Key Factors in Building Destination Brand Using Events: Lessons for Taiwan - Softcover

Hsu, Ming-Hsiang

Softcover

ISBN 10: 3845406089 ISBN 13: 9783845406084

Verlag: LAP LAMBERT Academic Publishing, 2011

Inhaltsangabe

Destination branding has been underway on a broad scale for several years but is at an early stage in many tourist destinations. This book considers the implication of special events in destinations and focuses on the effect of co-branding in relation to the image transfer between events and destinations. The research design undertaken allows the study to gain an insight from potential tourists’ attitudes and perception of event related tourism. A number of critical factors which reinforce the relationship between events and destination brand are identified. It is concluded that media promotion and differentiation are of the top priorities when using events as a marketing approach. In addition, a marketing framework is proposed to fill in the research gap regarding the strategic use of events in destination branding process. The critical factors that help building destination brand image are highlighted to further apply in Taiwan’s event tourism development. This may be of interest to destination marketers, event organisers, especially in developing destinations which intend to differentiate themselves from the competitive market.

Über diesen Titel

Über die Autorin bzw. den Autor

B.A. Foreign Languages and Literatures at Taiwan National Chiao Tung University. Master degree in Tourism Management and Marketing at University of Nottingham, UK. Awarded Taiwan Taught Masters Scholarship and Tourism Management Scholarship,University of Nottingham, in 2009. Tour Coordinator at Magnetic North Travel.

Details zur Ausgabe

• Verlag: LAP LAMBERT Academic Publishing
• Erscheinungsdatum: 2011
• Sprache: Englisch
• ISBN 10: 3845406089
• ISBN 13: 9783845406084
• Einband: Taschenbuch
• Anzahl der Seiten: 88
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Fastbook Publishing; customerservice@vdm-vsg.de; ; Brivibas gatve 197; Riga; 1039; Lettland