Internal brand management of destination brands: Exploring the roles of destination management organisations and operators
dc.contributor.author Cox, Natasha
dc.contributor.author Gyrd-Jones, Richard
dc.contributor.author Gardiner, Sarah
dc.identifier.doi 10.1016/j.jdmm.2014.01.004
dc.description.abstract Achieving a consistent brand experience across a destination and all brand-touch points is a major challenge in destination branding efforts. Strategies to manage the complexity of coordination across multiple network stakeholders are therefore critical for destination management organisations. How- ever, theories to inform these strategies are limited. This paper proposes that internal brand manage- ment theory provides a framework to explore strategies that may increase operator buy-in to the destination brand, thus creating a more consistent brand experience for visitors. Semi-structured interviews with members of a destination brand network indicate that highly centralised networks hinder operator buy-in to the destination brand. Informal communication via more personalised sub- networks rather than directive leadership appear to facilitate knowledge sharing and create support mechanisms that promote brand citizenship behaviours. This study advances destination brand manage- ment theory and provides practical insights into destination brand management practices.
dc.relation.ispartofjournal Journal of Destination Marketing & Management
dc.subject.fieldofresearch Tourism marketing
dc.title Internal brand management of destination brands: Exploring the roles of destination management organisations and operators
gro.griffith.author Gardiner, Sarah J.
gro.griffith.author Gyrd-Jones, Richard
gro.griffith.author Montesalvo, Natasha H.