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Unmanageable Tourism Destination Brands?

Author

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  • 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.

Suggested Citation

  • Bodil Stilling Blichfeldt, 2003. "Unmanageable Tourism Destination Brands?," Working Papers 47/03, University of Southern Denmark, Department of Sociology, Environmental and Business Economics.
    • Handle: RePEc:sdk:wpaper:47
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    References listed on IDEAS

    as
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    4. Sobrero, Maurizio & Roberts, Edward B., 2002. "Strategic management of supplier-manufacturer relations in new product development," Research Policy, Elsevier, vol. 31(1), pages 159-182, January.
    5. R. Purdy, 2002. "Editorial," Climate Policy, Taylor & Francis Journals, vol. 2(1), pages 1-2, March.
    Full references (including those not matched with items on IDEAS)

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