Place branding in tourism: a review of theoretical approaches and management practices

Abstract

This paper draws from the generic literature on branding to develop the idea of tourist based destination branding. Tourist based brand equity is proposed as an alternative to the more traditional destination resource centered idea of brand equity. In that process, it identifies various tourism related nuances that obfuscate brand building. Measurement approaches to quantify destination brand equity are compared, highlighting the pros and cons of each approach. Throughout the discussion, examples of successful destination branding practices are integrated.Keywords: Place branding, brand equity, brand assessment, destination marketing, case studies. ResumenEste documento se basa en la literatura genérica sobre marcas para desarrollar la idea de la marca destino. La equidad de la marca basada en el turismo se propone como una alternativa a la idea más tradicional centrada en los recursos del destino de la equidad de la marca. En ese proceso, identifica diversos matices relacionados con el turismo que ofuscan la construcción de la marca. Se comparan los enfoques de medición para cuantificar el valor de la marca de destino, destacando los pros y los contras de cada enfoque. A lo largo de la discusión, se integran ejemplos de prácticas exitosas de marca de destinos.Palabras clave: Marca destino, valor de marca, evaluación de marca, mercadeo de destinos turísticos, estudios de caso.

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