Tøttenborg, Alberte; Ooi, Can-Seng; Hardy, Anne - In: Journal of Place Management and Development 15 (2022) 4, pp. 511-532
Purpose This paper aims to explore the complexities of engaging with local stakeholders in destination branding. As the main creators and drivers of the destination brand, many brand authorities metaphorically “give ownership” of the brand to local stakeholders, for them to “take...