Taylor's FSLM Journals
Understanding Destination Images of Tourism Stakeholders: A Destination Branding Perspective

@ Asia-Pacific Journal of Innovation in Hospitality and Tourism

Online ISSN: 2710-6519

Suman Sharma & Vikrant Kaushal 


Although a number of studies on destination image and destination branding have focused on the entities at the receiving end, i.e. tourists, the dearth of supply side analysis has been frequently pointed out. This paper aims to analyse four key stakeholders in tourism business in terms of their destination images and destination branding. Survey questionnaires were used to collect data and samples were drawn from the four tourism-rich districts of the Uttarakhand state in India. The results show some significant differences in relation to brand awareness and destination image aspects among these stakeholder groups. The need for similar studies are highlighted and implications are also discussed. 

Keywords: Destination image, destination branding, Uttarakhand, stakeholders, perceptions