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Drawing on the service-dominant logic and the institutional theory, this paper aims to explore the value-creating mechanisms of branding in the destination context and the brand co-creation process at and between different levels of a service ecosystem.

An exploratory research design was used to generate qualitative data from 18 in-depth interviews with important stakeholders and investigate how and why brand co-creation is fostered in the service ecosystem.

The study proposes a stepwise process of strategic imperatives for brand co-creation in the destination context. It presents the multi-directional flows of the brand meaning across levels of the tourism ecosystem and thereby interprets stakeholders’ efforts to co-create sustainable brands that gain prominence in the global tourism arena.

Future research might validate the framework in a quantitative research setting. The extended analysis of the value-creating ecosystem could investigate the role of institutions and brand value propositions across levels.

Acknowledging their limited control over the brand co-creation process, tourism practitioners are offered step-by-step guidance to help shape a destination brand that may retain relevance in the tourists’ minds. Critical insights are provided into resource sharing between actors and subsequent responsibilities for a sustainable destination branding strategy.

The paper considers the significance of the various levels in the ecosystem and the underlying mechanisms of brand co-creation in a somewhat neglected branding domain.

This study aims to analyze the business process management (BPM) applicability to a destination country-brand of a Latin American developing country and present a new process model for it.

This is a qualitative exploratory study whose unit of analysis is the BPM applicability to the destination country-brand of a Latin American developing country. Primary data were obtained through in-depth interview with the developing country's tourism international promotion agency. The secondary data were government reports and research papers on country-brand studies. Data analysis was carried out using stakeholder business context model, architecture processes, pain/gain matrix and BPMN for modelling.

The results present a new process model for country-brand management to reduce existing barriers. Three steps were carried out: analysis and modelling of the current processes of country-brand management; presentation of the current processes' problems and analysis and modelling of future processes country-brand management.

A theoretical contribution is provided in the literature on processes and country-brands since no previous studies relate these concepts and present a process-oriented management analysis for country-brands.

The main practical contribution was to identify the country-brand management problems, propose solutions to them and generate a new process model for country-brands that can be used as a managerial tool for national tourism organizations to improve their brands.

The present study is original as it approaches the first analysis of country-brand development with an emphasis on its process management.

This study aims to investigate the role of destination brand stereotypes in predicting destination brand attachment (DBA).

Using survey data from 612 Indonesian respondents, the conceptual framework is tested by applying structural equation modeling analysis.

The results show that the four components of destination branding contribute to DBA through brand stereotypes.

Based on the stereotype content model, this study explores how two cognitive (i.e. brand awareness and perceived quality) and two affective (i.e. ideal self-congruence and enduring culture involvement) components build destination brand stereotypes, which in turn increase DBA.

Brand love is a notion where feelings are developed towards a specific brand. This notion is more than just a preference, it is an emotional attachment with the consumed product and the brand that represents it. In tourism, destination marketing will increase the relationship between tourists and places using certain kind of messages and images whose goal is to stimulate their senses and feelings. In crisis management situations, it acts as a mediator, by assessing tourists' risk and safety perceptions, and helps mitigate lasting negative effects.

However, can destination brand love be promoted during these pandemic times? To get an in-deep understanding of the connections that exist between love and safety in tourism, this study explores two concepts through an extended literature review and a qualitative methodological approach using content analysis procedures that will focus on international marketing strategies during the ongoing pandemic crisis.

The qualitative approach was conducted through a survey composed of a set of open-ended questions (N = 31) where respondents were asked to identify their feelings after viewing the promotional tourism campaigns released after the significant increase in cases of COVID-19 worldwide.

The main results demonstrate the existence of brand love antecedents – brand trust and a sense of community, and an overall positive reaction to the images and messages promoted. Also, the existence of brand love antecedents demonstrates the brands' capacity to adapt to crisis events and its ability to outline the kind of paths that have to be defined for tourists to remain passionate about destinations.

