A Strong Brand That Enables Sustainability in Tourism

Abstract

Sustainability has become an important topic of interest in recent years and is a comprehensive concept. It is also considered an important keyword in destination marketing. However, the specific perspectives on the topic vary from commentator to commentator, resulting in confusion. In this study, sustainability and similar concepts are organized from a marketing perspective. In doing so, we have learned that what destination marketing should aim for at a practical level is to build a strong brand, which requires sustaining competitive advantage, but that in reality this is not easy to achieve, as seen in the efforts of Hasami Town in Nagasaki Prefecture.