Destination branding and co-creation: a service ecosystem perspective
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 11 September 2020
Issue publication date: 28 January 2021
Abstract
Purpose
Drawing on the service-dominant logic and the institutional theory, this paper aims to explore the value-creating mechanisms of branding in the destination context and the brand co-creation process at and between different levels of a service ecosystem.
Design/methodology/approach
An exploratory research design was used to generate qualitative data from 18 in-depth interviews with important stakeholders and investigate how and why brand co-creation is fostered in the service ecosystem.
Findings
The study proposes a stepwise process of strategic imperatives for brand co-creation in the destination context. It presents the multi-directional flows of the brand meaning across levels of the tourism ecosystem and thereby interprets stakeholders’ efforts to co-create sustainable brands that gain prominence in the global tourism arena.
Research limitations/implications
Future research might validate the framework in a quantitative research setting. The extended analysis of the value-creating ecosystem could investigate the role of institutions and brand value propositions across levels.
Practical implications
Acknowledging their limited control over the brand co-creation process, tourism practitioners are offered step-by-step guidance to help shape a destination brand that may retain relevance in the tourists’ minds. Critical insights are provided into resource sharing between actors and subsequent responsibilities for a sustainable destination branding strategy.
Originality/value
The paper considers the significance of the various levels in the ecosystem and the underlying mechanisms of brand co-creation in a somewhat neglected branding domain.
Keywords
Acknowledgements
The authors would like to thank the Region of South Aegean for the close co-operation with the research team and “the voyager voice” for travelling around the Aegean Islands to support this research initiative. They also wish to express their gratitude to the Editors and the Anonymous Reviewers for their constructive guidance and highly esteemed feedback.
Citation
Giannopoulos, A., Piha, L. and Skourtis, G. (2021), "Destination branding and co-creation: a service ecosystem perspective", Journal of Product & Brand Management, Vol. 30 No. 1, pp. 148-166. https://doi.org/10.1108/JPBM-08-2019-2504
Publisher
:Emerald Publishing Limited
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