... rights only Value co-creation Collaborative initiatives Destination branding Brand co-creation Transactional relation Airport Airline Destination authority Destination marketing has become increasingly important and has been gaining recognition among destination managers and academia...

...Janne Lindstedt Purpose – The paper aims to address a neglected issue in the literature on place brand co-creation, namely, the strategic planning of the branding process. Furthermore, the paper demonstrates the benefits of a deliberately emergent strategy. Design/methodology/approach...