Marca destino desde la perspectiva de postpandemia: Una revisión sistemática

• Cristian Hernández Gil Universidad de la Amazonia, Colombia https://orcid.org/0000-0001-6512-2453
• Jaime Andrés Castro Lozada Universidad de la Amazonia, Colombia https://orcid.org/0000-0001-9190-8863

DOI: https://doi.org/10.5281/zenodo.15314002

Palabras clave: Calidad de vida, Gestión, Territorio ocupado, Turismo

Resumen

Introducción: La marca destino ha tenido ciertas transformaciones de la literatura, luego del inicio de la pandemia por el Covid-19. Objetivo: Este documento analizó la evolución del concepto de marca destino desde la perspectiva de postpandemia. Metodología: Se desarrolló una revisión sistemática, estableciendo tendencias a partir de la lectura de 55 documentos a través de un proceso de calidad, y siendo verificados a través de unos criterios de inclusión y exclusión. Resultados: Los hallazgos reconocen la concepción de la marca destino como la gestión estratégica para el desarrollo de actividades que promueven respuestas en los consumidores y la adopción de valores que facilitan la identificación con el territorio y sus probabilidades de regreso. Aun así, se requiere valorar con mayor indagación algunos aspectos que se relacionan con este, como la sostenibilidad y el desarrollo de la identidad y el posicionamiento debido a los diferentes contextos de los territorios. Conclusión: Este estudio permite fomentar prácticas en el branding de los lugares (ciudades) y así generar desarrollo económico, social y ambiental.

Citas

Almeyda-Ibañez, M. & George, B. P. (2017). The evolution of destination branding: A review of branding literature in tourism. Journal of Tourism, Heritage & Services Marketing, 3(1), 9–17.

Amani, D. (2023). The role of destination brand-oriented leadership in shaping tourism destination brand ambassadorship behavior among local residents in Tanzania. Cogent Social Sciences, 9(2), 2266634, pp. 1-20 DOI: https://doi.org/10.1080/23311886.2023.2266634

Andehn, M., Kazeminia, A., Lucarelli, A. & Sevin, E. (2014). User generated place brand equity on Twitter: The dynamics of brand associations in social media. Place Branding and Public Diplomacy, 10(2), 132–144.

Andrade, D. (2016): Estrategias de marketing digital en la promoción de marca ciudad. Revista Escuela de Administración de Negocios, 80, 59-72. https://doi.org/10.21158/01208160.n80.2016.1457

Anholt, S. (2003). Branding places and nations. En R. Clifton & J. Simmons. (Eds.), Brands and Branding (pp. 213-226). Londres: Profile Books Ltd.

Anholt, S. (2007). Competitive identity – the new brand management for nations, cities and regions. Hampshire: Palgrave Macmillan.

Anholt, S. (2010). Definitions of place branding – Working towards a resolution. Place Branding and Public Diplomacy, 6(1), 1–10.

Apaza-Panca, C. M., Moreno-Quispe, L. A., Varela, L. E. y Távara-Ramos, A. P. (2022). Marca Ciudad Sullana: Oportunidad y retos en Piura, Perú. Revista de Ciencias Sociales (Ve), 28(2), 336-349.

Arce-Bastidas, R. F., Suárez-Domínguez, E. C., Argudo-Guevara, N. P. y Proaño-Moreira, J. L. (2017). Lineamientos para la aplicación de la herramienta city branding en la gestión de las ciudades destinos. Dominio de las Ciencias, 3(4), 1008-1043.

Ashworth, G. (2009). The instruments of place branding: how is it done? European Spatial Research and Policy, 16(1), 9-22. DOI: https://doi.org/10.2478/v10105-009-0001-9

Ashworth, G. J. & Kavaratzis, M. (2009). Beyond the logo: Brand management for cities. Journal of Brand Management, 16(8), pp. 520–531.

