Destination branding and the role of the stakeholders: The case of New Zealand

@article{Morgan2003DestinationBA,
  title={Destination branding and the role of the stakeholders: The case of New Zealand},
  author={Nigel John Morgan and Annette Pritchard and Rachel Piggott},
  journal={Journal of Vacation Marketing},
  year={2003},
  volume={9},
  pages={285 - 299}
}
Managing a destination brand presents many challenges, and this paper opens by briefly reviewing the destination brand management context. It focuses particularly on the political processes involved in successful brand management and on the vital role of public and private sector stakeholders. Critical to the creation of a durable destination brand is the identification of the brand’s values, the translation of those into a suitably emotionally appealing personality and the targeted and… 

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