Researching destination branding in pandemic crises: A research agenda

Abstract

COVID-19 posed challenges to all areas of society. This study aims to analyse the impact of COVID-19 on destination brand research between 2020 and 2022. Based on Scopus and Web of Science, the researchers analysed the impact of COVID-19 on destination branding research. Thus, the systematic literature review associated with the integrative review was the method used in the study. The combined research databases showed limited published research on COVID-19 and the investigated topic. It is surprising to see such a contrast in an area that has experienced continuous growth since 2005. This article is relevant for public policy planners, tourism professionals, researchers, and students interested in destination branding. It is still necessary to perform a study on the impact of COVID-19 on destination branding. It should compare the peak of the pandemic in 2020–2022 with the current situation in 2024. An in-depth case study would be an especially welcome addition to the literature. The COVID-19 pandemic has underscored the critical importance of destination brand management in addressing unprecedented challenges and crises.