International business tourism: Destination Dublin or Destination Ireland?

Heather Skinner, Paul Byrne

    Research output: Contribution to journalArticlepeer-review


    The Republic of Ireland has been running the same basic brand proposition in its various marketing campaigns for some decades (Morgan, Pritchard and Pride, 2002). However, it is unclear whether the destination brand construct that has served Ireland's general tourism market so well can apply equally when attracting business tourism to Dublin, the nation's capital city. This research primarily applies repertory grid analysis and on-line focus groups to understand the brand of Dublin, the capital of Ireland, and explores the way the marketing of a national capital city for business tourism both influences, and is influenced by, the marketing of the nation itself.
    Original languageEnglish
    Pages (from-to)55 - 65
    Number of pages10
    JournalJournal of Travel and Tourism Marketing
    Issue number3
    Publication statusPublished - 1 Sept 2007


    • business tourism
    • dublin
    • ireland
    • destination brand


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