Tourist destination brand image development—an analysis based on stakeholders’ perception

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Abstract
While tourist destination brand development is well documented, there is little research on the process of brand image development concept. The aim of this study is to examine what is the concept of tourist destination brand image development based on a case study from the Southland (SL) region of New Zealand (NZ). A qualitative approach was adopted using face-to-face interviews with stakeholders within the SL, NZ. Participants considered that brand concepts, such as the name or symbol that represents the region, should be based on local geographical attractions. Furthermore, the uniqueness of product, place, and local attributes and experiences should be used in creating a brand image; finally, the events and festivals held by locals annually. This study contributes to a destination marketing strategy and indicates that those involved in brand development should seek to understand how attribute–holistic, functional–psychological, and common–unique help in destination brand image development. It makes a managerial contribution by better understanding the way to implement the destination brand image and hence improve marketing effectiveness by maximizing the benefit to all stakeholders, including customers, employees, shareholders, suppliers, and nonprofit organizations.