Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand.
Place Branding: Connecting Tourist Experiences to Places seeks to build a customer-based view of place branding through focusing on the individual as a tourist who travels to undertake a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where to go, collect information on them, ask for advice and suggestions from fellow travellers, give feedback when they come back and talk a lot about their experience, spreading word-of-mouth. The book enables readers to understand how the tourist experience can be managed as a brand. Readers are exposed to a variety of problems, methodological approaches, and geographical areas, which allows them to adapt frames to different contexts and situations.
This book is recommended reading for students and scholars of business, marketing, tourism, urban studies and public diplomacy, as well as practitioners, business consultants and people working in public administration and politics.
PART I: INTRODUCTION 1 Place branding: A cross-road between academics of many disciplines and practitioners 2 Tourisms and Tourists: Where are People Going? PART II: THE TOURIST EXPERIENCE 3 Visitor’s experience and other drivers of length of stay at a destination 4 Beyond Mountain and Snow. Holiday experiences in winter mountain destinations 5 Assessment and measurement of destination image through user-generated content 6 Developing a ‘customer based place brand equity – destination branding’ instrument PART III: PLACE BRANDING: A CUSTOMER-BASED VIEW 7 A land for all season: The Effect of Travelers’ Orientation on Awareness, Satisfaction, Place image, and Travelers’ loyalty 8 Exploring the Nation Brand Perception of Ghana 9 WHISPERING EXPERIENCE: Configuring the Symmetrical and Asymmetrical Paths to Travellers’ Satisfaction and Passion 10 Towards the development of community commitment based on musical events in the Dominican Republic PART IV: DESTINATION BRAND MANAGEMENT 11 Rethinking the nexus of TV series / movies and destination image: Changing perceptions through sensorial cues and authentic identity of a city 12 TOWARD A COUNTRY-BRANDING FRAMEWORK: A COMPARATIVE ANALYSIS 13 Web Communication for Tourist Destination. Analysis of Tourism Websites of the 28 Member States of the European Community 14 Examining the destination website: A case of VisitTatarstan 15 Wine and food tourism and place identity: the strategic role of local networks 16 Moving beyond the ‘traditional Kodak moment’? Examining virtual data collection in place research PART V: CONCLUSIONS 17 Place branding in context:Currentchallenges, global changesand futuretrends
"It is heartening to see a book on place branding that aims to contribute to a robust development of theory which is specifically related to tourism, and which also has a strong methodological and managerial focus.
In addition to the expected chapters dealing with place branding and tourism development at both the destination resort and country level, this book also includes chapters that deal with many interesting and highly relevant issues including the way place brand image is created, communicated and consumed via the internet and social media, and through vehicles of popular culture such as television and film. Other chapters deal very well with branding for tourism in places such as those offering winter vacations, and food and wine experiences.
This book will be a useful resource to students at all levels of study that are interested in both theoretical and managerial aspects of the way place branding can connect tourists to places.
With the many real world examples and case studies that are included throughout the text, this book will also be a valuable resource to place branding practitioners working in tourism destinations." — Dr Heather Skinner, Institute of Place Management, Manchester Metropolitan University, UK.
"The author team of this new book on place branding is absolutely phenomenal. I am pleased to see that these worldclass experts in branding have collaborated in creating such a timely and most important book on place branding. It is an area that has grown substantially and yet moved in many directions. This book has managed to capture the most important aspects of place branding, to great success. A book worth reading for students, academics and practitioners alike." — Dr. Bang Nguyen, Professor of Marketing, University of Southern Denmark, Kolding, Denmark
"Not only does this text offer a refreshing look at the relationship between people and their place brand experiences at a time when competition is fierce, but it also offers a much- needed framework for "talking and theorizing about place branding." — Prof. Sonja Verwey, University of Johannesburg, South Africa
"The book represents a brilliant overview of place branding. Tourist experience can lead to a novel meaning of destination connecting visitors and places. It can therefore be a valuable tool for scholars and professionals, combining theory and practice. I strongly recommend reading it!" — Maria Teresa Cuomo, University of Salerno, Italy
"Originating from a colloquium held in Italy, a country where researchers know more than most about places and "origins", and where tourism is of the utmost importance, this book will take a special place amongst publications in this area. The co-editors are widely published and well known, and the chapter authors offer many insights on the intersection between place branding and tourist experience, making this book a well-informed gem and a must-read for readers interested in place branding for tourism." — Dr. Nicolas Papadopoulos, Chancellor's Professor of Marketing and International Business, Sprott School of Business, Carleton University, Ottawa, Canada