A model of destination branding: Integrating the concepts of the branding and destination image

Despite the significance of destination branding in both academia and industry, literature on its conceptual development is limited. The current study aims to develop and test a theoretical model of destination branding, which integrates the concepts of the branding and destination image. The study suggests unique image as a new component of destination brand associations. It is proposed that the overall image of the destination (i.e., brand...