Managing Routes and Trails - Tourism and Trails: Cultural, Ecological and Management Issues - page 231

Morgan et al. , 2004) to create a desired image or attract the most sought-after
visitors, businesses, new residents or investments, most 'branded' places have
evolved organically and their brand identities formulated through time and
via spontaneous growth. For intended branding exercises, the name of a
tourist route or recreation trail is extremely important (MacLeod, 2004;
Mahoney, 1999; Nowers et al. , 2002) (Figure 7.4). Catchy names that will
draw consumers are important and need to reflect the purpose and theme
associated with the corridor. Each route should offer something unique. For
instance, if there are several wine routes, food trails or cultural routes in a
region, the special characteristics and themes that differentiate them should
be highlighted (Nowers et al. , 2002).
Some destinations use their branded trails to create marketable images
abroad. For example, the Inca Trail and Machu Picchu are decisive 'brands' for
Peru's tourism industry. The same is true of the Galician region of Spain as
regards the key role of the Route of Santiago de Compostela in Galicia's tour-
ism brand. Likewise the prestige associated with certain heritage or eco
'brands' is believed by some destination promoters to lend significant appeal
to certain routes. Some prominent brands include UNESCO, the International
Ecotourism Society and the Scenic Byways program or the National Register
of Historic Places in the United States (Tellez, 1994). The Route of Santiago de
Compostela was designated a UNESCO WHS from the Spanish border to
Santiago in 1993. This has brought increased visibility to the trail, and while
additional research is needed to verify it, there appears to have been an increase
in visitation on the trail since its inscription (eturbo News, 2008; Gonzáles,
2006). Many communities and trail management organizations strive to
'brand' their trails with national and international labels in the hope that this
Figure 7.4 A 'branded' National Recreation Trail in Puerto Rico