Destination Image: How On the Road Attachment Impact on Branding?

Abstract

The pilgrimage of traditional religions, utopian tales constructed by literature and art, souvenir collection behaviour formed by exotic fantasies... Curiosity and attachment to explore other cultures are one of the sources of creation that never lacks in the development of humanity’s civilization. With the rapid growth of consumerism and the commodity economy, as well as some travel restrictions that continue in the post-epidemic era, the destination image is increasingly being applied to current branding strategies. This article will be based on the destination image triggered by popular culture, using literature review and case analysis methods, to discuss how the destination image affects alternative satisfaction in branding, and to analyze and look forward to how the “On-the-Road” attachment could be applied to branding strategy, identity, and product design.