Governance models and branding of destinations

Bregoli, Ilenia (2009) Governance models and branding of destinations. In: PhD Networking Conference “Exploring Tourism III: Issues in PhD Research”, July 2009, University of Nottingham (UK).

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Item Type:Conference or Workshop contribution (Paper)
Item Status:Live Archive

Abstract

Tourism is an industry with distinguishing features that are not common to other industries, e.g. tourists move towards the destination that can be considered the “product” which is consumed while in other sectors the product moves from the producer to the consumer. The most important characteristic that distinguishes tourism is the high fragmentation of the industry because in a destination there are several businesses that provide services necessary to tourists during their stay. Such fragmentation proves to be difficult to manage, thus resulting in a problematic application of managerial and marketing methods traditionally applied in businesses operating either in a B2C or a B2B context.
The need for a joint management and marketing of the destination has been stressed in literature where there are several papers that analyse the topic of inter-organisational relationships. While considering this topic, a problem of definition of main concepts arises: for example in this field the most frequently used terms are collaboration, co-operation, co-ordination, partnerships, strategic alliances, etc. (Fyall, Garrod, 2005), so that it is difficult to discern differences among them. In addition to this proliferation of definitions, several theories have been considered for explaining relationships among stakeholders: resource dependence theory, relational exchange theory, transaction cost theory, stakeholder theory, network theory, strategic management theory. For these reasons, the topic of inter-organisational relationships among stakeholders that work at destination proves to be particularly challenging. Collaboration among stakeholders is not important per se, but it affects different marketing activities, for example it represents a precondition for a successful destination branding (Prideaux, Cooper, 2002; Hankinson, 2004). Here a brand is not only considered as “a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers” (AMA, 2009), but a brand is meant as a combination of functional, symbolic and experiential attributes.
My PhD thesis “Governance Models and Branding of Destinations” is aimed 1) at studying the governance models of DMOs with a particular focus on how stakeholders are coordinated, e.g. through formal or informal styles, 2) at analysing the relationship (if it exists) between the governance model of the DMO and the destination branding policy and 3) at trying to identify if there is a governance model which proves to be more successful than others in creating and developing a destination brand which is perceived uniquely by tourists.
In particular, this presentation aims at highlighting some of the theories that are traditionally considered while explaining the collaboration among stakeholders in a destination.

Additional Information:Tourism is an industry with distinguishing features that are not common to other industries, e.g. tourists move towards the destination that can be considered the “product” which is consumed while in other sectors the product moves from the producer to the consumer. The most important characteristic that distinguishes tourism is the high fragmentation of the industry because in a destination there are several businesses that provide services necessary to tourists during their stay. Such fragmentation proves to be difficult to manage, thus resulting in a problematic application of managerial and marketing methods traditionally applied in businesses operating either in a B2C or a B2B context. The need for a joint management and marketing of the destination has been stressed in literature where there are several papers that analyse the topic of inter-organisational relationships. While considering this topic, a problem of definition of main concepts arises: for example in this field the most frequently used terms are collaboration, co-operation, co-ordination, partnerships, strategic alliances, etc. (Fyall, Garrod, 2005), so that it is difficult to discern differences among them. In addition to this proliferation of definitions, several theories have been considered for explaining relationships among stakeholders: resource dependence theory, relational exchange theory, transaction cost theory, stakeholder theory, network theory, strategic management theory. For these reasons, the topic of inter-organisational relationships among stakeholders that work at destination proves to be particularly challenging. Collaboration among stakeholders is not important per se, but it affects different marketing activities, for example it represents a precondition for a successful destination branding (Prideaux, Cooper, 2002; Hankinson, 2004). Here a brand is not only considered as “a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers” (AMA, 2009), but a brand is meant as a combination of functional, symbolic and experiential attributes. My PhD thesis “Governance Models and Branding of Destinations” is aimed 1) at studying the governance models of DMOs with a particular focus on how stakeholders are coordinated, e.g. through formal or informal styles, 2) at analysing the relationship (if it exists) between the governance model of the DMO and the destination branding policy and 3) at trying to identify if there is a governance model which proves to be more successful than others in creating and developing a destination brand which is perceived uniquely by tourists. In particular, this presentation aims at highlighting some of the theories that are traditionally considered while explaining the collaboration among stakeholders in a destination.
Keywords:Destination governance, Destination branding
Subjects:N Business and Administrative studies > N500 Marketing
N Business and Administrative studies > N800 Tourism, Transport and Travel
Divisions:Lincoln International Business School
ID Code:7992
Deposited On:10 Mar 2013 14:15

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