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Strategic Place Branding Methodologies and Theory for Tourist Attraction

Book Description

Drawing the attention of tourists to different destinations around the world assists in the overall economic health of the targeted region by increasing revenue and attracting investment opportunities, as well as increasing cultural awareness of the area’s population. Strategic Branding Methodologies and Theory for Tourist Attraction investigates international perspectives and promotional strategies in the topic area of place branding. Highlighting theoretical concepts and marketing techniques being utilized in the endorsement of various destinations, regions, and cities around the world, this publication is a pivotal reference source for researchers, practitioners, policy makers, students, and professionals.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
    2. List of Reviewers
  6. Foreword
  7. Preface
  8. Section 1: Place Branding: Developing Favorable Place Image and Identity
    1. Chapter 1: Defining Place Image
      1. ABSTRACT
      2. INTRODUCTION
      3. CONCEPTS OF PLACE IMAGE
      4. BRAND
      5. VISUAL IMAGE
      6. REPUTATION
      7. SENSE OF PLACE
      8. IDENTITY
      9. MODEL OF PLACE IMAGE
      10. INVESTING IN CITIES
      11. ECONOMIC CHALLENGES IMPACTING THE CONCEPT OF PLACE
      12. CONCLUSION
      13. REFERENCES
      14. KEY TERMS AND DEFINITIONS
    2. Chapter 2: Do Places Have a Personality?
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. A CRITIQUE OF PLACE BRAND PERSONALITY RESEARCH
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    3. Chapter 3: A Theoretical Approach for Sustainable Communication in City Branding
