Title: (PR)omoting Place: The Role of PR in Building New Zealand's Destination Brand Relationships
Abstract: ABSTRACT This paper spotlights targeted and integrated public relations activities in destination brand management. It notes that PR is central to destination management strategies, but that there are few academic studies of the role of this promotion tool in destination marketing. To address this lacuna, the paper examines a case study of Tourism New Zealand, illustrating how partnership and PR can be harnessed to cost-effectively create a strong travel destination brand.
Publication Year: 2005
Publication Date: 2005-06-30
Language: en
Type: article
Indexed In: ['crossref']
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Cited By Count: 12
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