Posted: November 30th, 2016

Critique a destination brand of your choice from and brand management and communication perspective. Use examples and relevant literature to support your arguments.

Critique a destination brand of your choice from and brand management and communication perspective. Use examples and relevant literature to support your arguments.

General themes to be explored

What are the main reasons for destination branding?

What are the relevant theories which can be applied therein?

What examples of destination branding good and bad practise are there?

What are the key reasons for and components of good destination branding?

Appendices (do not count in word limit)

Relevant tables, diagrams, examples, and background information.

References

A list of theoretical sources: books, journal articles, online resources, using the University’s stated referencing method and referred to in the text.

Guidelines

You may decide to write from a number of perspectives, for example:

• An essay analysing destination branding
• A case study of a good/bad example of destination branding
• Strategy recommendations for destination branding a particular location

N.B. Your analysis needs to:

• Identify and analyse the main reasons for, and challenges to, destination branding
• Support your analysis with evidence from research, examples, or wider theoretical understanding

Useful sources for this essay:

• Brooker, E. & Burgess, J. (2008) Marketing destination Niagra effectively through the tourism life cycle, International journal of contemporary hospitality management, 20(3): 278-292
• Chapman, A. and Speake, J. (2011) Regeneration in a mass-tourism resort: The changing fortunes of Bugibba, Malta, Tourism Management, 32(3): 482-491
• Henderson, J.C. 2007, Uniquely Singapore? A case study in destination branding, Journal of Vacation Marketing, 13(3): 261-274.
• Puckzo, L., Ratz, T. & Smith, M. (2007) Old city, new image: perception, positioning and promotion of Budapest. Journal of travel and tourism marketing, 22(3:) 21