Sustainable Destination Branding and Marketing : Strategies for Tourism Development

"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"-- Provided by publisher Cover......Page 1 Sustainable Destination Branding and Marketing: Strategies for Tourism Development......Page 4 Copyright......Page 5 Contents......Page 6 About the Editors......Page 8 Contributors......Page 10 Foreword......Page 12 Preface......Page 14 1 Brand Dubai: Sustaining its Luxury Image......Page 16 2 Branding of Spanish Civil War Sites to Promote Sustainable Rural Tourism......Page 27 3 The Relationship of Food, Tourism, Destination Branding and Marketing......Page 39 4 A Theoretical Approach to Strategies of Marketing in the Scope of Tourism Destination Types......Page 52 5 Enhancing a Destination’s Marketing and Promotion: Lessons From Malaysia......Page 65 6 Setting a Brand Image through Film Tourism......Page 76 7 Ethical Comments Revolving Around Post-Disaster Marketing......Page 88 8 Rural Tourism Development in Egypt: Contemporary Insights......Page 97 9 Sustainable Tourism Policies and Corporate Branding: Case of LUX* Resorts & Hotels......Page 109 10 World Heritage Sites and Their Impact in the Context of Destination Marketing......Page 121 11 Accessible Tourism: An Inseparable Part of Sustainable Tourism......Page 132 12 Investigating the Factors Affecting Tourism Development in Victoria Falls, Zimbabwe......Page 146 13 Influence of Government Policieson Sustainable Tourism Development in Malawi......Page 158 14 Environmental Sustainability on Tourism Business Enterprise: Model and Case......Page 169 15 Keys Strategies to Promotethe Incorporation of Sustainability in Tourists’ Behaviour......Page 178 16 Rural Tourism: An Asset for Sustainable Development......Page 196 17 Dark Tourism in Terms of Local People, Emotions and Experiences: A Caseof Gallipoli......Page 205 18 Digital Marketing and Virtual Tourism to Enhance Destination Accessibility......Page 213 19 Security Issues and the Image of Tourist Destination......Page 220 20 Exploring the Future of Sustainable Tourism......Page 231 Index......Page 244 Back_Cover......Page 260 "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"-- Library of Congress This edited collection considers sustainability in the context of destination branding and marketing. Through the presentation of cases and examples, the book provides a comprehensive set of tools and techniques for branding and marketing for sustainable tourism development. Throughout the 20 chapters, the reader will find experiences on different aspects of sustainable destination branding and marketing, such as security, tourism policy, luxury image, information and communication technologies or tourist behaviour. Additionally, various tourist typologies, such as accessible tourism, rural tourism, food tourism, dark tourism and film tourism are analysed