Top of Denmark: Exploring the Destination Identity

The study focuses on the supply-side brand identity of the destination Top of Denmark, which includes Skagen, Frederikshavn and Sæby. The three communities were merged in 2007, but have distinct traditions and identity. The DMO’s Tourism Strategy aspires to brand the area as a single destination, although Skagen is seen as the flagship destination in terms of brand awareness, overnight stays and allocated marketing funds. Based on network theory, the study will investigate how the actors in the three destinations perceive the destination brand identity, and the relations between stakeholders in networks, with focus on the issues of power and inequality within the networks. Furthermore, through mixed-method network analysis the research further aims to explore whether networks and cooperation are built across the old municipal boundaries. The study is expected to contribute to the understanding of networking and cooperation in merged destinations across municipal boundaries.