Differentiating between the identity and brand image of tourism destinations: A meta-synthesis of articles indexed in Scopus

Ghanbari Ghadikolaei, Roghayeh; Mohammadi, Mostafa

doi:10.22072/tmsse.2026.2075878.1078

Differentiating between the identity and brand image of tourism destinations: A meta-synthesis of articles indexed in Scopus

Document Type : Original Article- original research

Authors

roghayeh ghanbari ghadikolaei ¹

Mostafa Mohammadi ²

¹ Phd in tourism, Department of Tourism Management, Faculty of Management and Accounting, University of Allameh Tabataba’i, Tehran, Iran.

² Associate professor, Department of Handicrafts, Faculty of Art and Architecture, University of Mazandaran, Babolsar, Iran.

10.22072/tmsse.2026.2075878.1078

Abstract

The branding of a tourist destination plays a pivotal role in shaping its development and competitive positioning. Scholars and practitioners in destination marketing increasingly emphasize the construction of a coherent and distinctive brand identity. The present study seeks to examine the relationship between destination brand identity and tourists’ perceived brand image. In doing so, it provides a clear conceptual differentiation between brand identity and brand image within the context of tourism destinations. To achieve the research objectives, a comprehensive review of 3,528 articles indexed in the Scopus database between 2000 and 2025 was conducted using a meta-synthesis approach. Following a rigorous screening process, 42 relevant articles were selected for in-depth analysis to identify the principal components of destination brand identity and brand image. Data were analyzed using the Sandelowski and Barroso meta-synthesis method, resulting in the extraction of two overarching themes, thirteen organizing themes, and one hundred basic themes. The findings indicate that the core dimensions of destination brand identity comprise brand culture, brand personality, and brand physique. In contrast, destination brand image is structured around five primary themes, among which functional, emotional, and cognitive attributes are the most prominent. Moreover, the study highlights three fundamental distinctions between brand identity and brand image in tourism destinations: (1) the contrast between supply-driven and demand-driven perspectives, (2) differences in their inherent nature, and (3) differences in the agents responsible for their formation and development.

Keywords

branding

tourism destinations

brand image

brand identify

Subjects