Destination Branding
As a concept, destination branding is still relatively new in terms of research and
application of the framework, but as Anholt suggested tourism promotion has long
been an element in the Competitive Identity framework. The two concepts go hand in
hand as Nigel Morgan, Annette Pritchard and Roger Pride (2010) point out in
Destination Branding: Creating the Unique Destination Proposition that “establishing a
competitive identity must be the starting point for any destination manager or they run
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the risk of promoting a destination which fails to be memorable… in a tourist’s mind”