...Saila Saraniemi Purpose The purpose of this paper is to propose a model for destination identity and value system. It aims to use a case study to illustrate a destination brand identity development process in a national tourism office (NTO). Design/methodology/approach The single case study...

... investments. Developed in former literature the six models derived from procedures are used as potential demarcation approaches. Their application is shown in four case studies. Findings The application of the six different models to four case studies shows that event‐related investment varies...