{"id":1327,"date":"2020-04-26T21:29:10","date_gmt":"2020-04-26T20:29:10","guid":{"rendered":"https:\/\/www.jthsm.gr\/?page_id=1327"},"modified":"2020-10-27T13:07:03","modified_gmt":"2020-10-27T12:07:03","slug":"vol-3-iss-1-2017-2","status":"publish","type":"page","link":"https:\/\/www.jthsm.gr\/?page_id=1327","title":{"rendered":""},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<ul class=\"wp-block-social-links alignright is-layout-flex wp-block-social-links-is-layout-flex\">\n\n<li class=\"wp-social-link wp-social-link-facebook  wp-block-social-link\"><a href=\"https:\/\/www.facebook.com\/journaloftourismheritageandservicesmarketing\/\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M12 2C6.5 2 2 6.5 2 12c0 5 3.7 9.1 8.4 9.9v-7H7.9V12h2.5V9.8c0-2.5 1.5-3.9 3.8-3.9 1.1 0 2.2.2 2.2.2v2.5h-1.3c-1.2 0-1.6.8-1.6 1.6V12h2.8l-.4 2.9h-2.3v7C18.3 21.1 22 17 22 12c0-5.5-4.5-10-10-10z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">Facebook<\/span><\/a><\/li>\n\n<li class=\"wp-social-link wp-social-link-twitter  wp-block-social-link\"><a href=\"https:\/\/twitter.com\/intent\/tweet?original_referer=https%3A%2F%2Fpublish.twitter.com%2F&#038;ref_src=twsrc%5Etfw&#038;text=Journal%20of%20Tourism%2C%20Heritage%20%26%20Services%20Marketing&#038;tw_p=tweetbutton&#038;url=http%3A%2F%2Fwww.jthsm.gr\/?page_id=1327\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M22.23,5.924c-0.736,0.326-1.527,0.547-2.357,0.646c0.847-0.508,1.498-1.312,1.804-2.27 c-0.793,0.47-1.671,0.812-2.606,0.996C18.324,4.498,17.257,4,16.077,4c-2.266,0-4.103,1.837-4.103,4.103 c0,0.322,0.036,0.635,0.106,0.935C8.67,8.867,5.647,7.234,3.623,4.751C3.27,5.357,3.067,6.062,3.067,6.814 c0,1.424,0.724,2.679,1.825,3.415c-0.673-0.021-1.305-0.206-1.859-0.513c0,0.017,0,0.034,0,0.052c0,1.988,1.414,3.647,3.292,4.023 c-0.344,0.094-0.707,0.144-1.081,0.144c-0.264,0-0.521-0.026-0.772-0.074c0.522,1.63,2.038,2.816,3.833,2.85 c-1.404,1.1-3.174,1.756-5.096,1.756c-0.331,0-0.658-0.019-0.979-0.057c1.816,1.164,3.973,1.843,6.29,1.843 c7.547,0,11.675-6.252,11.675-11.675c0-0.178-0.004-0.355-0.012-0.531C20.985,7.47,21.68,6.747,22.23,5.924z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">Twitter<\/span><\/a><\/li>\n\n\n\n<li class=\"wp-social-link wp-social-link-linkedin  wp-block-social-link\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https:\/\/www.jthsm.gr\/?page_id=1327\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M19.7,3H4.3C3.582,3,3,3.582,3,4.3v15.4C3,20.418,3.582,21,4.3,21h15.4c0.718,0,1.3-0.582,1.3-1.3V4.3 C21,3.582,20.418,3,19.7,3z M8.339,18.338H5.667v-8.59h2.672V18.338z M7.004,8.574c-0.857,0-1.549-0.694-1.549-1.548 c0-0.855,0.691-1.548,1.549-1.548c0.854,0,1.547,0.694,1.547,1.548C8.551,7.881,7.858,8.574,7.004,8.574z M18.339,18.338h-2.669 v-4.177c0-0.996-0.017-2.278-1.387-2.278c-1.389,0-1.601,1.086-1.601,2.206v4.249h-2.667v-8.59h2.559v1.174h0.037 c0.356-0.675,1.227-1.387,2.526-1.387c2.703,0,3.203,1.779,3.203,4.092V18.338z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">LinkedIn<\/span><\/a><\/li>\n\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<p><a href=\"https:\/\/www.jthsm.gr\/?page_id=1374\">&lt; Back to Volume 3, Issue 1, table of contents<\/a><\/p>\n\n\n\n<p><span class=\"has-inline-color has-white-color\">a<\/span><\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong><span style=\"color:#1b3fab\" class=\"has-inline-color\">The evolution of destination branding: A review of branding literature in tourism<\/span><\/strong><\/p>\n\n\n\n<p><em><strong><em><strong>Marta Almeyda-Ib\u00e1\u00f1ez,<\/strong> <\/em><\/strong><em>University del Sagrado Coraz\u00f3n, Puerto Rico<\/em><strong><br><em><strong>Babu P. George,<\/strong> <\/em><\/strong><em>Fort Hays State University, USA<\/em><strong><br><\/strong><\/em>Published online: 27 March 2017, JTHSM, 3(1), pp. 9-17<\/p>\n\n\n\n<p>URN:&nbsp;<a href=\"https:\/\/nbn-resolving.org\/urn:nbn:de:0168-ssoar-67084-7\" target=\"_blank\" rel=\"noreferrer noopener\">urn:nbn:de:0168-ssoar-67084-7<\/a>, DOI:&nbsp;<a href=\"http:\/\/doi.org\/10.5281\/zenodo.401370\" target=\"_blank\" rel=\"noreferrer noopener\">10.5281\/zenodo.401370<\/a><\/p>\n\n\n\n<p>Full-text download:<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><a href=\"https:\/\/www.jthsm.gr\/vol3iss1\/3-1-2.