Regional Destination Branding

This book analyses the different stakeholders involved in the governance of tourist destinations in an integrated way, exploring the development processes of regional destination brands from the perspective of the supply-side and brand identity. The introductory chapter presents an overview of the main issues and challenges in the destination branding processes of regional destinations, while each of the subsequent chapters focuses on a specific group of stakeholders – public entities, private bodies and local communities – in different types of regional and sub-regional destinations, offering both useful theoretical implications and empirical evidence.