Agenda Setting in Destination Branding: A Systematic Review

Zhen Zhen, Mohd. Nor Shahizan Ali, Mohd. Azul Mohamad Salleh

Abstract


Tourism is an ever-changing economic activity, and destination images can be established and improved through branding. A positive brand image has always been something that all destinations strive for, as it is a key element in attracting tourists and developing tourism. Destination management organisations (DMOs) can achieve the goal of communicating the destination brand by setting the policy agenda and promoting the media agenda. In this study, we conducted a systematic review of 26 publications that were finally selected in the Web of Science and Scopus databases, focusing on the volume and types of publications, annual publication level, distribution of regions, methodology characteristics and distribution of sources. We summarized 5 main research themes, which are (1) mega-events and destination brand image (2) digital transformation in destination branding (3) citizen engagement in destination branding (4) politicization of destination branding (5) theoretical frameworks for destination branding. The findings indicate that research on agenda setting in destination branding has generally shown an upward trend, but at a slow pace. Asia, Europe, and North America have the most publications, which is closely linked to the relatively advanced economies and tourism in these regions. Some research patterns and trends are also outlined at the end.

 

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DOI: http://dx.doi.org/10.17576/ebangi.2026.2301.05

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