**12. Implications to theory, practice and policy makers and host community**

## **12.1 Theoretical implications**

This study has contributed to the scholarship of destination branding. From the theoretical view point, it has contributed to the existing theory on destination branding by developing a 'destination brand framework for rural tourism using the relationship-based approach' as presented in **Figure 1** which is the main aim of this study. Findings from this study also indicate that the destination brand framework for rural tourism emphasises the significance of understanding relationship building among the local community, rural destination stakeholders and non-stakeholders (friends of the host community) to develop a destination brand for rural tourism. Other theoretical contributions are the rural tourism destination appeals, destination branding strategies and stakeholder power - through the rural community association and local leadership. The starting point is to adopt a bottom-up approach and engage committed community's association leaders to drive the brand vision, planning and development are important elements.

*Developing a Rural Tourism Destination Brand Framework from the Perspective… DOI: http://dx.doi.org/10.5772/intechopen.93839*

## **12.2 Practice and policy implications**

development of Bario. These constructs were conceptualised into the destination

The focus of this section is derived from **Table 5** as part of the components to develop a rural tourism destination brand framework as depicted in **Figure 1**. Analyses of data on destination branding strategies in **Table 5** produced eleven strategic themes: understanding branding and description of rural tourism destination brand; rationales for rural tourism destination brand; roles of tourism attractions in rural destination brand development; strategic stages of destination brand building; challenges of developing a destination brand; and managing the challenges of destination brand building. Other branding strategies are critical success factors (CSFs); strategies for the implementation and monitoring of CSFs; destination brand influence and tourist destination of choice; destination brand benefits; and

The third main component of the destination brand framework in **Figure 1** is the destination stakeholders' roles. Analyses of data in **Table 6** produced eight main themes relevant to the construct of destination brand framework as follows: identification of rural tourism stakeholders – primary, secondary and tertiary stakeholders were identified; tourism destination stakeholders' roles; roles of destination management and marketing organisations (DMMOs). Similarly, leadership initiative in relationship building – bottom-up approach through committed community leaders and associations; strategies and benefits of relationship building; destination sustainability; and future of tourism development and management in Bario. The main significant finding in this study is that the starting point in developing a destination brand for rural tourism is the bottom-up approach, community-driven which would allow relationship building between the host community and other destination stakeholders. In other words, it should not be a top-down approach

brand framework developed in this study as presented in **Figure 1**.

**11.2 Rural destination branding strategies**

*Tourism*

destination management and monitoring.

**11.3 Rural tourism destination stakeholders' roles**

from the government ministries, agencies and department.

vision, planning and development are important elements.

**community**

**292**

**12.1 Theoretical implications**

**12. Implications to theory, practice and policy makers and host**

This study has contributed to the scholarship of destination branding. From the

approach and engage committed community's association leaders to drive the brand

theoretical view point, it has contributed to the existing theory on destination branding by developing a 'destination brand framework for rural tourism using the relationship-based approach' as presented in **Figure 1** which is the main aim of this study. Findings from this study also indicate that the destination brand framework for rural tourism emphasises the significance of understanding relationship building among the local community, rural destination stakeholders and non-stakeholders (friends of the host community) to develop a destination brand for rural tourism. Other theoretical contributions are the rural tourism destination appeals, destination branding strategies and stakeholder power - through the rural community association and local leadership. The starting point is to adopt a bottom-up

This study has practical implications for policy makers and practitioners. Firstly, the destination brand framework can be used in practice for the destination brand building of Bario and transfer to other rural tourism destination using the relationship-based approach (RBA). This is because RBA encourages stakeholders to be involved in activities that will promote and develop the tourism destination brand. This suggestion is corroborated by Szondi [42] that relationship-based management in building a destination brand can lead to mutual understanding, collaboration efforts and shared values among the stakeholders and non-stakeholders. The second managerial contribution is the formation of community protocol and engagement behaviour of stakeholders and non-stakeholders to encourage sustainable and responsible rural tourism practices. Tourism practitioners should understand tourists' behaviour in terms of their expectations by maintaining the remote image and identity of a rural destination and avoiding massive infrastructure development which may result in the number of tourist attractions being lost and reducing the number of tourist arrivals and receipts.

#### **12.3 Implications to the community**

The study implication to the host community is that the development of a rural tourism destination brand has the potential to provide employment opportunities for the host community. This is because an increase in the number of tourist arrivals will require more local residents to be gainfully employed. Notably, increase in the tourist arrivals could draw the attention of the government and investors alike. A good example is the study context where we have private investments in rice production which has increased the number of rice output, employing more people from the community and provision of seven dams for rice irrigation planting system. In addition, is the preservation of core values of the rural tourism destination such as local culture, heritage and historical sites attractions, farming community status would be preserved. Besides that, tourist desire for authentic experience would be enhanced and this suggests that the rural destination appeals can be sustained in a longer term.

#### **12.4 Transferability of destination brand framework to similar tourism destinations**

Transferability is important in qualitative research findings [84]. Transferability connotes external validity [70]. The following elements of the destination brand framework can be transferred or implemented in other tourism destinations brand building. These include: (a) the application of relationship-based approach suggests the involvement of the local community other rural destination stakeholders and non-stakeholders in the process involved of developing a destination brand for rural tourism; (b) the bottom-up approach and community**-**driven strategy through the stakeholder power delegated to the local community's association leadership initiative; (c) local community association and leadership initiative in understanding the strategies and benefits of relationship building in destination brand development; (d) stakeholders' involvement in rural tourism destination sustainability in building a destination brand; (e) identifying specific rural tourism destination appeals (hard and soft factors) that can be used in developing destination brand for rural destinations; and (f) communicating destination brand benefits specific to rural tourism destination.
