Travel Writing For Tourism And City Branding

Travel Writing for Tourism and City Branding is an insightful, expert-led book which provides tourism students with a practice-based approach to producing researched literary travel writing on an urban destination, using the writing process as a research tool in itself. The book is scientifically supported with full academic references for researchers. On a global basis, city councils and destination managers are seeking new ways to commission and sponsor professional content authors as part of place-branding projects for tourism development. Given the increasing prevalence of such content within the tourism industry, this book provides a cohesive overview of literary travel writing, presenting it as an enquiry process that can be applied by writer-researchers to spaces that have value to them. Travel writing is presented as a methodological practice that researchers can learn and apply to their own projects, both in academic settings and in commercial city branding. Examples of literary travel writing are carefully examined throughout and their affects refracted through further work. Enriched with a wealth of case studies, chapters are presented in such a way that readers can take the work as a model for their own projects. This informative and practical volume will be of great interest to students of tourism marketing, destination marketing, place branding and travel writing, as well as current creators of commercial tourism marketing content.

Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand. Place Branding: Connecting Tourist Experiences to Places seeks to build a customer-based view of place branding through focusing on the individual as a tourist who travels to undertake a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where to go, collect information on them, ask for advice and suggestions from fellow travellers, give feedback when they come back and talk a lot about their experience, spreading word-of-mouth. The book enables readers to understand how the tourist experience can be managed as a brand. Readers are exposed to a variety of problems, methodological approaches, and geographical areas, which allows them to adapt frames to different contexts and situations. This book is recommended reading for students and scholars of business, marketing, tourism, urban studies and public diplomacy, as well as practitioners, business consultants and people working in public administration and politics.

The marketing of tourist destinations requires continuous strategic planning and decision making. This book provides researchers and practitioners with an in-depth understanding of different tourism products, marketing strategies and destination branding tactics, as well as useful insights into sustainable and responsible tourism practices.

This book advances the current literature on destination marketing by using innovative up-to-date case studies from a wide geographical representation. The contributors examine new methods and marketing approaches used within the field through a combination of theoretical and practical approaches. With discussions of topics including image, branding, attractions and competitiveness, the chapters in this volume offer new insight into contemporary developments such as medical tourism, Islamic tourism and film-induced tourism. Presenting detailed findings and a range of methodologies, ranging from surveys to travel writings and ethnography, this book will be of interest to students, scholars and practitioners in the fields of tourism and marketing.

This book is a Teaching Pack with links to slides which refer to specific pages in the Routledge textbook: Travel Writing for Tourism and City Branding. - The monograph "Travel Writing for Tourism and City Branding: Urban Place Writing Methodologies" was created from research and the teaching of travel writing at tourism and business schools across Europe. The authors, Dr Charlie Mansfield and Dr Jasna Potočnik Topler, are grateful for the praise and the numerous expressions of gratitude received from teachers and practitioners since the publication of the book at the beginning of 2023. Nevertheless, they wanted to further explain and facilitate certain processes, approaches, and questions to enhance the planning of lessons or practical tasks. Therefore, they have compiled a collection of additional tools and resources. This handbook therefore aims to be additional support in teaching travel writing methodologies and in making advances in the methodology of dialogue as research. Every place, city or a tourism destination is a complex system that needs to be understood, branded and managed as such. It is essential to emphasise that each destination has its characteristics associated with geographical location, culture, and history, which should be considered in destination marketing and the design of tourism products. It is also crucial to be aware of the existence of various stakeholders at the destination and invite their collaboration. The authors primarily aim to encourage creativity, engagement with these stakeholders, and the use of the proposed didactic methods in tourism and management studies.

Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.

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.

Drawing the attention of tourists to different destinations around the world assists in the overall economic health of the targeted region by increasing revenue and attracting investment opportunities, as well as increasing cultural awareness of the area’s population. Strategic Branding Methodologies and Theory for Tourist Attraction investigates international perspectives and promotional strategies in the topic area of place branding. Highlighting theoretical concepts and marketing techniques being utilized in the endorsement of various destinations, regions, and cities around the world, this publication is a pivotal reference source for researchers, practitioners, policy makers, students, and professionals.