The purpose of this paper is to propose a model for destination identity and value system. It aims to use a case study to illustrate a destination brand identity development process in a national tourism office (NTO).
The single case study method is used. The data consist of theme‐based interviews of eight different level managers of a NTO. Theoretical discussion is based on destination branding and emerging identity‐based branding literature.
This study proposes a model of destination brand identity and value system that takes a holistic view to the destination branding. It illustrates concepts of brand identity, brand image, brand value and brand equity in the same figure, incorporating different level actors to the value creation process. The case study illustrates the value creation process in the initial stage of the identity‐based branding.
The study is explorative and is based on an illustrative single country case study. The study uses emerging identity‐based branding approach and encourages more empirical research to be conducted in the area.
Practitioners may use the idea of taking a holistic view to destination branding, examining the destination from both the supply and demand side, acknowledging also other stakeholders' than customers' perspectives, especially when creating the destination brand identity.
The proposed model of destination identity and value system model adds to rare identity‐based destination branding literature incorporating different aspects of value to the same model with different level identities.
