Affirmation, assimilation, and anarchy: critical undercurrents in destination branding
International Journal of Culture, Tourism and Hospitality Research
ISSN: 1750-6182
Article publication date: 9 August 2011
Abstract
Purpose
This introduction seeks to provide a broad review of scholarly developments in the nascent field of destination branding spanning almost 12 years in order to locate the relevance and import of the following nine papers compiled for this special issue on destination branding and marketing.
Design/methodology/approach
A general review of literature is undertaken guided by an epistemological approach to knowledge thus far generated by the destination branding field, consistent with the recommendation of Tribe, and in lieu of the common reductionist approach to identifying themes. The background generated by the review is then used to introduce and assess the significance of the articles contained in this special issue.
Findings
Three undercurrents of critical issues implicated with the massive body of knowledge generated by the first decade of destination branding research are described and posited relations between them are tentatively advanced. The undercurrents pertain primarily to matters of identity affirmation, inter‐organizational assimilation and an unfolding anarchic environment for destination branding research and practice. The papers in this special issue exhibit profound connections with the different undercurrents.
Originality/value
Rather than summarize and classify achievements in destination branding research over the last decade or so, this editorial argues that current and future research contends with larger issues surrounding the field's core concern of destination branding and marketing.
Keywords
Citation
Dioko, L.A.N. and Harrill, R. (2011), "Affirmation, assimilation, and anarchy: critical undercurrents in destination branding", International Journal of Culture, Tourism and Hospitality Research, Vol. 5 No. 3, pp. 215-226. https://doi.org/10.1108/17506181111156916
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited