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The "Sleeping Giant": Leisure Tourism Branding of a Business Tourism Destination

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The development of leisure tourism in Fairfax County, Virginia (USA) has been hampered by the perception that the county's expansion is geared towards business and residential growth rather than the development and promotion of primary tourist attractions. The purpose of this case study is to examine the history and movement toward leisure tourism branding of Fairfax County as well as the formation of specific brand elements using an economic development perspective. Based on interviews with county tourism agency representatives, a three-stage process was delineated for leisure brand development: 1) the presence, commitment and cooperation of key stakeholders; 2) a stable source of income to initiate and support branding strategies; and 3) the creation and promotion of branding elements. Destinations facing similar branding issues can benefit from the theory and strategies highlighted in this case study.


Document Type: Research Article


Publication date: December 1, 2007

More about this publication?
  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.

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