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  • Destination Brand Governance: An Exploration of Destination Management Organisations’ and Operators’ Perspectives.

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    Cox_2014_02Thesis.pdf (5.977Mb)
    Author(s)
    Cox, Natasha Hannah
    Primary Supervisor
    Grace, Debra
    Gardiner, Sarah
    Other Supervisors
    Gryd-Jones, Richard
    Year published
    2014
    Metadata
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    Abstract
    This thesis explores Destination Management Organisations’ (DMOs) and operators’ role in destination branding. The thesis draws upon a resource-based view to explore how the combination of a destination’s key resources and capabilities (i.e. destination brand) create valuable destination experiences that are aligned to consumer needs and wants. In doing so, through a multi-stakeholder exploration of branding practices, this thesis builds on existing destination branding literature. As the broker of the destination’s resources, the DMO must balance the relationships with operators to establish a consistent destination experience ...
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    This thesis explores Destination Management Organisations’ (DMOs) and operators’ role in destination branding. The thesis draws upon a resource-based view to explore how the combination of a destination’s key resources and capabilities (i.e. destination brand) create valuable destination experiences that are aligned to consumer needs and wants. In doing so, through a multi-stakeholder exploration of branding practices, this thesis builds on existing destination branding literature. As the broker of the destination’s resources, the DMO must balance the relationships with operators to establish a consistent destination experience through brand governance. Yet, destination brand governance is complex due to the heterogeneity of the organisations involved developing and delivering the brand. As such, balancing the relationships within the destination to establish brand buy-in is a challenge for DMOs. This thesis defines brand buy-in as the operators’ willingness to engage positively with the destination brand. The process requires the operators and DMOs to contribute resources together to achieve a consistent brand experience. Failure to do so weakens brand experience and negatively influences consumer loyalty. It is therefore vital that DMOs understand the dominant logic influencing operators’ destination branding goals to stimulate brand buy-in. The absence of empirical research exploring destination brands from an operator perspective and, in particular, ways to promote their buy-in prompt the need for this research. In doing so, ways for DMOs to balance operator relationships through governance mechanisms are revealed
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    Thesis Type
    Thesis (PhD Doctorate)
    Degree Program
    Doctor of Philosophy (PhD)
    School
    Griffith Business School
    DOI
    https://doi.org/10.25904/1912/1579
    Copyright Statement
    The author owns the copyright in this thesis, unless stated otherwise.
    Item Access Status
    Public
    Subject
    Destination Management Organisations’ (DMOs)
    Destination branding
    Buy-in framework
    Tourism
    Publication URI
    http://hdl.handle.net/10072/366090
    Collection
    • Theses - Higher Degree by Research

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