Identification of Conceptual Aspects and Elements of Branding and Destination Branding

Abstract

Due to the fast growth of the tourism market, consumers have several options and companies aim, using tools like branding (in tourism, destination branding), to position their product image and to have competitive advantages, influencing the choice of their target audience. In this sense, this study aims to understand and address the conceptual aspects, as well as to identify the branding and destination branding variables, defining their processes and the research lines addressed throughout the studies. The concepts were analyzed from a longitudinal perspective. To fulfill the research objective, a bibliographic review method in books and scientific articles was used and an exploratory analysis of this study was conducted. The results presented several materials on the subject, although few authors conceptually position themselves on the subject in their heories. The elements identified in this study indicate a gap to be filled in research to allow a theoretical and methodological basis for new studies, as well as generating managerial contributions.