Ready for Action! Destination Climate Change Communication: An Archetypal Branding Approach(Article)(Open Access)
- aDepartment of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, Novi Sad, 21000, Serbia
- bCentre for Sustainability and Wellbeing in the Visitor Economy, School of Hospitality and Tourism Management, University of Surrey, Guildford, GU2 7XH, United Kingdom
- cSchool of Hospitality and Tourism Management, Muma College of Business, University of South Florida, Tampa, FL 33620, United States
- dDepartment of Industrial Engineering and Management, Faculty of Technical Sciences, University of Novi Sad, Novi Sad, 21000, Serbia
- eFaculty of Sports and Physical Education, University of Sarajevo, Sarajevo, 71000, Bosnia and Herzegovina
Abstract
At the destination level, destination branding may coexist with climate change communication. These two communication streams often overlap because they are both designed for large audiences. This poses a risk to the effectiveness of climate change communication and its ability to prompt a desired climate action. The viewpoint paper advocates the use of archetypal branding approach to ground and center climate change communication at a destination level while concurrently maintaining the uniqueness of destination branding. Three archetypes of destinations are distinguished: villains, victims, and heroes. Destinations should refrain from actions that would make them appear to be climate change villains. A balanced approach is further warranted when portraying destinations as victims. Lastly, destinations should aim at assuming the heroic archetypes by excelling in climate change mitigation. The basic mechanisms of the archetypal approach to destination branding are discussed alongside a framework that suggests areas for further practical investigation of climate change communication at a destination level. © 2023 by the authors.
Indexed keywords
| GEOBASE Subject Index: | climate changecommunicationecotourismmarketingmitigationtourist destination |
|---|---|
| EMTREE medical terms: | articleclimate change mitigationhumantourismvictimclimate changecourageinterpersonal communication |
| MeSH: | Climate ChangeCommunicationCourage |
Funding details
| Funding sponsor | Funding number | Acronym |
|---|---|---|
| Horizon 2020 Framework Programme See opportunities by H2020 | 101036480 | H2020 |
| Science Fund of the Republic of Serbia | 7739076 | |
| 952384 | ||
| 101036480 |
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1
This research was supported by the H2020 WIDESPREAD-05-2020 Twinning: ExtremeClimTwin (grant agreement No 952384) and by H2020-LC-GD-2020-3 GreenScent\u2014Smart Citizen Education for a Green Future (grant agreement No 101036480) that have received funding from the European Union\u2019s Horizon 2020 research and innovation programme. The research was also supported by The Science Fund of the Republic of Serbia, GRANT No. 7739076, Tourism Destination Competitiveness\u2014Evaluation Model for Serbia-TOURCOMSERBIA.
- ISSN: 16617827
- Source Type: Journal
- Original language: English
- DOI: 10.3390/ijerph20053874
- PubMed ID: 36900886
- Document Type: Article
- Publisher: MDPI
Stankov, U.; Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, Novi Sad, Serbia;
© Copyright 2023 Elsevier B.V., All rights reserved.
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