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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

Marios Sotiriadis, University of South Africa, South Africa
Shiwei Shen, Ningbo University, China
Published online: 31 December 2017, JTHSM, 3(2), pp. 8-14

URN: urn:nbn:de:0168-ssoar-67089-8, DOI: 10.5281/zenodo.401370

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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.


Destination management, partnership, tourism experiences, branding, Silk Road.

JEL Classification:

Z32, Z33, M1

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