Destination Branding

Christoph Engl

doi:10.24053/9783739801773

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german
english

Destination Branding

von der Geografie zur Bedeutung

1. Edition 2017

No access

doi.org/10.24053/9783739801773
ISBN print: 978-3-86496-794-8
ISBN online: 978-3-7398-0177-3
uvk, Konstanz/München uvk, Konstanz/München

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Zusammenfassung

München, Mallorca oder Mauritius. Diese Destinationen sind mehr als nur Punkte auf einer Landkarte – sie sind Beispiele für echte Marken! Denn allein der Klang löst bei vielen Menschen Begehrlichkeiten und Erwartungshaltungen zugleich aus. Nur wenn Destinationen ihre Marke gekonnt aufbauen und diese langfristig gezielt managen, gehen sie nicht im globalen Wettbewerb unter und erzielen nachhaltig Spitzenleistungen.

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