Tell me your story: Branding destinations through residents’ (place) stories

2021 ◽  
pp. 135676672110605
Author(s):  
Nicole A. Hay ◽  
P. Monica Chien ◽  
Lisa Ruhanen
Keyword(s):  
Participatory Approach ◽  
Place Identity ◽  
Brand Identity ◽  
Future Research ◽  
Destination Marketing ◽  
Marketing Practice ◽  
Destination Branding ◽  
Internal Stakeholders ◽  
Destination Brand ◽  
Practical Implications

Concerns have been raised that destination branding often overlooks the destination's internal stakeholders, and in some cases, has resulted in a brand identity that does not reflect the meanings and emotions that residents attach to places. Consequently, scholars have advocated for a more participatory approach to destination branding in which residents’ sense of place can be acknowledged, represented, and operationalized. This paper synthesizes these arguments and demonstrates that such an approach can be achieved by embracing residents’ place stories. Through storytelling, residents construe different facets of the place identity that is the foundation of destination brand identity. Hence, the purpose of this paper is to investigate the role, constituents, and effects of storytelling in destination branding, particularly exploring whose stories should be told and how these stories should be conveyed. In doing so, a participatory approach to destination branding is presented that employs residents’ place stories as a genuine form of participation in the destination branding process. Lastly, an agenda for future research is proposed, and practical implications for destination marketing practice are discussed.

The impact of social media on destination branding

2012 ◽  
Vol 18 (3) ◽  
pp. 197-206 ◽  
Author(s):  
Yumi Lim ◽  
Yeasun Chung ◽  
Pamela A Weaver
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Brand Identity ◽  
Destination Marketing ◽  
Marketing Organization ◽  
Destination Branding ◽  
Destination Brand ◽  
The Impact ◽  
Insight Into ◽  
Destination Marketing Organization

A one-way conversation with consumers in destination branding was pervasive when destination-marketing organizations created and generated their destination brands. However, social media has made a two-way conversation possible with consumers participating in the development of a destination brand identity/image. This study investigates consumer perception of destination brands created by consumer-generated videos and destination-marketing organization videos. The findings suggest that consumer-generated videos do not carry the same destination brand as destination marketer-generated videos. In addition, consumer-generated videos have little positive impact on a destination brand. This study provides insight into destination-branding strategies with respect to the roles that social media plays in creating destination-brand identity and image.

scholarly journals Striving to Be Different but Becoming the Same: Creativity and Destination Brands’ Promotional Videos

2020 ◽  
Vol 13 (1) ◽  
pp. 139
Author(s):  
Tjaša Alegro ◽  
Maja Turnšek
Keyword(s):  
Marketing Channels ◽  
Destination Marketing ◽  
Destination Branding ◽  
Case Examples ◽  
Video Sharing ◽  
Rare Elements ◽  
Informal Setting ◽  
High Level ◽  
Destination Brand ◽  
Destination Management Organizations

Social networks have become an important supplement to traditional forms of marketing channels for destination branding. YouTube is believed to be one of the most influential social media and video sharing platforms. Its visual character, informal setting and address of the youth segment would expectedly mean a high level of creativity in the process of destination branding. By means of qualitative analysis of what are considered to be the best videos as self-selected by the European destination management organizations (DMOs), we wished to ascertain how creative these best case examples really were. The results show that the videos are extremely similar, with the most common type a “collage” of only loosely connected visuals with rare elements of storytelling or humor as the most typical creative approaches. While following the desire to show the diversity of a destination, the destination branding videos paradoxically become a collection of similar visual images and thus fail to contribute to the differentiation of the destination brand. The results show that future advice to practitioners of destination marketing for YouTube is to go beyond the typical “collage” genre of a destination marketing video and focus more on storytelling, humor and especially the most difficult step in the destination branding: strategically focusing on the smaller number of specifics that differentiate a destination rather than on the multitude of the highly diverse experiences.

Accessible and inclusive tourism: why it is so important for destination branding?

2020 ◽  
Vol 12 (6) ◽  
pp. 719-723
Author(s):  
Pedro Machado
Keyword(s):  
Sustainable Development ◽  
Design Methodology ◽  
State Of The Art ◽  
Active Part ◽  
Tourist Destination ◽  
Destination Branding ◽  
Content Type ◽  
Tourism Destinations ◽  
Destination Brand ◽  
Practical Implications

