Brand and image: the strategic factors in destination marketing Online publication date: Sun, 07-Mar-2010
by Valentina Della Corte, Alessio Piras, Giuseppina Zamparelli
International Journal of Leisure and Tourism Marketing (IJLTM), Vol. 1, No. 4, 2010
Abstract: The field of analysis of the paper is the destination and its management and marketing. Particularly, the specific focus is on some strategic factors of destination marketing with reference to quality, identity, image and brand as a leverage for promotion and, above all, for destination development in stakeholders' collaboration perspective. Starting from the analysis of the main literature on the topic and with an overview of the theoretical framework, the empirical part investigates the practices of destination marketing, spotting some strategic leverages. The case of Amalfi Coast is analysed, in order to verify if the factors considered in the theoretical part can be real catalysts of destination promotion and development.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Leisure and Tourism Marketing (IJLTM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com