Managing a destination brand presents many challenges, and this paper opens by briefly reviewing the destination brand management context. It focuses particularly on the political processes involved in successful brand management and on the vital role of public and private sector stakeholders. Critical to the creation of a durable destination brand is the identification of the brand’s values, the translation of those into a suitably emotionally appealing personality and the targeted and efficient delivery of that message. While this is difficult to achieve in destination marketing, it is not impossible and, having reviewed some of the key issues in brand management, the paper explores the context and creation of the New Zealand brand. It identifies the stakeholders crucial to the delivery of this destination brand and examines the positioning process and the creation of its largely web-driven strategy. The paper suggests that through stakeholder partnerships and the harnessing of non-traditional media, Tourism New Zealand (TNZ) has been able to create a powerful travel destination brand, positioned as an appealing niche player in the global tourism industry. Finally, the paper concludes by suggesting an agenda for future research on destination brand management.

This paper seeks to provoke debate about the workings of tourism enquiry as a knowledgegenerating system through its critical accounting of the sub-field of tourism gender research. This accounting includes a gender-aware bibliometeric analysis of 466 journal papers published during 1985-2012, which categorises the sub-field's prevailing themes and methodologies and identifies the most prolific authors and popular journals. It determines that, despite three decades of study and a recent sharp increase in papers, tourism gender research is marginal to tourism enquiry, disarticulated from feminist and gender-aware scholarship and lacks the critical mass of research leaders, publications, citations and multiinstitutional networks, which characterise other tourism sub-fields. The paper identifies two possible futures for gender-aware tourism research: stagnation or ignition.

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This chapter suggests that now is an appropriate time to reflect on transformative tourism. As a new and unfolding transformative perspective, hopeful tourism can offer broader philosophical understanding of how we know our multiple, entwined worlds and produce specific, attainable transformative acts, whether through education or activism.