Ávila-Campoverde, F. y Ugalde, C. (2020). Instagram supera a Facebook y Twitter como la red social con mayor interacción para promocionar destinos turísticos en Ecuador. Investigaciones Turísticas (19), 50-72. DOI: https://doi.org/10.14198/INTURI2020.19.03

Barbosa, J. W. Q. & Ferreira, L. V. F. (2023). Respeito à marca de destino turístico por meio da Teoria Lovemarks. Revista Brasileira de Pesquisa em Turismo, São Paulo, 17(e-2783). 1-15. DOI: https://doi.org/10.7784/rbtur.v17.2783

Barder, B. (2019). Diplomacy, ethics, and the national interest: what are diplomats for? The Hague Journal of Diplomacy, 5(3), 289–297. DOI: http://doi.org/cjvv6q

Barkhordari, M., Shirmohammadi, Y. & Hashemnia, S. (2023). Destination brand brilliance as a differential advantage for a tourist destination. Turyzm / Tourism, 33(2), 55–69. DOI: https://doi.org/10.18778/0867-5856.33.2.05

Beerli, A., Meneses, G. D. & Gil, S. M. (2007). Self-congruity and destination choice. Annals of Tourism Research, 34(3), 571–587.

Berrozpe, A., Campo, S. & Yagüe, M. J. (2018). Am I Ibiza? Measuring brand identification in the tourism context. Journal of Destination Marketing & Management, 11, 240–250.

Blain, C., Levy, S. E. & Brent-Ritchie, J. R. (2005). Destination branding: insights and practices from destination management organizations. Journal of Travel Research, 43(4), 328-338. DOI: http://doi.org/bt2twg

Boo, S., Busser, J. & Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30(2), 219–231.

Brakus, J. J., Schmitt, B. H. & Zarantonello, L. (2009). Brand experience: What it is? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.

Bruwer, J. & Johnson, R. (2010). Place-based marketing and regional branding strategy perspectives in the California wine industry. Journal of Consumer Marketing, 27(1), 5-16. DOI: http://doi.org/dg6mgq

Bulkeley, H. (2013). Cities and Climate Change. Nueva York: Routledge. DOI: https://doi.org/fgtn

Cai, L. (2002). Cooperative branding for rural destinations. Annals of Tourism Research, 29(3), 720–742.

Calvento, M. y Colombo, S. S. (2009). La marca - ciudad como herramienta de promoción turística: ¿Instrumento de inserción nacional e internacional? Estudios y Perspectivas en Turismo, 18(3), 262-284.

Campelo, A., Aitken, R., Thyne, M. & Gnoth, J. (2014). Sense of place: The importance for destination branding. Journal of Travel Research, 53(2), 154–166.

Camprubí, R. y Planas, C. (2020). El storytelling en la marca de destinos turísticos: el caso de Girona. Cuadernos de Turismo, (46), 269–289. DOI: https://doi.org/10.6018/turismo.451841

Carrasco-García, P.M., Frías Jamilena, D.M. y Polo Peña, A.I. (2022). La formación del capital de marca de un destino turístico a partir de la experiencia turística generada en medios sociales. Investigaciones Turísticas (23), 24-47. DOI: https://doi.org/10.14198/INTURI2022.23.2

Carrillo-Nuño, E. G., Lara-Pacheco, R. F. & Vidales-Astello, B. A. (2019). Modeling territorial attractiveness in the metropolis. Política Globalidad y Ciudadanía, 5(10), 17- 42. DOI: https://doi.org/10.29105/pgc5.10-1

Carrillo-Sánchez, L. G., García-Calderón, C. I., Cuevas-Contreras, T. y Ruiz León, A. A. (2020). Big data en la marca Ciudad de México ante la fragmentación de audiencias. Investigaciones Turísticas (20), 124-142. DOI: https://doi.org/10.14198/INTURI2020.20.06

Carrizo-Moreira, A., Rêga-Pereira, C., Fernandes-Lopes, M., Rodrigues-Calisto, R. A. & Teixeira-Vale, V. (2023). Sustainable and Green City Brand. An Exploratory Review. Cuadernos De Gestión, 23(1), 23–35. DOI: https://doi.org/10.5295/cdg.221715ac

Castillo-Villar, F. R. (2018). City branding and the theory of social representation. Bitácora Urbano Territorial, 28(1), 33-38. DOI: https://doi.org/10.15446/bitacora.v28n1.52939

Cervantes, M. y Muñiz, N. (2010). Marketing de ciudades y “Place branding”. Pecvnia, Monográfico: Revista de la Facultad de Ciencias Económicas y Empresariales, 2010(2010), 123-149. DOI: https://doi.org/fgtp

Chen, R., Zhou, Z., Zhan, G. & Zhou, N. (2020). The impact of destination brand authenticity and destination brand self-congruence on tourist loyalty: The mediating role of destination brand engagement. Journal of Destination Marketing & Management, 15, Article 100402. 1-11. DOI: https://doi.org/10.1016/j.jdmm.2019.100402

