The idea of destination brand licensing and the question of its effectiveness

Purpose – Destination branding is one of the most popular topics among tourism destinations researchers and practitioners however recent research revealed that it doesn’t have a clear concept. The purpose of presented paper is to enhance the destination branding theory by introducing some new elements taken from other popular concepts used in destination management into destination branding theory. The concept of destination brand licensing was undertaken as a response to several critical arguments raised against the existing idea of destination branding. However the concept is not completed and practical examples presented so far need scientific background to prepare some guidelines on successful procedure for implementing destination brand licensing. The aim of the paper is pointing out some crucial elements which are conditions for effective implementing of destination brand licensing. Design – Five main areas were discussed, namely: the proper definition of the product, the brand name, the nature of cooperation and network, financial stability and the scope and the nature of promotional actions. The structure of the paper follows this division. After introduction and presentation of destination branding and destination brand licensing concepts further chapter are devoted the five presented problem areas. At the end, there is a chapter in which effectiveness of destination brand licensing procedure is discussed. Approach and methodology – The paper is theoretical with limited use of case study approach. Within the frame of those five areas several dilemmas and potential problems were presented on the basis of several practical implementation examples of destination brand licensing ideas from different European countries. Research findings and originality – Apart from the five problem areas, three overall effectiveness indicators were proposed. These are: increased volume of tourism movement, improvement in destination image and enhancement of local stakeholders for better cooperation. However both, problem areas and indicators should be perceived as initial proposal and further discussion is expected.