TY  - CHAP
AB  - 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.
VL  - 1
SN  - 978-1-84950-720-2, 978-1-84950-721-9/2042-1443
DO  - 10.1108/S2042-1443(2009)0000001008
UR  - https://doi.org/10.1108/S2042-1443(2009)0000001008
AU  - Park OunJoung
AU  - Cai Liping A.
AU  - Lehto Xinran Y.
ED  - Liping A. Cai
ED  - William C. Gartner
ED  - Ana María Munar
PY  - 2009
Y1  - 2009/01/01
TI  - Chapter 6 COLLABORATIVE DESTINATION BRANDING
T2  - Tourism Branding: Communities in Action
T3  - Bridging Tourism Theory and Practice
PB  - Emerald Group Publishing Limited
SP  - 75
EP  - 86
Y2  - 2024/04/23
ER  -