Branding destination image: A stakeholder causal scope analysis for internationalisation of destinations

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Abstract

The impact of relationship marketing (RM) on the internationalisation process and the branding of destination image are widely, but separately, researched. However, the implications of RM vis-à-vis the branding of international destination image are not broadly explored, especially from the different internationalisation contexts. This conceptual viewpoint precises insight, encircling this gap in the roles of RM constructs to influence the cause and consequence of stakeholder relationships and interactions at different internationalisation continuums, with a viable impact on branding international destination image. This is an initial conceptual modelling, which needs to be empirically tested to generalise the findings.
Original languageEnglish
Pages (from-to)140-153
JournalTourism Planning and Development
Volume13
Issue number2
Early online date29 Oct 2015
DOIs
Publication statusPublished - 2 Apr 2016
Externally publishedYes

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