Destination Branding

Altın, Hüseyin Ozan; Pırnar, İge

doi:10.4337/9781800377486.destination.branding

Encyclopedia of Tourism Management and Marketing 2022

DOI: 10.4337/9781800377486.destination.branding

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Destination Branding

Hüseyin Ozan Altın¹,

İge Pırnar²

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2024

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The process of co-creating destination brand – the case of the Athens Tourism Partnership

Vlassi,

Papatheodorou

2024

JPMD

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Purpose While the value of stakeholder involvement in destination marketing and branding has been emphasized, little research has been conducted on the inner workings of collaborative initiatives. Based on the case of the Athens Tourism Partnership, Greece, this study aims to map the value co-creation process as it unfolds in joint destination marketing and branding initiatives. Design/methodology/approach To capture the way partners collaborated to create the brand of the city, this study collected data through participant observation and analyzed it using Classical Grounded Theory principles. Findings The study reveals the different types of relationships and their characteristics that develop when an airline-airport-destination authority partnership is established to enhance destination brand and the potential dynamics of the collaborative initiatives. Originality/value The FiNE framework has been developed and can guide stakeholders who wish to collaborate to co-create the destination brand. This study offers theoretical and practical implications for destination authorities and tourism stakeholders to initiate, manage and implement collaborative initiatives that may empower the destination brand and deliver win-win outcomes.

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The process of co-creating destination brand – the case of the Athens Tourism Partnership

Vlassi,

Papatheodorou

2024

JPMD

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Destination Branding

Cited by 1 publication

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The process of co-creating destination brand – the case of the Athens Tourism Partnership

The process of co-creating destination brand – the case of the Athens Tourism Partnership

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