Chapter 6 COLLABORATIVE DESTINATION BRANDING

Abstract

Collaboration has become a key paradigm in community-based tourism literature. Yet, it has not been well understood in destination branding. This chapter delineates a conceptual model to better describe and explain the nature and dynamism of collaborative branding for destinations. The model is based on a review of theoretical constructs of interorganizational collaboration process and the reconciliation of two product branding models. It suggests that the model begins in a context of environmental forces and evolves sequentially through the phrases of problem-setting, direction-setting, implementation, evaluation, and outcome.

Citation

Park, O., Cai, L.A. and Lehto, X.Y. (2009), "Chapter 6 COLLABORATIVE DESTINATION BRANDING", Cai, L.A., Gartner, W.C. and María Munar, A. (Ed.) Tourism Branding: Communities in Action (Bridging Tourism Theory and Practice, Vol. 1), Emerald Group Publishing Limited, Leeds, pp. 75-86. https://doi.org/10.1108/S2042-1443(2009)0000001008