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The Social Side of Tourism: The Interface between Tourism, Society, and the Environment

Answers to Global Questions from the International Competence Network of Tourism Research and Education (ICNT)

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Edited By Michael Lück, Jan Velvin and Bernd Eisenstein

The International Competence Network of Tourism Research and Education (ICNT) covers various areas of research. ICNT’s third book offers insights of tourism experts with a wide range of interest and expertise on the way tourism is understood and worked in different countries around the world. The volume analyses the interface between the social, the natural, and the economic environments and focuses on an increase of competitive advantages and local value creation. This includes the social and cultural perspectives of host communities and tourists.
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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

1. Introduction

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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