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Destination branding and the role of the stakeholders: The case of New Zealand

Welsh Centre for Tourism Research at the University of Wales Institute, Cardiff, nmorgan{at}uwic.ac.uk

Annette Pritchard

Welsh Centre for Tourism Research at the University of Wales Institute, Cardiff

Rachel Piggott

Auckland

Managing a destination brand presents many challenges, and this paper opens by briefly reviewing the destination brand management context. It focuses particularly on the political processes involved in successful brand management and on the vital role of public and private sector stakeholders. Critical to the creation of a durable destination brand is the identification of the brand’s values, the translation of those into a suitably emotionally appealing personality and the targeted and efficient delivery of that message. While this is difficult to achieve in destination marketing, it is not impossible and, having reviewed some of the key issues in brand management, the paper explores the context and creation of the New Zealand brand. It identifies the stakeholders crucial to the delivery of this destination brand and examines the positioning process and the creation of its largely web-driven strategy. The paper suggests that through stakeholder partnerships and the harnessing of non-traditional media, Tourism New Zealand (TNZ) has been able to create a powerful travel destination brand, positioned as an appealing niche player in the global tourism industry. Finally, the paper concludes by suggesting an agenda for future research on destination brand management.

Key Words: New Zealand • stakeholders • tourism • destination branding • the weba

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