Brand and image: the strategic factors in destination marketing

Destination branding and image emerge as powerful catalysts for promotion and development, particularly when leveraged collaboratively by stakeholders. A study analyzing the Amalfi Coast—part of Italy's UNESCO World Heritage Site, Costiera Amalfitana—demonstrates that strategic factors such as quality, identity, and brand can drive sustainable growth in tourism destinations. The research builds on theoretical frameworks to identify key practices in destination marketing, validating their potential through empirical investigation. By examining the Amalfi Coast case, the study highlights how these strategic levers foster stakeholder collaboration, offering a model for other heritage sites aiming to balance conservation with economic development.

Corte, V. D., Piras, A., & Zamparelli, G. (2010). Brand and image: the strategic factors in destination marketing. International Journal of Leisure and Tourism Marketing, 1(4), 358. https://doi.org/10.1504/ijltm.2010.032064