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A destination-branding model: An empirical analysis based on stakeholders

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  • García, Juan A.
  • Gómez, Mar
  • Molina, Arturo

Abstract

The purpose of this study is to develop a destination-branding model based on stakeholders’ interests. It is subsequently applied to a tourist destination, namely Castilla-La Mancha (CLM), thereby creating an index that measures destination branding’s success based on similarities and differences among the different stakeholders. The index, called Success Index of Triple-Diamonds (SITD), provides an empirical evaluation of the destination brand’s degree of success and confirms the existence of differences among stakeholders. The current study offers useful information for developing strategy on the part of Destination Management Organizations (DMOs) and reveals the risks of a traditional strategy focused only on visitors that ignores the objectives of local people and entrepreneurs.

Suggested Citation

  • García, Juan A. & Gómez, Mar & Molina, Arturo, 2012. "A destination-branding model: An empirical analysis based on stakeholders," Tourism Management, Elsevier, vol. 33(3), pages 646-661.
    • Handle: RePEc:eee:touman:v:33:y:2012:i:3:p:646-661
    DOI: 10.1016/j.tourman.2011.07.006
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    16. Esen ŞAHİN & Melis ATTAR & Aboobakr NIAVAND, 2020. "The Influence of Advertising on Brand Equity of Chabahar Free Zone Tourism Destination (Iran)," Istanbul Management Journal, Istanbul University Business School, vol. 0(88), pages 21-55, June.
    17. Khalid Hafeez & Pantea Foroudi & Keith Dinnie & Bang Nguyen & Sanjai K Parahoo, 2016. "The role of place branding and image in the development of sectoral clusters: The case of Dubai," Journal of Brand Management, Palgrave Macmillan, vol. 23(4), pages 383-402, July.
    18. Vikrant Kaushal & Nurmahmud Ali, 2020. "University Reputation, Brand Attachment and Brand Personality as Antecedents of Student Loyalty: A Study in Higher Education Context," Corporate Reputation Review, Palgrave Macmillan, vol. 23(4), pages 254-266, November.
    19. Cinzia Genovino, 2018. "Patrimonio culturale e Identit? dei luoghi: un Binomio vincente per la Competitivit? territoriale," ESPERIENZE D'IMPRESA, FrancoAngeli Editore, vol. 2018(2), pages 5-20.
    20. Pike, Steven & Page, Stephen J., 2014. "Destination Marketing Organizations and destination marketing: A narrative analysis of the literature," Tourism Management, Elsevier, vol. 41(C), pages 202-227.
    21. Chi, Hsin-Kuang & Huang, Kuo-Chung & Nguyen, Huan Minh, 2020. "Elements of destination brand equity and destination familiarity regarding travel intention," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    22. Aarstad, Jarle & Ness, Håvard & Haugland, Sven A., 2015. "Network position and tourism firms' co-branding practice," Journal of Business Research, Elsevier, vol. 68(8), pages 1667-1677.
    23. Gómez, Mar & Lopez, Carmen & Molina, Arturo, 2015. "A model of tourism destination brand equity: The case of wine tourism destinations in Spain," Tourism Management, Elsevier, vol. 51(C), pages 210-222.
    24. Lucimari Acosta Pereira & Pablo Flôres Limberger & Luiz Carlos Da Silva Flores & Melise De Lima Pereira, 2018. "An Empirical Investigation of Destination Branding: The Case of the City of Rio de Janeiro, Brazil," Sustainability, MDPI, vol. 11(1), pages 1-17, December.
    25. Prayag, Girish & Hosany, Sameer & Nunkoo, Robin & Alders, Taila, 2013. "London residents' support for the 2012 Olympic Games: The mediating effect of overall attitude," Tourism Management, Elsevier, vol. 36(C), pages 629-640.

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