Reframing destination identity and tourism communication post-merger: Case study of Vietnam’s former Central Highlands region

Abstract

This mixed-methods study integrates discourse analysis, expert interviews, and a survey of domestic visitors to examine how recent administrative mergers have influenced destination identity and tourism communication in Vietnam’s former Central Highlands region. Qualitative results suggest that, after the mergers took effect, promotional materials increasingly avoid using the label “Central Highlands” and instead rely on administratively framed wording, which makes the regional identity less clearly expressed. Quantitative analysis using PLS-SEM finds that perceived destination identity and projected destination image indirectly shape revisit intention, primarily through emotional attachment, while the merger’s direct effect on identity perceptions is modest. Perceived destination identity emerges as a promising but only weakly explained construct in this initial model. The study contributes by linking administrative restructuring with regional branding and destination identity through a combined qualitative and quantitative design. Practically, it recommends maintaining Central Highlands tourism as a distinct regional brand and improving coordinated, multi-level tourism communication to safeguard this identity following the merger.