This paper aims to analyze the case of Cartagena, Colombia, as a case of a failed destination branding. It also broadens the findings by connecting them to the extant literature about place branding, thus making this paper more explanatory. It tries to fit the fieldwork’s findings into the two main streams of branding research (bottom-up vs top-down). This paper also gives practical insights into the destination’s network of stakeholders and discusses ways to improve the destination’s management and branding.

This paper uses a mixed methodology approach. Field work consisted of online questionnaire to hospitality employees in the city plus semi-structured interviews conducted with 18 “expert” stakeholders in the destination. This paper is of empirical nature.

The main cause of the destination’s brand failure is found to be the top-down approach to the place brand strategy. The literature shows that cases such as this one are more common than assumed, and a possible way out of the problem is the application of bottom-up or “mixed” approaches, as these may circumvent the problems found.

Cases like this one illustrate very well a local context but might be difficult to transfer to other contexts, so the generalization power of this paper is limited to similar places in the sociopolitical sense of the term.

For place branding practitioners and destination management organizations , this paper is a call for participative approaches which include all of the stakeholders of a place.

This paper offers an in-depth study of a branding case in Latin America, a part of the world relatively unexplored in the branding literature. On the basis of the presented case, this paper pitches top-down versus bottom-up approaches. Finally, it explains the findings by connecting the place to its broad geographical context.

The purpose of this paper is to provide a detailed description of the various activities and processes undertaken by a particular national tourism organization (NTO) in carrying out its goal of developing a destination brand.

A single qualitative case study is primarily employed, though the study draws on data from multiple sources of information.

The study affirms the co‐creation and stakeholder viewpoints from having modeled the branding process and outlining the complex interaction of destination‐branding activities in the country‐level context. The study provides a critical discussion of the different approaches to branding, and the adoption of branding philosophies, in the destination context.

Though this paper is based on a single country case study, it provides a strong and empirically grounded framework for identifying, in‐depth, several key destination branding processes and activities in great detail.

The co‐creation view of brands and branding is a neglected area in destination‐branding literature. Destination‐branding research, in particular, lacks grounded models that profoundly describe branding activities. This study contributes to the lack of empirically grounded knowledge of destination branding.

Mianzi can powerfully influence tourists’ behavior. Compared with product brands, destination brands are more multidimensional, consisting of intangible and tangible elements. Therefore, this paper aims to explore the relationships among the Chinese culture-related variable mianzi, destination product quality, destination service quality, destination brand value, destination brand resonance, destination brand self-congruity and destination overall brand equity.

A questionnaire survey was conducted in 2021, yielding 475 valid responses from tourists who had traveled to Hainan, China. Data was analyzed using structural equation modeling.

The results showed that mianzi plays a significant role in shopping destination brand equity, and the mianzi effect shapes tourists’ positive perceptions of destination product and service quality. Meanwhile, destination product quality and service quality enhance shopping destinations’ overall brand equity through destination brand value, brand resonance and brand self-congruity.

This study, focusing on shopping destinations, presents a novel view of brand equity. The research also uncovers influencing factors (e.g. product quality and service quality) that further enrich the destination brand equity model. Finally, findings offer valuable insights for academic research and the practical development of shopping destinations.

面子能有力地影响游客的行为。与产品品牌相比, 目的地品牌更加多维, 由无形要素和有形要素构成。因此, 本文旨在探讨与中国文化相关的变量面子、目的地产品质量、目的地服务质量、目的地品牌价值、目的地品牌共鸣、目的地品牌自我一致和目的地整体品牌资产之间的关系。

2021年对去过中国海南旅游的游客进行问卷调查, 最终获取了 475 份有效问卷。

果表明, 结果表明面子在购物目的地品牌资产中发挥着重要作用, 面子效应塑造了游客对目的地产品和服务质量的积极认知。同时, 目的地产品质量和服务质量通过目的地品牌价值、品牌共鸣和品牌自我一致提升了购物目的地的整体品牌资产。

本研究以购物目的地为重点, 提出了一种新颖的品牌资产观点。研究还发现了一些影响因素（如产品质量和服务质量）, 进一步丰富了目的地品牌资产模型。最后, 研究结果为学术研究和购物目的地的实际发展提供了宝贵的见解。

Mianzi puede influir poderosamente en el comportamiento de los turistas. En comparación con las marcas de producto, las marcas de destino son más multidimensionales y constan de elementos intangibles y tangibles. Por lo tanto, este artículo pretende explorar las relaciones entre la variable mianzi relacionada con la cultura china, la calidad del producto del destino, la calidad del servicio del destino, el valor de la marca del destino, la resonancia de la marca del destino, la autocongruencia de la marca del destino y el valor general de la marca del destino.

