Dimensions of the tourist destination brand (Identity dimensions)
Hadi Razak Karim
Supervised by Lect. Ahmed Naji Hussein
The identity of a country is crystallized in the totality of the features that distinguish this country from other countries, which are defined as a set of brand assets associated with its name and symbol that can add or reduce the value of the tourist destination. These features are represented in the land, language, history, civilization, culture of society, natural characteristics, and the qualities that members of society possess, and others. These features that distinguish the country as a tourist destination from others constitute the basis for building and developing the brand identity of the destination.
Many tourism literatures have defined the brand identity as the overall perception of the features of the tourist destination that the human mind summarizes in a mental image that it links to the name of the country “Country Name” in the tourist market. The elements of identity are characterized by their dynamism, meaning that one or some of them can emerge at a certain stage and some others at another stage.
