Destination Brand Alignment: Exploring Identity, Image and Personality of Thailand

Abstract

This quantitative study investigates the alignment between the destination brand identity as envisioned by Thai tourism entrepreneurs and the destination brand image as perceived by foreign tourists visiting Thailand. The research makes a theoretical and practical contribution to the tourism field. The study theoretically expands on the notions of destination branding by evaluating the congruence of destination brands' identity, image, and personality dimensions simultaneously. The findings have key implications for developing a sustainable destination brand. Overall, the study's findings highlight three key points 1) the significance of maintaining the destination brand's consistency through the destination personality from a strategic perspective; 2) the need to narrow the gap between the destination brand's identity and image; and 3) the challenge of managing a positive and distinctive destination brand. The brand alignment assessment serves as an example of how marketers can design measurement approaches to analyze a brand's complexity and use as a benchmark for branding.