Wprowadzenie do światowego bestsellera nt. brandingu Destination Brands – Managing Place Reputation autorstwa Nigela Morgana, Annette Pritchard Rogera Pride’a.
Destination Brands asks whether tourism places get the reputations they deserve and discusses brand concepts, challenges and topical cases. It tackles how place perceptions are formed, how cities, regions and countries can enhance their reputations as creative, competitive destinations and the link between competitive identity and strategic tourism policy-making. You will learn how successful destination management organisations increasingly engage in conversations rather than campaigns and handle controversial questions of authenticity, brand narratives, leadership and authorship, story-telling, aesthetics, ethics and evaluation.
Do pobrania: Informacje nt książki i wprowadzenie