haku: @author Hudson, S. / yhteensä: 9
viite: 2 / 9
| Tekijä: | Hudson, S. Brent Ritchie, J. R. |
| Otsikko: | Branding a memorable destination experience. The case of 'brand Canada' |
| Lehti: | International Journal of Tourism Research
2009 : MAR-APR, VOL. 11:2 p. 217-228 |
| Asiasana: | brands tourism marketing Canada image positioning experience |
| Vapaa asiasana: | destinations |
| Kieli: | eng |
| Tiivistelmä: | The paper explores the process of branding a destination experience. Specifically the survey is based on the case study called Brand Canada. The study was made by paying attention to branding of an experience and how some destinations around the world use a four-step brand-building process in order to brand their destination experience. However, some destinations have developed a clear, unique positioning by branding the destination experience. The findings reveal that to emulate and compete with these countries, Canada has recently undergone a rebranding exercise called Brand Canada. This paper recommends that destination brands need to convey the promise of a memorable travel experience that is distinctively associated with that destination in order to be successful. |
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