By Robert Maitland, Brent W. Ritchie
Capital urban prestige draws and drives tourism by way of bettering a citys attract the vacationer and its overseas status. With a spotlight on urban tourism issues, this e-book examines topics together with the id of a urban in a tourism context and useful concerns comparable to selling town as a product. by way of interpreting vacationer actions in nationwide capitals, the ebook addresses concerns in capital urban improvement as vacationer locations with a huge, foreign method and case reviews on significant vacationer towns.
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Extra info for City tourism: national capital perspectives
Yet, while there still remains little consensus, there has been some effort to clarify the use of terms relating to place marketing and branding. Place marketing involves ‘applying principles of corporate identity to places with logos, straplines, messages and promotional campaigns. . Place branding, on the The Capital City as a ‘Product’ Brand 31 other hand, is concerned with the pre-existing reputation, or the context within which marketing communications operate’ (Parkerson, 2007, p. 264).
5 million visitors between them. However, even before Cardiff became the official capital, it had been home to the National Museum of Wales, which had been established by Royal Charter in 1907 with its current home in Cardiff’s civic centre opening to the public in 1927. The dominance of the region around the nation’s capital as a tourist attractor can sometimes lead to tensions between the capital city and other cities and towns within the nation. As an example, following disagreements about the proposed location being Cardiff, the National Library of Wales, established at the same time as the National Museum in 1907, was actually housed in Aberystwyth, a town located centrally on the west coast of The Capital City as a ‘Product’ Brand 33 Wales.
It houses not only many of the nation’s attractions, but also more of the attractions most valued by its visitors than other place brands within the nation, as the city and its surrounding region receives the highest number of visitors to the nation, and its attractions are more popular with visitors than other places within the nation. This is also consistent with the academic literature on product and service marketing and branding. Conceptualizing the nation as being similar to an overall corporate brand, with its constituent places as similar to product brands, and its capital city as its flagship brand may help not only minimize the confusion brought about by the inconsistent use of marketing and branding terminology that is currently evident in the extant literature, but may also help us better understand the interrelated nature of various types of place brands based upon the different status held by each, be they nation, capital city, region, town city or individual visitor attraction.