Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
11005093 | Tourism Management Perspectives | 2018 | 12 Pages |
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
Hany Kim, Svetlana Stepchenkova, Vahideh Babalou,