Affiliation:
1. Marketing Department, College of Economics and Political Science, Sultan Qaboos University, Oman
2. Research and Consultation Department, University of Technology and Applied Sciences, Salalah, Oman
Abstract
Higher education institutions (HEIs) are knowledge bases from which innovative ideas, research, and teaching initiatives can boost a destination's appeal. HEIs strengthen local people and the tourism sector by disseminating knowledge about tourism development, sustainable tourism practices, cultural heritage, and local economics. Moreover, HEIs essentially serve as catalysts for the economic growth of tourist destinations, utilizing shifts and knowledge sharing to build a thriving and sustainable tourism ecosystem. The current chapter seeks to provide a broad understanding of the contribution of HEIs to destination branding and economic development through tourism. Collectively, the current chapter adds to the understanding of the tourist context by highlighting the critical role that HEIs play in enhancing destination branding and boosting the tourism sector's economic growth.