Place branding architecture for eco-tourism Online publication date: Mon, 15-Dec-2008
by Rajagopal, Amritanshu Rajagopal
International Journal of Leisure and Tourism Marketing (IJLTM), Vol. 1, No. 1, 2009
Abstract: The number of international tourists leaning on ecological attractions is rapidly increasing and as the demand for access to eco-tourism is outpacing capacity, some companies are in race to drive profit by creating destinations. Such trend in tourism industry as an outgrowth of globalisation has paved the path for place branding. The concept of place branding has run over various social, political and economic conflicts in developing as strong brand perspectives; there is a need to define and implement brand architecture strategies to empower place branding concept. Broadly, brand architecture is concerned with the pedigree of brands of a firm, role of specific brands and the relationship between sub-brands. The paper discusses the stages of brand architecture and role of brand audit to manage the brand portfolio of an eco-tourism firm. Discussion in the paper also delineates the managerial perspectives in optimising the performance of ecological place brands.
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