Exploring the Destination Branding Process: A Case Study of the Greek Island of Rhodes
BONIATI, SMARAGDA (2009) Exploring the Destination Branding Process: A Case Study of the Greek Island of Rhodes. [Dissertation (University of Nottingham only)] (Unpublished)
The destination brand is defined as a ‘name, symbol, logo, word or other graphic that both identifies and differentiates the destination; it conveys the promise of a memorable travel experience that is uniquely associated with the destination; it also serves to consolidate and reinforce the recollection of pleasurable memories of destination experience’ (Ritchie and Ritchie, 1998, p.277).
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