Abstract
Destination marketing organisations, often with government support, have traditionally been responsible for promoting their respective locations. A number of authors are now suggesting a review of this responsibility. The claim is that destination marketing and the destination brand have the limitation of being tourism focused only and often preclude major stakeholders in a location. The more holistic approach of location or place brand management is gaining interest. The aim of this paper is to identify the literature calling for reform of destination marketing practices as well as the growing body of literature addressing location brand management. A distinction between destination brand and location brand is made, followed by the identification of potential areas of research relevant to the brand management of locations.
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1has extensive management experience in local government and more recently in business development. He was a director of Tourism Wollongong and Tweed Tourism in New South Wales (NSW). Having completed a Master of Business Administration at Wollongong University, he is now undertaking a Doctorate of Business Administration with the thesis being relative to the brand management of towns and cities. He is a lecturer in management and marketing at Wollongong University and is regularly invited to be a guest speaker to councils, community groups and local government associations. He liaises with the Australia Day Council of NSW, is a consultant for the NSW Department of State and Regional Development and a consultant for the Keep Australia Beautiful Council of NSW.
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Kerr, G. From destination brand to location brand. J Brand Manag 13, 276–283 (2006). https://doi.org/10.1057/palgrave.bm.2540271
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DOI: https://doi.org/10.1057/palgrave.bm.2540271