Destination Brand Management – Complexities and Contemporary Recourses

Abstract

An increasing globalized and mobilized world economy has provided for more advents for the world tourist economy, wherein people today undertake travel for business, leisure and to attend special events. Consequently, places have developed their own persona based on the type of offerings and experiences they have. The fierce competition among similar places has also posed necessitated the highlighting of points of difference between such places to help tourists make informed decisions about their potential visits. The present chapter discusses the nuances of destination brand management – its influencers and stakeholders in a contemporary setting