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In the democratic digital environment, brand managers frequently deal with the unauthorized use of the brand by third parties. The phenomenon, known as brand hijacking, has been treated in different and sometimes conflicting ways in the academic and professional literature. The aim of this paper is to clarify the meaning of brand hijacking and to shed light on the various motivations and intentions underpinning the phenomenon.

A Delphi-based survey among both academic and professional experts was conducted to explore the key features of brand hijacking and expand existing theories.

The results of the Delphi survey enable the main brand hijacking actions to be mapped, based on two motivational axes (utilitarian–idealistic and destructive–constructive) and on the various intentions that guide the hijackers. The results help re-define the key elements of brand hijacking, through the lens of non-collaborative brand co-creation.

Managerial implications are presented in terms of the corporate response to the two main effects of hijacking, namely, brand reputational damage and brand repositioning.

The paper helps to shed light on the main components of brand hijacking, thus gaining expert consensus in refining the existent conceptualization in relation to a rapidly changing brand management scenario because of the gradual loss by brand managers of their traditional control.

This inquiry examines Musina Municipality's tourism development states and strategies with “a study of existing documents and respondents' acknowledgments on their conceived engagements on tourism administrations in Vhembe District, Limpopo Province, South Africa.” Imports of sustainable tourism and community subsistence have developed in modern years. Yet, not numerous such investigations centered on synergies inside the assorted characters of tourism and their businesses. Besides, meaningful aid to promote local settlements and sustainability in provincial districts is not modestly perceived. Hence the foremost aim is to appraise a strategy for consolidating tourism as an instrument for sustainable local community development (SLMD). The examination reasons that Musina Municipality has abundant tourism feasibilities and natural resources but requires a more diverse dependable tourism plan around the ecotourism market to permit the local inhabitants while promoting environmental sustainability.

To grasp the dynamics of tourism actualities and their management around the communities in the Municipality, Focus group discussion (FGDs), surveys, interviews and existing document inspections, supplemented by field observations, were appropriated. Consequently, Microsoft Excel, Cross-tabulation and manual sorting of data interpretation systematized the exploration of the data. The features supplementing the antecedent and modern tourism states toward sustainable-eco-tourism enterprises and assorted welfare in Musina Municipality got explained.

This study exposes an inoperative unity between sustainable tourism initiatives and ecotourism imperatives. The aforesaid could work enthusiastically on multiple forms of rural tourism in the adjoining local populations and the uprightness of urban tourism in Musina town. So, it has deliberated a basis for a conventional, sustainable, and ecotourism-bound market-orientated tourism approach to allow the local neighborhoods in Musina Municipality and its foundation toward the intact Province.

Musina Municipality is among the renowned desiccate precincts in the North of Limpopo Province in South Africa. It got designated by the poverty-stricken rural populations. A predicament is kindred to various agricultural societies elsewhere in the world. The Municipality nevertheless grounds itself in a diverse tourism-based exhibition within the Limpopo province, the Vhembe region. Such particularized wealth manifest through ecotourism-based realities akin to the Nwanedi Provincial Park (NPP), Tshipise Forever Resort (TFF), Nwanedi Resort (NN) and many others.