目的地旅游营销-外文翻译（可编辑）.docVIP

目的地旅游营销-外文翻译 Tourism Marketing for cities and towns Material Source:Tourism marketing for cities and towns Author:Bonita. M .Kolb Destination branding is growing rapidly as an approach to tourism destination promotion. Many destinations - from individual cities to entire countries - are adopting branding strategies similar to those of leading household brand names in an effort to differentiate themselves and to emotionally connect with potential tourists. This work demonstrates how destinations - big and small - can successfully harness the power of branding. Brands in tourism can be found in many categories of goods and services influence many diverse facets of tourist activities. A brand enables tourism producers to charge more money for their products and services, while it also given them the responsibility of maintaining and enhancing the brand reputation. However, the changing values of a specific tourist will affect the perception and the feelings that he may have toward the brand. A brand is not a tangible value and a tourism brand is the dynamic reality of the brand. It is a historically and cultural-rooted phenomenon. Today’s tourists live in a world of increased interconnectivity and transnational information flows which may necessarily affect the way in which they relate to the brands. The rise of a global information platform has further enhanced globalization processes. This platform is the product of a convergence of the personal computer, the capability of the fiber optic cable to increase access to digital information. Although many studies have been focusing on the issue of tourism products branding and an increasing number of them have been concentrating on destination branding, little has been said if the relationship between globalization forces and the phenomenon of branding in tourism. To which extent the increasing importance of branding in tourism relates to the globalization processes remains a rather unexplored issue. Altho