Purpose By embracing the entire community of travellers, despite their capacity, tourism destinations that have the opportunity to appeal to the art of inclusive tourism policies in the Center of Portugal, are analyzed, showing the importance for a tourist destination to adapt these policies to the notoriety of the destination brand. Design/methodology/approach This paper offers a practical viewpoint based on the state-of-the-art of public policies relating to inclusive and accessible tourism in the Center of Portugal and their impacts on the destination branding. Findings Taking into account the territorial specificity of the Center of Portugal, the asymmetries of development and cohesion, Tourism Center of Portugal (TCP) has sought to develop projects and actions in partnership with the different actors in the territory that promote territorial cohesion, integrated and sustainable development and the attractiveness of the inland region. Practical implications All the projects developed to support accessible and inclusive tourism, in which TCP is an active part, create a network of tourist services to become destinations more accessible and inclusive for everyone. Originality/value Inclusive and accessible tourism is little explored by DMOs. In this paper, the case of the Center of Portugal region is presented, highlighting a series of unprecedented initiatives that are being developed, aiming to provide the destination with unique points of differentiation.

Is more customer control of services always better?

2016 ◽  
Vol 27 (2) ◽  
Author(s):  
Herm Joosten ◽  
Josée Bloemer ◽  
Bas Hillebrand
Keyword(s):  
Design Methodology ◽  
Empirical Test ◽  
Control Beliefs ◽  
Future Research ◽  
Negative Effects ◽  
Marketing Practice ◽  
Desire For Control ◽  
Customer Empowerment ◽  
Customer Control ◽  
Practical Implications

Purpose Research on empowerment and service co-production assumed that customers want more control and that more control is better. An empirical test of this assumption, however, is lacking. This study tests this assumption by not only focusing on the customer’s capacity and opportunity for control, but also taking into account the customer’s desire for control. Design/methodology/approach This study uses an experiment employing video clips depicting a service encounter in a banking context in which control beliefs are manipulated. Findings This study shows that more control in services is not always better because individuals vary in their desire for control; that state-measures of control are effective predictors of relevant attitudinal and behavioral effects like satisfaction and loyalty, and that the mechanism which produces these effects is the consistency between control beliefs. Research limitations/implications Future research on customer empowerment and service co-production should acknowledge the pivotal role of variations in desire for control, focus on inconsistencies in control beliefs to predict effects, and measure control beliefs as varying states rather than as stable personality traits. Practical implications Enhancing customer control of a service may primarily mean: giving the customer the option to control or not to control the service. Originality/value This study contributes to literature and marketing practice by demonstrating that more control may have negative effects and by demonstrating the mechanism by which these effects occur.

Instagram Influencers in Social Media-Induced Tourism

2021 ◽  
pp. 135-144
Author(s):  
Rizalniyani Abdul Razak ◽  
Nur Aliah Mansor
Keyword(s):  
Social Media ◽  
Conceptual Framework ◽  
Destination Image ◽  
User Generated Content ◽  
Future Research ◽  
Destination Marketing ◽  
Media Content ◽  
Persuasive Messages ◽  
Destination Brand

Social media-induced tourism happens when a traveller visits a destination/attraction after being exposed to certain social media content. A user-generated content (UGC) provider, such as a social media influencer, has been identified as the initial motivator in social media-induced tourism. Social media influencers generate persuasive messages for their followers and are typically sources of credibility. In destination marketing and tourism destination studies, the UGC of social media influencers is significantly related to the destination image, destination brand, tourist trust, and tourist expectations. Of particular interest for Instagram influencers, this chapter proposes a conceptual framework to describe the role of the Instagram influencer in inducing his/her followers to travel and suggests a guide for future research.

Organizational-level visual identity: an integrative literature review

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Magnus Kristian Gregersen ◽  
Trine Susanne Johansen
Keyword(s):  
Literature Review ◽  
Design Methodology ◽  
Critical Discussion ◽  
Brand Identity ◽  
Organizational Level ◽  
Future Research ◽  
Content Type ◽  
Extant Literature ◽  
Visual Identity ◽  
Practical Implications

PurposeThe aim is to review and discuss main conceptualizations, themes and assumptions within organizational-level visual identity (VI) in order to identify potential avenues of theoretical advancement of VI as an independent construct.Design/methodology/approachAn integrative review approach offers a structured, nuanced perspective on the concept by synthesizing extant literature through an iterative, critical and qualitative process.FindingsThe synthesis identifies three overlapping terms [corporate visual identity (CVI), visual brand identity (VBI) and VI] and two main themes (visual consistency and authenticity). The dominant assumptions underpinning consistency and authenticity are challenged by alternative understandings, which provide a platform for perceiving visual consistency and authenticity in new ways.Research limitations/implicationsThe review offers an overview of organizational-level VI that helps define the concept as well as critical reflections which open up for additional research avenues that may develop it and point to potential areas for exploration.Practical implicationsThe review provides practitioners with a platform for discussing how to approach visual identities with regards to consistency and authenticity.Originality/valueThe review contributes with a synthesis of VI literature covering 50 years. It offers a structured presentation of and critical discussion on the underlying, dominant assumptions. By challenging these dominant assumptions, a palette of future research opportunities, with potentials to nuance and develop the concept as a unique construct, are presented.

