期刊名称：European Journal of Tourism, Hospitality and Recreation
印刷版ISSN：1647-9254
出版年度：2013
卷号：4
期号：2
出版社：Instituto Politécnico de Leiria
摘要：The present paper attempts to identify the procedures adopted by the Ministry of Tourism of Cape Verde to create Brand Cape Verde in 2010. Bearing in mind that Cape Verde is an emerging tourist destination with great potential and the capability to compete in the international market, Brand Cape Verde resulted in the implementation of a strategy base approach as an attempt to position the country as a competitive tourist destination. This study seeks to evaluate this process by analyzing the key stages during its implementation, thereafter, propose the adaptation of a re-branding strategy encompassing the county's history, cultural identity, and heritage. Using secondary data, this research attempts to provide a new perspec-tive to destination branding by proposing the new artistic, dynamic, innovative, and interac-tive concept of Mutant Brands, suggesting its application, and highlighting the advantages, it can bring to Brand Cape Verde.
