Tracking brand positioning for an emerging destination: 2003 to 2015

2016 ◽  
Vol 18 (3) ◽  
pp. 286-296 ◽  
Author(s):  
Steven Pike ◽  
Jane Gentle ◽  
Louise Kelly ◽  
Amanda Beatson
Keyword(s):  
Decision Making ◽  
Brand Image ◽  
Destination Image ◽  
Marketing Communications ◽  
Destination Marketing ◽  
Destination Branding ◽  
Financial Investment ◽  
Marketing Organisation ◽  
Temporal Aspect ◽  
Over Time

Surprisingly, there have been few published studies monitoring a destination’s brand image over time. This temporal aspect of destination image is an important gap in the literature, given consensus around the role perceptions play in consumers’ decision making, and the ensuing emphasis on imagery in destination branding collateral. Whereas the majority of published destination image studies have been in the form of a snapshot of perceptions at one point in time, this paper presents findings from a survey implemented four times between 2003 and 2015. Brand image is the core construct in any modelling of destination branding performance, which has emerged as a relatively new field of research in the past decade. Using the consumer-based brand equity hierarchy, the project has benchmarked and monitored destination brand salience, image and resonance for an emerging regional destination, relative to key competitors, in the domestic Australian market; and the survey instrument has been demonstrated to be reliable in the context of short break holidays by car. What is particularly interesting to date is that there has been relatively little change in the market positions of the five destinations, in spite of over a decade of branding marketing communications by the regional tourism organisations and their stakeholders, and more recently, the mass of user-generated travel content on social media. The project did not analysis the actual marketing communications for each of the destination marketing organisations. Therefore, an important implication is that irrespective of the level of marketing undertaken, the destination marketing organisations seem to have had little control over the perceptions held in their largest market during this time period. Therefore, it must be recognised that any improvement in perceptions will likely take a long period of time, and so branding needs to be underpinned by a philosophy of a long-term financial investment as well as commitment to a consistency of message over time, which given the politics of destination marketing organisation decision making represents a considerable challenge.

How Country Image Affects Intention to Visit a Destination: Evidence from Russian Tourists Visiting Switzerland

2018 ◽  
Vol 9 (4) ◽  
pp. 694
Author(s):  
Sindhuri PONNAPUREDDY ◽  
Urs WAGENSEIL ◽  
Oxana BELOZEROVA ◽  
Siuzanna MIRZOIAN
Keyword(s):  
Quantitative Study ◽  
Strong Influence ◽  
Brand Image ◽  
Destination Country ◽  
Destination Image ◽  
Destination Marketing ◽  
Country Image ◽  
The Past ◽  
Mediation Models ◽  
Marketing Messages

The paper examines how country image affects the intention to visit a destination by means of a quantitative study conducted in Russia. It specifically explores the mediating influence of psychological destination image, functional destination image, and attitude towards the destination between country image and visiting intention. Data for the research were collected from a survey involving 919 respondents in Russia who had gone on a vacation, at least, once in the past 12 months. A series of mediation models indicated that through psychological destination image, functional destination image, and attitude towards the destination, country image mediates the intention to visit. The results imply that the holistic brand image of a destination has a strong influence on international tourists’ intention to visit. Therefore, marketers should integrate country image in destination marketing messages.

scholarly journals An Examination Of The Challenges Involved In Distributing A Strong And Consistent Destination Image In The Marketing Of Tourism In Malaysia

2010 ◽  
Vol 9 (1) ◽  
Author(s):  
Grace Phang Ing ◽  
Janie Liew-Tsonis ◽  
Sharon Cheuk ◽  
Izyanti Awang Razli
Keyword(s):  
Destination Image ◽  
Destination Marketing ◽  
Destination Branding ◽  
Policy Makers ◽  
Travel Agents ◽  
Place Image ◽  
Key Issues ◽  
Future Of Marketing ◽  
Conflicting Messages ◽  
Depth Interviews

The future of marketing will be a battle of brands and destination branding is arguably the tourism industry’s biggest challenge (Pike, 2005). Marketing a destination consistently over time is critical to the success of destination marketing organisations (DMOs) and destination marketing companies (DMCs). However, media and market proliferation and clusterisation creates a high risk of contrary and confusing messages. This research paper reports on the findings of a two year study on the promotion of transportation in tourism development in Malaysia which examined the challenges involved in distributing a strong and consistent image of a destination.  Key issues identified include the complexity of relationships which co-exist in the marketing of a tourism destination, its place image and conflicting messages.  A qualitative approach to in-depth interviews was conducted with key respondents who were policy makers, tour and travel agents, non-government organisations, and residents in Malaysia.  The empirical evidence has shown that policy makers in Government, although receptive to the promotion of tourism, are not entirely aware of the roles each is involved in the distribution of a strong and consistent image of place in the marketing of tourism in Malaysia.

