Tourism destination branding and its effects on national branding strategies : brand New Zealand, clean and green but is it smart?
Autor(a) principal: | |
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Data de Publicação: | 2010 |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.8/427 |
Resumo: | The present work analyses how tourism and non-tourism place brands are integrated under an umbrella national brand, and how the tourism brand may have little value or even prove negative for other industry sectors. The study examines the development of Brand New Zealand and the subsidiary ‘100% Pure’ tourism and ‘New Zealand, New Thinking’ trade brands. In 2002 New Zealand sought to reposition the national brand so that it was perceived internationally as innovative and creative in order to advantage non-tourism and agricultural enterprises. However, while the ‘clean, green and smart’ proposition had domestic appeal it did not have broad international impact. The research highlights the importance of understanding effects of destination branding in a broader policy and place branding context. |
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Tourism destination branding and its effects on national branding strategies : brand New Zealand, clean and green but is it smart?Place brandingNew ZealandTourismInnovationThe present work analyses how tourism and non-tourism place brands are integrated under an umbrella national brand, and how the tourism brand may have little value or even prove negative for other industry sectors. The study examines the development of Brand New Zealand and the subsidiary ‘100% Pure’ tourism and ‘New Zealand, New Thinking’ trade brands. In 2002 New Zealand sought to reposition the national brand so that it was perceived internationally as innovative and creative in order to advantage non-tourism and agricultural enterprises. However, while the ‘clean, green and smart’ proposition had domestic appeal it did not have broad international impact. The research highlights the importance of understanding effects of destination branding in a broader policy and place branding context.Instituto Politécnico de LeiriaIC-OnlineHall, C. Michael2011-06-03T14:57:57Z20102010-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.8/427engIn: European Journal of Tourism, Hospitality and Recreation. Vol. I, Issue 1, pp. 68-89, 2010.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-01-17T15:41:13Zoai:iconline.ipleiria.pt:10400.8/427Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:45:28.388566Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Tourism destination branding and its effects on national branding strategies : brand New Zealand, clean and green but is it smart? |
title |
Tourism destination branding and its effects on national branding strategies : brand New Zealand, clean and green but is it smart? |
spellingShingle |
Tourism destination branding and its effects on national branding strategies : brand New Zealand, clean and green but is it smart? Hall, C. Michael Place branding New Zealand Tourism Innovation |
title_short |
Tourism destination branding and its effects on national branding strategies : brand New Zealand, clean and green but is it smart? |
title_full |
Tourism destination branding and its effects on national branding strategies : brand New Zealand, clean and green but is it smart? |
title_fullStr |
Tourism destination branding and its effects on national branding strategies : brand New Zealand, clean and green but is it smart? |
title_full_unstemmed |
Tourism destination branding and its effects on national branding strategies : brand New Zealand, clean and green but is it smart? |
title_sort |
Tourism destination branding and its effects on national branding strategies : brand New Zealand, clean and green but is it smart? |
author |
Hall, C. Michael |
author_facet |
Hall, C. Michael |
author_role |
author |
dc.contributor.none.fl_str_mv |
IC-Online |
dc.contributor.author.fl_str_mv |
Hall, C. Michael |
dc.subject.por.fl_str_mv |
Place branding New Zealand Tourism Innovation |
topic |
Place branding New Zealand Tourism Innovation |
description |
The present work analyses how tourism and non-tourism place brands are integrated under an umbrella national brand, and how the tourism brand may have little value or even prove negative for other industry sectors. The study examines the development of Brand New Zealand and the subsidiary ‘100% Pure’ tourism and ‘New Zealand, New Thinking’ trade brands. In 2002 New Zealand sought to reposition the national brand so that it was perceived internationally as innovative and creative in order to advantage non-tourism and agricultural enterprises. However, while the ‘clean, green and smart’ proposition had domestic appeal it did not have broad international impact. The research highlights the importance of understanding effects of destination branding in a broader policy and place branding context. |
publishDate |
2010 |
dc.date.none.fl_str_mv |
2010 2010-01-01T00:00:00Z 2011-06-03T14:57:57Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.8/427 |
url |
http://hdl.handle.net/10400.8/427 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
In: European Journal of Tourism, Hospitality and Recreation. Vol. I, Issue 1, pp. 68-89, 2010. |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Instituto Politécnico de Leiria |
publisher.none.fl_str_mv |
Instituto Politécnico de Leiria |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799136950513303552 |