Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand.

PART I: INTRODUCTION 1 Place branding: A cross-road between academics of many disciplines and practitioners 2 Tourisms and Tourists: Where are People Going? PART II: THE TOURIST EXPERIENCE 3 Visitor's experience and other drivers of length of stay at a destination 4 Beyond Mountain and Snow. Holiday experiences in winter mountain destinations 5 Assessment and measurement of destination image through user-generated content 6 Developing a 'customer based place brand equity - destination branding' instrument PART III: PLACE BRANDING: A CUSTOMER-BASED VIEW 7 A land for all season: The Effect of Travelers' Orientation on Awareness, Satisfaction, Place image, and Travelers' loyalty 8 Exploring the Nation Brand Perception of Ghana 9 WHISPERING EXPERIENCE: Configuring the Symmetrical and Asymmetrical Paths to Travellers' Satisfaction and Passion 10 Towards the development of community commitment based on musical events in the Dominican Republic PART IV: DESTINATION BRAND MANAGEMENT 11 Rethinking the nexus of TV series / movies and destination image: Changing perceptions through sensorial cues and authentic identity of a city 12 TOWARD A COUNTRY-BRANDING FRAMEWORK: A COMPARATIVE ANALYSIS 13 Web Communication for Tourist Destination. Analysis of Tourism Websites of the 28 Member States of the European Community 14 Examining the destination website: A case of VisitTatarstan 15 Wine and food tourism and place identity: the strategic role of local networks 16 Moving beyond the 'traditional Kodak moment'? Examining virtual data collection in place research PART V: CONCLUSIONS 17 Place branding in context:Currentchallenges, global changesand futuretrends