Leveraging Intellectual Property for Destination Branding and Marketing in the Tourism Sector

Abstract

This chapter delves into the essential role of intellectual property (IP) in the branding and marketing of tourism destinations. It investigates how IP assets like trademarks, copyrights, and geographical indications (GIs) are instrumental in creating, safeguarding, and promoting distinctive tourism experiences. The chapter underscores the influence of IP on enhancing destination recognition and differentiation, particularly through trademarks and GIs that strengthen brand identity. It also explores the use of copyrighted content in marketing efforts, the challenges and opportunities arising from digital marketing, and the importance of integrating cultural heritage into tourism via IP. It examines how IP contributes to sustainable tourism by supporting authentic, locally-made products and preserving intangible cultural heritage. It further addresses the challenges destinations encounter in maximizing IP, such as enforcement and infringement issues, and discusses future trends and innovations, including blockchain and AI, that could improve IP management in the tourism sector.