Destination Brand Research Articles

Building and communicating territorial brand values: The case of Destination British Columbia

In today's interconnected world, effectively communicating territorial values is paramount for regions seeking to distinguish themselves globally. Effective destination branding requires carefully synthesizing cultural, historical, natural, and socioeconomic elements to create an enticing identity for tourists, investors, and locals. How a region communicates its unique attributes is crucial in shaping its perception and attractiveness in a highly competitive global market. British Columbia is a prime example of successful destination branding, thanks to its remarkable cultural diversity and breathtaking natural landscapes. BC has effectively conveyed its values and appeal to a worldwide audience through various innovative strategies and platforms. This paper explores BC's communication efforts through its website and social media, analyzing how it conveys its essence to a diverse audience and positions itself on the world stage. Ultimately, BC's success in this domain highlights the critical role of effective territorial value communication in today's globalized world.

Using value co-creation behavior as a mediator to explore the influence of virtual tourism community characteristics on destination brand equity

Using value co-creation behavior as a mediator to explore the influence of virtual tourism community characteristics on destination brand equity

Exploring tourist’s metaverse experience using destination spatial presence quality & perceived augmentation: metaverse exploration, physical expedition (MEPE)

ABSTRACT A recent surge of interest surrounds metaverse tourism, with researchers highlighting its potential to revolutionize the tourism industry and attract new travellers. This article delves into the key features of a tourist's metaverse experience that influence their desire to visit a destination in the real world using systems theory. In addition, the current study also explores the moderating role of FOMO (Fear of missing out) in few of the proposed relationships. The study is a cross-sectional descriptive investigation carried out among Indian tourists chosen based on the simple random sampling technique and is analyzed using the Smart PLS software. The findings of the study reveal that several attributes of a tourist's metaverse experience, including entertainment, interaction, trendiness, novelty, and intimacy, significantly enhance both the perceived quality of spatial presence within the destination and the level of perceived augmentation experienced by tourists. Notably, both these factors then exert a significant positive influence on a destination's brand equity, ultimately explaining tourists' intentions to visit the physical location. Interestingly, the moderating role of Fear of Missing Out (FOMO) suggests that the relationship between brand equity and the likelihood of tourists undertaking a physical visit is strengthened as their perceived FOMO increases.

Wellness tourism experience and destination brand love

ABSTRACT This study assessed various aspects of the wellness tourism experience in Thailand. A survey was conducted with a sample of 420 Chinese tourists. The findings revealed significant and insignificant effects of the wellness tourism experience on the development of destination brand love. Additionally, it confirmed that barriers and destination familiarity play a vital role in shaping tourists’ responses and strengthening their affinity towards the destination brand. The results highlight tourists’ focus on comprehensive experiences rather than external dynamics like weather. This study suggests collaboration among stakeholders to enrich the overall travel experience and prioritize the emotional wellbeing of tourists.

Environmental or Personal Benefit? The Role of Message Appeal and Information Type in Destination Social Media Advertisements

Destinations are increasingly focusing on sustainability awareness through tourism campaigns, but effective communication remains challenging. This research, rooted in consumption value theory, delves into the influence of message appeal (environmental vs. personal benefit) and information type (objective vs. subjective) on tourists’ behavioral intentions through two online experiments. Study 1 demonstrates the positive impact of environmental benefit message appeals on behavioral intentions toward destinations, both directly and indirectly, by enhancing destination brand quality and perceived green value. Study 2 validates these findings and extends the analysis to include click-through behavior as a proxy for real behavior. Our research emphasizes the importance of environmental benefits alongside objective information in destinations’ sustainability messages within social media advertisements. This approach serves to bolster destination brand quality, perceived green value, and ultimately, positive behavioral intentions.

The process of co-creating destination brand – the case of the Athens Tourism Partnership

PurposeWhile the value of stakeholder involvement in destination marketing and branding has been emphasized, little research has been conducted on the inner workings of collaborative initiatives. Based on the case of the Athens Tourism Partnership, Greece, this study aims to map the value co-creation process as it unfolds in joint destination marketing and branding initiatives.Design/methodology/approachTo capture the way partners collaborated to create the brand of the city, this study collected data through participant observation and analyzed it using Classical Grounded Theory principles.FindingsThe study reveals the different types of relationships and their characteristics that develop when an airline-airport-destination authority partnership is established to enhance destination brand and the potential dynamics of the collaborative initiatives.Originality/valueThe FiNE framework has been developed and can guide stakeholders who wish to collaborate to co-create the destination brand. This study offers theoretical and practical implications for destination authorities and tourism stakeholders to initiate, manage and implement collaborative initiatives that may empower the destination brand and deliver win-win outcomes.

