Familiarity and uniqueness

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dc.contributor.author	Ooi, Can-Seng
dc.date.accessioned	2010-05-25
dc.date.accessioned	2010-05-25T08:14:07Z
dc.date.available	2010-05-25T08:14:07Z
dc.date.issued	2010-05-25
dc.identifier.uri	http://hdl.handle.net/10398/8052
dc.description.abstract	Destination branding attempts to frame the place in a unique manner, so that it will stand out in the global tourism market. The assertion of uniqueness has become an institutionalized global practice for celebrating destination identity. The emphasis on uniqueness in the destination brand however overshadows another important but complementary strategy: the accreditation approach. This paper gives attention to the accreditation strategy while presenting the Singapore case. By looking at the newly inaugurated Formula One car races in Singapore and the soon-to-be-opened integrated resorts, this paper argues that the Singaporean authorities are actually making Singapore less unique and more similar to other places. This strategy is advantageous because these new attractions will draw the attention of the global masses and they will also accredit Singapore as vibrant, glamourous and trendy. So, this paper shows why – despite the attempt to be different – destination authorities are learning from each other and pursuing similar attractions for their destinations.	en_US
dc.format.extent	18 s.	en_US
dc.language	eng	en_US
dc.publisher	Department of Intercultural Communication and Management	en_US
dc.relation.ispartofseries	Creative Encounters Working Paper;47
dc.subject.other	accreditation approach	en_US
dc.subject.other	car races	en_US
dc.subject.other	casinos	en_US
dc.subject.other	integrated resorts	en_US
dc.subject.other	brand Singapore	en_US
dc.title	Familiarity and uniqueness	en_US
dc.type	wp	en_US
dc.accessionstatus	modt10maj25 mamo	en_US
dc.contributor.corporation	Copenhagen Business School. CBS	en_US
dc.contributor.department	Institut for Interkulturel Kommunikation og Ledelse	en_US
dc.contributor.departmentshort	IKL	en_US
dc.contributor.departmentuk	Department of Intercultural Communication and Management	en_US
dc.contributor.departmentukshort	IKL	en_US
dc.idnumber	x656600356	en_US
dc.publisher.city	Frederiksberg	en_US
dc.publisher.year	2010	en_US
dc.title.subtitle	Branding Singapore as a revitalized destination	en_US