Role of Tourist Destination Development in Building its Brand Image: A Conceptual Model

Parikshat Manhas (), Lalita Manrai and Ajay Manrai
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Parikshat Manhas: University of Jammu, Postal: University of Jammu, School of Hospitality and Tourism Management (SHTM), Faculty of Business Studies, University of Jammu, Jammu India
Lalita Manrai: University of Delaware, Newark, USA
Ajay Manrai: University of Delaware, Newark, USA

Journal of Economics, Finance and Administrative Science, 2016, vol. 21, issue 40, 25-29

Abstract: Tourism is truly an international/global industry. Tourism is vital to the economy of a country and sustainable tourism development requires an understanding of the complex interrelationships and interactions among a multitude of environmental factors and interdisciplinary forces that play a critical role in tourism development. While overall the field of tourism has been abundantly researched, there are certain areas where there is a paucity of research, namely, competition analysis, branding and positioning. Our research contributes to this extremely important but relatively less researched subject. Specifically, we study the relationship between destination development and its brand image. We develop a conceptual model which identifies various constructs, processes and linkages involved in the relationship between destination development and its brand image. We propose that the brand image has three components corresponding to the three stages of consumption/travel, namely, pre-travel, during travel, and posttravel. In developing this model we draw upon the interdisciplinary nature of tourism and discuss a variety of influences, such as, economic, social, cultural, political and psychological factors.

Keywords: Brand image; Competitive analysis; Destination development; Sustainable tourism; Interdisciplinary research; International/global tourism; Positioning (search for similar items in EconPapers)
JEL-codes: L83 M31 Z32 Z33 (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (10)

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