The purpose of this paper is to address the contemporary interest in participatory destination branding. Because of a lack of empirical and evaluative studies on this form of…
Abstract
Purpose
The purpose of this paper is to address the contemporary interest in participatory destination branding. Because of a lack of empirical and evaluative studies on this form of branding, the current case study examines a volunteer resident ambassador program, which began as part of Aarhus, Denmark’s year as a European City of Culture in 2017, and has become permanent because of its success.
Design/methodology/approach
The case study is based on official document analyses, participant observations of program activities, and interviews with volunteer program managers and volunteers who greet cruise ship tourists.
Findings
Findings indicate that while the two managers and the volunteers all report on three volunteer roles – personal hosts, place promoters and providers of information – they prioritize and understand the roles differently. Similarly, the volunteers’ encounters with visitors are all unique, and this inevitably results in the conveyance of unruly and incidental destination images.
Practical implications
This unruliness is not necessarily problematic: despite the wide-spread interest in the management of participative branding initiatives, it is seen to be the lack of explicit brand-centered management that fosters the program’s positive outcomes, including authentic and pleasant interactions between volunteers and tourists, which, in turn, result in positive attitudes amongst tourists toward their visit.
Originality/value
This study discovers that positive participatory destination branding outcomes depend on managers respecting the ambassadors’ coveted autonomy, and letting go of control of a destination brand. Because of the growing hostility toward mass tourism in cities internationally, it is also noted that a resident ambassador program’s success is expected to depend on residents’ positive attitudes toward tourists.
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The purpose of this paper is to question the appropriateness of approaching business ethics communication from within a corporate communication or intercultural management…
Abstract
Purpose
The purpose of this paper is to question the appropriateness of approaching business ethics communication from within a corporate communication or intercultural management framework as the normative stances of these two frameworks are seen to differ with regard to how global companies should communicate with a culturally diverse staff.
Design/methodology/approach
Survey results regarding staff evaluations of various company‐issued arguments used to promote ethical behavior in a global corporate setting are examined. The respondents are staff from the Denmark, Sweden, Brazil, and the USA affiliates of the global health care company, Novo Nordisk.
Findings
Survey results reveal that although there are some important differences between country affiliates, there is also an impressive degree of agreement that corporate identity, values, and reputation are important sources of motivation for ethical behavior.
Practical implications
The findings provide practical guidance for the development of persuasive business ethics programs in global, values‐based companies.
Originality/value
The paper provides support for the corporate communication stance that shared corporate identity, values, and reputation do indeed motivate staff to behave ethically. It also demonstrates the international applicability of this stance.
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The purpose of this paper is to discuss the future of corporate communication professionals and researchers; to present the findings of the Corporate Communication International…
Abstract
Purpose
The purpose of this paper is to discuss the future of corporate communication professionals and researchers; to present the findings of the Corporate Communication International (CCI) Corporate Communication Practices and Trends Study 2009; and to introduce the issues presented in the papers from the CCI Conference on Corporate Communication 2009 published in this special issue.
Design/methodology/approach
The paper presents a discussion of the future of the corporate communication and the findings of the CCI Corporate Communication Practices and Trends Study 2009.
Findings
The paper implies strategic knowledge of business processes and practice for effective corporate communication.
Research limitations/implications
The paper implies several areas for further research.
Originality/value
The paper articulates complex challenges facing corporate communicators.