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首页> 外文期刊>Scandinavian Journal of Hospitality and Tourism >Contemplating Place Branding Umbrellas. The Case of Coordinated National Tourism and Business Promotion in Denmark
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Contemplating Place Branding Umbrellas. The Case of Coordinated National Tourism and Business Promotion in Denmark

机译：正在考虑放置品牌伞。丹麦协调国家旅游和商业推广的案例

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摘要

This paper examines the area of cross-sectoral branding where tourism is combined with other international economic activities in order to construct a common national umbrella brand. From a theoretical perspective the article contributes to the study of cross-sectoral place branding by developing a coherent analytical framework, drawing on recent contributions to the study of Other images and inter-organizational relations. On the basis of this, an empirical case study of the prospects for establishing a cross-sectoral umbrella brand is undertaken, focusing on Danish national tourism and inward investment promotion bodies. Having analysed both the rationales behind and the image profiles of current branding efforts, it is concluded that while disagreement exists at the strategic level with regard to the potentials of umbrella branding, the differences between the current image profiles are of a more manageable character. In the case of Danish tourism and investment promotion, barriers to interorganizational cooperation, in other words, seem to be founded on unfavourable assumptions about potential alliance partners in view of own future aspirations rather than the present branding actions of the actors involved.
机译：本文考察了旅游业与其他国际经济活动相结合的跨行业品牌领域，以建立一个共同的民族伞品牌。从理论的角度，本文通过建立一个连贯的分析框架，并借鉴最近对其他图像和组织间关系研究的贡献，为跨行业场所品牌研究做出了贡献。在此基础上，进行了建立跨部门保护伞品牌前景的实证研究，重点是丹麦国家旅游和对内投资促进机构。在分析了当前品牌推广工作背后的基本原理和形象特征之后，得出的结论是，尽管在战略层面上对伞型品牌的潜力存在分歧，但当前形象特征之间的差异更具可控性。换句话说，在丹麦的旅游业和投资促进活动中，换句话说，组织间合作的障碍似乎建立在对潜在联盟伙伴的不利假设之上，这是基于自身的未来愿望，而不是所涉行为者目前的品牌行动。

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