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

Marta Almeyda-Ibáñez, University del Sagrado Corazón, Puerto Rico
Babu P. George,
Fort Hays State University, USA
Published online: 27 March 2017, JTHSM, 3(1), pp. 9-17

URN: urn:nbn:de:0168-ssoar-67084-7, DOI: 10.5281/zenodo.401370

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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.


Destination management, branding, brand equity, measurement, unique selling proposition, challenges

JEL Classification:

L83, M1, O1

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