Business process management applicability to destination country-brand management

Abstract

Purpose

This study aims to analyze the business process management (BPM) applicability to a destination country-brand of a Latin American developing country and present a new process model for it.

Design/methodology/approach

This is a qualitative exploratory study whose unit of analysis is the BPM applicability to the destination country-brand of a Latin American developing country. Primary data were obtained through in-depth interview with the developing country's tourism international promotion agency. The secondary data were government reports and research papers on country-brand studies. Data analysis was carried out using stakeholder business context model, architecture processes, pain/gain matrix and BPMN for modelling.

Findings

The results present a new process model for country-brand management to reduce existing barriers. Three steps were carried out: analysis and modelling of the current processes of country-brand management; presentation of the current processes' problems and analysis and modelling of future processes country-brand management.

Research limitations/implications

A theoretical contribution is provided in the literature on processes and country-brands since no previous studies relate these concepts and present a process-oriented management analysis for country-brands.

Practical implications

The main practical contribution was to identify the country-brand management problems, propose solutions to them and generate a new process model for country-brands that can be used as a managerial tool for national tourism organizations to improve their brands.

Originality/value

The present study is original as it approaches the first analysis of country-brand development with an emphasis on its process management.

Citation

Miyamaru, L., Lourenção, M., Dallavale de Pádua, S.I. and de Moura Engracia Giraldi, J. (2024), "Business process management applicability to destination country-brand management", Benchmarking: An International Journal, Vol. 31 No. 1, pp. 278-306. https://doi.org/10.1108/BIJ-02-2022-0086