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

Juan A. García, Mar Gómez and Arturo Molina

Tourism Management, 2012, vol. 33, issue 3, 646-661

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.

Keywords: Destination branding; Destination-brand equity; Destination image; Stakeholder; Success Index of Triple-Diamonds (SITD) (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (23)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:33:y:2012:i:3:p:646-661

DOI: 10.1016/j.tourman.2011.07.006

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