For
example, a place includes tangible attributes such as historical sites
or beaches as well as intangible characteristics such as culture,
customs, and history. Because of the complex nature of a destination
to be a brand, generalization of the identity is inevitable. Brand
identity is critical for generalization of desirable characteristics
projected by supplier’s perspective. It explains the expectations of
a supplier about how a brand should be perceived by its target
market. Defining a target market is crucial because some aspects of
a destination may seem positive to one segment while ineffective to
another