Exploring destination brand disengagement in a top-down policy context

Abstract

Purpose This paper aims to analyze the case of Cartagena, Colombia, as a case of a failed destination branding. It also broadens the findings by connecting them to the extant literature about place branding, thus making this paper more explanatory. It tries to fit the fieldwork’s findings into the two main streams of branding research (bottom-up vs top-down). This paper also gives practical insights into the destination’s network of stakeholders and discusses ways to improve the destination’s management and branding. Design/methodology/approach This paper uses a mixed methodology approach. Field work consisted of online questionnaire to hospitality employees in the city plus semi-structured interviews conducted with 18 “expert” stakeholders in the destination. This paper is of empirical nature. Findings The main cause of the destination’s brand failure is found to be the top-down approach to the place brand strategy. The literature shows that cases such as this one are more common than assumed, and a possible way out of the problem is the application of bottom-up or “mixed” approaches, as these may circumvent the problems found. Research limitations/implications Cases like this one illustrate very well a local context but might be difficult to transfer to other contexts, so the generalization power of this paper is limited to similar places in the sociopolitical sense of the term. Practical implications For place branding practitioners and destination management organizations , this paper is a call for participative approaches which include all of the stakeholders of a place. Originality/value This paper offers an in-depth study of a branding case in Latin America, a part of the world relatively unexplored in the branding literature. On the basis of the presented case, this paper pitches top-down versus bottom-up approaches. Finally, it explains the findings by connecting the place to its broad geographical context.

Place marketing, evolutionary theories and the management of multifaceted destinations: Cartagena, Colombia, as a study case

“…This is followed by the closely-related topic of local development (27.1%), as the destination is in fact at a crossroads, reflecting on its future. This is a matter of discussion or even conflict among the stakeholders (Bassols and Leicht, 2020), confirming the interest of this research in its focus on place marketing, branding and asset strategies. It is also worth noticing that local residents and entrepreneurs are not currently part of the destination strategies, and just 6% and 3.1% of the buzz is directed towards them, a finding that fits perfectly into the current situation (see further below).…”

“…One of the oldest in the country and in the Caribbean, it has been through different phases, from ‘classical’ resort development in the 1960s, to present-day attempts at a more sustainable place development. Due to its historical role in the colonial era, as well as its geographic location, Cartagena is a ‘multifaceted’ destination whose study may prove interesting. As a multi-asset place, its promotion is a complex matter fought over by different stakeholders. Its identity is contested: located on the Caribbean and with clear Afro-Colombian traits, it is part of Colombia, a country mainly characterized by Andean landscapes and culture (Bassols and Leicht, 2020). The city is also contested from a political perspective because of political turmoil, with the constant change in mayoral leadership.…”

“…Its identity is contested: located on the Caribbean and with clear Afro-Colombian traits, it is part of Colombia, a country mainly characterized by Andean landscapes and culture (Bassols and Leicht, 2020).…”

What Is Interdisciplinarity in the Study of Sustainable Destination Development?

“…The destination image generates a tourist's attachment to the destination, resulting in the tourist's loyalty to the destination. The establishment of icons and symbols can be based on urban architecture [48]; rural scenery [49]; international companies related to the location [50]; advertising [51]; animals and plants [52]; movies [53]; activities; communities [54]; cultural heritage [55]; and astronomy [56]. Almost all the literature clarifies the positive effects of destination images on destination loyalty.…”

The perceived image of multi-asset tourist destinations: investigating congruence across different content types

“…This ‘multifaceted’ or ‘multi-asset’ character of the destination raises important questions about branding and management strategies (Bassols and Leicht 2020 ). It also raises questions about how the city is perceived by its visitors, in terms of what they think the destination stands for (i.e., beach or culture or other attractions).…”