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
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
L83, M1, O1