National capital branding: A comparative case study of Canberra, Australia and Wellington, New Zealand

Pierce, Sophie and Ritchie, Brent W. (2007) National capital branding: A comparative case study of Canberra, Australia and Wellington, New Zealand. Journal of Travel and Tourism Marketing, 22 3-4: 67-78. doi:10.1300/J073v22n03_06

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Author Pierce, Sophie
Ritchie, Brent W.
Title National capital branding: A comparative case study of Canberra, Australia and Wellington, New Zealand
Journal name Journal of Travel and Tourism Marketing   Check publisher's open access policy
ISSN 1540-7306
1054-8408
Publication date 2007-10
Sub-type Article (original research)
DOI 10.1300/J073v22n03_06
Open Access Status
Volume 22
Issue 3-4
Start page 67
End page 78
Total pages 12
Place of publication Binghamton, NY, United States
Publisher Haworth Hospitality Press
Language eng
Subject 15 Commerce, Management, Tourism and Services
150604 Tourism Marketing
Abstract This study examines the destination branding strategies of two national capitals, Canberra and Wellington. Literature on both destination branding and national capital tourism suggests that national capital status may be both beneficial and unfavourable for destination marketing. The results from personal interviews and documentary analysis point to differences between the two national capitals brands where Canberra uses national stories and symbolic concepts heavily while Wellington uses broader city/urban elements. This indicates that national stories, although an important aspect of tourism in national capitals, may also present a number of challenges, including a negative image and low consumer demand, creating practical implications for branding national capitals. The paper suggests further research is necessary to determine how national stories can be utilised in branding to develop a unique selling proposition.
Keyword Destination branding
Canberra
Wellington
National capital
Nationhood
Q-Index Code C1

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
UQ Business School Publications
 
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Created: Wed, 11 Nov 2009, 10:05:20 EST by Christine Ouslinis on behalf of Faculty of Business, Economics & Law