8 INTERNAL BRANDING FOR TOURISM DESTINATIONS – Contributions by Ilenia Bregoli

Some brick figures on a boat called “Brand Commitment”
Other brick figures on a boat called “Brand Citizenship Behaviour”
Brick figures move from the “Brand Commitment” boat to the “Brand Citizenship Behaviour” boat
All brick figures surround “Destination Brand”

In my research I have adopted internal marketing concepts to the study of destination brands. From my PhD it emerged that the constructs of Brand Commitment and Brand Citizenship Behaviour can be applied to the study of destination brands with the aim of understanding how a destination brand can be strengthened internally. Similarly to marketing research, also in the case of destination brands it seems that Brand Commitment is an antecedent of Brand Citizenship Behaviour.

Acknowledgements

I would like to thank Willie and Freddie Amhof for their help with the bricks and for having given me access to their toys.

 

Contributed by Ilenia Bregoli, The University of Lincoln, UK
Read Ilenia’s letter to future generations of tourism researchers

References

Bregoli, I. (2013). Effects of DMO Coordination on Destination Brand Identity: A Mixed-Method Study on the City of Edinburgh. Journal of Travel Research, 52(2). https://doi.org/10.1177/0047287512461566

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Women’s voices in tourism research by Antonia Correia and Sara Dolnicar is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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