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Book cover: Bridging Tourism Theory and Practice

Bridging Tourism Theory and Practice

ISSN: 2042-1443
Series editor(s): Jafar Jafari and Liping A. Cai

Subject Area: Tourism and Hospitality

Content: Series Volumes | icon: RSS Current Volume RSS

 

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Chapter 6 COLLABORATIVE DESTINATION BRANDING


Document Information:
Title:Chapter 6 COLLABORATIVE DESTINATION BRANDING
Author(s):OunJoung Park, Liping A. Cai, Xinran Y. Lehto
Volume:1 Editor(s): Liping A. Cai, William C. Gartner, Ana María Munar ISBN: 978-1-84950-720-2 eISBN: 978-1-84950-721-9
Citation:OunJoung Park, Liping A. Cai, Xinran Y. Lehto (2009), Chapter 6 COLLABORATIVE DESTINATION BRANDING, in Liping A. Cai, William C. Gartner, Ana María Munar (ed.) Tourism Branding: Communities in Action (Bridging Tourism Theory and Practice, Volume 1), Emerald Group Publishing Limited, pp.75-86
DOI:10.1108/S2042-1443(2009)0000001008 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Article type:Chapter Item
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.

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