Retraction notice: Inside out. Social media videos and destination branding. Neuromarketing using EEG technique

Retraction notice: Inside out. Social media videos and destination branding. Neuromarketing using EEG technique

The impact of destination brand experience on arousal, memorable tourism experience, and revisit intention: Gyeongbok palace night tour

ABSTRACT This study explores the impact of destination brand experience and perceptions of safety on revisit intention, and the mediating effect of arousal and memorable tourism experience (MTE). A sample of 357 tourists participating in a Gyeongbok palace night tour in South Korea was surveyed. The findings of structural equation modeling revealed that affective experience dominated the relationships with arousal, followed by behavioral and sensory experience. Perceptions of safety had positive and significant relationships with arousal and revisit intention. The links between arousal, MTE, and revisit intention were also confirmed. The study’s results emphasize that in night tourism destination brand experience and perceptions of safety are the major factors influencing revisit intention through arousal and MTE. The study offers theoretical and practical insights for destination marketing scholars and practitioners.

Is warmth more critical than competence? Understanding how destination gender affects destination identification and destination advocacy

PurposeThis paper aims to examine a new approach to understanding the interrelationships between destination brand gender, stereotypes, destination brand identification and brand advocacy, as well as the mediating role of destination warmth (vs. competence) in the connections between destination brand femininity (vs. masculinity) and destination brand identification.Design/methodology/approachA qualitative study and literature review were conducted to revisit and refine the items on the scale. Preliminary item reduction was qualitatively grounded in focus groups, a panel of experts, and a pilot study. A follow-up quantitative evaluation of two studies (N1 = 705 and N2 = 472) was conducted to test seven hypotheses using exploratory factor analysis and confirmatory factor analysis with structural equation modeling.FindingsThe findings provide robust evidence for the interrelationships among destination brand gender, stereotypes, destination identification and destination advocacy. The outcomes also reveal that warmth is more important than competence for destination identification. Finally, the results indicated that only destination warmth serves as a partial mediator in the association between destination brand masculinity and femininity, on the one hand, and destination identification, on the other hand.Originality/valueThis article adds to the destination branding literature by using social role theory and the stereotype content model to explore novel connections among destination brand gender, stereotypes, destination brand identification and brand advocacy.

MEJORA DE LA PERCEPCIÓN DEL TURISTA: COMPARACIÓN DE PLATAFORMAS DE INFORMACIÓN Y GESTIÓN PARA EL DESARROLLO DE MARCAS TURÍSTICAS EN BALI Y YOGYAKARTA

Objective: This research aims to compare tourism management strategies and destination branding in Bali and Yogyakarta, with a view to identifying different approaches and their impact on tourism development. Theoretical Framework: This research is based on theories of destination branding and tourism management, including the Destination Marketing Organization (DMO) framework and sustainable tourism principles. These frameworks provide a basis for understanding the strategic differences between the two destinations. Method: This comparative research utilized a mixed methods approach, combining secondary data analysis, an online survey, and an extensive literature review. Data was collected from various sources to gain diverse perspectives on tourism strategies in Bali and Yogyakarta. Results and Discussion: The findings show that Bali strategically utilizes technology for global digital marketing through social media and online platforms, thus increasing its international appeal. In contrast, Yogyakarta focuses on using technology to drive personalized tourist interactions, emphasizing local environmental sustainability and community welfare. Both destinations also highlight cultural diversity, with Bali capitalizing on its cultural appeal and Yogyakarta prioritizing environmental sustainability. Influencers play an important role in disseminating tourism information, especially through social media, underscoring their power in shaping traveler perceptions. Research Implications: The practical implications of this research suggest that stakeholders should tailor their tourism management and branding strategies to each destination's unique attributes to ensure sustainable growth and development. Insights from this research can inform the formulation of effective approaches that resonate with tourists and support long-term sustainability. Originality/Value: This study contributes to the literature by offering a comparative analysis of two leading destinations in Indonesia, highlighting the role of technology and social media in tourism management. Its value lies in providing actionable insights for stakeholders to improve destination branding and achieve sustainable tourism development.

