An Investigation of the Relationship Between Destination Branding and Destination Competitiveness

ABSTRACT

Empirical research focusing on the relationship between destination branding and destination competitiveness has so far been lacking. Even though destination brand is partially incorporated into the two most prominent theoretical models of destination competitiveness, there is still a need for understanding the role that destination branding plays in achieving destination competitiveness. For this reason, this study proposes a theory-based research instrument that joins the branding process implementation index and competitiveness measured by customer satisfaction. The proposed instrument is tested in the context of Croatian coastal destinations. The results confirm that a well-implemented destination branding process increases destination competitiveness.

KEYWORDS:

• Tourism destination
• destination branding process
• destination competitiveness
• Croatia

Additional information

Funding

This work was supported by the Croatian Science Foundation under the project DESTBRAND [project no. UIP-2014-09-7005].

Notes on contributors

Katarina Miličević

Katarina Miličević is Expert Associate, Institute for Tourism, Vrhovec 5, 10000 Zagreb, Croatia (E-mail: [email protected]) and PhD candidate, Faculty of Economics, University of Ljubljana, Kardeljeva ploščad 17, 1000 Ljubljana, Slovenia.

Tanja Mihalič

Tanja Mihalič is Full Professor, Faculty of Economics, University of Ljubljana, Kardeljeva ploščad 17, 1000 Ljubljana, Slovenia, (E-mail: [email protected]) and Vice-rector, University of Ljubljana, Kongresni trg 12, 1000 Ljubljana, Slovenia.

Ivan Sever

Ivan Sever is Expert Associate, Institute for Tourism, Vrhovec 5, 10000 Zagreb, Croatia (E-mail: [email protected]) and PhD candidate, Faculty of Economics, University of Ljubljana, Kardeljeva ploščad 17, 1000 Ljubljana, Slovenia.