Answers to Global Questions from the International Competence Network of Tourism Research and Education (ICNT)
The challenges of destination branding – a case study of Helsinki (Holmberg, Lindroth)
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Eva Holmberg and Kaija Lindroth
The challenges of destination branding – a case study of Helsinki
Branding has over the recent years been regarded as a strategy to gain competitive advantage, initially for organizations, but later on also for nations and tourism destinations. Thus the branding of places is part of the discourse on how nations and regions can improve their competitiveness in a global market (Hall 2008).
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