Divergence and complementarity between different theories: destination branding, tourism resilience

Abstract

The brand image of a destination can be considered as the fundamental pillar of the tourism image building and can also be taken as its raison d'être. This helps the latter to have a certain resilience against risks and unforeseen events that may affect their activities or jeopardize their future.

The purpose of this research work is to analyze the adequacy between the brand image of a destination and its degree of importance for the implementation or even the development of a resilience strategy. It is based on the theoretical analyze via the analysis of the impact of a destination's brand image on the projection of a strategy that will allow destinations to resiliently deal with risks. The main result of the research shows that the brand image of a destination will be one of the essential perimeters in the structure of each organization. This requires destinations to change their marketing strategies towards the principle of loyalty before starting an evasion strategy.

JEL Classification: L83, Z33

Type of the article: theoretical research