POWER IN DESTINATION BRANDING

This paper examines those forms of social power in evidence in a destination branding process. Despite numerous conceptualizations of destination branding as a collaborative process, this paper finds that power is exerted in various forms and a destination branding process can have a positive outcome even if there is a lack of unity and collaboration amongst stakeholders. Furthermore this study provides a detailed inventory of how stakeholders advanced their interests in a branding process by using power in the forms of persuasion and authority. The Gold Coast, Australia, destination branding process was selected as a case study as it provides a context where branding is of singular importance to stakeholders.