Tourism destination branding and its effects on national branding strategies : brand New Zealand, clean and green but is it smart?

摘要

The present work analyses how tourism and non-tourism place brands are integratedunder an umbrella national brand, and how the tourism brand may have little value oreven prove negative for other industry sectors. The study examines the development of BrandNew Zealand and the subsidiary ‘100% Pure’ tourism and ‘New Zealand, New Thinking’ tradebrands. In 2002 New Zealand sought to reposition the national brand so that it was perceivedinternationally as innovative and creative in order to advantage non-tourism and agriculturalenterprises. However, while the ‘clean, green and smart’ proposition had domesticappeal it did not have broad international impact. The research highlights the importance ofunderstanding effects of destination branding in a broader policy and place branding context.