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

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.