- Subject index
The SAGE Handbook of Tourism Management is a critical, state-of-the-art and authoritative review of tourism management, written by leading international thinkers and academics in the field. With a strong focus on applications of theories and concepts to tourism, the chapters in this volume are framed as critical synoptic pieces covering key developments, current issues and debates, and emerging trends and future considerations for the field. Part One: Approaching Tourism Part Two: Destination Applications Part Three: Marketing Applications Part Four: Tourism Product Markets Part Five: Technological Applications Part Six: Environmental Applications This handbook offers a fresh, contemporary and definitive look at tourism management, making it an essential resource for academics, researchers and students.
Chapter 16: Destination Branding
The development of the field
The practice of branding developed initially in the field of packaged goods as a method of establishing a distinctive identity for a product based on competitive differentiation from other products. Branding was commonly achieved through naming, trade marking, packaging, product design, and promotion. Successful branding gave a unique identity to what might otherwise have been a generic product. This identity produced a consistent image in the consumer's mind, which facilitated recognition and quality assurance. In the nineteenth century, products such as Beecham's Pills, Cadbury's Chocolate, and Eno's Salts were early users of branding. These days, the market in packaged goods is dominated by brands and, ...