Exploring the Case: Rebranding Unsustainable Destinations: The Case Study of Miami Beach Breaking Up with Spring Break

Abstract

These pedagogical notes accompany a case study on Miami Beach’s rebranding efforts in response to spring break-related tourism challenges. The document is designed to guide educators and students in critically engaging with key concepts in destination marketing, strategic communication, and responsible tourism. It outlines learning objectives, proposes avenues for interdisciplinary exploration, and offers discussion prompts that highlight the persuasive use of language in branding, the negotiation between economic and social priorities, and the communicative strategies used to influence tourist behavior. Intended for use in undergraduate and graduate courses, these notes support reflection on digital branding and sustainable tourism practices.