... must include residents in the branding process and gain their support of the destination's brand identity elements. As practical implications for DMOs, the paper shows the importance of developing tourism policies that will enhance the life of residents, demonstrating how this can be accomplished...

...) and strategic destination branding (SDB) – all of which require similar facilitators and suffer from similar inhibitors. Design/methodology/approach – The study combines a case study approach with in-depth interviewing of local business stakeholders as the aim is to reveal a specific event in a specific...