Internal branding in tourism destinations: Implications for tourism policy and research

Olivia Wagner, Mike Peters, Markus Rolf Schuckert

Research output: Journal article publicationJournal articleAcademic researchpeer-review

5 Citations (Scopus)


The question "How do destination-branding strategies influence destination stakeholders?" has not been answered yet. This paper examines the role of internal branding in destinations, its mechanisms and its possible influence on destination stakeholders. After presenting a literature review of recent contributions to the field of branding in tourism destinations, the authors discuss the concept of internal branding and derive a research structure that can help to design future research to collect empirical data about internal branding effects within tourism destinations. The paper proposes to model the impacts and process flows of internal branding within destinations and to evaluate the impacts not only on customers but also on internal destination stakeholders.
Original languageEnglish
Pages (from-to)274-288
Number of pages15
JournalInternational Journal of Tourism Policy
Issue number4
Publication statusPublished - 19 Oct 2009
Externally publishedYes


  • Brand effects
  • Destination branding
  • Destination stakeholders
  • Internal branding
  • Tourism marketing

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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