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The evolution of destination branding in Tasmania

Toettenborg, S 2020 , 'The evolution of destination branding in Tasmania', in CS Ooi and A Hardy (eds.), Tourism in Tasmania , Forty South Publishing Pty Ltd, Australia, pp. 63-74.

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Abstract

This chapter looks at the jagged history of destination branding of Tasmania. Whereasmany studies explore a destination’s branding campaigns, they most often present asnapshot of the brand at a given time. Focusing on Tasmania’s branding campaignsthroughout the last 15 years, the chapter describes how the developing branding isconnected to the evolving discipline of destination branding and reflects the challengesand conflicts within the discipline.

Item Type: Book Section
Authors/Creators:Toettenborg, S
Keywords: destination branding, tourism development, commodification of culture,
Publisher: Forty South Publishing Pty Ltd
Copyright Information:

Copyright 2020 Alberte Toettenborg

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