15 Wine and food tourism and place identity: the strategic role of local networks 16 Moving beyond the ‘traditional Kodak moment’? Examining virtual data collection in place research PART V: CONCLUSIONS 17 Place branding in context:Currentchallenges, global changesand futuretrends

Über Autor(innen)

Pantea Foroudi is Senior Lecturer in Branding at Middlesex University, London, UK.

Chiara Mauri is Professor of Business Economics at LIUC – Universitˆ Carlo Cattaneo, Castellanza, Italy, and Adjunct Professor at Universitˆ Bocconi, Milan, Italy.

T C Melewar is Professor of Marketing and Strategy at Middlesex University, London, UK.

Charles Dennis is Professor of Consumer Behaviour at Middlesex University, London, UK.