Sustainable Destination Branding and Marketing: Strategies for Tourism Development

By: Andy Heyes and Sanjay Nadkarni and José Alabau-Montoya and María-Eugenia Ruiz-Molina and Elson Mankhomwa and James Malitoni Chilembwe and Victor Ronald Mweiwa and Ilke Basarangil and Azilah Kasim and Lim Cha Ling and Gül Erkol Bayram and Hugues Seraphin and Professor Maximiliano Korstanje and Moustafa A. Mekawy and Perunjodi Naidoo and Prabha Ramseook Munhurrun and Vishnee Sowamber and Hulisi Binbasioglu and Ugur Akdu and Serap Akdu and Dr Jeetesh Kumar and Anshul Garg and Azizul Hassan and Krishnan Umachandran and Hengky Sumisto Halim and Yaiza López-Sánchez and Ali Dalgic and Derya Toksöz and Sevda Sahilli Birdir and Kemal Birdir and Nese Aydin and Kevser Çinar and Daniel Weiss and Ericka Amorim and Priyakrushna Mohanty and Hemachandran Rajamanicam

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Synopsis: Destination branding and marketing form the backbone of tourism industry growth, but it is increasingly important that the strategies employed consider and promote sustainable solutions. This book provides a comprehensive set of tools and techniques for branding and marketing for sustainable tourism development. It blends tourism and marketing strategies with practical, innovative information technology solutions and a psychological perspective, providing illustrative case studies and examples to aid understanding. Addressing opportunities and challenges across the field, it also reviews how different types of tourism such as community based, accessible, film, agricultural and cultural-heritage tourism entail unique issues for development. Competition between destinations has led to a real need for different strategies in order to differentiate the tourism product. This book: - Uniquely covers both marketing and branding of a destination from a sustainability perspective; - Considers the role of emotions and experiences when advertising a destination; - Brings together a set of global authors to provide a varied and universally applicable approach to the subject. A thought-provoking read for anyone interested in questions of sustainability in destinations, this book provides an invaluable resource for researchers of tourism, marketing and international development studies as well as destination managers.