ABSTRACT
In this chapter we contribute towards the current debate surrounding destination brand experiences. This research adopts the perspective of the workers as brand authors (Holt 2004) and fl eshes out the role they play in the brand experience, in particular how employees represent and co-create brand experiences with and for consumers. The structure of the chapter is as follows: fi rstly traditional destination brand literature is considered before drawing from Consumer Culture Theory research that illustrates how brand experiences are personally and individually constructed and may differ from the intention of the brand’s owners. Services marketing literature is also discussed as the brand experience has been richly explored within that context but dominantly from a consumer perspective.