Triggers For Destination Brand Loyalty Of Millennial Visitors To Natural Tourism Destinations

This research investigates triggers for destination brand loyalty of millennial visitors to natural tourism destinations. This research focuses on millennial visitors who have come to several natural tourist destinations in Southern Sumatra, with a sample of 110 visitors selected through purposive sampling. The survey output shows that eWoM has no notable effect on the image of a destination brand. However, the quality of the destination brand has a prominent clout on the image of a destination brand. Furthermore, the image of a destination brand significantly affects visitor engagement and loyalty. In addition, visitor engagement has a valuable clout on loyalty. Visitor engagement mediates between the image of a destination brand and a loyalty brand for nature tourism destinations. These findings provide precious insights for marketers of nature tourism destinations, offering alternative strategies to increase and maintain visitor loyalty.

Exploring antecedents of destination brand engagement of tourists: The roles of destination brand experience and destination brand authenticity.

Research on destination brand engagement (DBE) within the tourism context has mainly focused on its outcomes rather than its antecedents. This study diverges from previous investigations to examine the impact of destination-focused drivers and a tourist-centric perspective on DBE. Specifically, the study explores how destination brand experience and destination brand authenticity (DBA) influence DBE. Results obtained from a sample of 530 tourists and tested using structural equation modeling techniques reveal that destination brand experience and DBA positively and significantly influence DBE. Finally, theoretical and significant managerial implications are discussed.

Economic Impact of Major Sporting Events on Local Economies

Purpose: This study sought to explore the economic impact of major sporting events on local economies. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings reveal that there exists a contextual and methodological gap relating to the economic impact of major sporting events on local economies. Preliminary empirical review revealed that while such events often yielded significant short-term economic benefits, including increased tourism revenue and job creation, their long-term sustainability remained uncertain due to common challenges like cost overruns and underutilized infrastructure. Factors such as event scale, location, and management influenced the extent of economic impact, with effective planning and stakeholder engagement playing crucial roles. Legacy planning and sustainable development strategies were deemed essential for maximizing economic benefits beyond the event itself, with a focus on inclusivity and social equity. The study emphasized the importance of ongoing research and evaluation to inform future decision-making processes regarding event hosting and resource allocation. Unique Contribution to Theory, Practice and Policy: The Urban Economics theory, Tourism Economics theory and Public Finance theory may be used to anchor future studies on the economic impact of major sporting events on local economies. Researchers emphasized the importance of conducting comprehensive economic impact assessments prior to hosting events, facilitating informed decision-making. Legacy planning and sustainable development strategies were advocated to ensure that event-related investments contributed to long-term economic development. Stakeholder engagement and collaboration were prioritized to distribute economic benefits equitably. Diversifying revenue streams and leveraging ancillary economic opportunities were recommended to maximize economic benefits. Additionally, promoting destination branding and tourism development was highlighted as a key strategy for attracting investment and business opportunities. Policymakers were advised to adopt a holistic approach to event planning, integrating economic, social, cultural, and environmental considerations to host successful and sustainable events.

Destination Brandscapes. Integration of Landscape Elements into Destination Brands

Abstract Encapsulating the destination’s USPs and identity in a logo with high recognition value is a challenge DMOs face. This recognisability as key to a ‘strong brand’ is particularly based on natural resources and the attractiveness of landscapes that form the basis of touristic USP in most destinations. The paper stresses the importance of the logo and that the destination’s ‘DNA’ or identity must be transposed symbolically and naturally by integrating distinctive landscape elements into the logo. Ideally, they merge authentically and harmoniously, fostering identification among locals and tourists, brand awareness and a positive image, contributing to a strong, authentic brand. A 40% presence of landscape elements (mountains prevailed by 85%) was found in the top 50 Austrian logos.

Toward an improved, holistic understanding of ‘meaningful destination’

ABSTRACT This conceptual paper has two primary aims – to provide a definition and a holistic conceptual framework for a ‘meaningful destination’. This study draws upon foundational literature that explores different ways to interpret meaningfulness, the processes of meaning-making, and how individuals and institutions perceive destinations as meaningful. It incorporates insights from diverse fields, including positive psychology, existential philosophy, consumer experience and place branding, to establish a conceptual framework. Six essential elements or dimensions of meaningful destination are presented, drawn from both an individual perspective (tourists, residents, and tourism employees) and an institutional perspective (DMOs and tourism businesses). These dimensions encompass (a) Ethno-cultural (b) Ecological (c) Eudaimonia and spiritual (d) Economic (e) Equity of destination brand and (f) Ethical governance dimensions. The first three dimensions hold significant importance for individuals as they contribute to the formation of meaningful relationships and engagements with self, others, and the environmental settings. In contrast, the final three dimensions hold importance for tourism institutions as DMOs and tourism businesses, reflecting their roles and objectives and guiding their efforts in resource allocation, destination competitiveness, policy development, and business management. The paper concludes with future research trajectories and suggests pressing research agendas in relation to meaningful destinations.

