Destination Branding in Relation to Airports: The Case of the City of Valencia

This study investigates various factors that contribute to the success of destination branding efforts where success is defined as the increase in airplane passenger numbers to a destination and its linked air transportation. Drawing on in-depth interviews and snowball sampling, the study examines the roles of many of the key actors involved in the efforts to increase passenger numbers. Using the City of Valencia in Spain as a case study, the role of its airport is examined as a factor of particular interest. The study concludes that Valencia has positioned itself among neighbouring destinations on the Spanish Mediterranean coast by its focus on high profile events and cultural tourism. However, other actors have taken a more active role in the effort to increase the number of tourists than the Valencia Airport that has taken a more passive role. Another finding is that the persistence in seeking resources for the costly branding efforts was another influential factor that explains the increase in Valencia tourism

Local Initiatives for Rural Vitality and Social Inclusion: Some Experiences from Serbia

The purpose of this paper is to identify the main problems related to the sustainable development of rural communities, as well as the possible solutions to overcome them. This paper uses an analytical and synthetic approach, method of comparison and analogy, and descriptive analysis. The starting point of the research is actually a brief overview of the current situation in rural Serbia, while the central part of the paper presents an analysis concerning the development of the rural economy in the representative villages of Grabovica and Ribare in the Republic of Serbia. Research results are given in the form of specific guidelines for a new approach to local rural development and strengthening the role and responsibilities of local government in the development process. The main conclusion that follows from the results of the research is that continued and constant work is needed in order to empower local communities to take responsibility for their own development, as well as to support local initiatives to this end

Sun, Sea and Shrines: Application of analytic hierarchy process (AHP) to assess the attractiveness of six cultural heritage sites in Phuket (Thailand)

In order to make recommendations for the diversification of tourism products on the Thai island of Phuket, this paper applies the analytic hierarchy process (AHP) method to rank the attractiveness of six cultural heritage sites in the island of Phuket to make recommendations for sites that could be incorporated in to cultural tourism development in the region. In addition, it applies a quantitative-qualitative evaluation structure with weighted criteria, based on local expert opinion. The research identified which of the many potential cultural tourism sites would be the most attractive to tourists and shows the utility of the AHP method, combined with quantitative-qualitative evaluation, for decision making in tourism destination development contexts