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Conceptualizing ASEAN Tourism Brand: Towards A Coopetition Framework

Author

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  • Varintra Sirisuthikul

    (Faculty of Business Administration for Society, Srinakharinwirot University, Thailand Author-2-Name: Author-2-Workplace-Name: Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

Objective - This paper proposes an integrative framework in an attempt to conceptualize the branding of ASEAN tourism in a sustainable and unified approach based on the results collected from a sample of travellers visiting ASEAN destinations and tourism insights from NTOs or DMOs. Methodology/Technique - A mixed method is used to combine the quantitative and qualitative phases. A survey of travellers visiting ASEAN destinations (n=480) is conducted with a mix of Asian travellers and Western travellers, as well as 10 in-depth interviews with NTOs or DMOs to obtain tourism insights. Findings - The findings suggest that authenticity of the destination image is an integral part of ASEAN tourism. National Tourism Organizations (NTOs), Destination Marketing Organization (DMO) and other stakeholders of ASEAN tourism should adopt a coopetition framework and co-create a consistent and coherent positioning of the destination, while maintaining a competitive positioning of the nation, to achieve a sustainable brand of ASEAN tourism. Novelty - The paper highlights the needs for ASEAN NTOs and DMOs to enable coopetition for all tourism stakeholders for the promotion of the ASEAN brand. The proposed framework is seen as transformative in its ability to bring about collaborative and sustainable efforts to ultimately achieve an authentic ASEAN brand.

Suggested Citation

  • Varintra Sirisuthikul, 2018. "Conceptualizing ASEAN Tourism Brand: Towards A Coopetition Framework," GATR Journals gjbssr518, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:gjbssr518
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    References listed on IDEAS

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    1. Bornhorst, Tom & Brent Ritchie, J.R. & Sheehan, Lorn, 2010. "Determinants of tourism success for DMOs & destinations: An empirical examination of stakeholders' perspectives," Tourism Management, Elsevier, vol. 31(5), pages 572-589.
    2. Wong, Emma P.Y. & Mistilis, Nina & Dwyer, Larry, 2011. "A framework for analyzing intergovernmental collaboration – The case of ASEAN tourism," Tourism Management, Elsevier, vol. 32(2), pages 367-376.
    3. Chim-Miki, Adriana F. & Batista-Canino, Rosa M., 2017. "Tourism coopetition: An introduction to the subject and a research agenda," International Business Review, Elsevier, vol. 26(6), pages 1208-1217.
    4. Webster, Craig & Ivanov, Stanislav, 2014. "Transforming competitiveness into economic benefits: Does tourism stimulate economic growth in more competitive destinations?," Tourism Management, Elsevier, vol. 40(C), pages 137-140.
    5. Zavattaro, Staci M. & Daspit, Joshua J. & Adams, Frank G., 2015. "Assessing managerial methods for evaluating place brand equity: A qualitative investigation," Tourism Management, Elsevier, vol. 47(C), pages 11-21.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    ASEAN Tourism Brand; Coopetition; Cooperation and Competition; Authenticity; NTOs; DMOs.;
    All these keywords.

    JEL classification:

    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation
    • L32 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Public Enterprises; Public-Private Enterprises

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