Article ID Journal Published Year Pages File Type
11005093 Tourism Management Perspectives 2018 12 Pages PDF
Abstract
Destination branding has grown as a powerful marketing tool that helps a tourist destination distinguish itself from its competitors. This study showcases the branding process of a local attraction in Florida, USA, from the theoretical perspective of value co-creation. The attraction's owners, managers, tourism researchers, and, most importantly, actual and potential visitors were involved in this co-creative re-branding process. Beyond the immediate value of the study outcomes specific to this particular attraction, the case study offers a feasible model of co-creative destination branding which actively involves the perspectives of destination consumers. The study also demonstrates and offers some innovative methodological approaches in data collection and analysis that may assist decision-making within the co-creation research framework.
Related Topics
Social Sciences and Humanities Business, Management and Accounting Tourism, Leisure and Hospitality Management
Authors
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