Destination Branding Strategy towards Competitive Positioning in Destination Marketing
Globalization creates a level playing field for today’s destination marketing. A destination can be more competitive if it can connect with communities of tourists and stakeholders for co-creation. This conceptual paper was part of the literature reviews of Ph.D. dissertation title of “Integrated Destination Branding Strategy towards Hua Hin Tourism Development under the context of Thailand 4.0”, which aims to study (1) destination management system (2) tourism destination life cycle (3) tourism carrying capacity (4) sustainable tourism and (5) destination branding. Moreover, (6) challenges of destination branding and (7) a case study of Ranong also have been reviewed in this article.