Abstract
Destination branding has grown as a powerful marketing tool that helps a tourist destination distinguish itself from its competitors. This study showcases the branding process of a local attraction in Florida, USA, from the theoretical perspective of value co-creation. The attraction's owners, managers, tourism researchers, and, most importantly, actual and potential visitors were involved in this co-creative re-branding process. Beyond the immediate value of the study outcomes specific to this particular attraction, the case study offers a feasible model of co-creative destination branding which actively involves the perspectives of destination consumers. The study also demonstrates and offers some innovative methodological approaches in data collection and analysis that may assist decision-making within the co-creation research framework.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
