From destination image to destination branding: An emerging area of research

Abstract

The idea of branding a destination is a relatively new one and the academic investigation of such a process is still in its infancy (Gnoth, 1998). Although the words ‘brand’, ‘branding’ and ‘destination image’ have already appeared in many academic studies and industry conferences, no apparent effort has been made to distinguish between destination image and destination branding. The purpose of this short commentary is to stimulate thinking on destination branding and to outline its relationship with destination image. As the choice of destinations available to consumers increases, an effective destination ‘positioning’ strategy becomes necessary. A key component of this positioning process is the creation and management of a distinctive and appealing destination image. And thus, a considerable amount of time and money is spent establishing a positive image in order to influence consumer decision-making. We argue that effective destination marketing should follow a three-stage process in order to develop a favourable destination image. Figure 1 outlines this process.