Partnership working in enhancing the destination brand of rural areas - Haven-Tang C.pdf (510.24 kB)
Download filePartnership working in enhancing the destination brand of rural areas: A case study of Made in Monmouthshire, Wales, UK
journal contribution
posted on 2022-02-28, 17:09 authored by Claire Haven-TangClaire Haven-Tang, Diane SedgleyThis paper outlines the challenges of destination development and branding in rural tourism destina- tions, for example a lack of coherent destination propositions, lack of iconic structures, lack of differentiation in their tourism product portfolio and a high incidence of micro-businesses. Such factors mean that the creation of a coherent destination brand is often difficult and yet, at the same time essential, for such destinations. This paper explores the role of collaboration and partnership amongst public, private, and voluntary sector agencies in formulating a product brand which is coherent, asset- based and community-led. Using a case study of the Made in Monmouthshire (MiM) brand, an Adventa- led initiative which serves as a quality benchmark for food, drink, arts and crafts produced within and around Monmouthshire, the article demonstrates the role of collaborative development in the creation and development of a destination brand.
History
Published in
Journal of Destination Marketing & ManagementPublisher
ElsevierVersion
- AM (Accepted Manuscript)
Citation
Haven-Tang, C. and Sedgley, D. (2014) 'Partnership Working in Enhancing the Destination Brand of Rural Areas: A Case Study of Made in Monmouthshire, Wales, UK', Journal of Destination Marketing & Management, 3 (1), pp. 59-67Print ISSN
2212-571XCardiff Met Affiliation
- Cardiff School of Management
Cardiff Met Authors
Claire Haven-TangCardiff Met Research Centre/Group
- WCTR (Welsh Centre for Tourism Research)
Copyright Holder
- © The Publisher
Language
- en