Who owns it? When communities brand destinations

Research output: Contribution to conferencePaper

Abstract

Destination branding is an important strategy to allow for differentiation from competitors. However, there has been little discussion in the literature regarding community involvement in destination branding. This study explored the perceptions of residents actively involved in tourism across two destinations: Pitlochry, and the Isle of Gigha. The chosen destinations allowed for different types of communities to be explored given the purely voluntary nature within one destination, and the inclusion of both volunteering and ownership by the community of the destination. Four key themes were identified and explored in relation to both destinations: surrogate council, motivations, funding of the groups, and community support. Further data collection across different communities will be undertaken throughout 2016 to explore this phenomenon further.
LanguageEnglish
Pages1-4
Number of pages4
Publication statusPublished - 8 Feb 2016
EventCAUTHE 26th Annual Conferece - Sydney, Australia
Duration: 8 Feb 201611 Feb 2016

Conference

ConferenceCAUTHE 26th Annual Conferece
CountryAustralia
CitySydney
Period8/02/1611/02/16

Fingerprint

Brand community
Destination
Destination branding
Community involvement
Volunteering
Nature
Tourism
Funding
Data collection
Competitors
Ownership
Residents
Inclusion

Keywords

  • community destination branding
  • community ownership

Cite this

Murdy, S., & Alexander, M. (2016). Who owns it? When communities brand destinations. 1-4. Paper presented at CAUTHE 26th Annual Conferece, Sydney, Australia.
Murdy, Samantha ; Alexander, Matthew. / Who owns it? When communities brand destinations. Paper presented at CAUTHE 26th Annual Conferece, Sydney, Australia.4 p.
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Murdy, S & Alexander, M 2016, 'Who owns it? When communities brand destinations' Paper presented at CAUTHE 26th Annual Conferece, Sydney, Australia, 8/02/16 - 11/02/16, pp. 1-4.

Who owns it? When communities brand destinations. / Murdy, Samantha; Alexander, Matthew.

2016. 1-4 Paper presented at CAUTHE 26th Annual Conferece, Sydney, Australia.

Research output: Contribution to conferencePaper

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Murdy S, Alexander M. Who owns it? When communities brand destinations. 2016. Paper presented at CAUTHE 26th Annual Conferece, Sydney, Australia.