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| Author: | Marzano, G. Scott, N. |
| Title: | Power in destination branding |
| Journal: | Annals of Tourism Research
2009 : APR, VOL 36:2, p. 247-267 |
| Index terms: | tourism stakeholders brands case studies interviewing |
| Freeterms: | branding |
| Language: | eng |
| Abstract: | This case study investigates the forms of social power in destination branding process. Golden Coast, Australia was selected as a case and semi-structured interviews were used to collect the research material from the stakeholders. The results show that stakeholders foster their personal interest in branding process by persuasion and authority. |
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