An Investigation of the Relationship Between Destination Branding and Destination Competitiveness

Empirical research focusing on the relationship between destination branding and destination competitiveness has so far been lacking. Even though destination brand is partially incorporated into the two most prominent theoretical models of destination competitiveness, there is still a need for understanding the role that destination branding plays in achieving destination competitiveness. For this reason, this study proposes a theory-based research instrument that joins the branding process implementation index and competitiveness measured by customer satisfaction. The proposed instrument is tested in the context of Croatian coastal destinations. The results confirm that a well-implemented destination branding process increases destination competitiveness.