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...

This book focuses on the issues and trends in outdoor, 'nature-based' recreation, leisure and tourism and explores the implications for public policy, planning, management and marketing. It is intended as supplementary reading for advanced students and is a useful reference tool.