Destination branding and marketing form the backbone of tourism industry growth, but it is increasingly important that the strategies employed consider and promote sustainable solutions. This book provides a comprehensive set of tools and techniques for branding and marketing for sustainable tourism development. It blends tourism and marketing strategies with practical, innovative information technology solutions and a psychological perspective, providing illustrative case studies and examples to aid understanding. Addressing opportunities and challenges across the field, it also reviews how different types of tourism such as community based, accessible, film, agricultural and cultural-heritage tourism entail unique issues for development.
Competition between destinations has led to a real need for different strategies in order to differentiate the tourism product. This book:
– Uniquely covers both marketing and branding of a destination from a sustainability perspective;
– Considers the role of emotions and experiences when advertising a destination;
– Brings together a set of global authors to provide a varied and universally applicable approach to the subject.
A thought-provoking read for anyone interested in questions of sustainability in destinations, this book provides an invaluable resource for researchers of tourism, marketing and international development studies as well as destination managers.
O autorze
Dr Azizul Hassan is a member of the Tourism Consultants Network of the UK Tourism Society. Dr Hassan has been working for the tourism industry as a consultant, academic, and researcher for over 20 years. His research interest areas are technology-supported marketing for tourism and hospitality, immersive technology applications in the tourism and hospitality industry, and technology-influenced marketing suggestions for sustainable tourism and hospitality industry in developing countries. Dr Hassan has authored over 150 articles and book chapters in leading tourism outlets. He is also part of the editorial team of 25 book projects from Routledge, Springer, CAB International, and Emerald Group Publishing Limited. He is a regular reviewer of a number of international journals.
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