En 2021 se llevó a cabo una encuesta por cuestionario, que arrojó 475 respuestas válidas de turistas que habían viajado a Hainan, China. Los datos se analizaron mediante un modelo de ecuaciones estructurales.

Los resultados mostraron que el mianzi desempeña un papel significativo en el valor de marca de los destinos de compras, y que el efecto mianzi determina las percepciones positivas de los turistas sobre la calidad de los productos y servicios del destino. Por su parte, la calidad de los productos y servicios del destino mejora el valor de marca global de los destinos de compras a través del valor de marca del destino, la resonancia de la marca y la autocongruencia de la marca.

Este estudio, centrado en los destinos de compras, presenta una visión novedosa del valor de marca. La investigación también descubre factores influyentes (por ejemplo, la calidad del producto y la calidad del servicio) que enriquecen aún más el modelo de valor de marca del destino. Por último, los resultados ofrecen valiosas perspectivas para la investigación académica y el desarrollo práctico de los destinos de compras.

For actors in a tourism destination, the atmospheric turn initially means looking at themselves in a more holistic and differentiated way. Through the analysis of strategic visitor flows, it is possible to identify subspaces with high frequency, which thus become identification spaces of a destination. Together with other identification fields, they shape the destination brand understood as spatial and atmospheric entity. This enables a different view of a destination, its structure and generates new opportunities for destination management, which wll be discussed in the form of an outlook. A destination manager, for example, could in the future collaborate with governmental bodies responsible for spatial planning and with private builders on spatial design projects and introduce the perspective of the destination as a branded space.

This study aims to investigate what the crucial elements are when it comes to using a mascot to brand a destination. This study applies the proposed framework of “mascot usage for destination branding” to two mascot cases, namely, Kumamon and Sukjai. In particular, the Kumamon mascot is first investigated, looking at how it is used to promote Kumamoto, one of the key cities in Kyushu, Japan. Sukjai, another mascot, is then analysed in a similar light. The dominant factors that lead to the success of Kumamon mascot are analysed on the case of Sukjai mascot. The disparity between the two mascot cases allows for a better understanding of the dimensions and practices or lack thereof, that can occur in mascot creation and implementation.

A qualitative methodology is applied, and thematic and content analyses are applied to the three data sources, namely, secondary data collection from different data sources in the English and Japanese languages; researcher onsite observation in Kumamoto; and an in-depth interview with purposive sampling experts.

The findings indicate that according to the proposed framework, Kumamon has shown all three elements of the framework, namely, promoting destination identity and personality, creating differentiation for the location and having strong stakeholder involvement. On the other hand, these elements were found not to be as strong in the Sukjai case. The findings from the case comparison determine several underlining factors, including the national culture, which can help or hinder in laying the groundwork for the successful application of a mascot in destination branding.

This study complements the previous literature on mascot branding and elaborates on the framework of mascot usage for destination branding based on a combination of the three proposed elements.

The purpose of this paper is to analyze the relationship between tourists' user‐generated content on the web and destination branding, as well as to discuss the online strategies used by destination management organizations.

The research adopts an exploratory study of social media sites and destination brands, relying on qualitative research methods, content analysis and field research.

Tourists are largely contributing to destination image formation, while avoiding the use of the formal elements of the brands. The most popular strategies used by destination management organizations exhibit some crucial weaknesses. However, a strategy based on analytics brings new opportunities for destination branding.

The study provides an innovative analysis of tourist‐created content and its impact on destination branding and presents a theoretical model of generic web‐based strategies.