Network creation and brand identity in a newly merged destination

The study focuses on the informal tourism business networks in a recently merged Frederikshavn municipality, which includes the coastal towns of Skagen, Frederikshavn and Sæby. The local Tourism strategy aims to brand the area as a single destination. However, there is inequality among the three destinations in terms of the number of overnight stays and allocated marketing funds. Based on social network theory and synergistic social network analysis, the study aims to investigate the structural patterns of networks formed by tourism businesses across the former municipal boundaries. Perceptions of brand identity and cooperation between tourism actors will be analysed. The study is expected to contribute to the understanding of networking and cooperation in recently merged destinations in the context of Danish tourism.