University of Tasmania
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Destination branding: public management perspective for co-created development

conference contribution
posted on 2023-05-24, 20:37 authored by Alberte Toettenborg, Anne HardyAnne Hardy, Can Seng OoiCan Seng Ooi
Destination branding theory and practice have long been used by marketing scholars and practitioners to sell the destination to outside audiences. As the discipline is maturing, there is an increased focus on the branded community. This paper argues that as destination brands do not only sell the destination but also envision the destination, branding practitioners look to inspire the receiving community towards a coherent and coordinated approach to tourism promotion and development. This includes tourism operators, destination management organisations and the local communities. This study focused on the case of Tasmania and how tourism operators perceived the brand. The research found that while branding practitioners were aware of best practice in terms of bringing the local tourism operators onboard the branding project, despite their best efforts, support for the brand amongst tourism operators was scattered. We argue that this is due to a lack of explicit conceptualisation and a theoretical framework for the management of the receiving communities in destination branding. A public management approach is proposed to mitigate these shortcomings.

History

Pagination

512-512

ISBN

9780994514158

Department/School

School of Social Sciences

Publisher

The Council for Australasian Tourism and Hospitality Education (CAUTHE)

Place of publication

Australia

Event title

CAUTHE 2021 Conference Online: Transformations in Uncertain Times: Future Perfect in Tourism, Hospitality and Events: Proceedings of the 31st Annual Conference

Event Venue

Virtual (Online)

Date of Event (Start Date)

2021-02-09

Date of Event (End Date)

2021-02-12

Repository Status

  • Restricted

Socio-economic Objectives

Socio-cultural issues in tourism

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    University Of Tasmania

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