This textbook shows how cities, regions and
countries adopt branding strategies similar to those of leading
household brand names in an effort to differentiate themselves and
emotionally connect with potential tourists. It asks whether
tourist destinations get the reputations they deserve and uses topical
case studies to discuss brand concepts and challenges. It tackles how
place perceptions are formed, how cities, regions and countries can
enhance their reputations as creative, competitive destinations, and the
link between competitive identity and strategic tourism policy making.