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A Strategic Framework for Managing the Challenges of Developing Rural Tourism Destination Branding
Abstract
This chapter explores the importance and challenges of branding for rural tourism destination. In the wider context of destination branding construct, empirical studies on the strategies to manage the identifiable challenges have received fewer academic interests. In this chapter, triangulation of data sources was used in the collection of data that included in-depth interviews with 31 multiple stakeholders in Bario, Miri, and Kuching in Malaysia. Findings show destination branding is important and there are several factors inhibiting rural tourism destination brand development. In terms of contributions to the existing knowledge, this study has produced a strategic framework for managing the challenges of rural tourism destination branding. Implications for practice, host community, and directions for future studies are discussed.
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