Food and cuisine image in destination branding: Toward a conceptual model

2017 ◽  
Vol 19 (2) ◽  
pp. 238-251 ◽  
Author(s):  
Mun Y Lai ◽  
Catheryn Khoo-Lattimore ◽  
Ying Wang
Keyword(s):  
Mental Representation ◽  
Brand Image ◽  
The Other ◽  
Destination Image ◽  
Destination Branding ◽  
Current State ◽  
Destination Attractiveness ◽  
Dual Perspective ◽  
Food Image ◽  
Destination Brand

This study addresses the conceptualization of food image and examines the role food and cuisine play in the formation of destination brand image. By tracing the destination branding literature with a specific focus on image and three components that influence food image formation, the authors map the current state of food image research in tourism. They then provide a dual-perspective review of food image—one that is projected and/or perceived by destination marketers and their food producers and suppliers, and the other a mental representation as perceived by tourists. The evaluation aligns the various dimensions, underlying variables, and indicators of food destination attractiveness as reflected in host–tourist perspectives. The paper offers a comprehensive conceptual framework of food tourism branding and suggests a pathway for future empirical research on destination image and branding.

Continuous Decisions

2020 ◽  
Author(s):  
Seng Bum Michael Yoo ◽  
Benjamin Hayden ◽  
John Pearson
Keyword(s):  
Decision Making ◽  
Control Theory ◽  
Hierarchical Structure ◽  
Action Planning ◽  
Extended Period ◽  
Microeconomic Theory ◽  
Engineering Control ◽  
Over Time ◽  
Academic Study

Humans and other animals evolved to make decisions that extend over time with continuous and ever-changing options. Nonetheless, the academic study of decision-making is mostly limited to the simple case of choice between two options. Here we advocate that the study of choice should expand to include continuous decisions. Continuous decisions, by our definition, involve a continuum of possible responses and take place over an extended period of time during which the response is continuously subject to modification. In most continuous decisions, the range of options can fluctuate and is affected by recent responses, making consideration of reciprocal feedback between choices and the environment essential. The study of continuous decisions raises new questions, such as how abstract processes of valuation and comparison are co-implemented with action planning and execution, how we simulate the large number of possible futures our choices lead to, and how our brains employ hierarchical structure to make choices more efficiently. While microeconomic theory has proven invaluable for discrete decisions, we propose that engineering control theory may serve as a better foundation for continuous ones. And while the concept of value has proven foundational for discrete decisions, goal states and policies may prove more useful for continuous ones.

scholarly journals The Biography of an Algorithm: Performing algorithmic technologies in organizations

2021 ◽  
Vol 2 (2) ◽  
pp. 263178772110046
Author(s):  
Vern L. Glaser ◽  
Neil Pollock ◽  
Luciana D’Adderio
Keyword(s):  
Decision Making ◽  
Organizational Capabilities ◽  
Negative Consequences ◽  
Organizational Decision Making ◽  
Computational Tools ◽  
Dynamic Perspective ◽  
Over Time

Algorithms are ubiquitous in modern organizations. Typically, researchers have viewed algorithms as self-contained computational tools that either magnify organizational capabilities or generate unintended negative consequences. To overcome this limited understanding of algorithms as stable entities, we propose two moves. The first entails building on a performative perspective to theorize algorithms as entangled, relational, emergent, and nested assemblages that use theories—and the sociomaterial networks they invoke—to automate decisions, enact roles and expertise, and perform calculations. The second move entails building on our dynamic perspective on algorithms to theorize how algorithms evolve as they move across contexts and over time. To this end, we introduce a biographical perspective on algorithms which traces their evolution by focusing on key “biographical moments.” We conclude by discussing how our performativity-inspired biographical perspective on algorithms can help management and organization scholars better understand organizational decision-making, the spread of technologies and their logics, and the dynamics of practices and routines.

scholarly journals A Bibliometric Network Analysis of Coronavirus during the First Eight Months of COVID-19 in 2020

2021 ◽  
Vol 18 (3) ◽  
pp. 952 ◽  
Author(s):  
Leonardo B. Furstenau ◽  
Bruna Rabaioli ◽  
Michele Kremer Sott ◽  
Danielli Cossul ◽  
Mariluza Sott Bender ◽  
...  
Keyword(s):  
Decision Making ◽  
Network Analysis ◽  
Web Of Science ◽  
Future Research ◽  
Future Trends ◽  
Damage Prevention ◽  
Over Time ◽  
The Web

The COVID-19 pandemic has affected all aspects of society. Researchers worldwide have been working to provide new solutions to and better understanding of this coronavirus. In this research, our goal was to perform a Bibliometric Network Analysis (BNA) to investigate the strategic themes, thematic evolution structure and trends of coronavirus during the first eight months of COVID-19 in the Web of Science (WoS) database in 2020. To do this, 14,802 articles were analyzed, with the support of the SciMAT software. This analysis highlights 24 themes, of which 11 of the more important ones were discussed in-depth. The thematic evolution structure shows how the themes are evolving over time, and the most developed and future trends of coronavirus with focus on COVID-19 were visually depicted. The results of the strategic diagram highlight ‘CHLOROQUINE’, ‘ANXIETY’, ‘PREGNANCY’ and ‘ACUTE-RESPIRATORY-SYNDROME’, among others, as the clusters with the highest number of associated citations. The thematic evolution. structure presented two thematic areas: “Damage prevention and containment of COVID-19” and “Comorbidities and diseases caused by COVID-19”, which provides new perspectives and futures trends of the field. These results will form the basis for future research and guide decision-making in coronavirus focused on COVID-19 research and treatments.

