Destination governance, DMO coordination of stakeholders and internal branding can be considered as pre-conditions necessary for the development of a successful destination brand. Nevertheless, how the DMO coordinates stakeholders and the relationships existent between destination governance and branding have been topics neglected so far. Adopting a supply side perspective, this paper highlights the mechanisms that a DMO can use for coordinating stakeholders and make an attempt to explain how internal branding and coordination have an impact on the destination brand. In order to study these topics a case-study methodology based on qualitative methods was applied to the city of Edinburgh.

Destination governance and internal branding as antecedents of destination brand development: an exploratory study on Edinburgh / Bregoli, I; DEL CHIAPPA, Giacomo. - (2011). ((Intervento presentato al convegno Advances in Hospitality and Tourism Marketing and Management: Conference Proceedings tenutosi a Istanbul, Turkey nel 19-24 Giugno.

Destination governance and internal branding as antecedents of destination brand development: an exploratory study on Edinburgh

DEL CHIAPPA, Giacomo
2011

Abstract

Destination governance, DMO coordination of stakeholders and internal branding can be considered as pre-conditions necessary for the development of a successful destination brand. Nevertheless, how the DMO coordinates stakeholders and the relationships existent between destination governance and branding have been topics neglected so far. Adopting a supply side perspective, this paper highlights the mechanisms that a DMO can use for coordinating stakeholders and make an attempt to explain how internal branding and coordination have an impact on the destination brand. In order to study these topics a case-study methodology based on qualitative methods was applied to the city of Edinburgh.
978-975-518-329-9
Destination governance and internal branding as antecedents of destination brand development: an exploratory study on Edinburgh / Bregoli, I; DEL CHIAPPA, Giacomo. - (2011). ((Intervento presentato al convegno Advances in Hospitality and Tourism Marketing and Management: Conference Proceedings tenutosi a Istanbul, Turkey nel 19-24 Giugno.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11388/51677
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