Destination Branding An Analysis Of The Swedish Destination Image Representation And The Perception On The German Market
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Destination Branding An Analysis Of The Swedish Destination Image Representation And The Perception On The German Market
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Author : Doreen Kupke
language : en
Publisher: GRIN Verlag
Release Date : 2014-06-24
Destination Branding An Analysis Of The Swedish Destination Image Representation And The Perception On The German Market written by Doreen Kupke and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-06-24 with Travel categories.
Master's Thesis from the year 2013 in the subject Tourism - Miscellaneous, grade: 1,0, University of Applied Sciences Heide, language: English, abstract: Destinations are one of the tourism industries biggest brands. Nowadays, travelers are overwhelmed with places, which fit in their holiday scheme. The tourism market is crowded by destinations and the outcome is the substitutability of places. (Pike, 2005) Destination branding is a way to differentiate a destination from its existing competitors. Branding a country is a complex and multilevel business. One of the core aspects in destination branding is to identify and differentiate a destination through to a positive destination image. The destination image is a crucial part in the travelers' decision making process and verifiable influence the tourist behavior. Therefore the destination image has become one of the major concepts in destination marketing. Special focus is given to the destination image theory, which is a major aspect in destination branding. (Echtner & Ritchie, 2003; Qu et al., 2011; Wang & Pizam, 2011) Just as product brands, destination brands are living entities. They have to be managed continuously and changed over time, to ensure a fit to environmental changes. (Wang & Pizam, 2011) Sweden has therefore developed a national branding and sales strategy for the tourism industry to implement until 2020 and fully launched in 2013. (Gaßmann, 2013) A part of this strategy is the creation of special themes to present a holistic Sweden image and destination brand. (Communication Guide, 2013) Among others, this strategy will be used to compare the presented and advertised Sweden image with the image perception on the German source market, to analyze compliance or incongruity. Germany is an interesting and important source market for the Swedish tourism industry. According to the research of the UNWTO, Germany is one of the biggest spenders in the tourism industry in 2011 (UNWTO, 2012). Based to the results from IBIS, the Swedish Border Survey about foreign visitors in Sweden, Germany hold the fourth place, after Norway, Finland and Denmark considering the amount of travelers to the country in 2011, with 1.796.016 visitors (IBIS, 2012). Taking this into account, presenting a positive, fitting and attractive country image has to be one of Sweden's main aims. [...]
Connecting Brand Identity And Consumer Based Brand Equity For Tourism Destinations
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Author : Julian Michael Hodson
language : en
Publisher: Springer Nature
Release Date : 2021-04-23
Connecting Brand Identity And Consumer Based Brand Equity For Tourism Destinations written by Julian Michael Hodson and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-04-23 with Business & Economics categories.
The study proposes and empirically validates an integrated model of leisure visitors’ destination brand associations that can guide destination marketing and branding activities for both, the brand identity and the consumer-based brand equity (CBBE) perspective. A ten-phase empirical research design is established and data is collected from a sample of German leisure visitors to the Balearic Island of Mallorca, Spain. Structural equation modeling (SEM) provides empirical evidence of construct validity and reveals strong support for the validity of the proposed structural theory of leisure visitors’ destination brand associations. Results also demonstrate that the structural model possesses excellent levels of predictive power and validity. Importantly, the model performs very well in the overall prediction of consumers’ destination brand attitudes and loyalty.
Destination Image And Its Effects On Tourism Marketing And Branding
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Author : Katharina Sonnleitner
language : en
Publisher: LAP Lambert Academic Publishing
Release Date : 2011-08
Destination Image And Its Effects On Tourism Marketing And Branding written by Katharina Sonnleitner and has been published by LAP Lambert Academic Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-08 with categories.
In a tourism context, the image potential customers have of a destination is a very important issue. Images play an essential role in destination choice matters and in this regard, as tourism services are intangible, images are said to become even more important than reality. The concepts of destination image and destination marketing and branding are closely interrelated. The ultimate goal of any destination is to influence possible tourists' travel-related decision making and choice through marketing activities. Although it is not possible to influence all aspects of image formation, tourism marketers try to strategically establish, reinforce and, if necessary, change the image of their destination by communicating a strong destination brand. The purpose of this work is primarily to give an overview of destination image theory and its interrelationships to destination marketing and branding. In this respect, the work aims at finding out in how far a DMO can achieve to develop a marketing strategy that is consistent and somewhat standardised, and yet adapted to the individual market and culture in which it is operated.
