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Sustainable Destination Branding and Marketing: Strategies for Tourism Development
Publisher:
CAB International (CABI), UK
Book Editors:
Dr. Anukrati Sharma,
University of Kota, Rajasthan, India
Email: [email protected]
Prof. Juan Ignacio Pulido Fernandez,
University of Jaén, Spain
Email: [email protected]
Mr. Azizul Hassan,
Cardiff Metropolitan University, UK
Email: [email protected]
About the Book
In the recent decade, the face of tourism industry has vastly
changed. Destination Branding and marketing have opened new doors and have given
opportunities to organizations to perform better. The core of this book is to evaluate the
blend between destination branding and sustainable development of
tourism. Destination branding, Content Marketing, SMART tourism, usages of virtual
tours etc. have never been more important in travel, tourism and hospitality industry.
Fortunately the rapid growth of the competition in the countries for attracting
visitors developed an urge for using different strategies in many ways for making an
image of a destination and to retain that image is again a big challenge. The era we live
in cannot be imagined without using the promotional strategies. It’s like out of sight is
out of mind. Although there is no doubt about it that marketing has supportedtourism
development and growth remarkably. The potential still have to be revealed in many
other aspects ofdestination branding and marketing. The book will be a blend of balance
theory and experimentation, providing a thorough explication of the tools and
techniques of branding and marketing for travel, tourism and hospitality industry. While
doing branding and marketing of a destination how important are the issues related with
community based tourism, eco-tourism, rural tourism, agricultural tourism and cultural heritage tourism will be highlighted in the book. We (editors and contributors) will try
to explore what innovations are really needed to be done for making
the sustainable tourism development of a destination.
The book aims to provide theoretical and practical content for academicians,
researchers, students, destinationmanagers and other stakeholders of travel, tourism and
hospitality industry. In doing so, the book will highlight the concept
of destination branding, destination marketing, content marketing,
digital marketing, sustainabletourism development, film tourism, cultural –heritage
tourism, culinary tourism ,accessible tourism for social equality and much more. It will
include case studies and examples of destination branding and marketing to bring the
factual position and the role of these strategies in sustainable tourism development. The
book will argument for the rapid and continues growth of
tourism, destination branding works as a powerful and fundamental source that can be
help in many ways to compete more effectively for visitors. The overall image of
a destination can be transformed by adopting the strategies and tactics
of branding and marketing. The book will also try to give imputes how psychological
factors impact the visitors choice while choosing a certain destination.As
a brand stimulate emotions and feelings about a product/service, therefore
a branding strategy in tourism industry would make sense for
a destination to enhance, to create these desired emotions into reality. Social
psychology, emotions influences and visitors motives will be a unique part of the
book. Most importantly I want this book to be a benchmark for learning community of
varied fields/subjects.
Call for Chapters
We seek potential chapter authors for this upcoming edited book. We welcome
contributions covering the following areas but not limited to these:
Part 1: Introduction
1. Trends in Destination Branding and Marketing (It will highlight the new
trends in destinationbranding and marketing. It may include numerous
new marketing and technology tools, techniques, process and policy making
decisions. The authors may give some examples and case studies regarding the
innovations in destination branding and marketing)
2. Destination Marketing Organizations Issues and Challenges(The chapter will
focus upon the DMO’s role ,opportunities and challenges
in destination development)
3. Synthesis of Competitive Identity for Destination Branding. (The chapter
will certainly stress upon the components to enjoy the competitive advantages
over the rivals through destination branding).
Part 2: Sustainable Tourism, Emotions and Experiences
4. Sustainable Tourism: Catalyst for Economical Development (Poverty
elimination is one of the most important advantage of tourism. The chapter will
give details how by using Sustainable tourism a country can enhance the
employment opportunities and reduce poverty. In the chapter the authors may
include all the components of sustainable tourism which reflects the economical
developments).
5. Social Psychology and Tourist Experiences (The chapter will describe the
social role of tourist, tourist behaviour, motivational factors and connection
between tourist psychology and their experiences).
6. Influences of Government Policies on Sustainable Tourism
Development (The chapter will be focus upon the role of Government policies
and procedures for sustainable tourism development. It will give a brief detail
about the different Government policies for up gradation of tourism industry.)
7. Magnitude of Local Community in Destination Imagining (Tourism is for the
people by the people this is the core of the chapter. The chapter will highlight
the behavioural factors and influences by the local community in image making
of destination. The chapter will also highlight the psychological factors which
work behind the attitude of local community towards visitors and tourist.)
8. Multiculturalism Strategies in Tourism (Cultural diversity in modern era is
one of the major challenge as well as a major factor of tourist attractiveness
.The chapter denotes the positive and negative aspects of Multiculturalism
strategies in tourism).
9. Accessible Tourism: An Inseparable Part of Sustainable Tourism (Are we
doing right to divide the society into two groups i.e. Able and Disable? Society
should not be divided in such a way .In fact this is the biggest discrimination.
Because a person has a physical or mental hindrance which has a adverse effect
on his/her capacity to do ordinary work will it be fare to de -motivate these
people by not giving them an opportunity to visit our heritage, temples, places of
recreation etc .The chapter will stress upon creating equal opportunities for all.)
10. Rural Tourism an Asset for Sustainable Development (The chapter will
highlight the role of rural tourism in sustainable development of tourism. It will
suggest the strategies by which tourism can be promoted in rural areas and
what are the benefits by market the rural areas for tourism)
11. Influences of Emotions, Experiences, Memories on Visitors Perception
(How emotions influences the choice of destination, how the marketers can
influence the emotions of the potential tourist to visit adestination. Emotions
play a vital role in developing tourist memories. The chapter will emphasis on
the psychological/emotional aspect of the tourist experiences).
Part 3: Case Studies on Niche Tourism Destinations: Branding and Promotions
12. Branding of Heritage and Cultural Tourism (The chapter will highlight that
while doing destinationbranding why it is needed to focus upon Heritage and
Cultural tourism. Much of the research has been done so far on
different destination branding concepts. Heritage and Cultural
tourism branding is a relatively new branding concept.)
13. Setting a Brand Image through Film Tourism (Film tourism is a growing
phenomenon worldwide.This chapter proposes a model for exploiting film
tourism as an opportunity of branding and marketing of a destination).
14. Relationship between Food
Tourism, Destination Branding and Marketing (The chapter will highlight
connect between food tourism and destination branding and marketing).
Part 4: The Future of Destination Branding, Marketing, and Technology
15. Emerging Innovations in Marketing strategies (The chapter will highlight the
innovation strategies which may include e-marketing-commerce, social
media marketing, influencer marketing etc.)
16. SMART Tourism for Destination Promotion (How SMART tourism can be
used for the promotions ofdestinations will be reflected in this chapter).
17. The Future Importance of Content Marketing, Digital Marketing and Virtual
Tourism to EnhanceDestination Accessibility (The chapter will stress upon the
role of content marketing and digitalmarketing for sustainable tourism, Virtual
tourism and tours may be used for prior information as well as for attracting
tourists towards a destination .The chapter will also meticulously analyze the
role of virtual tourism for destination accessibility).
Part 5: Conclusion
18. Future of Sustainable Tourism (The chapter will emphasis on the future
of Sustainable tourism).Concluding chapter
Abstract Submission Deadline
At this stage, the editors like to receive chapter abstract of 250-300 words including
author
details.
Chapterabstract submission
deadline
is 1
November, 2017. Chapters should
be
maximum
7,000
words
including
references. Chapters can be either case study or theoretical/empirical research
For more information or to submit abstracts, please contact Dr. Anukrati Sharma
at [email protected]