Cheung, M. L., Leung, W. K. S., Taheri, B. & Tse, S. Y. (2023). Driving destination brand engagement: The role of traveler participation. International Journal of Tourism Research, 25(6), 565–580. DOI: https://doi.org/10.1002/jtr.2594

Chiang, C. T. & Chen, Y. C. (2023). The Effect of Destination Brand Identity on Tourism Experience: The Case of the Pier-2 Art Center in Taiwan. Sustainability, 15, 3254. DOI: https://doi.org/10.3390/su15043254

Confetto, M.G., Conte, F., Palazzo, M. & Siano, A. (2023). Digital destination branding: A framework to define and assess European DMOs practices. Journal of Destination Marketing and Management, 30, 100804. DOI: https://doi.org/10.1016/j.jdmm.2023.100804

Contreras-Castañeda, E. D. (2021). La medición de la calidad del servicio en destinos turísticos: una revisión desde Colombia. Innovar, 31(81), 35-48. DOI: https://doi.org/10.15446/innovar.v31n81.95571

Costa, J. (2004): La imagen de marca: Un fenómeno social. Paidós

Crespo-Almendros, E., Prados-Peña, M. B., Porcu, L. & Alcántara Pilar, J. M. (2023). Building heritage brand equity through social media sales promotion: The role of Power Distance. International Journal of Tourism Research, 25(3), 305–317. DOI: https://doi.org/10.1002/jtr.2569

Cruz, E. D., Ruiz, E. y Zamarreño, G. (2017). Marca territorio y marca ciudad, utilidad en el ámbito del turismo. El caso de Málaga. International Journal of Scientific Management and Tourism, 3(2), 155- 174.

Dedeogˇlu, B. B. (2019). Shaping tourists’ destination quality perception and loyalty through destination country image: The importance of involvement and perceived value. Tourism Management Perspectives, 29, 105-117. DOI: https://doi.org/10.1016/j.tmp.2018.11.006

Dedeogˇlu, B. B., Van Niekerk, M., Weinland, J. & Celuch, K. (2019). Re-conceptualizing customer-based destination brand equity. Journal of Destination Marketing and Management, 11, 211-230. DOI: https://doi.org/10.1016/j.jdmm.2018.04.003

Dinardi, C. (2017). Cities for sale: Contesting city branding and cultural policies in Buenos Aires. Urban Studies, 54(1), pp. 85-101. DOI: https://doi.org/10.1177/0042098015604079

Fan, Y. (2006). Branding the nation: what is being branded? Journal of Vacation Marketing, 12(1), 5- 14. DOI: http://doi.org/bpw2p3

Feijó-Almeida, G. G. & Almeida, P. (2023). The influence of destination image within the territorial brand on regional development, Cogent Social Sciences, 9(1), 2233260, 1-17 DOI: https://doi.org/10.1080/23311886.2023.2233260

Félix-Mendoza, Á. G., Zepeda-Arce, A. y Villafuerte-Holguín, J. S. (2021). Turismo en tiempo de pandemias. covid-19 en Latinoamérica. Turismo Y Sociedad, 29, 129–155. DOI: https://doi.org/10.18601/01207555.n29.06

Fernández-Cavia, J. & Huertas, A. (2014). La gestió de les marques de destinació i de territori des de la perspectiva de les relacions públiques. Comunicació. Revista De Recerca I d’anàlisi, 31(1), 9–26.

Florek, M. (2014). Rethinking brand equity: Possibilities and challenges of applications to places In: M. Kavaratzis, G. Warnaby, & G. J. Ashworth (Eds.), Rethinking place branding: Comprehensive brand development for cities regions (pp. 176–189). Switzerland: Springer International Publishing.

Florek, M., Insch, A. & Gnoth, J. (2006). City council websites as a means of place brand identity communication. Place Brand and Public Diplomacy, 2(4), 276-296. DOI: http://doi.org/cwn68k

Gartner, W. (2014): Brand equity in a tourism destination. Place Branding and Public Diplomacy, 10(2), 108–116.

Gartner, W. C. (1993). “Image Formation Process”. Journal of Travel and Tourism Marketing, 2(2), 191-215.

Gertner, D. (2011). A tentative meta-analysis of the ‘place marketing’ and ‘place branding’ literature. Journal of Brand Management, 19(2), 112–131.