Tourism Branding
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Author : Liping Cai
language : en
Publisher: Emerald Group Publishing
Release Date : 2009-12-21
Tourism Branding written by Liping Cai and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-12-21 with Business & Economics categories.
Academic studies have predominantly treated destination branding as a marketing phenomenon that happens to involve tourists as customers in a marketplace. This title attempts to free branding research and practice in tourism from the shackles of marketing that are dominated by the conventional approach of product, price, place, and promotion.
Destination Branding
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Author : Amit Kumar Singh
language : en
Publisher:
Release Date : 2010
Destination Branding written by Amit Kumar Singh and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Branding (Marketing) categories.
All products require a branding effort to successfully complete for customers, and places are no exception. Destination Branding is all about discovering the true essence of a place (city, state, nation), developing it into core competency by incorporating all the attributes associated and communicating the same to the target audience in a favourable manner. Most of the destinations in this world have no idea as to how they are perceived outside their little world. This eventually calls for a strategic branding initiative, in order to portray the image of a city, state or a country, in such a manner that the world perceives their image the way they want them to. This helps them to garner global attention and carve out a niche that expresses a unique identity and personality of the destination and differentiates it from its competitors. Nowadays, an intense competition among the nation-states can be witnessed in order to position themselves as perfect destinations for tourism and investment. Place are creating their brand identity around do reputations and attitudes in the same way as the corporate does. Nevertheless, evaluating the brand building measures and interpreting the perception and response of the target audience are uphill tasks. Some of the major aspects of Place Branding, covered in this book are: Conceptual understanding of the destination branding process; How to structure, implement, and manage it; Comparative analysis of a product brand and a nation brand; Unmanageable dimensions of a Destination Brand; Case studies of India, Dubai, Kerala, Singapore, and Malaysia.
A Brand Identity For The Frisian Wadden Sea Destination Branding On The Basis Of Destination Image Analysis
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Author : Stefanie Schmaus
language : en
Publisher: Ibidem Press
Release Date : 2013-04
A Brand Identity For The Frisian Wadden Sea Destination Branding On The Basis Of Destination Image Analysis written by Stefanie Schmaus and has been published by Ibidem Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-04 with Business & Economics categories.
In today's globalized world, leisure tourism is an important economic factor for many regions and the number of travelers increases every year. Since the destination market in an increasingly internationalized world offers a plentitude of options and competition is high, travellers can choose from a wide range of places to visit, while at the same time destination selection has become an important lifestyle indicator, reflecting the visitors' motivations and self-image. The challenge every destination faces is to convince potential tourists that the experience at the destination will satisfy their motivations and provide them with the benefits sought. Thus, there is a need to credibly communicate what the destination stands for. This can be achieved through branding. How a destination is perceived by non-visitors and actual tourists constitutes an important indicator for its marketing strategy and brand building. Stefanie Schmaus has investigated the potential for the development of a destination brand identity for the Frisian Wadden Sea on the basis of the destination image held by its most important international source market. She conducted a survey revealing cognitive, affective, and unique image dimensions among actual and potential visitors from Germany. The results were subsequently translated into the brand values and essence of the future brand identity, thus creating a unique selling proposition (USP) for the destination. Schmaus' study not only addresses regional destination management organizations and other tourism suppliers in the destination, but also comprises valuable insights for tourism planners and promoters by combining academic theory on image analysis and branding with its implementation in the tourism industry.
Destination Image Do Berlin S Tourist Authorities Have To Consider Cultural Segmentation When Developing Marketing Strategies Relating To The Place S Image In An Era That Refers To The Global Tourist
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Author : Wassim El Kadhi
language : en
Publisher: diplom.de
Release Date : 2008-10-13
Destination Image Do Berlin S Tourist Authorities Have To Consider Cultural Segmentation When Developing Marketing Strategies Relating To The Place S Image In An Era That Refers To The Global Tourist written by Wassim El Kadhi and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-10-13 with Business & Economics categories.
