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The Impact of Destination Image on Marketing and Branding Tourist Destination in Developing Country

Author

Listed:
  • Akhtar Baloch
  • Adnan Faridi
  • Riffat Faizan
  • Irfan ul Haq

Abstract

This research critically investigates marketing and branding being affected by the destination image at Swat, Pakistan. The research investigates the concepts of destination image and destination marketing at Swat. For this purpose, previous empirical research (theories and models) related to the aforementioned concepts were critically examined. Moreover, the functional relationship between destination branding and destination marketing is examined. In addition to that, one-size fit approach is considered to measure its validity in case of Swat tourism. The research design used in this study is cross-sectional and mix method research methodology has been used to investigate the correlation between research variables. Close-ended survey questionnaire and open-ended interviews were used as key research instruments by researcher. The findings revealed that there is strong functional relationship between destination branding, destination marketing, and destination image. Furthermore, it is evident that strategic management approach and marketing is essential for the success of tourism destination. There is also strong evidence that individual and marketer's contribution in close collaboration is significant for the growth and expansion of Swat as tourism destination. In addition to that, this research investigation revealed that one-size fit approach cannot be used at Swat. The recommendations are given at the end based on the present findings and suggestions are made to the future researchers to include in their respective studies to have more concrete and precise results.

Suggested Citation

  • Akhtar Baloch & Adnan Faridi & Riffat Faizan & Irfan ul Haq, 2022. "The Impact of Destination Image on Marketing and Branding Tourist Destination in Developing Country," International Journal of Applied Business and Management Studies, BAUDER Press, vol. 7(2), pages 61-91, October.
    • Handle: RePEc:bau:ijabms:v:7:y:2022:i:2:id:210
    DOI: 10.68099/ijabms.2022.210
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    References listed on IDEAS

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    1. Faizan, Riffat & Sreekumaran Nair, Sree Lekshmi & Haque, Adnan ul, 2018. "The effectiveness of Feminine and Masculine Leadership styles in relation to contrasting gender's performances," MPRA Paper 87713, University Library of Munich, Germany, revised 28 Mar 2018.
    2. Adnan Ul Haque & Riffat Faizan & Nasreen Zehra & Akhtar Baloch & Vipin Nadda & Fayyaz Riaz, 2015. "Leading Leadership Style to Motivate CulturalOriented Female Employees in I.T Sector of Developing Country: I.T Sectors' Responses from Pakistan," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(9), pages 280-302, September.
    3. Faizan, Riffat & Haque, Adnan ul, 2016. "The Relationship between Societal attributes, Feminine Leadership & Management Style: Responses from Pakistan's Urban Region Female-Owned Businesses," MPRA Paper 73458, University Library of Munich, Germany, revised 21 Aug 2016.
    4. Muhammad Imran & Waseem ul Hameed & Adnan ul Haque, 2018. "Influence of Industry 4.0 on the Production and Service Sectors in Pakistan: Evidence from Textile and Logistics Industries," Social Sciences, MDPI, vol. 7(12), pages 1-21, November.
    5. Qu, Hailin & Kim, Lisa Hyunjung & Im, Holly Hyunjung, 2011. "A model of destination branding: Integrating the concepts of the branding and destination image," Tourism Management, Elsevier, vol. 32(3), pages 465-476.
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