Positioning and Branding Tourism Destinations for Global Competitiveness

Positioning and Branding Tourism Destinations for Global Competitiveness

Rahmat Hashim (Taylor's University, Malaysia), Mohd Hafiz Mohd Hanafiah (Universiti Teknologi MARA, Malaysia) and Mohd Raziff Jamaluddin (University Teknologi MARA, Malaysia)
Release Date: January, 2019|Copyright: © 2019 |Pages: 332
ISBN13: 9781522572534|ISBN10: 1522572538|EISBN13: 9781522572541|DOI: 10.4018/978-1-5225-7253-4


Market positioning and branding has evolved from a peripheral process in the marketing effort to a critical process in any strategic planning initiative. Effective positioning will result in a strong brand that develops an emotional and productive two-way relationship.

Positioning and Branding Tourism Destinations for Global Competitiveness focuses on utilizing destination branding and content marketing for sustainable growth and competitive advantage within the tourism and hospitality industry, including tools and techniques for travel branding and best practices for better tourism management strategies. Featuring coverage on a broad range of topics such as hospitality, brand loyalty, and knowledge transfer, this book is ideally designed for industry professionals including those within the hotel, leisure, transportation, theme park, and food service sectors, policymakers, practitioners, researchers, and students.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Brand Loyalty
  • Competitiveness Model
  • Customer Satisfaction
  • Destination Branding
  • Food Quality
  • Foodservice
  • Gastronomy
  • Hospitality
  • Knowledge Transfer
  • Marketing
  • Service Branding
  • Service Quality
  • Supply Chain
  • Sustainable Tourism

Table of Contents and List of Contributors

Search this Book:

Author(s)/Editor(s) Biography

Mohd Raziff Jamaluddin or fondly called as Raziff is a Senior Lecturer in the Faculty of Hotel and Tourism Management. He has an accumulation of 10 years of experience in teaching, research and consultation in the area of hospitality and tourism. Currently, he holds a position of Deputy Dean (Research and Industry Linkages), which require him to spearhead the Faculty into becoming the best hospitality and tourism resource center in Asia. Just completing his PhD study in the area of Luxury Hotel Branding, his areas of concentration are wide encompassing event rating, consumer behavior, financial management, and hospitality branding.