Sustainable Destination Branding and Marketing: Strategies for Tourism Development

Destination branding and marketing form the backbone of tourism industry growth, but it is increasingly important that the strategies employed consider and promote sustainable solutions. This book provides a comprehensive set of tools and techniques for branding and marketing for sustainable tourism development. It blends tourism and marketing strategies with practical, innovative information technology solutions and a psychological perspective, providing illustrative case studies and examples to aid understanding. Addressing opportunities and challenges across the field, it also reviews how different types of tourism such as community based, accessible, film, agricultural and cultural-heritage tourism entail unique issues for development. Competition between destinations has led to a real need for different strategies in order to differentiate the tourism product. This book: - Uniquely covers both marketing and branding of a destination from a sustainability perspective; - Considers the role of emotions and experiences when advertising a destination; - Brings together a set of global authors to provide a varied and universally applicable approach to the subject. A thought-provoking read for anyone interested in questions of sustainability in destinations, this book provides an invaluable resource for researchers of tourism, marketing and international development studies as well as destination managers.

Table of Contents:
1: BRAND DUBAI: SUSTAINING ITS LUXURY IMAGE 2: BRANDING OF SPANISH CIVIL WAR SITES TO PROMOTE SUSTAINABLE RURAL TOURISM 3: THE RELATIONSHIP OF FOOD, TOURISM, DESTINATION BRANDING AND MARKETING – MALAWI 4: A THEORETICAL APPROACH TO STRATEGIES OF MARKETING IN THE SCOPE OF TOURISM DESTINATION TYPES 5: ENHANCING A DESTINATION’S MARKETING AND PROMOTION: LESSONS FROM MALAYSIA 6: SETTING A BRAND IMAGE THROUGH FILM TOURISM 7: ETHICAL COMMENTS REVOLVING AROUND POST DISASTER MARKETING 8: RURAL TOURISM DEVELOPMENT IN EGYPT: CONTEMPORARY INSIGHTS- EGYPT. 9: THE ROLE OF POLICIES IN SUSTAINABLE TOURISM DEVELOPMENT: A CASE OF LUX* RESORTS AND HOTELS- MAURITIUS 10: WORLD HERITAGE SITES AND THEIR IMPACTS IN THE CONTEXT OF DESTINATION MARKETING- MALATYA 11: ACCESSIBLE TOURISM: AN INSEPARABLE PART OF SUSTAINABLE TOURISM- TURKEY 12: INVESTIGATING THE FACTORS AFFECTING TOURISM DEVELOPMENT IN VICTORIA FALLS, ZIMBABWE 13: INFLUENCE OF GOVERNMENT POLICY ON SUSTAINABLE TOURISM DEVELOPMENT IN MALAWI 14: ENVIRONMENTAL SUSTAINABILITY ON TOURISM BUSINESS ENTERPRISE: MODEL AND CASE- CARDIFF, UK, INDIA , INDONESIA 15: KEYS STRATEGIES TO PROMOTE THE INCORPORATION OF SUSTAINABILITY IN TOURIST’S BEHAVIOR- SPAIN 16: RURAL TOURISM : AN ASSEST FOR SUSTAINABLE DEVELOPMENT - MERSIN UNIVERSITY 17: DARK TOURISM IN TERMS OF LOCAL PEOPLE EMOTIONS AND EXPERIENCES: A CASE OF GALLIPOLI 18: DIGITAL MARKETING AND VIRTUAL TOURISM TO ENHANCE DESTINATION ACCESSIBILITY 19: SECURITY ISSUES AND THE IMAGE OF TOURIST DESTINATION 20: EXPLORING THE FUTURE OF SUSTAINABLE TOURISM

About the Author :
Dr. Anukrati Sharma is the Associate Professor of the Department of Commerce and Management at the University of Kota (A State Govt. University) in Kota, Rajasthan, India. She is the Director of the Skill Development Centre of the same University. She is also Dean (Honorary) of Tourism and Hospitality at Vishwakarma Skills University, Jaipur (A Govt. State University). She worked three years( 06 Jan.2021- 06 Jan.24) as the Head of the Department of Commerce and Management, University of Kota. In 2015, she received a Research Award from the University Grants Commission(UGC), New Delhi, for her project "Analysis of the Status of Tourism in Hadoti and Shekhawati Region/Circuit (Rajasthan): Opportunities, Challenges, and Future Prospects." Her doctorate from the University of Rajasthan is in Tourism Marketing, and she completed her dissertation research on Tourism in Rajasthan--Progress &Prospects. She has two postgraduate degree specialties --one in International Business (Master of International Business) and the other in Business Administration (Master of Commerce). Her special interest areas are Tourism, Tourism Marketing, Strategic Management, and International Business Management. She is appointed as the Official Partner of the BRICS (DUT) Funded Project for the years 2022-2024 i.e. (BRICS Research Institute Grant Project Ref: BRI22/1215) titled " Growth and Sustainability of Livelihoods in the BRICS Countries : Knowledge Sharing in Social Justice, Governance, Multilateralism". Dr. Sharma is a Routledge featured author. Dr. Sharma is the Book Series Editor for "Building the Future of Tourism" published by Emerald Publishing. U.K. She is also the Book Series Editor of " Routledge Insights in Tourism Series", Routledge, U.K. She also serves as Book Series Editor for " CABI Festival and Event Tourism and Hospitality Series(FETHS) and " Perspectives and Anthropology in Tourism and Hospitality (PATH)", Apple Academic Press (CRC Press a Taylor and