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| Tekijä: | Williams, P. W. Gill, A. M. Chura, N. |
| Otsikko: | Branding mountain destinations: the battle for "placefulness" |
| Lehti: | Tourism review
2004 : VOL. 59:1, p. 6-15 |
| Asiasana: | brands tourism |
| Kieli: | eng |
| Tiivistelmä: | In this study the potential influence and consequences of corporate branding on mountain resort destinations are examined. The extent to which corporations emphasize "placefulness" in the branding of their tourism products and services and the degree to which they intentionally match their brands with values held by other destination stakeholders are investigated. Results show that a corporate in contrast to a community approach to branding is emerging in many tourism destinations. |
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