Destination branding: Opportunities and new challenges

How Does Brand Legitimacy Shapes Brand Authenticity and Tourism Destination Loyalty: Focus on Cultural Heritage Tourism

“…Some so-called antique architectural, scenic spots are challenging to attract tourists for a long time without a deep cultural foundation (Shi et al, 2021). Under this background, brand management with the core concept of identification and difference has become the key to win in the fierce destination competition (Lund et al, 2018;Ruiz-Real et al, 2020). An effective brand is not only the guarantee of providing tourists with a high-quality tourism experience but also helps the tourist destination to establish its market position different from its competitors.…”

“…Loyalty is an essential factor in creating destination performance and profits from a long-term perspective and is recognized as the most crucial destination marketing concept (Ruiz-Real et al, 2020). Consumer loyalty generally includes the willingness to revisit, positive word-of-mouth communication, and willingness to recommend manifestations of tourists' attitudes and behaviors (Lin et al, 2017).…”

Brand management and cocreation lessons from tourism and hospitality: introduction to the special issue

“…Brand management and place/destination branding Competition among global tourism destinations requires destinations to strategically positioning themselves globally and to project their distinctiveness as great places to visit, as well as great places to live, work and study (Fyall, 2019). The branding of a location is a vital research area and an important instrument to develop the positioning of tourist destinations (Ruiz-Real et al, 2020) and has been referred to by different terms, including "nation branding", "place branding" and "destination branding". Govers and Go (2009) defined place brands as "representations of place identity, building a favourable internal (public, private and civil society stakeholders) and external (tourists, investors, traders, migrants) image", leading to brand equity; that is, brand satisfaction and loyalty; name awareness; perceived quality; and other favourable brand associations (that is, positive image and reputation) attached to a name or symbol representing a country, city or region.…”

Evaluating Perception of Sustainability Initiatives Invested in the Coastal Area of Versilia, Italy

“…At the end of the 1990s, the concept of destination branding was introduced, and its academic interest had significantly grown since 2009. Ruiz-Real et al [31], in a recent study, provided state-of-the-art review on destination branding as an important element regarding destination positioning . They highlighted the importance of planning a strategy on medium and long term destination branding, focusing on an authentic and experiential tourism offer which differentiates it from other destinations, allowing it to reach high customer-based brand equity.…”