Brand Europe: European Integration and Tourism Development
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Åkerhielm, Peter; Dev, Chekitan S.; Noden, Malcolm A.
[Excerpt] A lot of water has flowed under the Pont Neuf since we first exhorted European trade-policy makers not to ignore the tourism opportunity afforded by European integration. Since then, tourism flows to Europe have continued to grow despite political and economic upheaval. Our research on this subject indicates that, while some organizational progress has been made by the European Union (EU) on this subject, much remains to be done if there is to be an integrated community-wide policy on tourism. Reflecting on our original 1990 paper, we offer this commentary on the state of European tourism.’
Europe; tourism; branding; integrated policy
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