Abstract:
The main aim of this paper is to explore stakeholder involvement in the
development of a brand as well as in the rebranding exercise in order to produce high brand
value. Most researchers concur that stakeholders play an imperative role in destination
branding as they deal directly with the tourists. The tourism industry as a whole is
characterized by intangible services which require proper management. The intangibility of
these tourism products and services determine a destination’s possibility of being chosen by
potential tourists. A positive image will attract tourists, allow revisits as well as attracts new
customers be it via marketing or word-of-mouth as well as enhancing customer satisfaction.
Based on literature review, a conceptual model on attaining high brand value is proposed.
of stakeholders in destination rebranding.
Key words: Branding, Rebranding, destination, stakeholders, brand
Brand image; brand awareness as well as brand loyalty in relation to stakeholder influence
were reviewed since they have an effect on brand value. The paper observes the importanceof stakeholders in destination rebranding
