Tourism Destinations and Branding

Recommended Prerequisites

Not applicable.

Teaching Methods

Lectures are considered as participatory elements in the theoretical framework and exploration of content.

The organization of a research project associated with a specific event and territories serves as a framework for various participatory activities in order to enhance the capabilities and skills of students.

The evocation of texts by major authors on the themes of  tourist destinations and branding is a way to promote a thorough understanding of the issues and concepts that intersect with the central elements of uc.

Learning Outcomes

Understand the diversity and complexity of tourist destinations in direct relation to the characteristics of their territories and places.

Understand the challenges that seasonality and the multi-attraction marketing mix cause for the management of tourist destinations.

Know the different stages of the process of creating a destination brand. 

Recognize the importance of branding in the valuation of destinations seeing in this a factor for strengthening identity, competitiveness and positioning.

Analyze branding strategies of different tourist destinations, recognizing the importance of the events and the digital economy.

Correctly use terminology specific to this class.

Critically review scientific texts.

Discuss opinions in the context of a group or forum and assume positions of hetero-criticism and self-criticism.

Develop research instruments for conducting fieldwork.

Establish contacts with the agents responsible for the branding of destinations.

Work Placement(s)

No

Syllabus

1. Tourist destinations:

1.1. Diversity and complexity of destinations.

1.2. The seasonality inherent in the tourism system reflected in the destinations: management strategies.

1.3. Multi-attractions: destination management challenges.

1.4. The importance of the marketing mix for destinations.

2. Branding:

2.1. Phases in the process of creating a brand: design, planning and communication.

2.2. Identity, image and brand values.

2.3. Brand monitoring and management: brand refresh.

2.4. The importance of the brand in the marketing strategy.   

3. Branding strategies at tourist destinations:

3.1. Destination branding and competitive identity.

3.2. The relevance of heritage to branding.

3.3. The importance of events to branding.

3.4. Destination branding in the digital economy.

3.5. The relevance of branding to destination positioning.

Head Lecturer(s)

Claudete Carla Oliveira Moreira

Assessment Methods

Assessment
Mini Tests: 25.0%
Other: 25.0%
Research work: 50.0%

Bibliography

Anholt, S. (2007).Competitive identity. NY: Palgrave Macmillan.

Ashworth, G., & Kavaratzis, M. (Eds.) (2010).Towards effective place brand management. Cheltenham: Edward Elgar.

Cai, L. A., Gartner, W. C., & Munar, A. M. (2009).Tourism branding: communities in action. Bingley: Emerald Group. 

Ejarque, J. (2005).Destinos turísticos de éxito. Madrid: Ediciones Pirámide.

Frochot, I., & Batat, W. (2013).Marketing and designing the tourism experience. Oxford: Goodfellow Publishers.

Govers, R., & Go, F.M. (2009).Place branding: glocal.  Hampshire: Palgrave Macmillan.

Moilanen, T., & Rainisto, S. (2009).How to brand nations, cities and destinations. Hampshire: Palgrave Macmillan.

Moreira, C. O. (2013). Turismo, território e desenvolvimento: competitividade e gestão estratégica de destinos. Tese de Doutoramento. Coimbra: UC.

Morgan, N., Pritchard, A., & Pride, R. (2011).Destination branding. Oxford: Taylor & Francis.

WTO & ETC (2009). Handbook on tourism destinations branding. Madrid: UNWTO.