Please use this identifier to cite or link to this item: http://hdl.handle.net/10553/37169
Title: Cooperation and competition among regions: The umbrella brand as a tool for tourism competitiveness
Authors: Almeida Santana, Arminda
Gil, Sergio Moreno 
UNESCO Clasification: 531290 Economía sectorial: turismo
Issue Date: 2017
Journal: Geopolitics and Strategic Management in the Global Economy
Abstract: Many brands exist within the tourism industry. Territorial brands exist at local, regional, national, and supranational level where they overlap and are interrelated. Therefore, it is necessary that tourist destinations develop and manage their brands to obtain a strong differentiated position in the competitive market. This study analyzed relationships between destinations in the new global scenario. It aimed to improve brand architecture and increase tourist loyalty. A comprehensive analysis considering 6,964 tourists from 17 countries was applied. The study offered recommendations to destinations in order to expand the design of marketing activities, improve coopetition strategies, and advance competitiveness. The results confirmed that the destinations must adapt their promotional strategies to the new global landscape of interconnected business. In addition, they need to develop strategies for horizontal loyalty between destinations.
URI: http://hdl.handle.net/10553/37169
DOI: 10.4018/978-1-5225-2673-5.ch0016
Source: Geopolitics and Strategic Management in the Global Economy, p. 315-336
Appears in Collections:Capítulo de libro
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