Gnoth, J. (2002). Leveraging export brands through a tourism destination brand. Journal of Brand Management, 9(4), 262–280.

Govers, R. & Go, F. (2009). Place branding: Glocal, virtual and physical identities, constructed, imagined and experienced. Basingstoke: Palgrave Macmillan.

Gunn, C. (1988). Vacationscape: designing tourist regions. New York: Van Nostrand Reinhold.

Hall, D. (1999). Destination branding, niche marketing and national image projection in Central and Eastern Europe. Journal of Vacation Marketing, 5(3), 227–237.

Hankinson, G. (2004). Relational network brands: towards a conceptual model of place brands. Journal of Vacation Marketing, 10(2), 109-121. http://doi.org/c84dgs

Hanna, S., Rowley, J. & Keegan, B. (2021). Place and destination branding: A review and conceptual mapping of the domain. European Management Review, 18, 105–117. DOI: https://doi.org/10.1111/emre.12433

Heredero, O. y Chaves, M. Á. (2015). Las asociaciones “marca producto” y “marca ciudad” como estrategia de “city branding”: Una aproximación a los casos de Nueva York, París y Londres. Área Abierta, 15(2), 63-76.

Herranz, J. M., Sidorenko, P. y Cantero, J. I. (2017). Rutinas comunicativas y lobbies en el sector medioambiental. En. M. T. Mercado-Sáez (Ed.), El debate energético en los medios (pp. 127-143). Barcelona: Ediciones UOC.

Huerta-Álvarez, R., Cambra-Fierro, J. J. & Fuentes-Blasco, M. (2020). The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy. Journal of Destination Marketing & Management, 16, 100413, 1-12 DOI: https://doi.org/10.1016/j.jdmm.2020.100413

Insch, A. (2011). Conceptualization and anatomy of green destination brands. International. Journal of Culture, Tourism and Hospitality Research, 5(3), 282–290. DOI: https://doi.org/10.1108/17506181111156970

Jiang, Y. & Kuang, X. (2023). Image of a city in the local and global media: Suzhou as a case. Cities 143(104593), 1-9. DOI: https://doi.org/10.1016/j.cities.2023.104593

Jiménez-Barreto, J., Sthapit, E., Rubio, N. & Campo, S. (2019). Exploring the dimensions of online destination brand experience: Spanish and North American tourists’ perspectives. Tourism Management Perspectives, 31, 348–360. DOI: https://doi.org/10.1016/j.tmp.2019.07.005

Jo, M., Cha, J. & Kim, J. (2022). The Effects of Tourism Storytelling on Tourism Destination Brand Value, Lovemarks and Relationship Strength in South Korea. Sustainability, 14, 16495. DOI: https://doi.org/10.3390/su142416495

Kang, S. G. y Espinosa-Mirabet, S. (2020). Análisis de la imagen de destino de Barcelona en la prensa escrita de Corea del Sur. Estudios sobre el Mensaje Periodístico 26(3), 1019-1031. DOI: http://dx.doi.org/10.5209/esmp.65236

Kapferer, J. N. (1993). La marca, capital de la empresa: Principios y control de su gestión. Deusto.

Kavaratzis, M. & Ashworth, G. J. (2006). City branding: An effective assertion of identity or a transitory marketing trick? Journal of Economic and Human Geography, 96(5), 506–514. DOI: https://doi.org/10.1111/j.1467-9663.2005.00482.x

Kavaratzis, M. & Ashworth, G. (2010). Place branding: where do we stand? En: Ashworth, G.; Kavaratzis, M. (eds.). Towards effective place brand management. Cheltenham, Reino Unido: Edward Elgar.

Kavaratzis, M. & Hatch, M. J. (2013). The dynamics of place brands an identitybased approach to place branding theory. Marketing Theory, 13(1), 69–86.

Keller, K. L. (1993): Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.

Ketter, E. & Avraham, E. (2021). #StayHome today so we can #TravelTomorrow: Tourism destinations’ digital marketing strategies during the Covid-19 pandemic. Journal of Travel & Tourism Marketing, 38(8), 819–832.

