Some Theoretical and Practical issues on Tourism Destination Branding

Along with the current trend of deeply and widely international economic integration, tourism is striving for prosperity and sustainable development. Building a tourism destination brand is seen as a significant lever in utilizing tourism industry strengths and potentials, a compass for its development, aiming to promote unique image and distinct values of the tourism brand. As tourism asserts its significance, countries around the world need to address the need of building a tourism destination branding strategy to position the national or local tourism brand to help the tourism industry grow rapidly, sustainably, effectively, contributing to the socio-economic development of the country.