Tourism branding a community affair / Liping A. Cai, William C. Gartner, Ana María Munar -- Linking local and culinary cuisines with destination branding / Yi-Chin Lin -- Spanish holiday brands : comparative analysis of 10 destinations / Josep-Francesc Valls, Vicenta Sierra, Miguel Angel Bauelos, Ignacio Ochoa -- Branding Spain's tourism miracle (1959-1979) / Julio Aramberri -- A practical framework for destination branding / Asli D.A. Tasci, William C. Gartner -- Destination brand strategy the case of greece / Alexandros Kouris -- Challenging the brand / Ana María Munar -- The Copenhagen way stakeholder-driven destination branding / Lars Bernhard Jørgensen, Ana María Munar -- Consultation builds stronger brands / Bill Baker -- Developing distinctive city branding cases of Anseong and Bucheon, South Korea / Jung-hoon Lee -- Strategic branding in hospitality the case of Sol Meliá / Luís del Olmo, Ana María Munar -- A model of virtual destination branding / Martin Yongho Hyun, Liping A. Cai -- Deconstructing brand equity / William C. Gartner -- A two-dimensional approach to branding integrating identity and equity / Maja Konecnik Ruzzier, Mitja Ruzzier -- Collaborative destination branding / OunJoung Park, Liping A. Cai, Xinran Y. Lehto -- Tourism branding in a social exchange system / Liping A. Cai.

Academic studies have predominantly treated destination branding as a marketing phenomenon that happens to involve tourists as customers in a marketplace. Tourism Branding: Communities in Action, the first volume in a new and exciting book series, considers a traditional marketing subject from multidisciplinary perspectives. Refreshingly this book attempts to free branding research and practice in tourism fields from the shackles of marketing that are dominated by the conventional approach of product, price, place, and promotion. Considering tourism branding as a community affair, this collection is distinguished from other publications by adopting a global and more multidisciplinary approach, and brings the subject of tourism branding outside of the conventional domains of marketing and destination. Special attention is given to the role and expectations of main tourism stakeholders, particularly residents, business, and government in the hosting community. Built on theoretical foundations with both empirical findings and practical cases, this book brings together different perspectives and offers an intellectual and open dialogue among academics and practitioners of the field.