Market positioning and branding has evolved from a peripheral process in the marketing effort to a critical process in any strategic planning initiative. Effect

Place branding has made it possible for international destinations to be able to compete within the global economy. Through the promotion of different cities, n

Tourism has become one of the world's fastest growing economic sectors in recent years. Governments around the world are increasingly recognising the power of t

The purpose of this book is to provide a framework for understanding the complex and multifaceted nature of the factors that affect destination competitiveness.

In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca