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Tourism Marketing by Devashish Dasgupta

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CHAPTER 11

Destination Branding: Building Brand Equity

ABOUT THE DESTINATION

Angkor Wat (Khmer: “Holy City Temple”), built by King Suryavarman II, is the single largest religious structure in the world. The temple complex consists of over a thousand Hindu and Buddhist temples.

OBJECTIVES
  • To study and understand destination branding and building brand equity concepts

  • To study and understand the strategic brand management process for destinations

  • To study the application in Indian context by analyzing a promoted destination in India

  • To try to replicate or extend the model to a popular non-promoted destination and an unsung location

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