TY  - CHAP
AB  - This chapter examines how the city of Copenhagen, Denmark, has been branding itself as a destination. A broad perspective is adopted to analyze three main issues. They are the relationship between destination branding and the national capacity to insource valuable resources, the need to reframe the concept of branding in a dialogical process with tourists, and the importance of networking centered on host community as a winning business model for cities. The chapter explains how Wonderful Copenhagen (WoCo), the destination management organization, achieves a winning global brand by dealing with various challenges surrounding these issues. The case enlightens the interconnection between branding and national political strategy.
VL  - 1
SN  - 978-1-84950-720-2, 978-1-84950-721-9/2042-1443
DO  - 10.1108/S2042-1443(2009)0000001015
UR  - https://doi.org/10.1108/S2042-1443(2009)0000001015
AU  - Bernhard Jørgensen Lars
AU  - María Munar Ana
ED  - Liping A. Cai
ED  - William C. Gartner
ED  - Ana María Munar
PY  - 2009
Y1  - 2009/01/01
TI  - Chapter 13 THE COPENHAGEN WAY Stakeholder-driven Destination Branding
T2  - Tourism Branding: Communities in Action
T3  - Bridging Tourism Theory and Practice
PB  - Emerald Group Publishing Limited
SP  - 177
EP  - 189
Y2  - 2024/04/25
ER  -