...Fernando Rey Castillo-Villar Purpose Developing an effective destination branding strategy in places that have a negative image is still a difficult challenge to overcome for place marketers. Therefore, the purpose of this paper is to analyze how developing and promoting a new cuisine can...

...Leonardo (Don) A.N. Dioko Purpose – This paper aims to review the dramatic growth in the number of meetings and published materials exploring destination branding and marketing over the past 15 years. It points out several notable thematic sub-branching in the field and prospective directions...

...Josip Mikulić; Katarina Miličević; Damir Krešić Purpose – The purpose of this paper is to analyze the relationship between brand strength and tourism intensity indices and to determine to what extent the implementation of the branding process can have an impact on building a destination’s brand...

... to relate golf destination brand personality to the tourist experience. Practical implications – Important contributions are that both qualitative and quantitative approaches should be used in the measurement of brand personality. A reliable and valid tool to assess golf destination brand personality...

...., 2007 ; Perunjodi and Prabha, 2012 ; Prayag and Ryan, 2012 ; Tapachai and Waryszak, 2000). Intention Consumption values Destination branding Mauritius Perceived beneficial image Baloglu and McCleary (1999) assert that: [...] human behaviour is reliant upon image rather...

...Leonardo Dioko; Rich Harrill; Saila Saraniemi Purpose The purpose of this paper is to provide a detailed description of the various activities and processes undertaken by a particular national tourism organization (NTO) in carrying out its goal of developing a destination brand. Design...

...Leonardo Dioko; Rich Harrill; Ana María Munar Purpose The purpose of this paper is to analyze the relationship between tourists' user‐generated content on the web and destination branding, as well as to discuss the online strategies used by destination management organizations. Design...

...Leonardo Dioko; Rich Harrill; Leonardo A.N. Dioko; Rich Harrill Purpose This introduction seeks to provide a broad review of scholarly developments in the nascent field of destination branding spanning almost 12 years in order to locate the relevance and import of the following nine papers...

...Leonardo Dioko; Rich Harrill; Andrea Insch Purpose The purpose of this paper is to extend the concept of green brands to destinations and to examine the application and limitations of green destination brands for nations adopting this positioning strategy. Design/methodology/approach The paper...