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" Tourism branding : "
[edited by] Liping A. Cai, William C. Gartner, Ana María Munar.
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BL
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| Record Number
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986196
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| Doc. No
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b740566
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| Title & Author
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Tourism branding : : communities in action /\ [edited by] Liping A. Cai, William C. Gartner, Ana María Munar.
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| Edition Statement
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1st ed.
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| Publication Statement
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Bingley, UK :: Emerald Group Pub.,, 2009.
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| Series Statement
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Bridging tourism theory and practice,; v. 1
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| Page. NO
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1 online resource (viii, 297 pages) :: illustrations, maps
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| ISBN
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184950721X
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: 9781849507219
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1849507201
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9781849507202
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| Bibliographies/Indexes
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Includes bibliographical references (pages 233-262) and index.
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| Contents
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Tourism branding: a community affair -- Challenging the brand -- A model of virtual destination branding -- Deconstructing brand equity -- A two-dimensional approach to branding: integrating identity and equity -- Collaborative destination branding -- Tourism branding in a social exchange system -- Linking local and culinary cuisines with destination branding -- Spanish holiday brands: comparative analysis of 10 destinations -- Branding Spain's tourism miracle (1959-1979) -- A practical framework for destination branding -- Destination brand strategy: the case of Greece -- the Copenhagen way: stakeholder-driven destination branding -- Consultation builds stronger brands -- Developing distinctive city branding: cases of Anseong and Bucheon, South Korea -- Strategic branding in hospitality: the case of Sol Melia.
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| Abstract
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Academic studies have predominantly treated destination branding as a marketing phenomenon that happens to involve tourists as customers in a marketplace. Tourism Branding: Communities in Action, the first volume in a new and exciting book series, considers a traditional marketing subject from multidisciplinary perspectives.
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| Subject
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Advertising-- Tourism.
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Place marketing.
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Tourism-- Marketing.
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Tourism.
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Advertising-- Tourism.
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BUSINESS ECONOMICS-- Advertising Promotion.
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Gestion d'entreprises.
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Place marketing.
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Sales marketing.
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Tourism industry.
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Tourism-- Marketing.
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| Subject
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Tourism.
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Travel and Tourism.
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| Dewey Classification
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659.193384791
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| LC Classification
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G155.A1T687 2009eb
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| Added Entry
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Cai, Liping A.
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Gartner, William C.
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Munar, Ana María.
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