Sustainable Tourism Destination Brand Identity
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Abstract
The study aims to examine the elements of tourism destination brand identity under conditions of continuous growth. Tourist perceptions of attractions associated with a destination have become increasingly important for the tourism industry, the market, and the economy. A tourist destination is described as comprising tangible or intangible elements that rely heavily on the economic benefits of tourism, and it should have a unique identity to attract tourists. However, during the coronavirus (COVID-19) crisis, many businesses in the tourism industry faced business problems in both their internal and external environments. These challenges created a domino effect across related tourism businesses. The study is designed to address a research question that seeks to determine the types of brand identity for sustainable tourism destinations that support continuous development. Philosophically, the study adopts a subjective ontology, an interpretive epistemology, and a qualitative research methodology. Accordingly, data were analyzed using content analysis and thematic coding analysis based on two case studies of popular tourist sites in Thailand, covering the period of the COVID-19 pandemic. The outcomes of the study will provide guidelines for managing the brand identity of each tourist destination, which can improve the achievement of tourism goals.
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