Editorial: Advances in Tourism Image and Branding

Abstract

Tourism destination image is recognized as a relevant factor that influences both the decision making around selecting a destination [1] and the competitiveness of destinations [2,3]. This is why it has been the subject of extensive research over the past several decades. Researchers have sought to conceptually understand the influence of tourism image perception on the attitudes, motivations and satisfaction of tourists [2], as well as the role of various agents [4,5] and factors that contribute to the formation of a destination’s image [6] and how destinations can effectively manage and control their image to gain a sustainable competitive advantage [7]. In this context, the importance of branding for destinations has become increasingly apparent in recent years [8]. Destinations have understood the value of establishing strong brands that contribute to forming a favorable perception of the destination [9]. This not only increases awareness of the destination in the minds of tourists, but also helps to reduce perceived risks and highlight emotional appeal [9]. Therefore, branding helps destinations to differentiate themselves from their competitors, making them more attractive to potential visitors [8]. For this reason, it is essential to continue advancing the research in this area. Technological advances in recent years have extensively changed established paradigms. The rise of social media, for example, has led to great changes in the methods used to disseminate and influence the perception of tourism image [10], and the dissolution of the borders between the role of the tourist as generator and perceiver of the tourist image has also emerged [5]. Furthermore, technology and the digitalization of the global tourism sector bring new opportunities, such as virtual tourism. In this context, this Special Issue aims to provide new perspectives on the study of the tourist image and branding that allow us to deepen this knowledge and provide new approaches