The influence of destination image within the territorial brand on regional development

Abstract

With the increasing level of global urbanization, cities have become protagonists, acquired multiple roles, and influence urban spaces’ transformation and strategic governance arrangements. A contemporary perspective of urban-territorial protagonism extends the debate to the image of destinations and the territorial brand focused on regional development. The objective is to understand the influence of destination image in the productive process of territorial branding in regional development. Multiple cases were analyzed using this method. The qualitative research employs a methodological-analytical matrix as a research protocol based on four macro variables. According to the results, a significant relationship exists between destination image and territorial brand, both dependent and independent. Research contributions include an examination of the inter-relationship between destination image and the concept of the territorial brand in regional development. As well, the research proposes a methodological protocol supported by the territorial brand as a framework for analyzing the destination image, introducing a novel approach in the field. The conclusion reiterates that destination image can influence the productive process of the territorial brand in regional development and vice-versa. However, each case will lead to distinct types of development.

Keywords

• tourism planning
• destination image
• territorial brand
• regional development
• studies cultural
• culture