Approach to branding. A focus on tourism destinations

Abstract

This article identifies systematic review of literature and qualitative definitions, characteristics, components, theories and research method applied research on branding tourist destinations. There view included in the declaration Preferred Reorting Items for Systematic reviews and Meta-Analyses (prisma). 36 items of applied research on the phenomenon of study were analyzed. The results indicate: 38% used as instrument the questionnaire, with 17-60 items, some of which are divided into dimensions: sensory experience, emotional experience, the experience of thinking, experience in operations and related experiences, using in Most Likert scales. While 25% use open orse mistructured group approaches or snowball interviews. Similarly 19% of the articles analyzed the content of commercials, projected images and print ads. Notably, 18% of the articles analyzed did not specify the method of data collection. In short most current research on the subject are made in the Asian continent, European, and even missing related to branding, tourist destinations and implications studies.