Effectiveness of Destination Branding. The Example of National Tourism Organizations

2020 ◽  
Vol 11 (4) ◽  
pp. 779
Author(s):  
Mirosław MARCZAK ◽  
Jacek BORZYSZKOWSKI
Keyword(s):  
Brand Management ◽  
National Level ◽  
Destination Branding ◽  
Tourist Destinations ◽  
Whole Process ◽  
Brand Development ◽  
Collection Data ◽  
Questionnaire Form ◽  
Destination Brand

Branding is considered to be the most effective way to improve the quality of operations undertaken in numerous sectors of economy. It also plays an important role in creating images of many tourist destinations. National Tourism Organizations (NTOs) are responsible for that task in particular countries. The main aim of the article is an attempt at providing a simplified evaluation of effectiveness related to operations (or operation fields) undertaken by NTOs in the process of brand management at the national level, especially activities undertaken in favor of brand development. The main effectiveness measure is a medium-term rate of the change in the number of tourist visits in countries where the analyzed NTOs were operating in the years of 2007-2017. The analysis includes 81 organizations. The basic tool applied for the research is a questionnaire form and the whole process of data collection, data verification and the comparative statistical analysis is completed in six stages. The research indicates the significant role of branding among the operations undertaken by the analyzed organization. It also indicates the fact that branding is an efficient and indispensable element in the process of destination brand management at the national level. The results of the research confirm the fact that the analyzed organizations consider branding as one of their most effective activities aimed at encouraging the highest number of foreign tourists to visit their countries.

Co-Creating the Christmas Story

2017 ◽  
pp. 137-157
Author(s):  
Rauno Rusko ◽  
Petra Merenheimo
Keyword(s):  
Brand Management ◽  
Web Based ◽  
Resource Based View ◽  
Brand Building ◽  
Santa Claus ◽  
Brand Development ◽  
Development Processes ◽  
Tourism Destinations ◽  
Destination Brand

Digitalization can be regarded as a megatrend which results that both brand building and brand management must adapt to new challenges. The growing role of digitizing points to both challenges and risks, as well as to opportunities. This chapter conceptualizes digitizing as a resource for brand development with the help of two tourism destinations. It focuses on the role Web-based platforms play in destination brand development, using the examples of two seemingly nearly similar Christmas tourism destinations as case studies: Santa Claus, Indiana, and Santa Claus Village, Rovaniemi. The chapter highlights the contribution of a customer-oriented digitalization to creating a competitive advantage, even a sustainable one, for tourism destinations with theoretical connections to a resource-based view (RBV) and discusses its potential for incremental and radical innovative brand development processes.

The role of emigrants in the construction of a destination brand: a new research line

2013 ◽  
Vol 19 (1) ◽  
pp. 35-47
Author(s):  
Fatimazohra El Aouni ◽  
Rosalía Cascón-Pereira ◽  
Ana Beatriz Hernández-Lara
Keyword(s):  
Regional Level ◽  
Destination Branding ◽  
Economic Wealth ◽  
Tourism Management ◽  
Identity Processes ◽  
Brand Construction ◽  
Scant Attention ◽  
New Research ◽  
Destination Brand

Purpose – The main objective of this work consists of proposing a new line of research which consists of exploring the role of emigrants in the construction of their country of origin’s brand. Design and methodology: To justify the need of this new research line we provide arguments by conducting a literature review on destination branding and topics related to migration in tourism. Approach – A proper destination branding may have a bearing on the image of a particular area, attracting visitors, investments, and a greater economic wealth for the region. The relevance of this topic for tourism management explains the interest of research in determining the elements of the brand of touristic destinations and its influence on the tourists’ behaviour. Originality – Scant attention has been paid by the literature on the influence of stakeholders on brand construction at a regional level, and specifically on the influence of emigrant population, that is those people who are living outside their original territories and whose identity might exert an influence on the construction of their country’s brand and attract potential tourists. Findings – This study proposes a conceptual model to understand the role of emigrant population in the construction of their places of origin’s destination brand. This model suggests that social identity processes may affect the way emigrants communicate to locals a brand about their places of origin, contributing therefore to the construction of the brand of their countries.

Branding of Tourist Destinations

2020 ◽  
Vol 11 (4) ◽  
pp. 973
Author(s):  
Elena SHUTAIEVA ◽  
Viktoriya POBIRCHENKO ◽  
Anna KARLOVA ◽  
Elena POLYUKHOVICH
Keyword(s):  
Integrated Approach ◽  
Competitive Advantages ◽  
Tourist Destination ◽  
Destination Branding ◽  
Tourist Destinations ◽  
Universal Values ◽  
Tourist Demand ◽  
Tourism And Hospitality ◽  
Destination Brand

The objective necessity of an integrated approach to destination branding as a process of creating and managing a brand is substantiated. It is shown that the need to develop a strong and successful brand that enhances the image of a tourist destination is associated with fundamental changes in the nature of consumer behavior, due to the fact that for a potential tourist, choosing a vacation destination today is not only an indicator of lifestyle but also a certain status value. A cognitive analysis of the definitions of the concept of ''tourist destination brand" allowed formulating the authors' definition. According to the authors, a tourist destination brand is a combination of unique qualities, persistent universal values, reflecting the authenticity, unique and original consumer characteristics of this territory and community, which are widely known, gaining public recognition and enjoying stable tourist demand, contributing to the formation of preferences of this territory over others in a situation of choice. As a research method, modeling was used. Theoretically, it became possible to clarify the essence of the concept of "tourist destination brand" and systematically comprehend the technology of tourist branding by building the authors' model of the brand of tourist destinations. The authors of the article present the brand as the most important way to implement the competitive advantages of the territory, an instrument of competitiveness, differentiation, and uniqueness. Brands of tourist destinations are designed to emphasize the high quality of services not only in tourism and hospitality, restaurant business, but also in the use of public spaces.

