UNVEILING THE ESSENCE OF DESTINATION BRANDING: EXPLORING THE CORE ELEMENTS THAT DEFINE SUCCESSFUL DESTINATION BRANDS

Abstract

This paper provides a comprehensive exploration of destination branding, drawing upon seminal works by Mocanu (2014), Civelek (2017), and Pereira (2012) to underscore its multidisciplinary nature and overarching goals. Theoretical frameworks proposed by scholars in the field are examined to elucidate the various components that constitute successful destination branding. From Kladou's (2017) critique of symbolic brand elements to Qu's (2011) exploration of unique image, each perspective offers unique insights into this intricate process. Furthermore, the essence of destination identity is unraveled through a discussion of factors influencing its formation, such as local sense of place and the impact of modernization and globalization. Insights from Anggraini (2011), Sharp (2010), and Dorozynska (2019) highlight the dynamic interplay between local and global influences in shaping destination identity. The paper also presents findings from studies on crafting a memorable brand image, the power of storytelling, effective marketing strategies, and the importance of customer experience, community engagement, sustainability initiatives, and evaluation and adaptation in destination branding.