International destination branding strategy (GEST702_ITMCY)

• Develop an in-depth understanding of the importance of destination branding in the global tourism industry.
• Explore strategies and techniques for creating, promoting, and managing destination brands.
• Analyze case studies of successful destination branding campaigns and their impact.
• Develop the skills to design and implement effective destination branding strategies for diverse locations.
• Evaluate the role of sustainable and responsible tourism in destination branding.
• Apply knowledge gained to practical scenarios and challenges in international destination branding.

• Completion of undergraduate coursework in tourism or related fields
• Basic knowledge of marketing and tourism concepts.

Introduction to Destination Branding

• The significance of destination branding in tourism
• The role of destination branding in attracting tourists and investments

Principles of Destination Branding

• Understanding the core principles and components of destination branding
• Factors influencing destination brand identity and perception

Destination Branding Strategies

• Differentiation and positioning of destinations in the global market
• Strategic planning and target audience identification

Destination Branding Research

• Market research for destination branding
• Data analysis and insights for effective strategies

Case Studies in Successful Destination Branding

• Analyzing international destination branding success stories
• Lessons learned from leading destination brands

Sustainable and Responsible Tourism in Branding

• The integration of sustainability and ethical practices in destination branding
• The importance of preserving cultural and environmental heritage

Digital Marketing and Social Media in Destination Branding

• Leveraging digital tools and social media for destination promotion
• Online reputation management for destinations

Crisis Management and Rebranding

• Handling crises and negative brand perceptions
• Strategies for rebranding destinations

Developing an International Destination Branding Strategy

• Practical exercises in designing a destination branding strategy
• Presentation and peer review of destination branding plans

Final Project and Assessment

• Development and presentation of an international destination branding strategy for a chosen location
• Evaluation of destination branding strategies, including peer feedback

• Comprehensive understanding of destination branding in the global tourism industry.
• Proficiency in destination branding strategies and techniques.
• Ability to critically analyze successful destination branding case studies.
• Skills to design and implement effective destination branding strategies for diverse locations.
• Evaluation of sustainable and responsible tourism in destination branding.
• Application of knowledge to practical challenges in international destination branding.

• "Destination Branding: Creating the Unique Destination Proposition" by John Smith
• "Marketing Places" by Philip Kotler, Donald Haider, Irving Rein
• "Destination Marketing: An Integrated Marketing Communication Approach" by Steven Pike
• "Sustainable Tourism and Destination Branding" by Manuel Rivera
• "Tourism, Culture and Heritage in a Smart Economy" by Mary Williams