Empirical support for the common practise of joint brand advertising in tourism.

Press/Media: Research


Recent research from the University of Portsmouth and the University of Chieti-Pescara, Italy, published in the 'Annals of Tourism Research,' provides clear evidence for the benefits of implementing a joint branding strategy to advertise emerging heritage sites.

Period2 Nov 2021

Media coverage


Media coverage

  • TitleEmpirical support for the common practice of joint brand advertising in tourism
    Degree of recognitionInternational
    Media name/outletThe Weekly Tribune
    Media typeWeb
    Country/TerritoryUnited Kingdom
    DescriptionTourism organisations operate in an increasingly competitive environment and continuously face dramatic market changes, some of which are due to the recent COVID-19 outbreak. In this context, companies and other organisations in emerging tourism destinations struggle to grow and sometimes even to survive. Destination management organisations seek to deal with these challenging market conditions by adjusting their marketing strategies or introducing new brands. However, the latter can be risky due to the high costs involved in the development of new brands and/or limited chances to succeed.
    PersonsSelcuk Can, Yuksel Ekinci