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dc.contributor.authorHaven-Tang, Claire
dc.contributor.authorSedgley, Diane
dc.identifier.citationHaven-Tang, C. and Sedgley, D. (2014) 'Partnership Working in Enhancing the Destination Brand of Rural Areas: A Case Study of Made in Monmouthshire, Wales, UK', Journal of Destination Marketing & Management, 3 (1), pp. 59-67en_US
dc.descriptionThis article has been published by Elsevier in Journal of Destination Marketing & Management, available online:
dc.description.abstractThis paper outlines the challenges of destination development and branding in rural tourism destina- tions, for example a lack of coherent destination propositions, lack of iconic structures, lack of differentiation in their tourism product portfolio and a high incidence of micro-businesses. Such factors mean that the creation of a coherent destination brand is often difficult and yet, at the same time essential, for such destinations. This paper explores the role of collaboration and partnership amongst public, private, and voluntary sector agencies in formulating a product brand which is coherent, asset- based and community-led. Using a case study of the Made in Monmouthshire (MiM) brand, an Adventa- led initiative which serves as a quality benchmark for food, drink, arts and crafts produced within and around Monmouthshire, the article demonstrates the role of collaborative development in the creation and development of a destination brand.en_US
dc.relation.ispartofseriesJournal of Destination Marketing & Management
dc.rightsCreative Commons Attribution Non-Commercial No Derivatives License
dc.subjectBranding Ruralen_US
dc.titlePartnership working in enhancing the destination brand of rural areas: A case study of Made in Monmouthshire, Wales, UKen_US
dc.rights.embargoreason36 month embargo specified by publisher [SHERPA/RoMEO checked 12 February 2016]en_US

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