Relevance of Power in the Collaborative Process of Destination Branding

摘要: This paper aims to provide a theoretical overview of the relevance and impact stakeholder power in collaborative process destination branding. Destination branding is defined as used develop unique identity personality that different from all competitive destinations. The tourism literature shows consistency considering effort. Collaboration context has been addressed under two though complementary points view such creation shared image inclusiveness process. 'collective phenomenon' branding, also described highly complex politicised activity includes multiple stakeholders. definition an industry involves players allows studying characteristics collaboration occur among stakeholders within and, particularly, Power appears intrinsically connected concept collaboration. existence processes extensively examined. complexity system enhanced by consideration there no other economy linked so many diverse kinds product services industry. These determine every decision making process, like destination, variety interest groups, operating at levels tends influence outcomes