Destination marketing takes place within a politically charged environment, with DMO staff
accountable to government funding agencies, local tourism businesses, travel intermediaries
and host community.
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Pressure to justify brand rationale and to change brand initiatives can be exerted by such stakeholders.
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It is suggested CBBE provides destination marketers with a useful communication tool to guide stakeholders on macro objectives, in addition to offering a practical and structured approach towards measuring performance of branding initiatives.