ABSTRACT
Destination branding plays a crucial role in bringing together various existing specializations that destinations can offer in terms of brand management strategy and policy development, in particular with a view to creating a new building, bringing together visionary strategies with hands-on implementation. It helps in developing a new image that is more interesting and attractive, making it a very important phenomenon which involves criteria of products, branding and services. It has been the basis for survival of a destination in a competitive global market by providing the means for it to create a unique identity in order to uncover niche opportunities and distinguish itself from its competitors (Morgan, Pritchard & Piggott, 2002). It is because higher tourist expenditure arises from a stronger feeling of attachment to a destination as well as preference for various kinds of high-quality products (Alegre & Juaneda, 2006).
