Previous literature concentrates on destination branding based on the tourist perception, but stakeholders are commonly neglected. This study conceptualizes a theoretical framework attempting to understand the destination branding incongruity through destination identity, perceived destination image and destination tourism products, from the perspective of destination stakeholders. Moreover, empirical evidence based on the Pee Dee region in South Carolina, USA is provided to show the occurrence of destination branding incongruity. This study will contribute to both destination branding theory and incongruity theory.