Destination branding has become an important trend in modern tourism. The development of destination brands has become a strategic tool worldwide because of the growing competition between destinations. In recent years, many tourist destinations have combined unique, creative, and attractive elements to transform themselves into “cool” tourist destinations. Destination brand coolness refers to tourists’ subjective and positive perception of tourist destinations and their beliefs that the destination brand offer distinctive, novel characteristics and attributes that the visitors are attracted to. Creating destination brand coolness can help tourist destinations differentiate themselves from their competitive counterparts, thereby attracting tourists. However, no study has conceptualized the construct of destination brand coolness, let alone developing scales that measure destination brand coolness.

• Hsiu-Yu Teng(National Taichung University of Science and Technology, Taiwan)
• Cheng-Hsien Tsai(National Chiayi University, Taiwan)
• Chia-Wen Hung(National Taichung University of Science and Technology, Taiwan)
• Hui-Chen Hung(National Chiayi University, Taiwan)