Tourists’ destination image through regional tourism: From supply and demand sides perspectives

Abstract

© 2019 As an outcome of the phenomenal development of place branding in the travel industry, scrutinizing its potential influences on tourism and travelers’ destinations is of supreme importance. This study aims to identify how branding of places influences both supply and demand sides’ perspectives and leads to changes in travelers’ behavior towards Tatarstan, Russia. Based on 78 interviews with tourists (22), managers (34) and 3 focus groups (22), a conceptual model was designed which illustrates that the tangible and intangible factors of place identity influence the archetypical nation trait and regional place brand, which further results in a positive place image, authentic lifestyle, and entrepreneurship. Implications for tourism planning and management are provided.