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  • Internal brand management of destination brands: Exploring the roles of destination management organisations and operators

    Author(s)
    Cox, Natasha
    Gyrd-Jones, Richard
    Gardiner, Sarah
    Griffith University Author(s)
    Gardiner, Sarah J.
    Year published
    2014
    Metadata
    Show full item record
    Abstract
    Achieving a consistent brand experience across a destination and all brand-touch points is a major challenge in destination branding efforts. Strategies to manage the complexity of coordination across multiple network stakeholders are therefore critical for destination management organisations. How- ever, theories to inform these strategies are limited. This paper proposes that internal brand manage- ment theory provides a framework to explore strategies that may increase operator buy-in to the destination brand, thus creating a more consistent brand experience for visitors. Semi-structured interviews with members of a ...
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    Achieving a consistent brand experience across a destination and all brand-touch points is a major challenge in destination branding efforts. Strategies to manage the complexity of coordination across multiple network stakeholders are therefore critical for destination management organisations. How- ever, theories to inform these strategies are limited. This paper proposes that internal brand manage- ment theory provides a framework to explore strategies that may increase operator buy-in to the destination brand, thus creating a more consistent brand experience for visitors. Semi-structured interviews with members of a destination brand network indicate that highly centralised networks hinder operator buy-in to the destination brand. Informal communication via more personalised sub- networks rather than directive leadership appear to facilitate knowledge sharing and create support mechanisms that promote brand citizenship behaviours. This study advances destination brand manage- ment theory and provides practical insights into destination brand management practices.
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    Journal Title
    Journal of Destination Marketing & Management
    Volume
    3
    Issue
    2
    DOI
    https://doi.org/10.1016/j.jdmm.2014.01.004
    Subject
    Marketing
    Tourism
    Tourism marketing
    Policy and administration
    Publication URI
    http://hdl.handle.net/10072/63077
    Collection
    • Journal articles

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