Tourist's destination image through regional tourism: from supply and demand sides perspectives

As an outcome of the phenomenal development of the place branding in the travel industry, scrutinizing its potential influences on tourism and travelers destinations is of supreme prominence. The aim of this study was to identify how branding of places influences both supply and demand sides’ perspectives, and leads to changes in travelers’ behavior towards Tatarstan, Russia. Based on 78 interviews with tourists (22), managers (34) and 3 focus groups (22), a conceptual model was designed which illustrates that the tangible and intangible factors of place identity influence archetypical nation trait and reginal place brand, which further results in a positive place image, authentic lifestyle, and entrepreneurship. Implications for tourism planning and management are provided.

Copyright: Crown Copyright © 2019 Published by Elsevier Inc. This author's accepted manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/