Francis Group). She has edited books on Tourism--Opportunities and Ventures, on Maximizing Business Performance and Efficiency through Intelligent Systems, under IGI Global( Scopus Indexded) , Tourism Sustainable Tourism Development Futuristic Approaches under Apple Academic Press (CRC Press a Taylor and Francis Group), USA under the series Advances in Hospitality and Tourism and book titled Tourism Events in Asia Marketing and Development Routledge, USA under Advances in Events Research Series, Sustainable Destination Branding and Marketing: Strategies for Tourism Development under CABI, UK, Future of Tourism: An Asian Perspective, under Springer, Singapore, Over-tourism as Destination Risk: Impacts and Solutions Emerald Publishing U.K. ( Scopus Indexded) under the Tourism Security - Safety Series , Over-tourism, Technology Solutions and Decimated Destinations, Springer, Singapore, Event Tourism in Asian Countries: Challenges and Prospects under Apple Academic Press ( Taylor and Francis Group), USA ( Scopus Indexded) and The Emerald Handbook of ICT in Tourism and Hospitality under Emerald Publishing U.K. She also authored a book entitled "Event Management and Marketing Theory, Practical Approaches and Planning." Another book she wrote is entitled "International Best Practice in Event Management" and it was published by United Kingdom Event Industry Academy Ltd and Prasetiya Mulya Publishing, Indonesia. Her current projects include editing a book on "COVID-19 and Tourism Sustainability: Ethics, Responsibilities, Challenges and New Directions" for Routledge, USA, "Festivals and Event Tourism: Building Resilience and Promoting Sustainability" for CABI, UK , The Emerald Handbook of Destination Recovery in Tourism and Hospitality, Emerald Publishing, UK, COVID-19 and the Tourism Industry: Sustainability, Resilience & New Directions Routledge, UK ( Scopus Indexded),Event Tourism & Sustainable Community Development: Advances, Effects and Implications, Apple Academic Press, USA, Crisis, Resilience and Recovery in Tourism and Hospitality Springer Nature, Singapore , Strategic Tourism Planning for Communities: Restructuring and Rebranding, Emerald Publishing, Dynamics of Tourism Industry Post-Pandemic and Disasters, Apple Academic Press, USA and Resilient and Sustainable Destinations after Disaster: Challenges and Strategies, Emerald Publishing, UK. She is also working on a Major Research Project under Mahatma Gandhi National Council of Rural Education, Ministry of Human Resource Development Government of India. A member of 7 professional bodies, she has attended a number of national and international conferences and presented 45 papers. She has been invited as Keynote , Speaker , Panel member by different countries such as Sri Lanka, Uzbekistan, South Africa, Nepal, Malaysia, Indonesia and Turkey. She has been invited as Visiting Professor at Kazakhstan and Uzbekistan. Ph.D. in Economics, is Full Professor of Applied Economics (Tourism Economics) in the Department of Economics and Head of the Laboratory of Analysis and Innovation in Tourism (LAInnTUR) at the University of Jaén (Spain). His main research interests focus on tourism economics, destination management, sustainability of tourism, tourism impacts, and social network analysis. He has published a number of articles in some of the leading international peer-reviewed journals (Tourism Management, Journal of Sustainable Tourism, Journal of Travel Research, International Journal of Tourism Research, Current Issues in Tourism, Journal of Destination Marketing & Management, Tourism Economics, Tourism Review, etc.) and several books, conference papers, and book chapters of well-known publishers such as Elsevier, Routledge, Edward Elgar, CABI, Emerald, Springer, etc. He has received several international research awards for his contribution to research in the field of tourism economics. Since 2019, he has been the head of the Tourism Intelligence System of the province of Jaén (Spain). https://orcid.org/0000-0002-9019-726X Dr Azizul Hassan is a member of the Tourism Consultants Network of the UK Tourism Society. Dr Hassan has been working for the tourism industry as a consultant, academic, and researcher for over 20 years. His research interest areas are technology-supported marketing for tourism and hospitality, immersive technology applications in the tourism and hospitality industry, and technology-influenced marketing suggestions for sustainable tourism and hospitality industry in developing countries. Dr Hassan has authored over 150 articles and book chapters in leading tourism outlets. He is also part of the editorial team of 25 book projects from Routledge, Springer, CAB International, and Emerald Group Publishing Limited. He is a regular reviewer of a number of international journals. is editor in chief of International Journal of Safety and Security in Tourism (UP Argentina) and International Journal of Cyber Warfare and Terrorism (IGI-GlobalUS). Besides being Senior Researcher in the Department of Economics at University of