4,345
Views
61
CrossRef citations to date
0
Altmetric
Original Articles

Destination Brand Identity, Values, and Community: A Case Study From Rural Victoria, Australia

, &
Pages 13-26 | Received 05 Aug 2010, Accepted 17 Aug 2010, Published online: 06 Feb 2011

REFERENCES

  • Agnew , J. 1987 . Place and politics: The geographical mediation of state and society , London : Allen & Unwin .
  • Allen , J. , Massey , D. , Cochrane , A. , Charlesworth , J. , Court , G. Henry , N. 1998 . Rethinking the region , London : Routledge .
  • Anholt , S. 2004 . “ Nation-brands and the value of provenance ” . In Destination branding: Creating the unique destination proposition , 2nd , Edited by: Morgan , N. , Pritchard , A. and Pride , R. 26 – 39 . Oxford, , UK : Elsevier Butterworth-Heinemann .
  • Anisimova , T. 2006 . Corporate branding: A case study analysis utilizing stakeholder perspective , Melbourne, , Australia : Unpublished doctoral dissertation, Monash University .
  • Balmer , J. 2006 . “ Corporate brand cultures and communities ” . In Brand culture , Edited by: Schroeder , J. and Salzer-Morling , M. Oxon, , UK : Routledge .
  • Balmer , J. and Greyser , S. 2006 . Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation . European Journal of Marketing Management , 40 ( 7–8 ) : 730 – 741 .
  • Beeton , S. 2006 . Community development through tourism , Melbourne, , Australia : Landlinks Press .
  • Bryson , B. 2001 . In a sunburned country , Toronto : Anchor Canada .
  • Buhalis , D. 2000 . Marketing the competitive destination of the future . Tourism Management , 21 ( 1 ) : 97 – 116 .
  • Cai , L. 2002 . Cooperative branding for rural destinations . Annals of Tourism Research , 29 ( 3 ) : 720 – 742 .
  • Carson , D. and Harwood , S. Authenticity as competitive advantage for remote tourism destinations . Paper presented at the CAUTHE 2007 Conference: Tourism—Past Achievements, Future Challenges . February , Sydney, Australia.
  • Cecilia , T. 1987 . Immigrant placemaking in colonial Australia: The Italian-speaking settlers of Daylesford , Melbourne, , Australia : Unpublished doctoral dissertation, Victoria University of Technology .
  • Dawes , P. 1987 . Snowball sampling in industrial marketing . Australian Marketing Researcher. ,
  • Daye , M. 2010 . Challenges and prospects of differentiating destination brands: The case of the Dutch Caribbean Islands . Journal of Travel and Tourism Marketing , 27 ( 1 ) : 1 – 13 .
  • Denzin , N. 1989 . Interpretive biography , Newbury Park, CA : Sage .
  • Dredge , D. 2001 . Leisure lifestyles and tourism: Socio-cultural, economic and spatial change in Lake Macquarie . Tourism Geographies , 3 ( 3 ) : 279 – 299 .
  • Dredge , D. 2005 . “ Local versus state-driven production of ‘The Region’: Regional tourism policy in the Hunter, New South Wales, Australia ” . In New regionalism in Australia , Edited by: Rainnie , A. and Grobbelaar , M. 301 – 319 . Hants, , UK : Ashgate Publishing .
  • Dredge , D. and Jenkins , J. 2003 . Destination place identity and regional tourism policy . Tourism Geographies , 5 ( 4 ) : 383 – 407 .
  • Durie , A. , Yeoman , I. and McMahon-Beattie , U. 2006 . How the history of Scotland creates a sense of place . Place Branding , 2 ( 1 ) : 43 – 52 .
  • Eisenhardt , K. 1989 . Building theories from case study research . The Academy of Management Review , 14 ( 4 ) : 532 – 550 .
  • Eisenhardt , K. and Graebner , M. 2007 . Theory building from cases: Opportunities and challenges . Academy of Management Journal , 50 ( 1 ) : 25 – 32 .
  • Font , X. and Harris , C. 2004 . Rethinking standards from green to sustainable . Annals of Tourism Research , 31 ( 4 ) : 986 – 1007 .
  • Frost , W. , Reeves , K. , Laing , J. and Wheeler , F. 2009 . Villages, vineyards, and Chinese dragons: Constructing the heritage of ethnic diasporas . Tourism, Culture and Communication , 9 ( 1–2 ) : 107 – 114 .
  • Gervasoni , C. 2005 . Bulboar, macaroni and mineral water: Spa Country's Swiss-Italian story , Hepburn Springs, , Australia : Hepburn Springs Swiss-Italian Fiesta Committee .
  • Getz , D. 2009 . Policy for sustainable and responsible festivals and events: Institutionalization of a new paradigm . Journal of Policy Research in Tourism, Leisure and Events , 1 ( 1 ) : 61 – 78 .
  • Gill , A. 2004 . “ Tourism communities and growth management ” . In A companion to tourism , Edited by: Lew , A. , Hall , C. and Williams , A. 569 – 583 . Maldon, MA : Blackwell Publishing .
