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- W2891452435 abstract "Destination branding has grown as a powerful marketing tool that helps a tourist destination distinguish itself from its competitors. This study showcases the branding process of a local attraction in Florida, USA, from the theoretical perspective of value co-creation. The attraction's owners, managers, tourism researchers, and, most importantly, actual and potential visitors were involved in this co-creative re-branding process. Beyond the immediate value of the study outcomes specific to this particular attraction, the case study offers a feasible model of co-creative destination branding which actively involves the perspectives of destination consumers. The study also demonstrates and offers some innovative methodological approaches in data collection and analysis that may assist decision-making within the co-creation research framework." @default.
- W2891452435 created "2018-09-27" @default.
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- W2891452435 date "2018-10-01" @default.
- W2891452435 modified "2023-09-26" @default.
- W2891452435 title "Branding destination co-creatively: A case study of tourists' involvement in the naming of a local attraction" @default.
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- W2891452435 doi "https://doi.org/10.1016/j.tmp.2018.09.003" @default.
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