Destination Branding in a Hostile Environment

Abstract

As travel destinations turn to branding for differentiation, they must comprehensively assess all values held in their potential market areas to maximize their appeal. Foxwoods Casino and Resort and Disneyland Paris (re)branded themselves in “hostile” environments to attract the millions of visitors their investments require yearly. Disneyland changed its name and its image from “Americanizing” to Americana. Foxwoods has avoided all reference to Indianness, relying on its rural location in the Connecticut woods and its size for its brand appeal.