Destination brands cannot be created artificially out of someone’s imagination. Rather they have to be based on the local reality and the stakeholders opinion’s, also to gain their support in the development of the brand.
With the marketing digitalization, destination branding has gained significant relevance, so long as the brand is subject to continuous and visible comments, news and opinions which eventually determine the brand image of a destination.
Involving locals in the tourism development is one of the key hallmarks of Tourism 3.0. This article explains an interesting case study showcasing how this collaboration can be achieved.
Transmedia is the latest strategy to optimize the storytelling effectiveness, which consists on combining various media to deliver the story, further leveraging the strengths of each media platform. Measuring success is more complex, but this article provides some clues.
Tourism 3.0 sets a reference model for many aspects of the destination’s development, as an ideal to be attained rather in the mid or long term. This article explains the current progress in destination management, in the direction towards Tourism 3.0
Destination branding principles remain invariable to some extent. However, the evolution of marketing makes it mandatory to update the branding principles and adapt them to the latest marketing trends.