**Author details**

**13. Limitations, recommendations for future research and conclusion**

This study has been conceptualised from the rural tourism destination context which may not be applicable to other large tourism destinations such as cities, states, regions and nations branding. Notably, a qualitative single case approach was used. It is suggested that future studies should adopt the multiple case studies approach in rural tourism destinations that are not uniquely positioned like Bario for comparison among the different study destinations. This is important to ascertain if similar results would be obtained. A longitudinal study is recommended because it would provide additional findings on the process involved in developing

To sum up, the application of the relationship-based approach in this study is strengthened by the existing study in destination branding which highlighted there is limited or no empirical studies in the relationship building approach in develop-

1.The funding for this project is made possible through the research grant

**Academic Advisors for their suggestions to improve the quality of this paper**

2.Associate Professor Catheryn Khoo-Lattimore, Griffith Business School, Griffith University Australia, and Editor-in-Chief, Tourism Management

1.Professor Vikneswaran Nair, Dean Graduate Studies and Research, University

obtained from the Ministry of Education Malaysia Long Term Research Grant Scheme (LRGS) Programme [Reference No.:JPT.S (BPKI)2000/09/01/015Jld.4

**13.1 Limitations of the study and recommendations**

a destination brand for rural tourism over time.

**14. Conclusion**

*Tourism*

ing a destination brand [45].

**Acknowledgements**

of The Bahamas.

Perspectives (TMP).

(67)].

**294**

Samuel Adeyinka-Ojo Department of Marketing, Faculty of Business, Curtin University, Malaysia

\*Address all correspondence to: samuel.adey@curtin.edu.my

© 2020 The Author(s). Licensee IntechOpen. This chapter is distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/ by/3.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
