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Destination Branding by Konecnik Ruzzier Maja, Maja Konecnik Ruzzier (Paperback, 2010)

About this product

About this product

Product Information

The topic of destination branding has attracted academic interest only recently and the field remains in its infancy. Therefore, the aim of the book is to clarify the dilemma observed at conceptual and empirical levels concerning recent research findings in the area. Stemming from the main branding concepts and specific characteristics of a destination, the book introduces a two- dimensional approach to destination branding. Such proposed approach integrates brand identity and equity and enables different destination stakeholders to be included in the process. Theoretical concepts are empirically verified on the examined brand of Slovenia. Special consideration is given to the concept of customer- based brand equity for a tourism destination, which is investigated for Slovenia and its competitive country Austria from the perspective of two culturally heterogeneous tourist markets (German and Croatian). The book should be especially useful to academics and students interested in exploring the destination branding phenomenon and also to practitioners involved in the process of systematic development of destination brands.

Product Identifiers

Publisher
Lap Lambert Academic Publishing
ISBN-13
9783838354590
eBay Product ID (ePID)
106772397

Product Key Features

Author
Konecnik Ruzzier Maja, Maja Konecnik Ruzzier
Publication Name
Destination Branding
Format
Paperback
Language
English
Subject
Marketing
Publication Year
2010
Type
Textbook
Number of Pages
292 Pages

Dimensions

Item Height
229mm
Item Width
152mm
Item Weight
431g

Additional Product Features

Title_Author
Maja Konecnik Ruzzier, Konecnik Ruzzier Maja
Country/Region of Manufacture
Germany

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