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Morgan Nigel | Pritchard Annette | Pride Roger: Destinacija kao brend

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Destinacija kao brend

Morgan Nigel | Pritchard Annette | Pride Roger

Summary

Destination as a brand

Edited by: Nigel Morgan, Annette Pritchard, Roger Pride

Do certain places have the appeal and reputation they really deserve? Not always. It is very difficult to convince people to change their impressions about which places are desirable to live, work, study or vacation, and even where it would be best to go on a day trip or to see cultural heritage.

Global market competition has led many tourist destinations, from small resorts and spas to entire countries, to adopt branding techniques similar to those used by Coca-Cola, Nike or Sony in order to build a recognizable image and attract as many as possible visitors.

Focusing on a whole range of case studies across Europe, America, Africa, the Middle East and the Asia-Pacific region, the authors of this book show us that branding focused on clearly defined target groups, determined on the basis of consumer research and motivation, leads to sure success. Any place on the planet can attract attention, it's just important to remember in what way.

#Morgan Nigel | Pritchard Annette | Pride Roger

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