This textbook shows how cities, regions and countries adopt
branding strategies similar to those of leading household brand
names in an effort to differentiate themselves and emotionally
connect with potential tourists. It asks whether tourist
destinations get the reputations they deserve and uses topical case
studies to discuss brand concepts and challenges. It tackles how
place perceptions are formed, how cities, regions and countries can
enhance their reputations as creative, competitive destinations,
and the link between competitive identity and strategic tourism
policy making.
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