Palermo, Argentina, he is a global affiliate of the Tourism Crisis Management Institute (University of Florida, US), the Centre for Ethnicity and Racism Studies (University of Leeds), The Forge (University of Lancaster and University of Leeds UK) and The International Society for Philosophers, hosted in Sheffield UK. With more than 700 published papers and 25 books, Korstanje was awarded as Outstanding Reviewer 2012, International Journal of Disaster Resilience in the Built Environment, University of Salford, UK; Outstanding Reviewer 2013, Journal of Place Management and Development, Institute of Place, Manchester Metropolitan University, UK and Reviewer Certificate of Acknowledgement 2014, International Journal of Contemporary Hospitality Management (IJCHM), University of Central Florida, US. Now he co-edits almost 10 specialized journals in such themes as human rights, mobility, tourism and terrorism. Korstanje is subject to biographical records for Marquis Who's Who in the World since 2009. He has been nominated for 5 honorary doctorates for his contribution in the study of the effects of terrorism in tourism. In 2015 he was awarded Visiting Research Fellow at the School of Sociology and Social Policy, University of Leeds, UK and the University of La Habana, Cuba. In 2017 he was elected as Foreign Faculty Member of AMIT, Mexican Academy in the study of Tourism, which is the most prominent institution dedicated to tourism research in Mexico. Now he works as an editorial advisory board member of Cambridge Scholar Publishing UK and IGI Global US. Dr. Jeetesh Kumar is Head of Research Senior at the Faculty of Social Sciences & Leisure Management, Senior Lecturer at the School of Hospitality, Tourism and Events, Associate Director for Information Management & Documentation at the Centre for Research, and Innovation in Tourism (CRiT), and also Hub Leader - of "Responsible Tourism for Inclusive Economic Growth" hub under Sustainable Tourism Impact Lab at Taylor's University, Malaysia. His doctorate is from Taylor's University in Hospitality and Tourism, with research on the Economic Value of the Business Events Industry in Malaysia. Jeetesh has two postgraduate degree specialities: a Professional Master's in Hospitality Management and International Tourism from the University of Toulouse, France and another in Business Administration (MBA - Marketing) from Hamdard University, Pakistan. His research areas include Economic Impacts, Economic Modelling, MICE, Medical Tourism, and Behavioural Studies. He has worked on consultancy and research projects at the national/ international level and authored 60 publications, including research articles and book chapters. 12 Postgraduate students (Masters and PhDs) have graduated under his supervision, and currently, he is supervising 11 PhD scholars. He is also active in several national and international associations, conferences, and journals. He is also an associate editor for the Asia-Pacific Journal of Innovation in Hospitality and Tourism (APJIHT) and regional editor of Event Management Journal, Co-editor for two books under CABI and Emerald, and currently editing five books under CABI, Emerald, Springer and Taylor & Francis. Recently, he has offered webinars/ guest speeches for universities in the Philippines, India, Japan, Indonesia, China, Australia, and Pakistan. Dr Azizul Hassan is a member of the Tourism Consultants Network of the UK Tourism Society. Dr Hassan has been working for the tourism industry as a consultant, academic, and researcher for over 20 years. His research interest areas are technology-supported marketing for tourism and hospitality, immersive technology applications in the tourism and hospitality industry, and technology-influenced marketing suggestions for sustainable tourism and hospitality industry in developing countries. Dr Hassan has authored over 150 articles and book chapters in leading tourism outlets. He is also part of the editorial team of 25 book projects from Routledge, Springer, CAB International, and Emerald Group Publishing Limited. He is a regular reviewer of a number of international journals. Priyakrushna Mohanty is an U.G.C. Senior Research Fellow at the Department of Tourism Studies, Garden City University, India. He is an awardee of the prestigious Travel Corporation (India) Gold Medal for his outstanding performance in Master's Degree in Tourism Studies from Pondicherry University, India. He also holds a Master's Degree in Commerce along with three PG Diploma Degrees in Rural Development, Research Methodology, and Teaching Skills. He has served the Indian Railway Catering and Tourism Corporation Ltd. for two years following which he was recruited as a Guest Faculty in the Dept. of Tourism Studies, Pondicherry University. He has published more than fifteen articles and chapters in both international and national journals and edited books. Mr. Mohanty is passionate about academic areas of Tourism Sustainability, Sustainable Livelihood, Technology, and Tourism along with Gender issues in Tourism Development.