The Importance of Branding London as a Global Tourism Destination in UK.

• 발행기관: 세계문화관광학회
• 저자명: Marzieh Khanmohammadi
• 간행물 정보: 『Conference Proceedings』12th International Joint World Cultural Tourism Conference 2011, 360~367쪽, 전체 8쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.12.31

영문 초록

As more tourism destinations emerge and competition for visitors becomes more intense, a destination’s ability to project itself on the world stage and differentiate itself from others is ever more important. London has undoubtedly the highest popularity among international tourists.It is also dominant in terms of the amount of heritage-related investment. So, brandig London not only as a real cultural capital but also as one of the coolest global cities, as the hospitable and safe multi-cultural host of the 2012 Olympics is very important for UK tourism development. This new brand image is so different from the traditionally held view of the city of Harrods, the Royal Family. The study aims to discuss the following objectives: Reviewing the literature of branding destinations and related concepts; The advantages of branding London city as a means of promoting the city’s features, positive image and benefits by giving an example of successful destinations in branding management process. The importance of branding for 2012 Olympic Games The result of the study shows that the real competition between tourism destinations based on intangible to urism services such as providing tourists expectation, security, satisfaction and positive image which happens by branding the destination image as a safe and hospitable location. Therefore, in order to enhance tourism in london as a UK dominant heritage site the tangible and intangible tourism services and attractions should be combined together.

목차

Abstract

Introduction

London City of Landmark

Fact and Figures about London Tourism

London’s weaknesses as a tourism destination

Business Travel Strengths

Hazards of Safety and Security for London Tourism

Branding tourism destinations

How Does a Brand Strategy Benefit London Tourism Destination?

The Mayor’s objectives for London

The examples of Successful branding in some Tourism destinations

Opportunities & threats of 2012 Olympic Games for London

Concerns over Olympic Games

Conclusion

REFERENCES

키워드

london branding tourism destination management intangible services 2012Olympic Games