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The aim of this research is to examine the concepts and processes of regional destination marketing from the perspective of local communities within a regional tourism destination. It is based on case studies of two communities, Glenrowan and Beechworth, within the traditionally mixed farming rural area of north east Victoria. This region has recently undergone a re-branding process and is marketed for tourism under the umbrella brand of ‘Victoria’s High Country’. It is characterised by a number of distinct communities with a diverse mix of tourism products and experiences, local communities and strong tourism sub-brands. These two communities in particular share a rich cultural landscape of nineteenth century gold rush and bushranger heritage, with links to national, regional and individual community identity. The stark contrast between the respective tourism development and marketing of these communities to date provides an opportunity to explore issues of regional and community sense of place and identity, and the role of cultural heritage within this, in the context of the regional destination brand.
The concept of destination branding is, to a large extent, based on the theories, models and practices of general marketing, primarily commercial organisations and non-place product branding. Regional destination branding engages the concept of an overarching umbrella (or master) brand for a geographic region. This research explores the social complexity of this rural destination context and the tension between market-led branding and what regional destinations and local communities see as their identity, as well as core tourism strengths and appeal. It engages the concepts of sense of place, socio-spatial relations, and contested heritage to inform the application and implementation of destination branding in a rural context.
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