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

5 Pages Posted: 11 Jun 2016

See all articles by Parikshat Singh Manhas

Parikshat Singh Manhas

University of Jammu

Lalita A. Manrai

University of Delaware

Ajay K Manrai

University of Delaware

Date Written: June 9, 2016

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 post-travel. 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

JEL Classification: L83, M31, Z32, Z33

Suggested Citation

Manhas, Parikshat Singh and Manrai, Lalita A. and Manrai, Ajay K, Role of Tourist Destination Development in Building its Brand Image: A Conceptual Model (June 9, 2016). Journal of Economics, Finance & Administrative Science, Vol. 21, pp. 25-29, 2016. Available at SSRN: https://ssrn.com/abstract=2793165

Parikshat Singh Manhas (Contact Author)

University of Jammu ( email )

Bahu Walui rakh
Jammu, JAMMU 180004
India

Lalita A. Manrai

University of Delaware ( email )

Newark, DE 19711
United States

Ajay K Manrai

University of Delaware ( email )

214 MBNA America Hall
Orchard Road & Amstel Avenue
Newark, DE 19716-2710
United States
302-831-1770 (Phone)
302-831-4196 (Fax)

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