Bookcover of BRANDING AS A STRATEGIC TOOL TO REPOSITION A DESTINATION
Booktitle:

BRANDING AS A STRATEGIC TOOL TO REPOSITION A DESTINATION

A Survey Of Key Tourism Stakeholders In Zimbabwe

LAP LAMBERT Academic Publishing (2010-11-25 )

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ISBN-13:

978-3-8433-7157-5

ISBN-10:
3843371571
EAN:
9783843371575
Book language:
English
Blurb/Shorttext:
The main purpose of this study was to develop a destination branding and positioning framework, with particular reference to the Zimbabwean experience. The theoretical underpinnings and concepts used in this study were destination marketing, destination branding and positioning, image and destination competitiveness. To provide a strategic context to the study, branding as a key element of destination marketing was clarified; the strategic role of branding /re-branding in the positioning/repositioning of a destination was outlined; international trends and best practices in branding and positioning were evaluated; and the destination marketing situation in Zimbabwe, with particular emphasis on the status of branding and positioning, was determined. To determine key stakeholder attitudes, experiences and expectations regarding the branding and positioning of Zimbabwe as a tourism destination, a stakeholder survey was carried out during 2006 and 2007. Stakeholder groups included in the survey were key industry representative bodies, national tourism authorities, publicity associations, tour operators and airlines flying into Zimbabwe...
Publishing house:
LAP LAMBERT Academic Publishing
Website:
https://www.lap-publishing.com/
By (author) :
Joram Ndlovu
Number of pages:
432
Published on:
2010-11-25
Stock:
Available
Category:
Advertisement, marketing
Price:
500.07 R$
Keywords:
Destination Branding, Positioning, Destination Marketing, Market Segmentation, Competitiveness, brand communication, Brand identity, Image, Brand Equity, destination marketing, competitiveness, Brand Identity, Imageanalyse

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