Tourist destination brand equity and internal stakeholders

Abstract

Successful destination branding strategies require the commitment and mobilization of internal stakeholders in order to reinforce the communication of the brand message to the tourist market. To this purpose, the literature suggests that adopting an inclusive and participative approach to the branding process can increase and maintain the stakeholders’ willingness to share the brand mission. However, the results of such sharing and involvement strategies in terms of internal brand equity creation are still under research. In order to fill such a gap, the article proposes to build on the established consumer-based brand equity model for assessing the internal stakeholder-based brand equity of tourist destinations. The model, comprising four dimensions – brand awareness, image, commitment, and satisfaction/loyalty – is then applied to the analysis of South Tyrol’s (Italy) regional branding strategy, through a survey of internal brand users. Findings confirm the importance of a participative approach to the branding process in order to enhance its overall internal equity. Findings also show a relevant information gap regarding brand performance that impacts the stakeholders’ commitment. This confirms the link between the internal and external performance of destination brands. Moreover, significant differences in the levels of brand awareness, commitment, and satisfaction among different categories of stakeholders suggest that the brand authorities should enact targeted internal communication efforts.