Kizilcik, O. & Birdir, K. (2023). Determining the factors influencing tourist souvenir expenditure: The case of Turkey. Turyzm/ Tourism, 33(2), 29–41. DOI: https://doi.org/10.18778/0867-5856.33.2.03

Kladou, S. & Trihas, N. (2022). Place Branding through Resource Integration and Gastro-Cultural Experiences: A Transnational Perspective. Tourism Hospitality, 3, 1–14. DOI: https://doi.org/10.3390/tourhosp3010001

Kladou, S., Giannopoulos, A. & Mavragani, E. (2015). Destination brand equity: An analysis of a decade of research (2001–2012). Tourism Analysis, 20(2), 189–200.

Kladou, S., Kavaratzis, M., Rigopoulou, I. & Salonika E. (2017). The role of brand elements in destination branding. Journal Destination Marketing Management, 6(4), 426-435.

Kladou, S. & Kehagias, J. (2014). Assessing destination brand equity: An integrated approach. Journal of Destination Marketing Management, 3(1), 2–10.

Kmet, L. M., Cook, L. S. & Lee, R. C. (2004). Standard quality assessment criteria for evaluating primary research papers from a variety of fields. HTA Initiative #13. DOI: https://doi.org/10.7939/R37M04F16

Kodaş, D. & Özel, Ç. H. (2023). Antecedents of Gastronomy Destination Brand Equity: An Examination of Gastronomy Experience, Motivation, and Destination Satisfaction. Advances in Hospitality and Tourism Research (AHTR), 11(1), 45-71. DOI: https://doi.org/10.30519/ahtr.1009968

Kolb, B. (2006). Tourism marketing for cities and towns. London: Routledge.

Kolotouhckina, O. & Seisdedos, G. (2017). Place branding strategies in the constext of new smart cities: Songdo IBD, Masdar and Skolkovo. Place Branding and Public Diplomacy, 14, 115-124. DOI: http://doi.org/d46x

Konecnik, M. & Gartner, W. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400–421.

Kuhzady, S. & Ghasemi, V. (2019). Pictorial analysis of the projected destination image: Portugal on Instagram. Tourism Analysis, 24(1), 43-54. DOI: https://doi.org/10.3727/108354219X15458295631954

Kumar, V. & Kaushik, A. K. (2020). Does experience affect engagement? Role of destination brand engagement in developing brand advocacy and revisit intentions. Journal of Travel & Tourism Marketing, 37(3), 332–346.

Le, M. T. H. (2021). The impact of brand love on brand loyalty: The moderating role of self-esteem, and social influences. Spanish Journal of Marketing-ESIC, 25(1), 156–180.

Lee, G., Cai, L. A. & O’leary, J. T. (2006). States. US: An analysis of brand-building elements in the US state tourism websites. Tourism Management, 27(5), 815–828.

Leffel, B. & Acuto, M. (2018). Economic Power Foundations of Cities in Global Governance. Global Society, 32(3), 281-301. DOI: http://doi.org/d4zh

Li, Z. & Zhang, J. (2023). How to improve destination brand identification and loyalty using short-form videos? The role of emotional experience and self-congruity. Journal of Destination Marketing & Management, 30, Article 100825, DOI: https://doi.org/10.1016/j.jdmm.2023.100825

Lim, M.W., Ahmad, A., Rasul, T. & Omar-Parvez, M. (2021). Challenging the mainstream assumption of social media influence on destination choice. Tourism Recreation Research, 46(1), 137-140.

Lima, J. I. M. P., Pessanha, G. R. G., Araújo, M. V. P., Alves, R. C. De. A., Cesário, M. F. P. & Rocha, A. C. F. De. O. (2022). Place branding Pernambuco: analysis of the feelings of the users through Instagram hashtags. Brazilian Journal of Marketing, 21(Special Issues), 154-184. DOI: https://doi.org/10.5585/remark.v21i1.20578

Loor, L., Plaza, N. y Medina, Z. (2021). Turismo comunitario en Ecuador: Apuntes en tiempos de pandemia. Revista de Ciencias Sociales (Ve), 27(1), 265-277. DOI: https://doi.org/10.31876/rcs.v27i1.35312

Manfredi, J. L. (2020). El cosmopolitismo urbano: la ciudad ante el orden postliberal. Relaciones Internacionales, 44, 29-43. DOI: http://doi.org/d4zg

Manobanda, F., González, L. y Guerrerro, C. (2019). Marca ciudad como estrategia de desarrollo promocional de la ciudad de Salcedo. 593 Digital Publisher CEIT, 4(5-1), 173-193. DOI: https://doi.org/10.33386/593dp.2019.5-1.152

Martínez-Pastor, E. y Nicolás-Ojeda, M. Á. (2013). La construcción de la imagen de marca «Andalucía» como destino turístico a través de las campañas publicitarias «Smail you are in Andalucía» y «Andalucía te quiere». Cuadernos de Turismo, (32), 207–228.

