Skip to main content
Article
The Evolution of Destination Branding: A Review of Branding Literature in Tourism
Journal of Tourism, Heritage & Services Marketing
  • Babu P. George, Fort Hays State University
Document Type
Article
Publication Date
1-1-2017
Creative Commons License
Creative Commons Attribution-Noncommercial-No Derivative Works 4.0
Abstract
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.
Citation Information
Babu P. George. "The Evolution of Destination Branding: A Review of Branding Literature in Tourism" Journal of Tourism, Heritage & Services Marketing Vol. 3 Iss. 1 (2017) p. 9 - 17
Available at: http://works.bepress.com/babu-george/1/