publication . Other literature type . 2013

E-branding of rural tourism in Carinthia, Austria

Kavoura, Androniki; Bitsani, Evgenia;
Open Access English
  • Published: 01 Jan 2013 Journal: Tourism: An International Interdisciplinary Journal, volume 61, issue 3 (issn: 1332-7461, eissn: 1849-1545, Copyright policy)
  • Publisher: Institute for Tourism
Abstract
The aim of this paper is to create an e-branding model which could also be applied for place branding in small central rural regions of Central Europe based on the innovative methodology of rural tour marketing. It was based and went beyond the European program of transnational cooperation, INTERREG IIIB CADSES. The region of Carinthia, Austria was set as a case study for the application of interrelating scientific theories of marketing, place branding and place identity in relation to and in connection with national identity. The paper succeeds in making a practical and theoretical contribution on the process of the creation of branding, which consists of a hol...
Subjects
free text keywords: rural tourism marketing; culinary tourism; destination e-branding; Rural Tour e-Brand Carinthia; national identity; place e-branding; Austria
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