Chapter 2 Challenging the Brand

Abstract

The study explores the issue of branding in tourism from the perspective of two processes related to globalization: the expansion of the world market and the use of information and communication technologies. The question addressed is how these processes affect tourism branding. This chapter shows that while the global market expansion in tourism enhances the relevance of brands, the digitalization of the experience made by the tourists and the expansion of virtual communities both represent an unprecedented challenge to the research and practice of tourism branding. The analysis reveals an empowerment of the tourists which may affect the residents, employees, and managers’ roles in branding. The chapter ends with new organizational strategies of brand enhancement which take into consideration the digitalization era.

Citation

María Munar, A. (2009), "Chapter 2 Challenging the Brand", Cai, L.A., Gartner, W.C. and María Munar, A. (Ed.) Tourism Branding: Communities in Action (Bridging Tourism Theory and Practice, Vol. 1), Emerald Group Publishing Limited, Leeds, pp. 17-35. https://doi.org/10.1108/S2042-1443(2009)0000001004