The "sleeping giant": leisure tourism branding of a business tourism destination
-
-
[1] George Mason University
George Mason University
Estados Unidos
-
- Localización: Tourism analysis, ISSN 1083-5423, Vol. 12, Nº. 5-6, 2007, págs. 387-396
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
-
Resumen
The development of leisure tourism in Fairfax County, Virginia (USA) has been hampered by the perception that the county's expansion is geared towards business and residential growth rather than the development and promotion of primary tourist attractions. The purpose of this case study is to examine the history and movement toward leisure tourism branding of Fairfax County as well as the formation of specific brand elements using an economic development perspective. Based on interviews with county tourism agency representatives, a three-stage process was delineated for leisure brand development: 1) the presence, commitment and cooperation of key stakeholders; 2) a stable source of income to initiate and support branding strategies; and 3) the creation and promotion of branding elements. Destinations facing similar branding issues can benefit from the theory and strategies highlighted in this case study.
