Destination Branding Case Study: Tracking Brand Equity for an Emerging Destination Between 2003 and 2007

Place branding has become a major focus of operations for destination marketing organizations (DMOs) striving for differentiation in cluttered markets. The topic of destination branding has only received attention in the tourism literature since the late 1990s, and there has been relatively little research reported in relation to analyzing destination brand effectiveness over time. This article reports an attempt to operationalize the concept of...