{"product_id":"destination-branding-theory-and-research-von-maja-konecnik-ruzzier","title":"Destination branding","description":"\u003cp\u003eThe topic of destination branding has attracted   academic interest only recently and the field   remains in its infancy. Therefore, the aim of the   book is to clarify the dilemma observed at   conceptual and empirical levels concerning recent   research findings in the area. Stemming from the   main branding concepts and specific characteristics   of a destination, the book introduces a two-  dimensional approach to destination branding. Such   proposed approach integrates brand identity and   equity and enables different destination   stakeholders to be included in the process.   Theoretical concepts are empirically verified on   the examined brand of Slovenia. Special   consideration is given to the concept of customer-  based brand equity for a tourism destination, which   is investigated for Slovenia and its competitive   country Austria from the perspective of two   culturally heterogeneous tourist markets (German   and Croatian). The book should be especially useful   to academics and students interested in exploring   the destination branding phenomenon and also to   practitioners involved in the process of systematic   development of destination brands.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783838354590\"\u003e\u003ch3\u003eTheory and research\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783838354590","offer_id":39447220224093,"sku":"9783838354590","price":49.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/f72ec7b6-128f-471e-a65b-01f9ee173e8b.jpg?v=1775194692","url":"https:\/\/shop.autorenwelt.de\/products\/destination-branding-theory-and-research-von-maja-konecnik-ruzzier","provider":"Autorenwelt Shop","version":"1.0","type":"link"}