The danger of destination disunity: The case for adopting a learning destination approach

Peripheral destinations can thrive if they offer a competitive visitor experience and effectively promote their destination. Effective promotion requires key destination stakeholders to act with a unified voice, particularly in marketing and branding of the destination image, to enable it to standout from other competing regions. This research examines the threats that emerge when key regional stakeholders, in this case two Local Government Authorities (LGAs), have ignored the past benefits derived from adopting a learning destination approach based on cooperation and refocused tourism funding to support tourism promotion in their own jurisdictions within the destination, rather than the destination as a whole.