  • Glaser , B. and Strauss , A. 1967 . The discovery of grounded theory: Strategies for qualitative research , New York : Aldin de Gruyter .
  • Gnoth , J. 2007 . The structure of destination brands: Leveraging values . Tourism Analysis , 12 ( 5–6 ) : 345 – 358 .
  • Gold , J. and Ward , S. , eds. 1994 . Place promotion: The use of publicity and marketing to sell towns and regions , Chichester, , UK : Wiley .
  • Hall , C. 2007 . Introduction to tourism in Australia: Development, issues and change , 5th , Frenchs Forest : Pearson Education Australia .
  • Hankinson , G. 2004 . Relational network brands: Towards a conceptual model of place brands . Journal of Vacation Marketing , 10 ( 2 ) : 109 – 121 .
  • Hankinson , G. 2007 . The management of destination brands: Five guiding principles based on recent developments in corporate branding theory . Journal of Brand Management , 14 ( 3 ) : 240 – 255 .
  • Hede , A. M. 2008 . Managing special events in the new era of the triple bottom line . Event Management , 11 ( 1/2 ) : 13 – 22 .
  • Herod , A. , Rainnie , A. and McGrath-Champ , S. 2007 . Working space: Why incorporating the geographical is central to theorizing work and employment practices . Work, Employment and Society , 21 ( 2 ) : 247 – 264 .
  • Hudson , R. 2001 . Producing places , New York : Guilford Press .
  • Jamal , T. and Getz , D. 1995 . Collaboration theory and community tourism planning . Annals of Tourism Research , 22 ( 1 ) : 186 – 204 .
  • Jamal , T. and Getz , D. 1999 . Community roundtables for tourism-related conflicts: The dialectics of consensus and process structures . Journal of Sustainable Tourism , 7 ( 3–4 ) : 290 – 313 .
  • Jamrozy , U. and Walsh , J. 2009 . “ Destination and place branding: A lost sense of place? ” . In Tourism, recreation and sustainability , 2nd , Edited by: McCool , S. and Moisey , R. 131 – 141 . Wallingford, , UK : CABI .
  • Jenkins , J. , Hall , C. and Troughton , M. 1997 . “ The restructuring of rural economies: Rural tourism and recreation as a government response ” . In Tourism and recreation in rural areas , Edited by: Butler , R. , Hall , C. and Jenkins , J. 43 – 67 . Chicester, , UK : Wiley .
  • Jennings , G. 2001 . Tourism research , Milton, , Australia : John Wiley & Sons .
  • Kavaratzis , M. and Ashworth , G. 2005 . City branding: An effective assertion of identity or a transitory marketing trick? . Tijdschrift voor Economische en Sociale Geografie , 96 ( 5 ) : 506 – 514 .
  • King Valley Vignerons . 2011 . Welcome to the King Valley Vignerons. Retrieved from www.kvv.com.au ,
  • Kotler , P. , Haider , D. and Rein , I. 1993 . Marketing places: Attracting investment, industry and tourism to cities, states and nations , New York : Free Press .
  • Lincoln , Y. and Guba , E. 1985 . Naturalistic inquiry , Beverly Hills, CA : Sage .
  • Macbeth , J. 1996 . Dissonance and paradox in tourism planning—People first? . ANZALS Leisure Research Series , 3 : 2 – 18 .
  • Marcouiller , D. 2007 . “Boosting” tourism as rural public policy: Panacea or Pandora's Box? . The Journal of Regional Analysis and Policy , 37 ( 1 ) : 28 – 31 .
  • McAlexander , J. , Schouten , J. and Koenig , H. 2002 . Building brand community . Journal of Marketing , 66 ( 1 ) : 38 – 54 .
  • McLean , F. 2006 . Introduction: Heritage and identity . International Journal of Heritage Studies , 12 ( 1 ) : 3 – 7 .
  • McQuilton , J. 1979 . The Kelly outbreak 1878–1880: The geographical dimension of social banditry , Melbourne, , Australia : Melbourne University Press .
  • Morgan , N. , Pritchard , A. and Piggott , R. 2003 . Destination branding and the role of stakeholders: The case of New Zealand . Journal of Vacation Marketing , 9 ( 3 ) : 285 – 299 .
  • Morgan , N. , Pritchard , A. and Pride , R. , eds. 2004 . Destination branding: Creating the unique destination proposition , 2nd , Oxford, , UK : Elsevier Butterworth-Heinemann .
  • Muniz , A. and O'Guinn , T. 2001 . Brand community . Journal of Consumer Research , 27 ( 4 ) : 412 – 432 .
  • Olins , W. 2000 . “ How brands are taking over the corporation ” . In The expressive organization: Linking identity, reputation, and the corporate brand , Edited by: Schultz , M. , Hatch , M. and Larsen , M. 51 – 65 . Oxford, , UK : Oxford University Press .
  • Ooi , C. 2004 . Poetics and politics of destination branding: Denmark . Scandinavian Journal of Hospitality and Tourism , 4 ( 2 ) : 107 – 128 .
