Answers to Global Questions from the International Competence Network of Tourism Research and Education (ICNT)
Edited By Michael Lück, Jan Velvin and Bernd Eisenstein
The challenges of destination branding – a case study of Helsinki (Holmberg, Lindroth)
| 195 →
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).
You are not authenticated to view the full text of this chapter or article.
This site requires a subscription or purchase to access the full text of books or journals.
Do you have any questions? Contact us.Or login to access all content.