Matiza, T. (2020). Delineating the place brand factors influencing south Africa as an emerging business tourism destination. GeoJournal of Tourism and Geosites, 28(1), 114–126. DOI: https://doi.org/10.30892/gtg.28109-456

Molinillo, S., Japutra, A. & Ekinci, Y. (2022). Building brand credibility: The role of involvement, identification, reputation and attachment. Journal of Retailing and Consumer Services, 64, Article 102819.

Morgan, N., Pritchard, A. & Piggott, R. (2002). New Zealand, 100% pure. The creation of a powerful niche destination brand. Journal Brand Management, 9, 335–354.

Morgan, N., Pritchard, A. & Pride, R. (2004). Destination branding: creating the unique destination proposition. Burlington: Elsevier.

Morgan, N., Pritchard, A. & Pride, R. (2011). Destination brands: Managing place reputation. Oxford, Reino Unido: Butterworth-Heinemann.

Olins, W. (2000). Why companies and countries are taking on each other´s roles. Corporate Reputation Review, 3(3), 254-265. DOI: http://doi.org/crwg9x

Onkvisit, S. & Shaw, J. (1987). Self-concept and image congruence: Some research and managerial implications. Journal of Consumer Marketing, 4(1), 13–23.

Owen, T. (2015). Disruptive power: The crisis of the state in the digital age. Oxford: Oxford University Press. DOI: https://doi.org/ggb6jv

Pahor-Žvanut, A. & Vodeb, K. (2023). Marketing Strategies in Cross-Border Tourist Destinations: A Literature Review. Academica Turistica - Tourism and Innovation Journal, 16(3), 313-328. DOI: https://doi.org/10.26493/2335-4194.16.313-328

Pashkaleva-Shapira, K. (2007). New paradigms in city tourism management: redefining destination promotion. Journal of Travel Research, 46(1), 108-114. DOI: http://doi.org/bw54vz

Pike, S. (2005). Tourism destination branding complexity. Journal of Product & Brand Management, 14(4), 258-259. DOI: http://doi.org/dkn5c7

Qu, H., Kim, L. H. & Im, H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32(3), 465–476.

Rajaobelina, L., Brun, I., Line, R. & Cloutier-Bilodeau, C. (2020). Not all elderly are the same: Fostering trust through mobile banking service experience. International Journal of Bank Marketing, 39(1), 85-106

Rather, R. A. (2019). Customer experience and engagement in tourism destinations: The experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1), 15–32.

Riaño-Casallas, M. I., & Rojas-Berrio, S. (2023). How to Report Systematic Literature Reviews in Management Using SyReMa. Revista Innovar, 34(92), e99156. DOI: https://doi.org/10.15446/innovar.v34n92.99156

Ritchie, B. R. & Ritchie, R. J. B. (1998). “The Branding of Tourism Destinations: Past Achievements and Future Challenges”. Proceedings of the 1998 Annual Congress of the International Association of Scientific Experts in Tourism, Destination Marketing: Scopes and Limitations, edited by Peter Keller. Marrakech, Morocco: International Association of Scientific Experts in Tourism, pp. 89-116.

Shilina, M. G., Sokhn, M. & Wirth, J. (2023). VR-mediated storytelling of experience in destination branding: Hybrid 4D transformations. RUDN Journal of Studies in Literature and Journalism, 28(1), 165–174. DOI: http://doi.org/10.22363/2312-9220-2023-28-1-165-174

Shukla, M., Misra, R. & Singh. D. (2023). Exploring relationship among semiotic product packaging, brand experience dimensions, brand trust and purchase intentions in an Asian emerging market. Asia Pacific Journal of Marketing & Logistics, 35(2), 249-265.

Siddaway, A., Wood, A., & Hedges, L. (2019). How to Do a Systematic Review: A Best Practice Guide for Conducting and Reporting Narrative Reviews, Meta-Analyses, and Meta-Syntheses. Annual Review of Psychology, 70, 747-770. DOI: https://doi.org/10.1146/annurev-psych-010418-102803

Sidorenko, P. y Garrido, P. (2021). Comunicación y publicidad del turismo sostenible en la construcción de la marca ciudad. El caso de la certificación internacional ‘Biosphere Tourism’ en España. Revista Mediterránea de Comunicación/Mediterranean Journal of Communication, 12(1), 15-28. DOI: https://www.doi.org/10.14198/MEDCOM000015

Stojanovic, I., Andreu, L. & Perez, R. C. (2022). Social media communication and destination brand equity. Journal of Hospitality and Tourism Technology, 13(4), 650–666.

