Branding destination image: a stakeholder causal scope analysis for internationalisation of destinations

Abstract

ABSTRACTThe impact of relationship marketing (RM) on the internationalisation process and the branding of destination image are widely, but separately, researched. However, the implications of RM vis-à-vis the branding of international destination image are not broadly explored, especially from the different internationalisation contexts. This conceptual viewpoint precises insight, encircling this gap in the roles of RM constructs to influence the cause and consequence of stakeholder relationships and interactions at different internationalisation continuums, with a viable impact on branding international destination image. This is an initial conceptual modelling, which needs to be empirically tested to generalise the findings.