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首页> 外文期刊>Journal of travel research >Effects of DMO Coordination on Destination Brand Identity: A Mixed-Method Study on the City of Edinburgh
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Effects of DMO Coordination on Destination Brand Identity: A Mixed-Method Study on the City of Edinburgh

机译：DMO协调对目的地品牌标识的影响：爱丁堡市的混合方法研究

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摘要

Academic literature has paid little attention to stakeholder coordination and branding from a supply-side perspective. This article tries to fill this gap by applying the concept of internal brand strength to destination brands and analyzing whether stakeholder coordination has an impact on the destination brand. A mixed-method design involving stakeholders working within Edinburgh, Scotland, revealed that within the city there is mixed commitment to the brand, and some coordination mechanisms appear more useful than others for ensuring that stakeholders are committed to and adopt brand values in their work. This article makes apparent that internal communication and "socialization" processes are fundamental activities to which destination marketing organization (DMO) managers should pay attention if they want stakeholders to become committed to the destination brand values and adopt them in their work.
机译：从供应方的角度来看，学术文献很少关注利益相关者的协调和品牌建设。本文试图通过将内部品牌强度的概念应用于目标品牌并分析利益相关者的协调是否会对目标品牌产生影响来填补这一空白。苏格兰爱丁堡的利益相关者参与的混合方法设计表明，在城市内部，人们对该品牌的承诺参差不齐，并且某些协调机制似乎比其他协调机制更有用，以确保利益相关者在其工作中致力于并采用品牌价值。本文清楚地表明，内部传播和“社会化”过程是目的地营销组织（DMO）经理要让利益相关者致力于目的地品牌价值并在其工作中采用它们时应注意的基本活动。

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