ABSTRACT
This chapter addresses the theoretical and systematic approach to destination resilience. Broad possible factors of influence, heightened uncertainty and limited predictability characterize the discussion and practical approach of destination resilience. It becomes clear that increasing and ensuring resilience of tourism destinations is quite a more complex task than resilience of "normal" systems and even cities. The chapter analyses the suitability of the "identity-based" process of brand management as a means for a destination resilient system. The concept of brand image and brand management, however, might strengthen the approach to destination resilience in a good and concrete way. Analyzing the meaning and implementation of share- and stakeholder with respect to strengthening resilience does not only mean considering e.g. infrastructure and supply, but also taking the influence on external image means and brand performance and brand experience into consideration. Brand image and brand meaning is an important and intensively researched field of economic studies.
