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Unravelling the Opportunities and Challenges of Destination Branding in the Digital Era
Abstract
This chapter aims to investigate the opportunities that destination marketers can leverage to differentiate themselves from competing destination brands. It also aims to highlight the challenges the marketers face in this competitive and continuously evolving global tourist landscape. The discussion will contribute to the literature by integrating aspects related to global trends in the fields of branding, tourism, sustainability and technology. The chapter will also provide insights based on the recent experiences of destinations across the world, helping students of tourism and branding stay abreast with the latest developments in the field. It will also help enrich the work of destination management organizations and provide practical insights to policymakers on strategies and steps they can take to attract more tourists while preserving their ecology.
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