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Article: Brand(ing) Kinmen: A tourism perspective

TitleBrand(ing) Kinmen: A tourism perspective
Authors
KeywordsPost-cold war Taiwan
Battlefield tourism
Local entrepreneur
Place experience
Tourism planning
Landscape identity
Kinmen (Quemoy)
Island branding
Issue Date2010
Citation
International Journal of Entrepreneurship and Small Business, 2010, v. 9, n. 4, p. 407-433 How to Cite?
AbstractThe recent proliferation of academic works on 'place branding' has led to a burgeoning interest in 'island branding'. This paper posits that islands are geographical features that possess unique characteristics and experience distinctive circumstances and, thus, deserve to be analysed on their own terms. In particular, it explores the intricacies in the branding of Kinmen Island, Taiwan, as a battlefield tourism destination. This case study confronts the typical island lure - of sun, sand and sea - and creates an opportunity for some distinct positioning in the global tourism market. The discussion shows the importance for tourism planners to recognise the unique character of the island to localise development projects in terms of its geographical particularity and landscape identity. Furthermore, it is argued that the branding of Kinmen is not merely a top-down process; the Kinmen brand is a result of both top-down 'imagineering' efforts by the state and the bottom-up branding practices of local entrepreneurs, Kinmen's people and tourists. It is believed that tourists' identification of an island has to be substantiated by locals' self-recognition with the island's identity to sustain any branding effort. © 2010 Inderscience Enterprises Ltd.
Persistent Identifierhttp://hdl.handle.net/10722/205772
ISSN
2015 SCImago Journal Rankings: 0.294

 

DC FieldValueLanguage
dc.contributor.authorZhang, J-
dc.date.accessioned2014-10-06T08:02:20Z-
dc.date.available2014-10-06T08:02:20Z-
dc.date.issued2010-
dc.identifier.citationInternational Journal of Entrepreneurship and Small Business, 2010, v. 9, n. 4, p. 407-433-
dc.identifier.issn1476-1297-
dc.identifier.urihttp://hdl.handle.net/10722/205772-
dc.description.abstractThe recent proliferation of academic works on 'place branding' has led to a burgeoning interest in 'island branding'. This paper posits that islands are geographical features that possess unique characteristics and experience distinctive circumstances and, thus, deserve to be analysed on their own terms. In particular, it explores the intricacies in the branding of Kinmen Island, Taiwan, as a battlefield tourism destination. This case study confronts the typical island lure - of sun, sand and sea - and creates an opportunity for some distinct positioning in the global tourism market. The discussion shows the importance for tourism planners to recognise the unique character of the island to localise development projects in terms of its geographical particularity and landscape identity. Furthermore, it is argued that the branding of Kinmen is not merely a top-down process; the Kinmen brand is a result of both top-down 'imagineering' efforts by the state and the bottom-up branding practices of local entrepreneurs, Kinmen's people and tourists. It is believed that tourists' identification of an island has to be substantiated by locals' self-recognition with the island's identity to sustain any branding effort. © 2010 Inderscience Enterprises Ltd.-
dc.languageeng-
dc.relation.ispartofInternational Journal of Entrepreneurship and Small Business-
dc.subjectPost-cold war Taiwan-
dc.subjectBattlefield tourism-
dc.subjectLocal entrepreneur-
dc.subjectPlace experience-
dc.subjectTourism planning-
dc.subjectLandscape identity-
dc.subjectKinmen (Quemoy)-
dc.subjectIsland branding-
dc.titleBrand(ing) Kinmen: A tourism perspective-
dc.typeArticle-
dc.description.naturelink_to_subscribed_fulltext-
dc.identifier.doi10.1504/IJESB.2010.032402-
dc.identifier.scopuseid_2-s2.0-77950615780-
dc.identifier.volume9-
dc.identifier.issue4-
dc.identifier.spage407-
dc.identifier.epage433-
dc.identifier.eissn1741-8054-

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