Is Internal Branding Useful? A case study of Malta - Pantzar, Heidi
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Many smaller states, particularly island states, are working very hard to increase the number of visiting tourists. The Maltese Islands Tourism Authority performed a campaign to market and place the island state more on the map to attract more tourists. This case study research was done approximately one year after this campaign was done. Malta Tourism Authority did an internal branding campaign which started from the maltese people. This case study takes up aspects of the marketing such as Brand Identity, positioning, and service and destination branding. The research will be useful to…mehr

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Produktbeschreibung
Many smaller states, particularly island states, are working very hard to increase the number of visiting tourists. The Maltese Islands Tourism Authority performed a campaign to market and place the island state more on the map to attract more tourists. This case study research was done approximately one year after this campaign was done. Malta Tourism Authority did an internal branding campaign which started from the maltese people. This case study takes up aspects of the marketing such as Brand Identity, positioning, and service and destination branding. The research will be useful to students and professionals in both tourism and the marketing fields.
Autorenporträt
Pantzar,Heidi M.A European Tourism Management, Bournemouth University.Heidi Pantzar is a MA graduate of Bournemouth University, UK and FH Heilbronn, Germany 2009, in European Tourism Management. She has for many years taken interest and research in Islands and tourism development and wishes to undertake Phd research within this topic.