2012 | OriginalPaper | Buchkapitel
The 10 Brand:Trust Theses on the Future of Alpine Destination Management/Branding
verfasst von : Klaus-Dieter Koch
Erschienen in: Trends and Issues in Global Tourism 2012
Verlag: Springer Berlin Heidelberg
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Even though the principles and methods transforming touristic destinations into highly attractive brand systems (destination branding) are still relatively young, the changes in value such as fragmentation of the target groups, orientation towards sustainability, radical new communication and media models and the drastic economy changes, have forced us to rethink present convictions and to explore new marketing paths.