Executing a destination branding strategy: Louisville Tourism’s Urban Bourbon Trail

What is it about?

The study illustrates and explains how this DMO confronted and resolved issues critical for executing a branding strategy but seldom included in any theoretical discussions. Louisville’s experience can serve as a model for other DMO’s seeking to create, market and manage a branding strategy based on curating strategic resources into a destination tourism ecosystem that creates a competitive advantage by offering unique value for visitors.

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