Understanding Place and Destination Branding

Edited by Stella Kladou, Assistant Professor, Department of Business Administration and Tourism, Hellenic Mediterranean University, Greece and Ahmet Uşaklı, Associate Professor, Department of Tourism Administration, Boğaziçi University, Turkey

• ContentsForeword: place branding as taskscape xvii1 An overview of place and destination branding 1Stella Kladou and Ahmet Uşaklı2 The anatomy of island branding: islands as geographicalentities and as constructs of the mind 13Angeliki Mitropoulou, Ioannis Spilanis and Thanasis Kizos3 The place of place branding in heritage and historic tourismin Brazil 25Carla Guerrón Montero4 Historical perspectives on three millenia of branding andrebranding at the World Heritage Site of Butrint (Albania) 40Daniel Laven and David Prince5 Destination branding and cultural tourism: the case ofKwaZulu-Natal province, South Africa 53Samukelisiwe Nkwanyana, Gugulethu Nkosi and Lwazi Apleni6 The neglected critical factors in branding tourismdestinations: evidence from Gauteng, South Africa 69Madiseng Messiah Phori and Michael Kuseni7 Negative stereotypes as a challenge for destination branding:insights from industrial cities in Upper Silesia, Poland 87Mariusz Szubert, Witold Warcholik and Michał Żemła8 From anti-overtourism measures to branding: insights aboutsustainability from Kyoto’s and Barcelona’s destinationmanagement policies 102Yusuke Ishiguro and Yutaka Nakajima9 Resilient futures through the development of postcolonialsites: exploring stakeholders’ perceptions of a leisuredestination 123Chryso Panayidou10 Politics and identity: place branding, tourism, and futurechallenges 139Susan L. Slocum11 The future of place and destination branding 154Magdalena Florek

‘This book offers a comprehensive and insightful exploration of the theory and practice of place and destination branding. Drawing on various disciplines and case studies from across the globe, this unique volume advances the field in the pursuit of sustainability and a better future for all stakeholders, making it an invaluable resource for academics and practitioners alike.’