Correspondence: Michael J. Baker, Department of Marketing, University of Strathclyde, Glasgow, UK. Tel: 0141 552 4400; E-mail: mjb@westburn.co.uk

¹is Emeritus Professor of Marketing at the University of Strathclyde where he founded the Department of Marketing in 1971. The author of numerous books and papers, his interest in the application of marketing techniques to tourism development is founded on his research into Country of Origin effects and Branding.

²graduated with a first class honours degree in Tourism (International Travel) Management from Glasgow Caledonian University and a masters with distinction in Marketing from the University of Strathclyde. She is currently working in a marketing position within the Office of Marketing and Communications in the University of Strathclyde.

Received 12 July 2007; Revised 12 July 2007; Published online 17 March 2008.

Abstract

As a consequence of globalisation, the marketing of places has grown in importance as countries, regions and individual destinations compete with one another to attract investment and visitors. In order to compete effectively, it is essential to identify the critical success factors (CSFs) and ensure these are incorporated into one's strategic planning. An extensive review of the literature covering place and destination marketing indicates that image and identity play an important role in differentiating between objectively similar alternatives. Accordingly, the branding of destinations has become of major importance and is analysed in depth. Thirty-three factors are identified, clustered into four categories, that may be considered CSFs to be taken into account when developing tourism strategies and plans.