Developing a Tourist Destination Brand Value: The Stakeholders' Perspective

Abstract

Many countries advertise their natural resources or other attractions, but differentiating one destination from others is also important. Destination brand value has been acknowledged as a crucial component tool for competitive advantage in tourist destination development. This paper investigates this issue in Southland, New Zealand. The methodology for this study employs a qualitative approach using face-to-face interview technique and a content analysis was used to analyse data. Results revealed that the key components to be considered for destination brand value development are a variety of products: services with high quality at the best price, convenience of consumption, interaction with ethnic groups and locals giving an insight into the destination's history and culture, and unique activities with memorable life-time experiences. The findings of this study provide the theoretical and managerial contributions of a destination brand value development.