Destination branding and co-creation: a service ecosystem perspective

Journal article


Antonios, G., Lamprini, P. and Skourtis, G. 2020. Destination branding and co-creation: a service ecosystem perspective . Journal of Product and Brand Management. https://doi.org/10.1108/JPBM-08-2019-2504
AuthorsAntonios, G., Lamprini, P. and Skourtis, G.
Abstract

Drawing on the service-dominant logic and the institutional theory, the paper aims to explore the value-creating mechanisms of branding in the destination context and the brand co-creation process at and between different levels of a service ecosystem.

An exploratory research design was utilised to generate qualitative data from 18 in-depth interviews with important stakeholders and investigate how and why brand co-creation is fostered in the service ecosystem.
The study proposes a stepwise process of strategic imperatives for brand co-creation in the destination context. It presents the multidirectional flows of the brand meaning across levels of the tourism ecosystem and thereby interprets stakeholders’ efforts to co-create sustainable brands that gain prominence in the global tourism arena.

Future research might validate the framework in a quantitative research setting. The extended analysis of the value-creating ecosystem could investigate the role of institutions and brand value propositions across levels.

Acknowledging their limited control over the brand co-creation process, tourism practitioners are offered step-by-step guidance to help shape a destination brand that may retain relevance in the tourists’ minds. Critical insights are provided into resource sharing between actors and subsequent responsibilities for a sustainable destination branding strategy.

The paper considers the significance of the various levels in the ecosystem and the underlying mechanisms of brand co-creation in a somewhat neglected branding domain.

KeywordsBrand co-creation; Value co-creation; Service ecosystem; Destination branding; Tourism DMOs; Qualitative research
Year2020
JournalJournal of Product and Brand Management
PublisherEmerald
Digital Object Identifier (DOI)https://doi.org/10.1108/JPBM-08-2019-2504
Official URLhttp://doi.org/10.1108/JPBM-08-2019-2504
Publication process dates
Accepted28 Jul 2020
Deposited12 Aug 2020
Accepted author manuscript
License
Output statusIn press
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