  • Pike , S. 2005 . Tourism destination branding complexity . Journal of Product & Brand Management , 14 ( 4 ) : 258 – 259 .
  • Pike , S. Destination branding is “easier said than done”—Practical challenges faced by DMOs . Paper presented at the 2nd International Conference on Destination Branding and Marketing . December , Macao SAR, China.
  • Pike , S. 2008 . Destination marketing: An integrated marketing communication approach , 1st , Amsterdam : Elsevier Butterworth-Heinemann .
  • Prideaux , B. and Cooper , C. 2002 . Marketing and destination growth: A symbiotic relationship or simple coincidence? . Journal of Vacation Marketing , 9 ( 1 ) : 35 – 51 .
  • Reed , M. 1997 . Power relations and community-based tourism planning . Annals of Tourism Research , 24 ( 3 ) : 566 – 591 .
  • Richardson , L. 1994 . “ Writing: A method of inquiry ” . In Handbook of qualitative research , Edited by: Denzin , N. and Lincoln , Y. 516 – 529 . Thousand Oaks, CA : Sage .
  • Roberts , L. and Hall , D. 2001 . Rural tourism and recreation: Principles to practice , Wallingford, , UK : CABI .
  • Rokeach , M. 1973 . The nature of human values , New York : Free Press .
  • Ryan , C. and Zahra , A. 2004 . “ The political challenge: The case of New Zealand's tourism organisations ” . In Destination branding: Creating the unique destination proposition , 2nd , Edited by: Morgan , N. , Pritchard , A. and Pride , R. 66 – 86 . Oxford, , UK : Elsevier Butterworth-Heinemann .
  • Schouten , J. , McAlexander , J. and Koenig , H. 2007 . Transcendent customer experience and brand community . Journal of the Academy of Marketing Science , 35 : 357 – 368 .
  • Schroeder , J. and Salzer-Morling , M. 2006 . Brand culture , Oxon, , UK : Routledge .
  • Seal , G. 1996 . The outlaw legend: A cultural tradition in Britain, America and Australia , Cambridge, , UK : Cambridge University Press .
  • Seale , C. 1999 . The quality of qualitative research , London : Sage .
  • Sherwood , P. 2007 . A triple bottom line evaluation of the impact of special events , Melbourne, , Australia : Unpublished doctoral dissertation, Victoria University .
  • Shone , M. Changing paradigms: The case of tourism and development in the Hurunui District, New Zealand . Paper presented at the CAUTHE 2009 Conference: See Change—Tourism and Hospitality in a Dynamic World . February , Fremantle, Australia.
  • Stake , R. 1995 . The art of case study research , Thousand Oaks, CA : Sage .
  • State Government of Victoria. (2007). Victoria Australia. http://www.liveinvictoria.vic.gov.au (Accessed: 5 September 2007 ).
  • Tourism Victoria. (2002). Victoria's tourism industry strategic plan, 2002–2006. http://www.tourism.vic.gov.au/strategicplan/plan2002_2006/4_marketing_victoria/marketing_regional_victoria.htm (Accessed: 6 June 2005 ).
  • Tourism , Victoria . 2006a . North East rebranding strategy. ,
  • Tourism , Victoria . 2006b . What's in a name? Renaming ‘Legends, Wine & High Country.’ , Melbourne, Australia: Tourism Victoria.
  • Tourism Victoria. (2007). Victoria's High Country market profile year ending June 2006. http://www.tourism.vic.gov.au (Accessed: 24 August 2007 ).
  • Tourism Victoria. (2008). Regional tourism action plan, 2009–2012. http://www.tourism.vic.gov.au (Accessed: 5 December 2008 ).
  • Urde , M. 2003 . Core value-based corporate brand building . European Journal of Marketing , 37 ( 7–8 ) : 1017 – 1040 .
  • Wallace , S. 2009 . The Italian way . The Age , : 21 – 22 . May 30
  • Wearing , S. and McDonald , M. 2002 . The development of community-based tourism: Re-thinking the relationship between tour operators and development agents as intermediaries in rural and isolated area communities . Journal of Sustainable Tourism , 10 ( 3 ) : 191 – 206 .
  • Williams , A. and Palmer , A. 1999 . Tourism destination brands and electronic commerce: Towards synergy? . Journal of Vacation Marketing , 5 ( 3 ) : 263 – 275 .
  • Williams , P. , Gill , A. and Chura , N. 2004 . Branding mountain destinations: The battle for “placefulness.” . Tourism Review , 59 ( 1 ) : 6 – 15 .
  • Wiseman , J. 2005 . “ ‘Growing Victoria Together’: The challenges of integrating social, economic and environmental policy directions at state and regional levels ” . In New regionalism in Australia , Edited by: Rainnie , A. and Grobbelaar , M. 125 – 144 . Hants, , UK : Ashgate Publishing .
  • Yin , R. 2003 . Case study research: Design and methods , 3rd , Thousand Oaks, CA : Sage .

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.