A destination-branding model: An empirical analysis based on stakeholders

The purpose of this study is to develop a destination-branding model based on stakeholders’ interests. It is subsequently applied to a tourist destination, namely Castilla-La Mancha (CLM), thereby creating an index that measures destination branding’s success based on similarities and differences among the different stakeholders. The index, called Success Index of Triple-Diamonds (SITD), provides an empirical evaluation of the destination brand’s degree of success and confirms the existence of differences among stakeholders. The current study offers useful information for developing strategy on the part of Destination Management Organizations (DMOs) and reveals the risks of a traditional strategy focused only on visitors that ignores the objectives of local people and entrepreneurs.

► We develop a destination-branding index called Success Index of Triple-Diamonds (SITD).
► The success of destination branding cannot only be based on the visitor’s perspective.
► We demonstrate the necessity that DMOs develop a two-stage strategy.
► First: focused on the entrepreneurs and local people; second: devoted to visitors.