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Communicating a Destination Brand in a Post Tourism Era - Stakeholders' Roles in the Co-Construction of the Destination Brand Image

Perbo, Stina LU (2017) SKPM08 20171
Department 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)
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author
Perbo, Stina LU
supervisor
organization
course
SKPM08 20171
year
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},
  keyword      = {Destination brand communication,post tourism,co-creational public relations,image,relationship-building,dramaturgy.},
  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},
}