Bowen, John; Sotomayor, Sandra - In: Worldwide Hospitality and Tourism Themes 14 (2021) 1, pp. 56-64
paper shows how through the rebranding process the destination can create brand identity elements that communicate as well … support the company's brand identity elements, DMOs must include residents in the branding process and gain their support of … the destination's brand identity elements. As practical implications for DMOs, the paper shows the importance of …