Tourism destination branding complexity

Tourism destination branding complexity Journal Article

Journal of Product & Brand Management

  • Author(s): Pike, S.
  • Published: 2005
  • Volume: 14

Abstract: Purpose – The paper proposes enhancing the understanding of the complex challenges inherent in the development of tourism destination brand slogans. Design/methodology/approach – Prior to completing a tourism marketing PhD, the author spent almost two decades working in the tourism industry, mostly in destination marketing organisations (DMOs). In this paper he laments a significant gap in the literature in the area of tourism destination branding, a field that has only attracted academic attention since the late 1990s. Findings – While interest in applications of brand theory to practise in tourism is increasing, there is a paucity of published research with which to guide DMOs. There has been relatively little discussion on the complexity involved in capturing the essence of a multi-attributed destination with a succinct and focused brand position, in a way that is both meaningful to the multiplicity of target audiences of interest to stakeholders and effectively differentiates the destination from competitors. Practical implications – The paper will be of interest to tourism practitioners with a vested interest in the marketing of their destination, as well as research students and supervising academics interested in destination marketing. Originality/value – The paper summarises six issues that make the application of branding theory to destinations a complex undertaking, and which are worthy of increased research attention.

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Pike, S., 2005, Tourism destination branding complexity, Volume:14, Journal Article, viewed 15 June 2024,

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