Brand-driven identity development of places: application, evaluation and improvement suggestions of the BIDP-framework

Abstract

Purpose The purpose of this paper is to assess the suitability of Botschen et al.’s (2017) Brand-driven Identity Development of Places (BIDP) framework to support places in developing their brand-driven identity and offering sustainable tourism models. Design/methodology/approach This paper applies design science research (DSR) to evaluate the BIDP-framework. A qualitative methodology is used, bringing together findings from four different case studies and from existing academic literature to make relevant suggestions for the improvement of the framework. Findings The findings indicate that the BIDP-model represents a valid artifact for the development of a brand-driven place identity, but that there is room for improvement. Originality/value This paper adopts a DSR approach in a managerial context and shows its validity for evaluating a place branding framework. Moreover, it provides implications not only for managers directly involved in place branding, who can benefit from the model assessment and its suggestions for improvement, but also for tourists and local communities, who will take advantage of more sustainable branding models that better integrate the needs of local actors.