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The development of a destination brand identity: a story of stakeholder collaboration

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  • Saila Saraniemi
  • Raija Komppula

Abstract

Literature has demonstrated the central role of stakeholders and collaboration in destination branding. However, empirical studies on stakeholder interactions and their dynamics in destination and place branding are still rare. The objective of this study is to examine how different kinds of factors and internal stakeholders’ actions contribute to destination brand identity development. Drawing from social identity and place branding theories, and empirical research from a ski destination, we identify five factors and four actions contributing to the destination brand identity development process. Our findings indicate that a strong informal stakeholder group can take the leadership in brand development and that the role of the destination marketing organisation might be overemphasised in the literature on destination marketing and management.

Suggested Citation

  • Saila Saraniemi & Raija Komppula, 2019. "The development of a destination brand identity: a story of stakeholder collaboration," Current Issues in Tourism, Taylor & Francis Journals, vol. 22(9), pages 1116-1132, May.
    • Handle: RePEc:taf:rcitxx:v:22:y:2019:i:9:p:1116-1132
    DOI: 10.1080/13683500.2017.1369496
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    Cited by:

    1. Massimo Giovanardi & Maria Giulia Silvagni & Francesco Maria Barbini, 2023. "The SWOT of Damocles: challenges in shaping inclusive place marketing audits," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(3), pages 294-304, September.

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