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Stankov U, Filimonau V, Vujičić MD, Basarin B, Carmer AB, Lazić L, Hansen BK, Ćirić Lalić D, Mujkić D. Ready for Action! Destination Climate Change Communication: An Archetypal Branding Approach. INTERNATIONAL JOURNAL OF ENVIRONMENTAL RESEARCH AND PUBLIC HEALTH 2023; 20:3874. [PMID: 36900886 PMCID: PMC10001621 DOI: 10.3390/ijerph20053874] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Track Full Text] [Figures] [Subscribe] [Scholar Register] [Received: 11/25/2022] [Revised: 02/16/2023] [Accepted: 02/20/2023] [Indexed: 06/18/2023]
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.
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Affiliation(s)
- Uglješa Stankov
- Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
| | - Viachaslau Filimonau
- Centre for Sustainability and Wellbeing in the Visitor Economy, School of Hospitality and Tourism Management, University of Surrey, Guildford GU2 7XH, UK
| | - Miroslav D. Vujičić
- Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
| | - Biljana Basarin
- Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
| | - Adam B. Carmer
- School of Hospitality and Tourism Management, Muma College of Business, University of South Florida, Tampa, FL 33620, USA
| | - Lazar Lazić
- Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
| | - Brooke K. Hansen
- School of Hospitality and Tourism Management, Muma College of Business, University of South Florida, Tampa, FL 33620, USA
| | - Danijela Ćirić Lalić
- Department of Industrial Engineering and Management, Faculty of Technical Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
| | - Dino Mujkić
- Faculty of Sports and Physical Education, University of Sarajevo, 71000 Sarajevo, Bosnia and Herzegovina
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