Tourism Destination Branding
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Course informations
| Study program level |
Graduate |
| Study program |
Management |
| Study program direction |
Destination management |
| Course year |
2. |
| Course semester |
III |
| Course status |
Core |
| ECTS |
5 |
| Lectures (h) |
15 |
| Excercises (h) |
30 |
| Seminars (h) |
- |
Course objectives
- Give an overview of the basic concepts related to the definition of a tourist destination brand and the branding process
- To raise awareness of the importance of tourism for the development of a particular tourist destination
- Give an overview of the branding model
Course outcomes
- Interpret the brand of a destination and
- Explain the role of brands in modern marketing
- Use branding destination models in practice
- Link interest groups to the branding process
- Critically evaluate successful and unsuccessful brands
- Create a project assignment to create a destination brand
Course content
Defining brands and brand management. Branding and branding history. Market brand elements and market value marks. Tourist destination as a trademark. Creating a tourist destination brand. Creating the image of a tourist destination. Market positioning.
