Territorial Brand as Strategy in Competitiveness Between Tourist Destinations

Abstract

The objective of this study is to understand how the territorial brand has been used in the competitiveness of tourist destinations. The method adopted is a systematic literature review with an exploratory-descriptive approach. Research findings address the relationships between territorial brand and destination image that are independent and, at a certain point over time, become co-dependent. Research is original in that it analyzes, as a background, the dependence, co-dependence, or their absence among the investigated constructs. Tourism is an interdisciplinary and multidisciplinary area, according to the conclusion, and tourism research helps in understanding the processes involved and their implications for the territory on both a global and local scale.