      1. ABSTRACT
      2. INTRODUCTION
      3. A HISTORICAL SNAPSHOT OF THE “CITY BRANDING” CONCEPT
      4. IMPACT OF CITY IMAGE ON CITY BRANDING: HALO EFFECT
      5. SUSTAINABLE COMMUNICATION FOR SUCCESSFUL CITY BRANDING
      6. A NEW APPROACH: MULTILATERAL SYMMETRICAL COMMUNICATION MODEL OF CITY BRANDING
      7. SOLUTIONS AND RECOMMENDATION
      8. FURTHER RESEARCH DIRECTIONS
      9. CONCLUSION AND DISCUSSIONS
      10. REFERENCES
    4. Chapter 4: Steps toward a City Marketing Mix and Its Perception Measurement
      1. ABSTRACT
      2. INTRODUCTION
      3. CITY AS A MARKETING UNIT
      4. UNDERSTANDING THE CITY MARKETING MIX
      5. TWO DIMENSIONS OF A CITY MARKETING MIX
      6. DEVELOPING THE SCALE FOR MEASURING PERCEPTION OF CITY MARKETING MIX
      7. SOLUTIONS AND RECOMMENDATIONS
      8. FUTURE RESEARCH DIRECTIONS
      9. CONCLUSION
      10. REFERENCES
      11. KEY TERMS AND DEFINITIONS
  9. Section 2: Place Branding Tools and Methods
    1. Chapter 5: Urban Design and the Entrepreneurial City
      1. ABSTRACT
      2. INTRODUCTION
      3. THE RISE OF [PLACE] BRANDING
      4. PART ONE: SITUATING BRANDING IN THEORY
      5. PART TWO: BRANDING ANALYSIS AND METHODS OF INVESTIGATION
      6. CONCLUSION
      7. REFERENCES
      8. ENDNOTES
    2. Chapter 6: Exploring City Branding as a Tool to Conserve Urban Green Infrastructure in Developing Countries
      1. ABSTRACT
      2. INTRODUCTION
      3. WHAT IS CITY BRANDING?
      4. GREEN INFRASTRUCTURE: COMPOSITION AND STATUS
      5. GREEN INFRASTRUCTURE PLANNING: BENEFITS AND CHALLENGES
      6. CITY BRANDING AND GREEN INFRASTRUCTURE
      7. DISCUSSION AND RECOMMENDATION
      8. CONCLUSION
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
    3. Chapter 7: Promoting City Branding by Defining the Tourism Potential Area Based on GIS Mapping
      1. ABSTRACT
      2. INTRODUCTION
      3. THE METHODS OF TOURISM POTENTIAL MODELING
      4. REGRESSION ANALYSIS AND GIS SITE SELECTION ANALYSIS
      5. MODELING TOURISM POTENTIAL BASED ON THE SELECTED VARIABLES
      6. CONCLUSION
      7. REFERENCES
    4. Chapter 8: Business Fabric and Place Branding
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND, DATA COLLECTION AND VISUALIZATION IN URBAN DESIGN, BUSINESS AND CITY BRANDING
      4. METHODOLOGY: FORMULATION AND APPROACH
      5. DATA COLLECTION
      6. SOLUTIONS AND RECOMMENDATIONS
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
    5. Chapter 9: Building City Brand through Social Media
      1. ABSTRACT
      2. INTRODUCTION
      3. CONCEPTUAL FRAMEWORK
      4. ONLINE SOCIAL MEDIA BRAND COMMUNITY PRACTICES
      5. LINK BETWEEN BRAND COMMUNITY PRACTICES AND BRAND IMAGE
      6. DRIVERS OF BRAND IMAGE ON SOCIAL MEDIA BRAND COMMUNITIES
      7. CREDIBILITY OF SOCIAL MEDIA BRAND COMMUNITY: A DOUBLE-EDGED SWORD
      8. CONCLUSION
      9. REFERENCES
      10. ENDNOTES
    6. Chapter 10: City Branding and the Power of Netnography in the Era of Social Media
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL BACKGROUND
      4. IMPLICATIONS FOR CITY BRANDING PRACTITIONERS AND POLICY MAKERS
      5. FUTURE RESEARCH DIRECTIONS
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
  10. Section 3: Strategic Place Branding: Attracting Tourism and Investment to Cities, Regions and Nations
    1. Chapter 11: The Role of Culture in City Branding
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. FUTURE RESEARCH DIRECTIONS
      5. CONCLUSION AND RECOMMENDATIONS
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
    2. Chapter 12: The Effect of Religious Affiliation on Nation/Place Image
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. RELIGION OF TOURISM AND RELIGION: FAITH TOURISM
      5. IMAGE CONCEPT
      6. RELIGION AND PLACE ATTACHMENT
      7. CONCLUSION AND DISCUSSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    3. Chapter 13: The Role of Movies/TV Series in Building Country/City/Destination Brands
      1. ABSTRACT
      2. BRAND AND IMAGE NOTION
      3. TV SERIES AND MOVIE INDUCED TOURISM
      4. THE EFFECT OF TV SERIES AND MOVIES ON THE BRAND AND IMAGE OF DESTINATION
      5. CONCLUSION
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
    4. Chapter 14: Country of Origin Effects
      1. ABSTRACT
      2. OVERVIEW
      3. INTRODUCTION
      4. BRANDING, SYMBOLIC VALUE, AND PLACE
      5. WALES: BRANDS AND BRANDING
      6. PRODUCT BRANDING AND PLACE BRANDING: CASE STUDY EXAMPLES FROM WALES
      7. CONCLUSION, IMPLICATIONS, AND FURTHER RESEARCH: THE INTERACTION OF PLACE AND PRODUCT?
      8. ACKNOWLEDGMENT
      9. REFERENCES
      10. ENDNOTES
    5. Chapter 15: Health Tourism-Based Destination Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. THE HISTORY OF HEALTH TOURISM
      4. THE IMPORTANCE OF HEALTH TOURISM AS A TOURISM SECTOR
      5. ECONOMIC DIMENSIONS OF HEALTH TOURISM
      6. FACTORS AFFECTING DESTINATION SELECTION OF HEALTH TOURISTS
      7. TYPES OF HEALTH TOURISM
      8. SERVICE QUALITY IN THE SELECTION OF HEALTH TOURISM DESTINATION AND EFFECT OF PRICE
      9. HEALTH TOURISM POLICIES OF SOME SUCCESSFUL COUNTRIES IN HEALTH TOURISM SECTOR
      10. CONCLUSION
      11. FUTURE RESEARCH DIRECTIONS
      12. REFERENCES
      13. KEY TERMS AND DEFINITIONS
  11. Compilation of References
  12. About the Contributors