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Chapter 3 Co branding and Strategic Communication

DOI: 10.23912/9781911635000-3910

ISBN: 9781911635000

Published: July 2018

Component type: chapter

Published in: Collaboration for Sustainable Tourism Development

Parent DOI: 10.23912/9781911635000-3879



By means of collaboration, the sum of the work becomes more than its indi- vidual parts (Liburd, 2013). This also goes for communication about sustain- able tourism development, where meanings created on the basis of the sum of communication exceed the meanings introduced by individual communicators’ messages. This chapter introduces the notion of sustainable tourism develop- ment communication and discourses as complex and dynamic meaning-making processes that transcend what individual actors bring to the conversation, thus emphasizing such discourses as informed and co-constructed by the plethora of actors that communicate about this issue. Hereby, communication becomes more than a matter of giving or sending information; it becomes an issue of shar- ing information and by doing so, creating and advancing knowledge through collaborative meaning-making processes.

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Blichfeldt, 2018

Blichfeldt, B.S. (2018) "Chapter 3 Co branding and Strategic Communication" In: Liburd, D.J. & Edwards, D.D. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/9781911635000-3910


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