Bodil Stilling Blichfeldt () (Department of Environmental and Business Economics, University of Southern Denmark)
Abstract
Increasingly researchers and practitioners adopt branding to build and manage tourism destination images. However, we have yet to ask the question: Is it pos-sible to build and/or manage destination brands? This crucial question is ad-dressed by means of: (1) recourse to the origins of branding; (2) explication of fundamental differences between such origins and destinations; and (3) e-xemplification by means of resident-tourist interactions. The answer offered by this paper is that destination brands may not be manageable at all – or at least, that destination brands are so different from consumer brands that we have to accept that specific elements of destination brands are unmanageable to an ex-tent that questions much of the taken-for-granted ”destination brand-ing”knowledge. Consequently, the paper discusses what branding/brand man-agement can(not) do for destination image building and management.
Download Info
To download:
If you experience problems downloading a file, check if you have the
proper application to
view it first. Information about this may be contained
in the File-Format links below. In case of further problems read
the IDEAS help
page. Note that these files are not on the IDEAS
site. Please be patient as the files may be large.
Publisher Info
Paper provided by University of Southern Denmark, Department of Environmental and Business Economics in its series Working Papers with number
47/03.
References listed on IDEAS Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.: