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Tourism Branding: Communities in Action BY LIPING A. CAI Purdue University, USA2004 WILLIAM C. GARTNER University of Minnesota, USA

Chapter 1 : Tourism Branding: A Community Affair

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Chapter 1 : Tourism Branding: A Community Affair Abridgement: Academic inquiries have predominantly treated destination branding as a marketing phenomenon that happens to involve tourists as customers in a marketplace. The practice of it has been entrenched in deploying tactical marketing tools such as attention-grabbing slogans. This opening chapter provides a critical review of destination and place branding literature, as well as a synopsis of each of the 15 chapters assembled in this state-of-the-art collection. Considering tourism branding as a community affair, this volume is distinguished from previous publications by adopting a global and more multidisciplinary approach and by placing the subject of tourism branding outside of the conventional domains of marketing and destination. By having the host community at the central stage, many chapters explicitly consider ……… ….

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