Tourism industry is one of the most prominent industries at the moment. Globalization has been playing a big role by mainly diminishing traveling barriers between countries. This trend had brought also an increase in competition between countries to identify themselves and to define how they want to be perceived by the tourists. In this case, developing a clear destination brand identity is crucial for success. Brand identity and brand image are two concepts that are related to each other but their meanings are different. There are several studies from the demand side concerning with destination brand image. Conversely, there is a lack of studies conducted in destination brand identity by considering the supplier side. Thus,the main purpose of this study is to investigate the brand identity creation from the supplier side. A conceptual model of “Strategic Brand Analysis in Destination Identity Context” was developed from the reviewed literature. This model guided the empirical investigation of regulators, academicians, civil society and business enterprises in Albanian identity context. In order to collect diverse perspectives, ten qualitative interviews from different fields were conducted. By conduction of interviews and qualitative content analysis with the support of “QSR NVivo 7” software, the strategic brand analysis of destination identity in Albanian context was examined. Additionally, presented theories about brand identity and collected empirical data were analyzed together. Based on this analysis, revised model was recommended for the “Strategic Brand Analysis in Destination Identity Context”. The results suggested that a comprehensive analysis including “Stakeholders Analysis” and “TourismCompetition Analysis” is required as the initial phase of destination identity formation. Each part of analysis has combining aspects, which need to be considered. This study contributes to the literature on brand identity and personality. In addition, the study also has implications for policy-makers of tourism destinations and managers of tourism companies. While the theoretical findings can be regarded as an exploration in the literature,this study fulfilled first research concerning destination brand identity of Albania in tourism.

The value of tourism as a driver of economic and social development in Africa cannot be overstated. Tourism is regarded as a source of foreign currency, employment creation and more importantly, a means of achieving the sustainable development goals (SDGs). Notwithstanding its contributions, many African countries are yet to reap the full benefits of the industry. While the current pandemic has adversely affected tourism across the continent, it has also created opportunities for rural tourism. Rural destinations in Southern Africa could tap from this new trend as local and international visitors seek to experience open spaces and rural settings. Succeeding in these highly competitive tourist markets, however, requires effective destination promotion which can be achieved by ensuring that the projected image of a destination reflects its identity. By focusing on Nyanga, a typical rural tourist destination in Zimbabwe, Southern Africa, this study sought to analyse the projected destination image against its identity as perceived by the local community. To establish the projected image, a content analysis was done for Nyanga’s images as portrayed on the online platforms of the Zimbabwe Tourism Authority (ZTA), the official destination promoter. A total of 44 pictures were analysed from the ZTA website, Facebook page, Instagram, and Twitter handle. The destination identity was evaluated through semi-structured interviews with seven residents who were purposively selected through snowball sampling. Participants were also asked to give their opinion on the images of Nyanga that were showcased on the online platforms of the ZTA. This was done to ascertain whether the images were reflecting the true identity of Nyanga, from the perspective of the local community. The findings of the study reveal that there is a gap between the projected image and Nyanga’s identity. While the projected image emphasises on the natural environment and the portrayal of humans interacting with nature and each other, the identity is hinged on culture and religion. Elements relating to history, authenticity, and knowledge also shape the identity of Nyanga even though these aspects are not incorporated in the projected image. The study provides important insights for enhancing the promotion of Nyanga and creating opportunities for sustainable development.