The Role of Trademarks in Tourism

Abstract

Trademarks are vital elements of tourism that empower the industry by enabling destination differentiation, branding, and identification. This chapter evaluates trademarks' influence on tourism while focusing on the current non-traditional trademarks trend. In the tourism context, non-traditional trademarks comprise sensory features that create emotions, memories, and sensory experiences. This chapter examines how trademarks shape tourists' perceptions and decisions and improve their experiences. This research also studies how traditional trademarks, such as logos and slogans, have diversified to incorporate non-traditional features as sensory experiences and marketing gain popularity. This chapter will further investigate the legal and organizational implications of non-traditional trademarks. This chapter concludes by discussing the possibilities and risks associated with non-traditional trademarks in promoting or maintaining sustainable destination development and cultural signifiers.