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The Branding of Botanical Gardens for the 21st Century

The purpose of this study is to look at botanical gardens, in light of their unique and diverse initiatives, and seek to discover attempts at, and the success of, destination branding in the tourism sector. There was a relatively small group of diverse, botanical gardens chosen to survey, to determine the degree branding plays a part in the strategic planning, product development and marketing in, and of, the sector of botanical gardens.