scholarly journals Establishing the scope of marketing practice: insights from practitioners

2014 ◽  
Vol 48 (1/2) ◽  
pp. 380-404 ◽  
Author(s):  
Sally Dibb ◽  
Cláudia Simões ◽  
Robin Wensley
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Qualitative Interviews ◽  
Marketing Mix ◽  
Future Research ◽  
Marketing Practice ◽  
Content Type ◽  
Future Research Agenda ◽  
Marketing Planning ◽  
Practical Implications

Purpose – Describing marketing practices is fundamental to understanding both the scope of marketing practice and the actual value it adds to the organization. This paper aims to clarify the reach of marketing practice and the nature of activities that marketers carry out. Design/methodology/approach – The study uses mixed methods, involving qualitative document analysis, qualitative interviews and a quantitative managerial survey. Findings – The findings reveal consistency in the views of academics and practitioners across the following disaggregated elements of practice: stakeholder and relationship marketing, customer analysis, marketing-mix management/marketing planning, and the centrality of customers. However, when these themes are integrated into broader categories of practice, the activities are parceled and prioritized in different ways by the different data sources. Practical implications – The findings have implications for how marketing is practiced and taught and for the future research agenda. Originality/value – This study considers the functional practices within marketing and clarifies the scope of marketing practice.

Beyond rhetoric: re-thinking entrepreneurial marketing from a practice perspective

2014 ◽  
Vol 16 (2) ◽  
pp. 105-127 ◽  
Author(s):  
Nicole Gross ◽  
David Carson ◽  
Rosalind Jones
Keyword(s):  
Social Practice ◽  
Small Firms ◽  
Future Research ◽  
Social Practice Theory ◽  
Conceptual Approach ◽  
Marketing Practice ◽  
Content Type ◽  
Entrepreneurial Marketing ◽  
The Social ◽  
Practical Implications

Purpose – The purpose of this paper is to propose the application of social practice theory for the investigation of entrepreneurial marketing (EM) practices. Design/methodology/approach – A theoretical gap has been found between scholarly efforts to explain the nature of EM practice and the actual marketing practice or marketing doings of small firms. Findings – The paper covers some of the EM literature and perspectives and examining the notion of “practice” in small- and medium-sized enterprises (SME) and entrepreneurship research. Based on an increasing focus on practice in the social theory literature and the contributions of key social theorists, a discussion is framed in terms of how EM practice can be studied through the investigation material and bodily observations and common interpretations. Research limitations/implications – The paper offers a proposal that the observations of practitioners’ actions and activities and the investigation of common interpretations can be conceptualized to explain the nature of EM practice. It also gives avenues for future research. Practical implications – The paper suggests that marketing comprises a wide scope of activities or practices and, in the case of a small firm, is all-pervasive. It also suggests that scholars engage in understanding the collective, distributed, situated, ongoing and tacit nature of EM. Originality/value – The paper provides a fresh conceptual approach about how EM practice can be studied through the investigation material and bodily observations as well as common interpretations.

The integration of event management in promoting tourist destinations based on co-branding principles

2015 ◽  
Vol 2015 (6) ◽  
pp. 135-162
Author(s):  
Anna Aleksandrova
Keyword(s):  
Brand Identity ◽  
Brand Experience ◽  
Event Management ◽  
Tourist Destination ◽  
Destination Branding ◽  
Holistic View ◽  
Tourist Destinations ◽  
Brand Building ◽  
Event Marketing ◽  
Destination Brand

The article focuses on event marketing potential in branding tourist destinations. It examines destination branding through new conceptualization - destination brand experience, which provides a more holistic view of the tourist destination brand. The study identifies events portfolio for a destination as a brand building tool and provides a conceptual model of creating a brand identity for tourist destination with the use of events.

Branding Porto

2019 ◽  
pp. 198-219 ◽  
Author(s):  
Clarinda Rodrigues
Keyword(s):  
Place Identity ◽  
Brand Identity ◽  
Supply Side ◽  
Creation Process ◽  
Dynamic View ◽  
External Stakeholders ◽  
Key Driver ◽  
Place Brand ◽  
Destination Brand

Departing from the Porto brand case study, this chapter discusses the concept of destination brand identity from the supply-side perspective. Consequently, it proposes an authentic-based approach to place identity theory, in which destination authenticity is pointed out as a key driver to create a strong place brand identity. Moreover, it is suggested that destination managers should follow an eight-step approach to branding a destination. This dynamic view of place identity, which is supported by a continuous co-creation process involving local and external stakeholders, allows destination brand managers to mirror and reinforce the destination authenticity.

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