期刊名称：Journal of Tourism, Heritage & Services Marketing
电子版ISSN：2529-1947
出版年度：2017
卷号：3
期号：1
页码：9-17
DOI：10.5281/zenodo.401370
出版社：Alexander Technological Institute of Thessaloniki
摘要：Tourism is a promise and destinations communicate the credibility of that promiseby means of destination brands. Branding has become a key tool for tourism destinations tomake explicit the complexity of experiences to be expected by tourists visiting a destination.This paper provides a comprehensive literature review of various issues associated withtourism destination branding. It brings together a wide range of debates in the genericmarketing literature, places them alongside the nuances of tourism, and thereby identifiesunique challenges of branding in tourism destination contexts. Finally, a case study of USPbased national tourism branding campaigns in the Caribbean is presented.
