Thesis

and making it more attractive for people to live there. Artistic and cultural events can also strengthen community relations and contribute to tourism spending (Ibid). Further, with more public financing, destinations are able to invigorate their tourism product through government initiatives like industry worker training programs, sponsorship of destination awareness campaigns, collaborative initiatives with educational institutions, etc., (Akehurst et al. 1994).

Since public investment is essential to improve the sustainability of a destination’s products and services, sometimes government support is provided directly or through grants and subsidized loans to tourist related businesses (Ibid., p. 14). Financing tourism infrastructure, transportation and attractions is also necessary especially in new destinations where tourism is in the development and planning stages (Ibid.). Some nation-states and local governments provide financial incentives in the form of programs and assistance to encourage upgrading and modernization of different sectors within the tourism industry. For example in the U.S. many state and local governments finance constructions or renovation projects of new convention centers as a part of tourism economic development strategy to attract more events and business tourism (Saunders 2005). Findings from a study on national European tourism policy revealed success is likely to occur when public investment is directly or indirectly linked to a clear government tourism development strategy and the outlay is concentrated on specific key areas such as transport, environment and culture (Akehurst et al. 1994).

Lastly, certain destination branding experts believe the reason tourists are persuaded to visit one destination over another is because visitors have curiosity for the place and its culture and heritage (Morgan et al. 2003). A destination’s brand is a different type of product since it is a combination of many different goods and services (hospitality, attractions, arts, entertainment, 14