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.

scholarly journals Theology at Thresholds: Learning from a Practice ‘In Transition’

2017 ◽  
Vol 4 (1) ◽  
pp. 45-62 ◽  
Author(s):  
Rachel Muers ◽  
Rhiannon Grant
Keyword(s):  
Decision Making ◽  
The Other ◽  
Small Scale ◽  
Theological Ethics ◽  
Reciprocal Influence ◽  
Core Practices ◽  
Recent Developments ◽  
Collective Process ◽  
The One ◽  
Over Time

Recent developments in contemporary theology and theological ethics have directed academic attention to the interrelationships of theological claims, on the one hand, and core community-forming practices, on the other. This article considers the value for theology of attending to practice at the boundaries, the margins, or, as we prefer to express it, the threshold of a community’s institutional or liturgical life. We argue that marginal or threshold practices can offer insights into processes of theological change – and into the mediation between, and reciprocal influence of, ‘church’ and ‘world’. Our discussion focuses on an example from contemporary British Quakerism. ‘Threshing meetings’ are occasions at which an issue can be ‘threshed out’ as part of a collective process of decision-making. Drawing on a 2015 small-scale study (using a survey and focus group) of British Quaker attitudes to and experiences of threshing meetings, set in the wider context of Quaker tradition, we interpret these meetings as a space for working through – in context and over time – tensions within Quaker theology, practice and self-understandings, particularly those that emerge within, and in relation to, core practices of Quaker decision-making.

scholarly journals Gender and payments for environmental services: impacts of participation, benefit-sharing and conservation activities in Viet Nam

Oryx ◽  
2021 ◽  
pp. 1-9
Author(s):  
Pamela McElwee ◽  
Huệ Thị Văn Lê ◽  
Tuyến Phương Nghiêm ◽  
Hương Diệu Vũ ◽  
Nghị Hữư Trần
Keyword(s):  
Decision Making ◽  
Rapid Expansion ◽  
Benefit Sharing ◽  
Environmental Services ◽  
Viet Nam ◽  
Payments For Environmental Services ◽  
Men And Women ◽  
Female Headed Households ◽  
Women Participation ◽  
Over Time

Abstract There has been a rapid expansion in the use of payments for environmental services (PES) as a key conservation finance policy. However, there is insufficient understanding of how gender can affect PES implementation and outcomes. We present results from a case study in Viet Nam, where a national PES programme has been in place for a decade. Through panel household survey data, focus groups and interviews, we examined how women have been involved in PES policies, what the impacts have been on decision-making by men and women, participation rates and use of PES income over time, and the potential conservation outcomes. Our research confirms that resource use varies between men and women, and changes in access rights can fall disproportionately on women. Participation in PES has been lower for female-headed households and for women within male-headed households, although gradually more equitable participation has evolved within households. Female-headed households reported expending more yearly effort on PES activities despite protecting less land, and also increased their conservation activities over time as they presumably became more familiar with PES. Use of income from PES also showed differences between male and female-led households, with men more likely to spend funds on non-essential goods. Within households, although men initially decided how to spend PES money, decision-making has become more equitable over time. We conclude with some recommendations on how to increase attention to gender in PES projects and future research to improve outcomes.

Pasture renewal in the Waikato and Bay of Plenty regions: An overview of farmer practice, experience and attitudes

2011 ◽  
Vol 15 ◽  
pp. 21-24
Author(s):  
Kelly Smith ◽  
R. Brazendale
Keyword(s):  
Decision Making ◽  
Online Survey ◽  
Information Sources ◽  
Farm Management ◽  
Dairy Farmers ◽  
Practice Experience ◽  
Rate Information ◽  
And Performance ◽  
On Farm ◽  
Over Time

Pasture persistence and performance, and associated issues such as black beetle, are of central concern to dairy farmers. The Pasture Renewal Survey 2010 aimed to better understand farmers' confidence in their ability to make informed decisions on their pasture renewal practices, their satisfaction with the success of this decision-making and the performance of their renewed pastures over time. In addition, the survey investigated their attitudes to information sources and what barriers they saw to improving pasture performance on farm. A postal and online survey elicited responses from 776 dairy farmers in the Waikato and Bay of Plenty regions. The four main findings of the work were: 1. Farmers are more confident of their ability to make appropriate on-farm management decisions for renewed pasture than they are of their ability to choose appropriate cultivars and endophyte. 2. Farmers, while generally satisfied with their own success in renewing pasture, reported decreasing levels of satisfaction with renewed pastures over the 3 successive years following renewal. 3. Farmers do not rate information sources very highly in terms of their usefulness in relation to pasture renewal. 4. Weather-related issues and pest-related issues (particularly black beetle) were the most commonly identified barriers to improving pasture performance. Keywords: farmer confidence, farmer satisfaction, information sources, pasture renewal.

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