Destination Branding, Second Edition: Creating the unique destination proposition

Front cover......Page 1
Title page......Page 4
Copyright page......Page 5
Table of contents......Page 6
Contributors......Page 8
Tables......Page 14
Figures......Page 16
Acknowledgements......Page 18
Abbreviations......Page 20
Part 1 Destination Branding in Context......Page 22
Introduction......Page 24
Destination branding......Page 25
Destination branding in context......Page 27
Destination branding challenges......Page 28
Destination branding in practice......Page 30
Concluding thoughts......Page 34
References......Page 36
Introduction......Page 38
References......Page 46
Introduction......Page 47
The importance of nation-brands beyond branding......Page 49
Emerging nations and the importance of brand image......Page 50
What it takes......Page 52
Changing a country’s brand image......Page 54
What it takes to build a place brand......Page 56
Conclusion......Page 58
References......Page 60
Introduction......Page 61
The impact of country names on attitudes towards products......Page 64
Marketing countries and managing their brands......Page 66
Managing the image......Page 67
Attracting tourists......Page 68
Attracting factories and companies......Page 70
Conclusion......Page 73
References......Page 74
Part 2 Destination Branding Challenges......Page 78
Introduction......Page 80
Destination branding......Page 81
The challenges of destination branding......Page 83
Branding destination: making it happen......Page 85
Achieving celebrity......Page 86
The destination brand fashion curve......Page 88
Brand building......Page 89
Brand personality and the benefit pyramid......Page 91
Establishing brand architecture......Page 92
Conclusion......Page 94
References......Page 97
Introduction......Page 100
The role of the public sector in the New Zealand context since the 1980s......Page 102
Government as a source of planning......Page 105
Government as a source of legislation and regulation......Page 107
Government as a co-ordinating body......Page 108
Government as entrepreneur......Page 109
Promoting place through marketing initiatives......Page 110
Sponsoring research......Page 111
Government as a facilitator of economic activity......Page 113
Government as a protector of the public interest......Page 114
Politics and politicking......Page 115
The regional tourism organizations......Page 116
Local government and regional tourism organizations......Page 119
Conclusion......Page 124
References......Page 129
Introduction......Page 132
Tourism branding in Central and Eastern Europe?......Page 135
Changing market demands......Page 137
Destination branding and image construction: escaping from South-eastern Europe......Page 138
Slovenia......Page 139
Croatia......Page 141
Russia’s constrained branding......Page 143
Conclusion......Page 145
References......Page 146
Introduction......Page 149
Electronic marketing of tourism destinations......Page 151
Destination management systems......Page 154
Management challenges to the development of ‘virtual’ destination management systems......Page 157
Leadership of internet-based destination marketing organizations......Page 159
Conclusion......Page 160
References......Page 161
Introduction......Page 162
Public relations, tourism and accountability......Page 164
Assessing the relationship between state promotion budgets and tourist expenditures in the state......Page 167
Does the state population determine the size of promotion budgets?......Page 168
Which states have the best return on investment when controlling for state population?......Page 169
Conclusion......Page 173
References......Page 175
Part 3 Destination Branding in Practice......Page 178
Introduction......Page 180
Wales: a challenger brand......Page 181
Wales, Golf as it should be......Page 183
Reference......Page 189
Introduction......Page 190
A blueprint for modernity......Page 191
The imperative to build tall......Page 194
Fire for the imagination......Page 195
Rediscovering its soul......Page 199
A melting pot of ideas......Page 200
Conclusion: every city needs its Soho......Page 202
References......Page 204
Introduction......Page 206
Differentiating Western Australia......Page 208
The essence of branding......Page 210
The process......Page 212
The foundation research......Page 213
The result......Page 215
Brand WA marketing strategies......Page 217
Mass marketing and clever marketing......Page 218
Niche marketing......Page 220
Delivering on the promise......Page 222
Brand extension......Page 223
Destination ownership......Page 224
Conclusion......Page 226
References......Page 227
Introduction......Page 228
Destination branding and the power of public relations......Page 229
The promotional challenge for New Zealand......Page 232
The role of public relations in the brand relationships......Page 234
Conclusion......Page 242
References......Page 244
Introduction......Page 247
Background: Louisiana’s history......Page 248
Building the Louisiana brand......Page 249
Finding a brand specialist......Page 250
Creating the brand identity......Page 251
Media......Page 254
Promotions and public relations......Page 257
Evaluation......Page 258
Conclusion......Page 259
References......Page 261
Introduction......Page 263
New Asia, the soul of Singapore......Page 265
Making Singapore ‘New Asia’......Page 268
New Asia, future of the region......Page 269
Superficial perceptions and shaping imaginations......Page 273
Packaging and inventing cultures......Page 274
Unique self and significant others......Page 276
Tourist gazes and brand experiences......Page 277
Conclusion......Page 278
References......Page 279
Introduction......Page 282
Spotlight events and branding efforts......Page 284
Philadelphia is more than the Liberty Bell......Page 288
Don’t leave town when the Republicans visit......Page 290
Philadelphia isn’t as bad as Philadelphians say it is......Page 293
Conclusion......Page 295
Acknowledgement......Page 296
References......Page 297
Introduction......Page 300
The emergence of event tourism......Page 301
Events and branding: a conceptual framework......Page 304
The strategic use of events......Page 306
Events and destination branding: exploring the relationship in Australia......Page 309
Professionalism of organization......Page 311
Research......Page 312
The Sydney Olympics and Brand Australia......Page 313
Brand Australia in the post-Olympic era......Page 318
Conclusion......Page 319
References......Page 320
Index......Page 327