Articles liés à Destination branding: Theory and research

Destination branding: Theory and research - Couverture souple

Konecnik Ruzzier, Maja

 
9783838354590: Destination branding: Theory and research
Couverture souple
ISBN 10 : 3838354591 ISBN 13 : 9783838354590
Editeur : LAP LAMBERT Academic Publishing, 2010

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

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.

Biographie de l'auteur

Maja Konecnik Ruzzier, PH.D.: Assistant professor at Faculty of Economics, University of Ljubljana. Teaching: marketing (and its application to tourism and destination), branding. Research: destination branding, branding. Consultancy: participation in many brand management projects, including the development of country brand I feel Slovenia.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2010
Langue
anglais
ISBN 10 
3838354591
ISBN 13 
9783838354590
Reliure
Broché
Nombre de pages
292
Coordonnées du fabricant
non disponible
Personne responsable
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