Abstract
This chapter presents a review of the evolving concept of destination branding and related concepts. In particular, this chapter looks at the impact of destination brand slogans on tourist arrivals, using the Philippines as a case study. A historical account of the country’s destination brand slogans from 1973 to 2020 is presented. Also, the effectiveness of the brand slogans is examined by looking at tourist arrivals during the years each slogan was implemented.
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Cruz, R.G., Era, J.S.B. (2022). Destination Branding Slogans and their Impact on Tourist Arrivals: The Case of the Philippines. In: Mensah, I., Balasubramanian, K., Jamaluddin, M.R., Alcoriza, G., Gaffar, V., Rasoolimanesh, S.M. (eds) Marketing Tourist Destinations in Emerging Economies. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-83711-2_11
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