Tourists’ Personal Identity Connections: How Myths Shape Iconic Brands at Key Heritage Sites

This study explores the concept of mythmaking and iconic brands in heritage tourist destinations. Because iconic brands may contain ambiguities, it is important to examine their complexities. Iconic brands also carry symbolic meanings that may vary according to consumers’ personal experiences with the brand. The study offers qualitative insights based on the personal experiences of heritage tourists at a heritage tourist destination. This study proposes a framework for mythmaking related to a heritage tourist brand that is considered to be iconic. Listening to individual stories and allowing visitors to share their own connections with the brand also contribute to the co-created heritage experience. Subsequently, symbols attached to the myth can form part of consumer beliefs and, in turn, strengthen personal identity.