MAPPING STAKEHOLDER ROLE IN BUILDING DESTINATION IMAGE AND DESTINATION BRAND: MEDIATING ROLE OF STAKEHOLDER BRAND ENGAGEMENT

Stakeholder tourism development has revolved around the sustainable branding concept and brand engagement challenges. Addressing concerns on branding and sustainability, this study aims to investigate the stakeholder destination image (socio-environment, infrastructure, natural and cultural resources, and pleasant atmosphere) impact on destination brand (brand meaning, presented brand, brand awareness, and brand equity) with the mediating role of stakeholder brand engagement (behavioural, affective and cognitive). We draw on the self-congruity theory to develop hypotheses and collect data from different stakeholder groups (local people, visitors, and entrepreneurs) (N=350). Structural equation modeling with second-order analysis was undertaken using SmartPLS 3.3.9. Our results show the significance of stakeholder destination image in positively building destination brand. The results also showed that stakeholder brand engagement partially mediates between destination image and destination brand. Our study provides implications for theory and practice.