Inhaltsangabe:Abstract: Destination image is considered as the key in attracting tourists. This thesis purported to scrutinise whether Berlin s tourist authorities have to consider cultural segmentation when developing marketing strategies relating to the place s image. As an exploratory study, it examined Berlin s image among youths from Arab-Islamic and Protestant European countries and confronted them. In an era that is subjected to globalisation and refers to the global tourist, it is vindicated to pose this question. Various scholars are convinced that the world tourism market may be treated as a homogenous one due to globalisation. However, the literature also provides some opposing bearings and discusses them. It further gives some background information on Berlin as a tourist destination, addresses destination image concerning influential cultural factors and the implications of globalisation on consumer behaviour. Finally, it studies the Arab-Islamic and Protestant European youth cultures in the light of globalisation and possible modifying effects. In response to the objectives of this study, primary research was conducted. It involved both quantitative and qualitative data collection methods. Field and online surveys enabled the researcher to collect 239 completed questionnaires (103 Arab-Islamic and 136 Protestant European youths). Besides semi-structured interviews and focus group discussions were carried out at EF Language School, Bournemouth. Following the completion of the survey, obtained data was entered into SPSS. Frequencies and means were calculated for each variable and several ANOVA tests and cross-tabulations conducted in order to stress destination image s specificity in terms of cultural background. Research findings revealed significant differences between the groups regarding their perception of Berlin. Arab-Islamic youths had a more negative stance towards Berlin than their counterparts. Not only did divergences occur between the groups, but also within the groups. Thus, destination image is culture-specific and may also vary across countries sharing similar cultural backgrounds. Overall, despite the effects of globalisation, cultural market segmentation still remains a vital element for a tourist place such as Berlin where the image management is concerned. The thesis provides recommendations for Berlin congruent with the outcomes and concludes with the provision of recommendations for further [...]
Place Branding
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Author : Pantea Foroudi
language : en
Publisher: Routledge
Release Date : 2019-11-28
Place Branding written by Pantea Foroudi and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-28 with Business & Economics categories.
Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand. Place Branding: Connecting Tourist Experiences to Places seeks to build a customer-based view of place branding through focusing on the individual as a tourist who travels to undertake a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where to go, collect information on them, ask for advice and suggestions from fellow travellers, give feedback when they come back and talk a lot about their experience, spreading word-of-mouth. The book enables readers to understand how the tourist experience can be managed as a brand. Readers are exposed to a variety of problems, methodological approaches, and geographical areas, which allows them to adapt frames to different contexts and situations. This book is recommended reading for students and scholars of business, marketing, tourism, urban studies and public diplomacy, as well as practitioners, business consultants and people working in public administration and politics.
Destination Branding
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Author : Randall L. Fiveash
language : en
Publisher:
Release Date : 2018
Destination Branding written by Randall L. Fiveash and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with Branding (Marketing) categories.
The branding of destinations, for creating the positive perception of image, increasing tourism and visitation revenue and affecting economic development within a destination, is a relatively new concept. Branding in the private sector and service industries and product world, has been prevalent for many years. Companies like Coca Cola, Nike and Xerox, in the product world, and Disney and Marriott Hotels, in the services world, have been branding their products through brand marketing for decades. The purpose of this thesis is to examine the concept of destination branding and how the process and its successful execution, will result in long term positive results for the destination. This thesis examines and reviews research, literature, and case studies on the concepts and study of branding, and destination branding. The concept of destination marketing, as the means to accomplish destination branding, is also reviewed. A great deal of attention is paid to the literature as it relates to case studies which illustrate examples of destination branding, in countries, cities, states, and areas affected by visual media (TV and movies). The results of the literature review and study show that through dedicated, methodical and research-based development, and strategically planned marketing, destination branding does work in a very real sense, to increase revenue, change perception and drive economic development to the destination. In each of the case studies examined, positive financial, image and long-term development was seen, because of the efforts of those involved in the destination branding initiatives. The conclusion of the thesis is that destination branding, when done strategically, using research-based methods, gaining community and governmental support, and properly using destination marketing, will create long term success for the destination. Destinations should consider the destination branding concept to distinguish themselves from their competition. However, this path should only be taken when a destination can strategically mount the initiative with internal Destination Marketing Organization (DMO), community, and governmental inclusion and support.
Destination Brands
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Author : Nigel Morgan
language : en
Publisher: Routledge
Release Date : 2011
Destination Brands written by Nigel Morgan and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Business & Economics categories.
By focusing on a range of global case studies, 'Destination Branding' demonstrates how all destinations whether big or small can successfully harness the power of branding.