Consumer Perceptions and Willingness to Pay for Luxury Tourism in Pakistan's Northern Regions

This study aimed to investigate the dynamics of Luxury Tourism in the Northern Areas of Pakistan. The selected tourist destinations were PC Bhurban, Luxus Hunza, and PC Malam Jabba. A questionnaire adapted from the previous studies was administered to the on-site tourists to reveal their perceptions, preferences, and behaviours concerning luxury tourism experiences. A sample size of 375 tourists was drawn via simple random sampling. Each participant was asked to complete a 25-item questionnaire. The researcher used SMART PLS 4.0 software to analyse the data using SEM with Partial Least Squares analysis. This research was conducted to find the relationship between self-congruity, destination brand quality, brand identification and factors associated with tourist satisfaction, and willingness to pay a premium price. By considering elements of previous studies and using sophisticated statistical tools, the current research contributed to the improvement of marketing policies and destination management policies of luxury tourism in Pakistan.

Build up Destination Brand from a City become Destination Tourism

Build up Destination Brand from a City become Destination Tourism

관광지 선택속성이 지역브랜드 이미지와 재방문의도에 미치는 영향

Zhoushan City, a prominent tourism destination in China, has witnessed the continued growth of its tourism industry, making the city and the industry a pivotal part of the national economy. However, the rapid expansion of tourism has brought to light several issues that the city faces as a tourism destination, such as bland and monotonous cultural images, outdated tourist facilities, inhospitable residents, and mediocre food quality. These issues point to the critical tasks in need of urgent resolution, as they are associated with destination selection attributes that can influence destination brand images and revisit intentions. Therefore, this study aims to elucidate the impacts that destination selection attributes have on local brand images and intentions to revisit among domestic visitors to Zhoushan City. Empirical analysis reveals the following findings. Firstly, all destination selection attributes, including cultural images, facility convenience, local hospitality, and food quality, significantly influence local brand images. Secondly, all destination selection attributes also significantly influence revisit intentions. Thirdly, local brand images exert a significant impact on revisit intentions. Lastly, mediation effects of local brand images between destination selection attributes and revisit intentions are observed, with partial mediation effects in facility convenience, cultural images, and local hospitality, and a full mediation effect in food quality. These findings provide insights for devising practical strategies to enhance Zhoushan City's local brand images and attract more tourists to the city.

The formation of inaccurate cognitive destination image from a memory process perspective

ABSTRACT People often harbour misconceptions when forming their perceptions of destinations. Via a top-of-mind association task, this paper investigates the cognitive mechanisms behind the formation of inaccurate destination images of several Chinese metropolises. The results reveal that the primary factors leading to inaccurate cognitive destination images are proximity and stereotyping. Proximity includes geographic, cultural, sensory, semantic, and phonetic similarities among mental representations; whereas, stereotyping that tends to resist change can lead to systematic biases. This paper enriches our understanding of destination image and offers novel perspectives for destination branding and management.

Neurotourism Insights: Eye Tracking and Galvanic Analysis of Tourism Destination Brand Logos and AI Visuals

This pioneering study explores the intersection between Neurotourism, defined as the integration of neurosciences in tourism, and the perception of tourism Brand Personality (BP) through the advanced use of psychophysiology techniques, specifically Eye-Tracking (ET) and Galvanic Skin Response (GSR). It analyses how tourism destination brand logos/combination marks and images generated by artificial intelligence (AI) influence consumer attention and emotional response. Focusing on the five dimensions of BP proposed by Aaker (1997) - sincerity, excitement, sophistication, competence, and ruggedness - this study highlights significant differences in how men and women process and react to brand values associated with specific cities. Employing a rigorous methodological approach and the application of non-parametric statistical analyses, the findings reveal distinct patterns of visual attention and emotional responses across genders, emphasising the importance of considering BP in the marketing and design of tourism destination brand logos/combination marks. This work not only advances theoretical understanding of tourist consumer behaviour but also offers relevant practical implications for tourism marketing and destination management.