Developing a Tourism Destination Branding Model, Based on Tourist Touch Points

The purpose of this study is developing a model for branding of tourism destination, based on touch points in the Kish Island.This study is applied research and in terms of methodology is qualitative one. For this reason, first, using content analysis technique, the dimensions and components of tourism destination branding model was identified, and then, by the Delphi technique dimensions, components and congruence between them has been validated. Panel members include experts, academics and practitioners in the field of tourism, and according to the results of the final round of Delphi, the final model of tourist destination branding based on tourism touch points was presented. The results of this study indicate that the dimensions of the tourism destination branding model can be classified in four basic components: destination brand communication, destination brand assets, destination brand performance and destination brand outcomes.