Destination Branding Identity from the Stakeholders’ Perspectives

Abstract

In order to establish a strong destination branding, understanding the process of image in positioning the destination is crucial. Arguably, a brand identity for a tourist destination that makes up a name is often captured from the user point of view. However, little was understood as to how the stakeholders perceived image-making, and later, the branding of destination and their influence. In this context, brand identity through projection of Destination Management Organizations (DMOs), significantly contribute towards existing image. In other words, they are forcing the creation of branding using the vision of how the market and segmentation should perceive a brand. The question that may rise is how this branding process is truly acting as a catalyst of a production towards desirable destination. This paper addresses the following issues; (1) Stakeholders’ involvement particularly local community in tourism development and planning (2) previous studies in destination branding (3) the relationships between destination identity and destination brand. This paper also highlights the existing gaps in understanding destination identity from the stakeholders’ perspectives to the branding strategy. It also suggests the future studies.