Sukaatmadja, I. P. G., Yasa, N. N. K. & Rahmayanti, P. L. D. (2023). Bali brand love: A perspective from domestic tourists. Cogent Business & Management, 10(3). 1-18. DOI: https://doi.org/10.1080/23311975.2023.2260119

Szondi, G. (2008). Public diplomacy and nation branding: conceptual similarities and differences. Netherlands Institute of International Relations “Clingendael”.

Tang, J., Wang, J., Zhang, M. & Huang, W. (2023). How destination brand experience influences tourist citizenship behavior: Testing mediation of brand relationship quality and moderation effects on commitment. Frontiers in Psychology. 14(1080457). DOI: https://doi.org/10.3389/fpsyg.2023.1080457

Tham, A., Mair, J. & Croy, G. (2020). Social media influence on tourists’ destination choice: Importance of context. Tourism Recreation Research, 45(2), 161–175.

Tinto, J. (2008). La imagen de marca de las ciudades. Provincia, 19, 91-121. DOI: https://bit.ly/2JqqE5v

Torres, M., González, Y. y Manzano, O. (2020). Marca ciudad como estrategia de competitividad urbana en las ciudades intermedias. Revista Espacios, 41(36), art. 15.

Torres-Moraga, E. & Barra, C. (2023). Does destination brand experience help build trust? Disentangling the effects on trust and trustworthiness. Journal of Destination Marketing & Management, 27, Article 100767. DOI: https://doi.org/10.1016/j.jdmm.2023.100767

Torres-Moraga, E.I., Alonso-Dos-Santos, M., Arboleda, D.Q. & Carvajal-Trujillo, E. (2021a). The role of experience and trustworthiness on perception sustainable touristic destinations. Journal of Hospitality and Tourism Management, 49, 471-480.

Torres-Moraga, E., Rodriguez-Sanchez, C. & Sancho-Esper, F. (2021b). Understanding tourist citizenship behavior at the destination level. Journal of Hospitality and Tourism Management, 49, 592–600.

Tran, V. T., Nguyen, N. P., Tran, P. T. K., Tran, T. N. & Huynh, T. T. P. (2019). Brand equity in a tourism destination: A case study of domestic tourists in Hoi a city, Vietnam. Tourism Review, 74(3), 704–720.

Trueman, M. M., Cornelius, N. & Killingbeckwiddup, A. J. (2007). Urban corridors and the lost city: Overcoming negative perceptions to reposition city brands. Journal of Brand Management, 15(1), 20-31. DOI: https://doi.org/10.1057/palgrave.bm.2550107

Wang, J., Li, M., Li, C., Li, D. & Lin. G. (2022). Revisit the formation of destination brand personality. Annals of Tourism Research, 95(2022), 1-14.

Warnaby, G. (2009). Towards a service-dominant place marketing logic. Marketing Theory, 9, 403–423.

Wen, J. & Huang, S. S. (2021). The effects of fashion lifestyle, perceived value of luxury consumption, and tourist–destination identification on visit intention: A study of Chinese cigar aficionados. Journal of Destination Marketing & Management, 22, Article 100664.

Yang, F. X., Li, X. P. & Choe, Y. B. (2022). What constitutes a favorable destination brand portfolio? Through the lens of coherence. Tourism Management, 90, Article 104480.

Yang, Q. & Lee, Y. C. (2022). What drives the digital customer experience and customer loyalty in mobile short-form video shopping? Evidence from douyin (tiktok). Sustainability, 14(17), Article 10890.

Yasin, M. & Herman, L. E. (2023). The Influence of Halal Attractions and Memorable Experiences on Tourists' Destination Choices: An Indonesian Perspective. Journal of Environmental Management and Tourism, 4(68): 1926 - 1934. DOI: https://doi.org/10.14505/jemt.v14.4(68).04

Zenker, S. & Braun, E. (2010). Branding a city: A conceptual approach for place branding and place brand management. In 39th European marketing academy conference, Copenhagen, Denmark (pp. 1–8).