Tourist satisfaction in 'all-in-one' branded destinations

A large number of studies have pointed out the importance of having a focused positioning when marketing destinations (Pike, 2010). Highlighting iconic experiences or landmark sites allows tourists to have distinct top-of-mind associations (Stepchenkova & Li, 2014), which increases the “pull factor” of destinations and increases competitive advantage (Prayag & Ryan, 2012). Literature has also suggested that relying on iconic images is the more effective approach to destination marketing (Litvin & Mouri, 2009). However, an overemphasis on icons may backfire and potentially lead to unsustainable tourism (Ryan, 2002). For instance, Santana-Jiménez and Hernández (2011) found overcrowding in tourist hotspots in the Canary Islands significantly sours the tourist experience. More recently, local residents in several Southern European countries have also staged protests over the chronic overcrowding in the iconic destinations of their cities (Reuters, 2017).