search query: @freeterm destination branding / total: 5
reference: 4 / 5
| Author: | Peirce, S. Ritchie, B.W. |
| Title: | National capital branding: a comparative case study of Canberra, Australia and Wellington, New Zealand |
| Journal: | Journal of Travel & Tourism Marketing
2007 : VOL. 22:3/4, p. 67-78 |
| Index terms: | tourism case studies cities Australia New Zealand |
| Freeterms: | destination branding Canberra Wellington |
| Language: | eng |
| Abstract: | This study deals with the destination branding strategies of two national capitals, Wellington and Canberra. The authors study the topic through literature on both destination branding and national capital tourism. In addition, conducted are semi-structured interviews and documentary analysis. The findings indicate that national capital status may be both beneficial and ineffective for destination marketing. In addition, there are differences found between the two national capital brands where Canberra uses national stories and symbolic concepts heavily while Wellington uses broader city/urban elements. |
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