Co-branding and strategic communication

By means of collaboration, the sum of the work becomes more than its indi- vidual parts (Liburd, 2013). This also goes for communication about sustain- able tourism development, where meanings created on the basis of the sum of communication exceed the meanings introduced by individual communicators’ messages. This chapter introduces the notion of sustainable tourism development communication and discourses as complex and dynamic meaning-making processes that transcend what individual actors bring to the conversation, thus emphasizing such discourses as informed and co-constructed by the plethora of actors that communicate about this issue. Hereby, communication becomes more than a matter of giving or sending information; it becomes an issue of sharing information and by doing so, creating and advancing knowledge through collaborative meaning-making processes.