Evolving Paradigms of Destination Management and Branding: A Research Note for Future Agenda

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Destination branding is a comprehensive strategic process that facilitates the destination management organizations and policy makers in not only creating salience about their destinations, but also position the destinations with wider values that caters to various segments of tourists in the competitive industrial outset. Many of the advancements and strategic formulations in strategic destination branding have been emerged from the insights acquired from academic research. Though there are many studies and evidence added to the arena with distinct perspectives, there is still lack of evidence that caters to the changing tourism market structure, expectations and uncertainties. This research note focuses on five such critical phases of destination branding and management that can be researched further to derive value addition to the industry. This research note indicates the further potential spaces that can be researched in the areas such as image and personality of destinations, marketing communications, destinations sustainability and strategy, emerging tourists’ motives and virtual reality in tourism that significantly lacks perpetual evidence and the voids that can be researched. The note has also indicated the interlinkages of these pointers as the implications and expected researchable spheres. Being a short research note, the ideology of this note is to ignite the further research areas that support the core destination management and branding process and thus, the inferences and indications of research paradigms in this note is fully limited to the authors readings from the literary sources.

Keywords: Research Note, Destination Management, Destination Branding, Destination Governance, Destination Sustainability, Virtual Reality, Destination Image and Personality, Communications

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