Positioning and Branding Tourism Destinations for Global Competitiveness PDF Download

Author: Hashim, Rahmat
Publisher: IGI Global
ISBN: 1522572546
Category : Business & Economics
Languages : en
Pages : 352

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Book Description
Market positioning and branding has evolved from a peripheral process in the marketing effort to a critical process in any strategic planning initiative. Effective positioning will result in a strong brand that develops an emotional and productive two-way relationship. Positioning and Branding Tourism Destinations for Global Competitiveness focuses on utilizing destination branding and content marketing for sustainable growth and competitive advantage within the tourism and hospitality industry, including tools and techniques for travel branding and best practices for better tourism management strategies. Featuring coverage on a broad range of topics such as hospitality, brand loyalty, and knowledge transfer, this book is ideally designed for industry professionals including those within the hotel, leisure, transportation, theme park, and food service sectors, policymakers, practitioners, researchers, and students.

Author: Metin Kozak
Publisher: Routledge
ISBN: 1136904751
Category : Business & Economics
Languages : en
Pages : 263

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Book Description
Without adequate research and management, the potential impacts and benefits of tourism and travel services will not be maximised. This volume evaluates the theoretical approaches and applications to competitive advantage within tourist destinations and demonstrates the ways to further develop the concept of destination competitiveness.

Author: Bayraktar, Ahmet
Publisher: IGI Global
ISBN: 1522505776
Category : Business & Economics
Languages : en
Pages : 393

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Book Description
Place branding has made it possible for international destinations to be able to compete within the global economy. Through the promotion of different cities, natural beauty, and local culture or heritage, many regions have been able to increase their revenue and international appeal by attracting tourists and investments. Global Place Branding Campaigns across Cities, Regions, and Nations provides international insights into marketing strategies and techniques being employed to promote global tourism, competitiveness, and exploration. Featuring case studies and emergent research on place branding, as well as issues and challenges faced by destinations around the world, this book is ideally suited for professionals, researchers, policy makers, practitioners, and students.

Author: Nigel Morgan
Publisher: Routledge
ISBN: 1136411097
Category : Business & Economics
Languages : en
Pages : 328

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Book Description
In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product. By focusing on a range of global case studies, Destination Branding demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time.

Author: Teixeira, Sérgio Jesus
Publisher: IGI Global
ISBN: 1799803678
Category : Business & Economics
Languages : en
Pages : 393

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Book Description
Companies compete to gain public notoriety every day and use creativity and innovation to get ahead of their competition. In oversaturated industries, such as the tourism sector, smart strategies and global network capabilities must be adopted and improved in order to increase competitiveness. Multilevel Approach to Competitiveness in the Global Tourism Industry contains crucial reference material that discusses new intelligent practices to increase business competitiveness in the tourism sector. Featuring research on topics such as networking, artificial intelligence, and regional competitiveness, this book is ideally designed for program directors, event coordinators, tour developers, hotel managers, restaurateurs, travel agents, policymakers, academics, researchers, advanced students, entrepreneurs, government officials, and professionals in the tourism and hospitality industry.

Author: T. Moilanen
Publisher: Springer
ISBN: 0230584594
Category : Business & Economics
Languages : en
Pages : 212

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Book Description
Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.

Author:
Publisher: World Tourism Organization (Unwto)
ISBN: 9789284413119
Category : Business & Economics
Languages : en
Pages : 0

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Book Description
Tourism has become one of the world's fastest growing economic sectors in recent years. Governments around the world are increasingly recognising the power of tourism to boost their nation's development and prosperity. As more tourism destinations emerge and competition for visitors becomes more intense, a destination's ability to project itself on the world stage and differentiate itself from others is ever more important. Recognising the value of successfully building and managing a destination's brand, the European Travel Commission (ETC) and World Tourism Organization (UNWTO) have commissioned this Handbook to provide a useful and practical guide for both marketing novices and experienced destination managers. The Handbook on Tourism Destination Branding provides a step-by-step guide to the branding process accompanied by strategies for brand management. Case studies are featured throughout the Handbook to illustrate the various concepts, present best practices from destinations around the world and provide fresh insight into destination branding. The Handbook concludes with a section on evaluating brand impact and a set of practical recommendations.

Author: Charitha Harshani Perera
Publisher: Springer Nature
ISBN: 9811950172
Category : Business & Economics
Languages : en
Pages : 284

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Book Description
This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.

Author: Azizul Hassan
Publisher: Springer Nature
ISBN: 9811966192
Category : Business & Economics
Languages : en
Pages : 191

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Book Description
This book covers multiple areas such as technology and the type of application in aviation, tourism and hospitality with looking at current and future technology application, as well as in a rural tourism perspective. The strength of this book comes from the authors themselves coming from multiple higher institutions in Malaysia and Indonesia as these two countries are the top two countries in Southeast Asia with the world's most popular tourist destinations and for a reason: a tropical climate, rich culture, gorgeous beaches, wonderful food and low prices. This book is also packed with detailed knowledge in the area of air travel, as well as deep understanding on the related theories used as theoretical underpin in performing air travel research. This book provides insightful discussion and very beneficial to the reader. This book is suitable for the following readers: general, students, travelers, academics, tourism consultants, aviation regulators, aviation practitioners and ministries of tourism. Readers are also exposed to recent issues and development pertaining technology application in aviation tourism and hospitality, theoretical discussion related to technology application as well as its application and future research application.

Author: Azizul Hassan
Publisher: Springer Nature
ISBN: 9811622108
Category : Business & Economics
Languages : en
Pages : 1367

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Book Description
It is an undisputed reality that the tourism industry in Asia is getting exposed to more innovative technologies than ever before. This proposed book provides the latest research in the application of innovative technology to the tourism industry, covering the perspectives, innovativeness, theories, issues, complexities, opportunities and challenges. This book, a blend of comprehensive and extensive effort by the contributors and editors, is designed to cover the application and practice of technology in tourism, including the relevant niches. This book focuses on the importance of technology in tourism. This also highlights, in a comprehensive manner, specific technologies that are impacting the tourism industry in Asia, as well as the constraints the industry is facing. The contents of this book deal with distinct topics, such as mobile computing, new product designs, innovative technology usages in tourism promotion, technology-driven sustainable tourism development, location-based apps, mobility, accessibility and so on. A good number of research studies have conducted outlining the contributions and importance of technologies in tourism, in general. However, the tourism industry of Asia so far has attracted very few researchers. Some contributions have been made but not sufficient. Considering the ongoing trend of technology application in the tourism industry in Asia, very few research attempts have been made aiming to explore diverse aspects. Tourism is expanding enormously across the world. which actually creates more demands for effective technologies. This book will be a reading companion, especially for tourism students in higher academic institutions. This book will also be read by the relevant policy planners and industry professionals. Apart from them, this book will be appreciated by expatriate researchers and researchers having keen interest in the Asian tourism industry.