Breaking Brands: New Boundaries in Rural Destinations
dc.contributor.author
dc.date.accessioned
2021-09-24T07:20:36Z
dc.date.available
2021-09-24T07:20:36Z
dc.date.issued
2021-09-03
dc.identifier.uri
dc.description.abstract
Tourism destinations are generally delimited and branded based on administrative boundaries, which act as artificial barriers that may reduce the competitiveness of the tourism sector. Increasingly, literature is taking a demand perspective (i.e., tourist spatial behaviour) when identifying and promoting destinations. This perspective can help to promote destinations more efficiently, particularly in rural areas, where most tourism flows depend on private vehicle and which do not take into account administrative boundaries. These flows are therefore highly conditioned by the geography of the area, hosting capacity and the cumulative effect of attractions. This research centres on brand creation from a tourist perspective, particularly how tourists consume a destination. Els Ports (Spain), a rural mountain area divided into multiple administrative divisions, each marketing its own brand, is taken as a case study. Recently, destination managers have seen the opportunity for regional cooperation and taken steps to cross traditional boundaries to market the area better. This study uses GIS techniques to compare tourist travel patterns with brand boundaries and new cooperative initiatives. The findings provide material for discussion on the branding strategy of Els Ports and the need to rebrand rural tourism destinations into functional tourism areas
dc.description.sponsorship
Tourism destinations are generally delimited and branded based on administrative boundaries, which act as artificial barriers that may reduce the competitiveness of the tourism sector. Increasingly, literature is taking a demand perspective (i.e., tourist spatial behaviour) when identifying and promoting destinations. This perspective can help to promote destinations more efficiently, particularly in rural areas, where most tourism flows depend on private vehicle and which do not take into account administrative boundaries. These flows are therefore highly conditioned by the geography of the area, hosting capacity and the cumulative effect of attractions. This research centres on brand creation from a tourist perspective, particularly how tourists consume a destination. Els Ports (Spain), a rural mountain area divided into multiple administrative divisions, each marketing its own brand, is taken as a case study. Recently, destination managers have seen the opportunity for regional cooperation and taken steps to cross traditional boundaries to market the area better. This study uses GIS techniques to compare tourist travel patterns with brand boundaries and new cooperative initiatives. The findings provide material for discussion on the branding strategy of Els Ports and the need to rebrand rural tourism destinations into functional tourism areas
dc.format.mimetype
application/pdf
dc.language.iso
eng
dc.publisher
MDPI (Multidisciplinary Digital Publishing Institute)
dc.relation.isformatof
Reproducció digital del document publicat a: https://doi.org/10.3390/su13179921
dc.relation.ispartof
Sustainability, 2021, vol. 13, núm. 17, p. 9921
dc.relation.ispartofseries
Articles publicats (D-OGEDP)
dc.rights
Attribution 4.0 International
dc.rights.uri
dc.subject
dc.title
Breaking Brands: New Boundaries in Rural Destinations
dc.type
info:eu-repo/semantics/article
dc.rights.accessRights
info:eu-repo/semantics/openAccess
dc.type.version
info:eu-repo/semantics/publishedVersion
dc.identifier.doi
dc.identifier.idgrec
033931
dc.type.peerreviewed
peer-reviewed
dc.identifier.eissn
2071-1050