publication . Other literature type . Article . 2012

The idea of destination brand licensing and the question of its effectiveness

Zemla, Michal;
Open Access
  • Published: 01 Jan 2012 Journal: Tourism and Hospitality management, volume 18, issue 2 December, pages 297-312 (issn: 1330-7533, eissn: 1847-3377, Copyright policy)
  • Publisher: University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija
Abstract
Purpose – Destination branding is one of the most popular topics among tourism destinations researchers and practitioners however recent research revealed that it doesn’t have a clear concept. The purpose of presented paper is to enhance the destination branding theory by introducing some new elements taken from other popular concepts used in destination management into destination branding theory. The concept of destination brand licensing was undertaken as a response to several critical arguments raised against the existing idea of destination branding. However the concept is not completed and practical examples presented so far need scientific background to p...
Subjects
free text keywords: Destination Branding; Brand Licensing; Stakeholder Cooperation; Network Effectiveness, Destination Branding, Brand Licensing, Stakeholder Cooperation, Network Effectiveness, jel:L83
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publication . Other literature type . Article . 2012

The idea of destination brand licensing and the question of its effectiveness

Zemla, Michal;