Destination branding in destination marketing organizations.

摘要

Destination Branding is a relatively new concept. Although 'branding' has been, and continues to be, used by retail and service organizations, the concept has only recently been applied to destination marketing. Because destination branding is a new concept, little research has been done to date. As well, the concept is ambiguous to many practitioners and there is not an agreed upon destination branding process. The primary purpose of this thesis is to better understand the extent to which Destination Marketing Organizations are applying the concept of destination branding, and how they are applying it. The research determined that although most destination marketing organizations believe they practice destination branding, they are only implementing parts of the branding process.