The topic of destination branding has attracted academic interest
only recently and the field remains in its infancy. Therefore, the
aim of the book is to clarify the dilemma observed at conceptual
and empirical levels concerning recent research findings in the
area. Stemming from the main branding concepts and specific
characteristics of a destination, the book introduces a two-
dimensional approach to destination branding. Such proposed
approach integrates brand identity and equity and enables different
destination stakeholders to be included in the process. Theoretical
concepts are empirically verified on the examined brand of
Slovenia. Special consideration is given to the concept of
customer- based brand equity for a tourism destination, which is
investigated for Slovenia and its competitive country Austria from
the perspective of two culturally heterogeneous tourist markets
(German and Croatian). The book should be especially useful to
academics and students interested in exploring the destination
branding phenomenon and also to practitioners involved in the
process of systematic development of destination brands.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
