“…The complexity of identifying a single destination, however, is complicated by the fact that a destination may include several towns, cities or municipalities, other government provinces or even an island archipelago may be the entire country; place branding, travel, tourism and brand management literature provide ample evidence of the forgoing Bramwell and Rawding, 1996 ;Wilson et al ., 2001 ;O ' Leary and Deegan, 2005 ;Baloglu and McCleary, 1999 ;Kerr, 2006 ). Decorously, the form of geographical entity does not limit the scope of destination branding provided a direct association with tourism is established, although it has been noted that destination branding has been confl ated with nation branding ( Anholt, 2005 ).…”