Book Chapter

Global branding strategy and framework

Abstract

Although tourism marketing and management have gained firm positions over the recent years, no less true seems to be that the rules of marketing have been put upside down just after the pandemic. The DMO model has been proven to be efficient in recycling destinations in the context of crisis and chaos. This chapter delves into the world of national identities and heritage as key factors of national cohesion and unity. Having said this, the DMO model helps readers to expand their understanding of tourist preferences as well as the narratives emanating from the core of nations and sold as national heritage.

Authors

Séraphin, Hugues
Cripps, Karen
Smith, Simon M.

Oxford Brookes departments

Oxford Brookes Business School

Dates

Year of publication: 2023
Date of RADAR deposit: 2022-07-01

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Related resources

This RADAR resource is the Accepted Manuscript of Global Branding Strategy and Framework
This RADAR resource is Part of Post-disaster and post-conflict tourism (2nd ed.) [ISBN: 9781774913505] / edited by Hugues Seraphin, Maximiliano Korstanje, and Vanessa R. Gowreesunkar (Apple Academic Press, 2023).