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.jthsm.gr\/wp-content\/uploads\/2017\/02\/PDF_Download_Logo-300x300.jpg\" alt=\"\" class=\"wp-image-158\" width=\"44\" height=\"44\"\/><\/a><\/figure>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<p><strong>Export reference:<\/strong><em><br><\/em><a rel=\"noreferrer noopener\" href=\"https:\/\/zenodo.org\/record\/401370\/export\/hx\" target=\"_blank\">BibTeX<\/a><span style=\"color:#ffffff\" class=\"has-inline-color\">,,<\/span><a rel=\"noreferrer noopener\" href=\"https:\/\/zenodo.org\/record\/401370\/export\/dcite4\" target=\"_blank\">DataCite<\/a><span style=\"color:#ffffff\" class=\"has-inline-color\">,,<\/span><a rel=\"noreferrer noopener\" href=\"https:\/\/www.ssoar.info\/ssoar\/handle\/document\/67084?style=endnote\" target=\"_blank\">Endnote<\/a><span style=\"color:#ffffff\" class=\"has-inline-color\">,,<\/span><a rel=\"noreferrer noopener\" href=\"https:\/\/www.mendeley.com\/import\/?url=https:\/\/zenodo.org\/record\/401370\" target=\"_blank\">Mendeley<\/a><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"https:\/\/www.jthsm.gr\/?page_id=2381\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.jthsm.gr\/wp-content\/uploads\/2020\/04\/crossmark2.png\" alt=\"\" class=\"wp-image-2066\" width=\"97\" height=\"20\" srcset=\"https:\/\/www.jthsm.gr\/wp-content\/uploads\/2020\/04\/crossmark2.png 470w, https:\/\/www.jthsm.gr\/wp-content\/uploads\/2020\/04\/crossmark2-300x62.png 300w\" sizes=\"auto, (max-width: 97px) 100vw, 97px\" \/><\/a><\/figure>\n\n\n\n<p><strong>Abstract:<\/strong> <\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><strong>Keywords: <\/strong><\/p>\n\n\n\n<p>Destination management, branding, brand equity, measurement, unique selling proposition, challenges<\/p>\n\n\n\n<p><strong>JEL Classification:<\/strong> <\/p>\n\n\n\n<p>L83, M1, O1<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<p><a href=\"https:\/\/www.jthsm.gr\/?page_id=1328\">&lt; Previous article in Vol. 3, Iss. 1<\/a><span class=\"has-inline-color has-white-color\">aaaaaaaaaaa<\/span><a href=\"https:\/\/www.jthsm.gr\/?page_id=1326\">Next article in Vol. 3, Iss. 1 ><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&lt; Back to Volume 3, Issue 1, table of contents a The evolution of destination branding: A review of branding literature in tourism Marta Almeyda-Ib\u00e1\u00f1ez, University del Sagrado Coraz\u00f3n, Puerto RicoBabu P. George, Fort Hays State University, USAPublished online: 27 March 2017, JTHSM, 3(1), pp. 9-17 URN:\u00a0urn:nbn:de:0168-ssoar-67084-7, DOI:\u00a010.5281\/zenodo.401370 Full-text download: Export reference:BibTeX,,DataCite,,Endnote,,Mendeley Abstract: Tourism is [\u2026]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-1327","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/pages\/1327","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1327"}],"version-history":[{"count":13,"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/pages\/1327\/revisions"}],"predecessor-version":[{"id":4901,"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/pages\/1327\/revisions\/4901"}],"wp:attachment":[{"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1327"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}