![]() The advantages and disadvantages of using this qualitative research method are discussed in the dissertation. The qualitative research was conducted through two Delphi rounds, the third one being invalidated by the failure to feedback in a timely manner by the remaining panel members. A further literature review was conducted to identify concepts from destination branding and corporate branding to support the development of the model. The research tries to obtain evaluative comments about the model from experts using the Delphi Technique. Destination branding is defined as a strategic development plan, aimed at improving life quality in the destination that in turn will attract tourism, investment and skilled migration. Following the corporate branding model, the present research tries to develop a best practice theoretical model, suggesting a corporate-like behaviour for the destination, under the leadership of the Destination Marketing Organisation. ![]() Destination branding became one of the tools available for destination marketers. Following the industrial decline and financial crisis, in a globalised world competing over scarce resources, destinations all over the world try to reposition themselves and penetrate the tourism market, seen as an easily accessible regeneration tool. ABSTRACT Destination branding became a hot topic for over a decade, authors discussing it in both peer reviewed journals and specialist textbooks.
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