Communicating a Destination Brand in a Post Tourism Era - Stakeholders' Roles in the Co-Construction of the Destination Brand Image
(2017) SKPM08 20171Department of Strategic Communication
- Abstract
- Modern tourists visited traditional tourist sights seeking the extraordinary in the place. In a post tourism era, tourists seek authentic experiences looking for the extraordinary in themselves which they express through their self-performance on social media. Different stakeholders are communicating the brand, which means a loss of brand control for the destination brand managers. The purpose of the research is to study co-creation of a destination brand. The aim of the research is to explore the conditions, challenges and possibilities when communicating the destination brand in a post tourism era. Data was collected through an ethnographic inspired field study in Pärnu, a summer and spa resort in Estonia. The stakeholder’s roles and... (More)
- Modern tourists visited traditional tourist sights seeking the extraordinary in the place. In a post tourism era, tourists seek authentic experiences looking for the extraordinary in themselves which they express through their self-performance on social media. Different stakeholders are communicating the brand, which means a loss of brand control for the destination brand managers. The purpose of the research is to study co-creation of a destination brand. The aim of the research is to explore the conditions, challenges and possibilities when communicating the destination brand in a post tourism era. Data was collected through an ethnographic inspired field study in Pärnu, a summer and spa resort in Estonia. The stakeholder’s roles and interaction with each other is analysed by applying Goffman’s dramaturgical perspective. The findings show how different stakeholders are co-constructing the destination brand’s image. The post tourism tendencies lead to that the lines between audience, front- and back-stage is blurring and stakeholders are co-constructing the destination’s image on both. These changes call for a shift from a top-down perspective to a co-creational relationship-building perspective, which can be strategically managed with public relations. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8921689
- author
- Perbo, Stina LU
- supervisor
- organization
- course
- SKPM08 20171
- year
- 2017
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Destination brand communication, post tourism, co-creational public relations, image, relationship-building, dramaturgy.
- language
- English
- id
- 8921689
- date added to LUP
- 2017-08-28 12:04:51
- date last changed
- 2017-08-28 12:04:51
@misc{8921689, abstract = {{Modern tourists visited traditional tourist sights seeking the extraordinary in the place. In a post tourism era, tourists seek authentic experiences looking for the extraordinary in themselves which they express through their self-performance on social media. Different stakeholders are communicating the brand, which means a loss of brand control for the destination brand managers. The purpose of the research is to study co-creation of a destination brand. The aim of the research is to explore the conditions, challenges and possibilities when communicating the destination brand in a post tourism era. Data was collected through an ethnographic inspired field study in Pärnu, a summer and spa resort in Estonia. The stakeholder’s roles and interaction with each other is analysed by applying Goffman’s dramaturgical perspective. The findings show how different stakeholders are co-constructing the destination brand’s image. The post tourism tendencies lead to that the lines between audience, front- and back-stage is blurring and stakeholders are co-constructing the destination’s image on both. These changes call for a shift from a top-down perspective to a co-creational relationship-building perspective, which can be strategically managed with public relations.}}, author = {{Perbo, Stina}}, language = {{eng}}, note = {{Student Paper}}, title = {{Communicating a Destination Brand in a Post Tourism Era - Stakeholders' Roles in the Co-Construction of the Destination Brand Image}}, year = {{2017}}, }