Cooperative branding for rural destinations

Destination image has been extensively studied, yet literature on the branding of it is sparse. This research delineated both concepts and proposed a conceptual model of destination branding. The model is founded on the spreading activation theory and extended from the image formation process framework, drawing on works of prominent branding scholars. Five hypotheses were developed through a case study and tested using two multidimensional scaling methods. The findings suggest that cooperative branding results in a consistent attributes-based image across multiple rural communities as perceived by tourists, but builds stronger linkages of the image to the brand identity and more favorable affective and attitudes-based brand associations for a region than for individual communities.