Abstract
Purpose. The aim of this paper is to explain changes which have been implemented into research on tourism studies and brand management as one tool of innovation in marketing and branding during a period of time, and especially, to discuss the reason why a more holistic approach to tourism studies is in demand. Method. The methodological approach to this study is based on secondary research of existing literature, dealing with different methodological approaches to tourism studies and destination branding as well as the innovative literature focused on the methodological questions and new trends in research on innovation. Findings. A synergy of different viewpoints regarding economic, social and environmental development, which is embedded also in tourism development, has to be taken into account. Tourism development needs to accept the rules of socially responsible activity, not only considering it a phenomenon of value creation and economic growth. This fact influences studies on tourism and the approach to tourism, competitiveness, management and branding. Research and conclusions limitations. The diffusion of new knowledge, approaches, changes in a society, has impact on the shift of paradigms, methods and methodologies applied for branding in tourism. It significantly influences the paradigmatic and methodological approaches, as well as the applied research methods as a result of blending different disciplines. The limitations might be in an approach from a different cultural point of view and their contribution to this field. Practical implications. A new approach to managerial practices in tourism destinations and to research on tourism managerial practices may be an avenue for improving the competitiveness of tourism destinations. Originality: This paper is based on an attempt to look at tourism development, destination branding and innovations in a more complex and holistic manner, the originality being in this innovative view. Type of paper: Research paper.
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