Destination branding and co-creation: a service ecosystem perspective

Abstract

Purpose Drawing on the service-dominant logic and the institutional theory, this paper aims to explore the value-creating mechanisms of branding in the destination context and the brand co-creation process at and between different levels of a service ecosystem. Design/methodology/approach An exploratory research design was used to generate qualitative data from 18 in-depth interviews with important stakeholders and investigate how and why brand co-creation is fostered in the service ecosystem. Findings The study proposes a stepwise process of strategic imperatives for brand co-creation in the destination context. It presents the multi-directional flows of the brand meaning across levels of the tourism ecosystem and thereby interprets stakeholders’ efforts to co-create sustainable brands that gain prominence in the global tourism arena. Research limitations/implications Future research might validate the framework in a quantitative research setting. The extended analysis of the value-creating ecosystem could investigate the role of institutions and brand value propositions across levels. Practical implications Acknowledging their limited control over the brand co-creation process, tourism practitioners are offered step-by-step guidance to help shape a destination brand that may retain relevance in the tourists’ minds. Critical insights are provided into resource sharing between actors and subsequent responsibilities for a sustainable destination branding strategy. Originality/value The paper considers the significance of the various levels in the ecosystem and the underlying mechanisms of brand co-creation in a somewhat neglected branding domain.

Benefits of Online Sources of Information in the Tourism Sector: The Key Role of Motivation to Co-Create

“…The main purpose of this research was to contribute to the marketing literature by analyzing the relationship between online sources of information, co-creation and destination image. More specifically, beyond the direct relationship between the importance of online sources of information and destination image, the current study analyzed the mediating effect of motivation to co-create in the relationship between online sources of information and destination image, responding to recent calls to analyze the role of motivation in the image of the destination [110,111].…”

Stakeholder-based conjoint analysis for branding wellness tourism in Kerala, India

“…On the other hand, branding a territory implies an interactive process in which all stakeholders involved assume a common understanding and strategic purpose, which entails the co-creation of relevant and meaningful forms of communication between them (Blichfeldt, 2018). A destination brand that has evolved through co-creation is considered a source of long-term competitive advantage for all stakeholders within the tourism ecosystem (Giannopoulos et al, 2021).…”

Place Branding through Resource Integration and Gastro-Cultural Experiences: A Transnational Perspective

“…Extant studies emphasize the importance of various actors, the experiential value, the holistic nature of gastronomic experiences and the potential of such experiences to unite people [27,28] and the local, regional and national brand [2]. Integrating actors and respective resources is crucial in order to maintain the competitiveness of a destination product with the coordination of all place actors, the balance of actors' satisfaction and the sustainability of local resources [3,10]. Researching what is (or can be) on offer also results in the positioning of the physical attributes of places (such as food heritage gastro-cultural resources, superstructure, infrastructure, political will or other 'internalized' characteristics of the place) as operand resources.…”

“…In [39]'s terminology these are 'footloose' and 'place bound' products, respectively, with 'place bound' products being tied to higher experiential value. What destination and place branding actors can further do to facilitate such high experiential value is connected to co-creation [10].…”

“…Branding strategies that engage multiple actors, and prioritize value co-creation are more likely to be sustainable in any tourism context [10,11]. According to Vargo and Lusch [12], in any transaction, value is co-created by various actors involved in either staging, offering or experiencing the transaction.…”