Purpose – The paper proposes enhancing the understanding of the complex challenges inherent in the development of tourism destination brand slogans. Design/methodology/approach – Prior to completing a tourism marketing PhD, the author spent almost two decades working in the tourism industry,...

<title>ABSTRACT</title> In the increasingly competitive Australian tertiary education market, a consumer orientation is essential. This is particularly so for small regional campuses that compete with larger universities in the state capitals. Campus management needs to carefully monitor both the perceptions...

Purpose – Although the branding literature emerged during the 1940s, research relating to tourism destination branding has only gained momentum since the late 1990s. There remains a lack of theory in particular that addresses the measurement of the effectiveness of destination branding over...

A former tourism industry general manager turned academic provides reflections on aspects of his PhD experience. In particular, two issues are the focus. Firstly, the evolution and maturing of his own thinking during the course of the thesis, from that of a ‘booster’ to the development of a...