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Problem: Using a correlational research design, a positivist research ethic, and a quantitative research approach, the study looks into the relationships between destination branding components and customer acquisition. Data is obtained using a survey study technique, with standardized questionnaires sent to Jiangxi tourists. Research objective: Examine the effects of destination branding on customer acquisition in Jiangxi's tourist industry to assist in developing efficient marketing strategies. This study investigates the complex relationship between destination branding and client acquisition in Jiangxi, China's tourism business. The study investigates how brand identity, positioning, and communication influence the appeal of potential tourists. Methodology: The research advocates for the development of a distinct and authentic brand identity and positioning in Jiangxi's tourism industry to promote economic growth, job creation, and overall success. The study provides valuable insights for destination marketers by emphasizing the role of brand identity and positioning in affecting consumer perceptions, values, and loyalty. The conclusion underlines the value of destination branding as a strategy for increasing customer acquisition and ensuring the long-term viability of Jiangxi's tourism industry. Key findings: The main findings highlight the need for a strong brand identity that highlights Jiangxi's natural beauty, history, and culture in attracting and maintaining tourists. Brand positioning has evolved into an important strategic component that combines visitor expectations with actual experiences, emphasizing environmentally responsible activities and cultural diversity. According to the poll, having a clear brand identity and strategic positioning helps businesses stand out in a competitive market by developing emotional connections, establishing trust, and recruiting new customers.
Shu et al. (2024) studied this question.