The Effects of Financial Cutbacks on Collaborative Destination Branding: A Constructivist Study of the Relationship between VisitDenmark and its Cooperating Partners
Author
Frederiksen, Kristiane Brogaard
Term
10. term
Publication year
2013
Submitted on
2013-05-31
Abstract
Dette speciale undersøger, hvordan økonomiske nedskæringer påvirker samarbejdsbaseret destinationsbranding, med et konstruktivistisk blik på relationen mellem VisitDenmark og dets samarbejdspartnere. Formålet er at belyse, hvordan strammere budgetter kan påvirke samarbejde og fælles brandindsatser, samt hvordan aktører konstruerer forståelser og strategier under økonomiske begrænsninger. Casen er VisitDenmark og dets partnerkreds. Uddraget indeholder ikke oplysninger om forskningsdesign, datagrundlag eller resultater; derfor kan konkrete metoder og konklusioner ikke refereres her. Overordnet placerer arbejdet sig i krydsfeltet mellem destinationsmarkedsføring og interorganisatorisk samarbejde og søger at bidrage med indsigt i, hvordan samarbejde og brandarbejde udvikler sig, når offentlige midler strammes.
This thesis examines how financial cutbacks affect collaborative destination branding, applying a constructivist perspective to the relationship between VisitDenmark and its cooperating partners. It aims to illuminate how tighter budgets may influence collaboration and joint branding efforts, and how stakeholders construct meanings and strategies under financial constraints. The case context is VisitDenmark and its partner network. The excerpt does not provide details on research design, data sources, or findings; therefore, specific methods and results cannot be summarized here. Overall, the work positions itself at the intersection of destination marketing and inter-organizational collaboration, seeking to contribute insights into how cooperation and brand management evolve when public funding is tightened.
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