Neighborhood Branding Identity and Tourism

<p>This book delves into neighborhood branding by looking at the City of Orlando and the identities that set each neighborhood apart from others.</p><p>Orlando is an international tourism capital known for its abundant theme parks that allow for an escape from reality. The word Orlando is almost synonymous with Disney and Mickey Mouse – and for good reason. This place’s brand identity is so strong that outsiders have trouble realizing locals often have a drastically different view of the city. But what else is there? What other brand identities does the place have? The stories from this case study highlight how local stakeholders play a vital role in the success of an overall place brand while also taking steps to maintain their own unique neighborhood vibes.</p><p>This book will be valuable to academics and students interested in neighborhood branding and shaping identity from the perspective of tourism geography and urban studies.</p>