Perception and Challenges of Rebranding a Tourist Destination: A Case Study from Socotra Archipelago, Yemen

Asia and Pacific Review (ISSN: 1000-6052) Volume 16 | Regular Issue 1 | October 2023

17 Pages Posted: 29 Nov 2023

See all articles by Ahmed Abdullah Omer

Ahmed Abdullah Omer

Dr Babasaheb Ambedkar Marathwada University

Madhuri Sawant

Dr Babasaheb Ambedkar Marathwada University

Rajesh Ragde

Dr Babasaheb Ambedkar Marathwada University

Date Written: October 18, 2023

Abstract

This paper explores the perceptions and challenges in rebranding a tourist destination, a Socotra Island, Yemen, case study. This study thoroughly examines the concept of tourist destination branding, rebranding, and challenges. It describes the destination branding concept, respondents' opinions on the concept of branding, and the features and challenges of branding a destination. One hundred and sixty-four respondents from the Yemen Tourism Promotion Board, travel agents and tour operators, tourist guides, and Friends of Socotra (FOS) were selected using a stratified random sampling technique. A structured questionnaire was administered among the respondents, forming the basis for analysis. The collected data was analyzed using statistical packages for the social sciences. The study's findings show that the targeted tourism stakeholders appeared to comprehend the concept of destination branding and the attributes related to rebranding a tourist destination. More importantly, the study highlights the significant challenges that need to be tackled by the concerned party. The challenges are solid waste management, poor tourism infrastructure, a lack of educational institutions for tourism service providers, and the carrying capacity of tourists arriving at various destinations in the study area. DMOs, tourism stakeholders, planners, and policymakers will significantly benefit from this study when rebranding the study area.

Keywords: Socotra Island Tourism, Perception, Challenges, Branding Strategies, Destination Branding

JEL Classification: O47, R58, M31, O53, P23, Z32, Z3,

Suggested Citation

Omer, Ahmed Abdullah and Sawant, Madhuri and Ragde, Rajesh, Perception and Challenges of Rebranding a Tourist Destination: A Case Study from Socotra Archipelago, Yemen (October 18, 2023). Asia and Pacific Review (ISSN: 1000-6052) Volume 16 | Regular Issue 1 | October 2023 , Available at SSRN: https://ssrn.com/abstract=4623443

Ahmed Abdullah Omer (Contact Author)

Dr Babasaheb Ambedkar Marathwada University ( email )

Aurangabad, Maharashtra 431004
India

Madhuri Sawant

Dr Babasaheb Ambedkar Marathwada University ( email )

Rajesh Ragde

Dr Babasaheb Ambedkar Marathwada University ( email )

Do you have negative results from your research you’d like to share?

Paper statistics

Downloads
38
Abstract Views
123
PlumX Metrics