世新大學圖書館

Includes bibliographical references (p. [233]-262) and index.

Academic studies have predominantly treated destination branding as a marketing phenomenon that happens to involve tourists as customers in a marketplace. Tourism Branding: Communities in Action, the first volume in a new and exciting book series, considers a traditional marketing subject from multidisciplinary perspectives.

Tourism branding: a community affair -- Challenging the brand -- A model of virtual destination branding -- Deconstructing brand equity -- A two-dimensional approach to branding: integrating identity and equity -- Collaborative destination branding -- Tourism branding in a social exchange system -- Linking local and culinary cuisines with destination branding -- Spanish holiday brands: comparative analysis of 10 destinations -- Branding Spain's tourism miracle (1959-1979) -- A practical framework for destination branding -- Destination brand strategy: the case of Greece -- the Copenhagen way: stakeholder-driven destination branding -- Consultation builds stronger brands -- Developing distinctive city branding: cases of Anseong and Bucheon, South Korea -- Strategic branding in hospitality: the case of Sol Melia.