Destination branding and the role of the stakeholders: The case of New Zealand

TLDR

Destination brand management is challenging, requiring identification of core values, emotional positioning, and efficient message delivery. The study investigates how political processes and stakeholder collaboration underpin successful destination brand management in New Zealand. The authors identify critical stakeholders, examine positioning, and craft a web‑driven strategy for New Zealand’s destination brand. Stakeholder partnerships and non‑traditional media have enabled Tourism New Zealand to create a powerful niche brand, and the study outlines future research directions.

Abstract

Managing a destination brand presents many challenges, and this paper opens by briefly reviewing the destination brand management context. It focuses particularly on the political processes involved in successful brand management and on the vital role of public and private sector stakeholders. Critical to the creation of a durable destination brand is the identification of the brand’s values, the translation of those into a suitably emotionally appealing personality and the targeted and efficient delivery of that message. While this is difficult to achieve in destination marketing, it is not impossible and, having reviewed some of the key issues in brand management, the paper explores the context and creation of the New Zealand brand. It identifies the stakeholders crucial to the delivery of this destination brand and examines the positioning process and the creation of its largely web-driven strategy. The paper suggests that through stakeholder partnerships and the harnessing of non-traditional media, Tourism New Zealand (TNZ) has been able to create a powerful travel destination brand, positioned as an appealing niche player in the global tourism industry. Finally, the paper concludes by suggesting an agenda for future research on destination brand management.