Local involvement – the necessary condition for regional branding success

Abstract

Many of branding policies are still ignoring the local, their beliefs, hopes and expectations. Doing this is ignoring one the main source of regional differentiation. In fact, in an era where the immaterial and relational capital assumes relevance, the locals are not only one of the most essential element for the destination offer but also the key for its differentiation. In these article we theoretical argue about the importance of the locals in regional branding. Based on that statement we developed a theoretical model were they emerge as the key element to be considered. The model considers the locals as source of communication, consumption and production of the regional offer. Based in the model insights we propose some practical implications for management.