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The danger of destination disunity: The case for adopting a learning destination approach
conference contribution
posted on 2022-11-07, 01:47 authored by Bruce PrideauxBruce Prideaux, Michelle ThompsonMichelle ThompsonPeripheral 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.
Funding
Category 3 - Industry and Other Research Income
History
Start Page
389End Page
391Number of Pages
3Start Date
2022-07-06Finish Date
2022-07-08ISSN
2092-5549Location
KoreaPublisher
Asia Pacific Tourism AssociationPlace of Publication
Busan, KoreaFull Text URL
Peer Reviewed
- Yes
Open Access
- No
Author Research Institute
- Centre for Regional Economics and Supply Chain (RESC)
Era Eligible
- Yes