“…There has been much research outlining conceptualisations of destination image (e.g. Beerli & Martín, 2004;Baloglu & McCleary, 1999;Kim & Perdue, 2011;Lai & Li, 2015) and branding (Keller, 2003;Larsen, 2014;Morgan et al, 2010;Vitic & Ringer, 2007), but more research focusing on interpreting changing narratives and content longitudinally is necessary in post-conflict destinations. Such analyses can help direct new understandings of how places are consumed, which helps build place/ destination brands.…”