Academic studies have predominantly treated destination branding as a marketing phenomenon that happens to involve tourists as customers in a marketplace. Tourism Branding: Communities in Action, the first volume in a new and exciting book series, considers a traditional marketing subject from...

This volume presents the latest perspectives and practices on quality services and experiences in hospitality and tourism. It offers conceptual discourse, empirical evidence, application of existing and emerging theories, and considers the implications of practical findings to extend beyond the...