scholarly journals Nagari Berprestasi : Strategi Kepemimpinan Wali Nagari dan Peran Masyarakat di Nagari Pandai Sikek

2018 ◽  
Vol 1 (1) ◽  
pp. 81-87
Author(s):  
Putria Anjela
Keyword(s):  
Data Collection ◽  
National Level ◽  
Leadership Strategies ◽  
Good Communication ◽  
Collection Data ◽  
Working Together ◽  
Type Data ◽  
Using Data

This article aims to describe the leadership strategies of village guardian at PandaiSikek village and society’s participation in achieving village achievement at national level in 2014. The approach from this research is descriptive with qualitative research type. Data collection was done through interview and documentation in the form of interview guides, cell phones, and notebooks. The informants of this research were village guardian, staffs of village guardian, jorong guardian, customary figures, chairman of KAN, chairman of Bamus, chairman of LPM, BundoKanduang, chairman of youth and society at PandaiSikek village. Next, the triangulation data sources is the valid testing technique of data and the last data analysis techniques which are used by using data collection, data reduction, presentation of data, and withdrawal of conclusions. The results of research indicate that the strategies which are used by village guardian of PandaiSikek village for the first is cooperating with the set and high institutions of village in making decisions by ways of deliberation and consensus; second, involving society in every activity by spreading the invitation formally; third, motivating society to improve the quality of human resources by conducting useful training; and fourth, improving communication among jorong society by creating events which can improve communication in society.Meanwhile,the society’s roles of PandaiSikek village in reaching village achievement are : first, participating in the development process by cooperating and working together; second, following village’s activities by attending known activities through formal invitation; third, taking part in the training which was held by becoming part of the training and fourth, establishing good communication among the society by following the events held by village. Keywords: Leadership Strategies, Role of Society, Village Achievement. Nagari Berprestasi : Strategi Kepemimpinan Wali Nagari dan Peran Masyarakat di Nagari Pandai Sikek PUTRIA ANJELA[1] Program Studi Pendidikan Pancasila dan Kewarganegaraan FIS Universitas Negeri Padang Email: [email protected] Abstrak Artikel ini bertujuan untuk mendeskripsikan strategi kepemimpinan Wali Nagari Nagari Pandai Sikek dan peran serta masyarakat dalam meraih nagari berprestasi di tingkat nasional tahun 2014.Jenis penelitian merupakan penelitian kualitatif dengan menggunakan pendekatan deskriptif. Pengumpulan data dengan cara wawancara dan dokumentasi melalui alat pengumpulan data berupa pedoman wawancara, handphone serta buku catatan. Kemudian Informan penelitiannya adalah Wali Nagari, Staf-Staf Wali Nagari, Wali Jorong, Tokoh Adat, Ketua KAN, Ketua Bamus, Ketua LPM, Bundo Kanduang, Ketua Pemuda dan Masyarakat Nagari Pandai Sikek. Selanjutnya teknik pengujian keabsahan data dengan menggunakan teknik triangulasi sumber data dan yang terakhir teknik analisis data dengan cara pengumpulan data, reduksi data, penyajian data dan penarikan kesimpulan. Adapun hasil penelitian menunjukkan bahwa strategi-strategi yang digunakan oleh Wali Nagari Pandai Sikek yaitu pertama, bekerjasama dengan perangkat dan lembaga tinggi nagari dalam mengambil keputusan dengan cara musyawarah dan mufakat; kedua, melibatkan masyarakat dalam setiap kegiatan nagari dengan cara menyebarkan undangan secara resmi; ketiga, memotivasi masyarakat untuk meningkatkan kualitas SDM dengan cara mengadakan pelatihan-pelatihan yang bermanfaat; dankeempat, meningkatkan komunikasi antar masyarakat jorong dengan cara membuat acara yang dapat meningkatkan komunikasi masyarakat. Adapun peran serta masyarakat Nagari Pandai Sikek dalam meraih nagari berprestasi adalah: pertama, berpartisipasi dalam proses pembangunan dengan cara bekerjasama dan bergotong royong; kedua, mengikuti kegiatan-kegiatan Nagari dengan cara menghadiri kegiatan yang sudah diketahui melalui undangan resmi; ketiga,mengikuti pelatihan-pelatihan yang diadakan dengan cara menjadi bagian dari pelatihan tersebut dan keempat, menjalin komunikasi yang baik sesame masyarakat dengan cara mengikuti acara-acara yang diadakan oleh nagari. Kata Kunci :StrategiKepemimpinan, PeranMasyarakat, NagariBerprestasi [1]ArtikeliniditulisdariskripsipenulisdenganjudulStrategi Kepemimpinan Wali Nagari Pandai Sikek dan Peran Serta Masyarakat dalam Meraih Nagari Berprestasi Tingkat Nasional dengan pembimbing I Dr. Fatmariza, M. Hum pembimbing II Dra. Al Rafni, M. Si

scholarly journals Destination brand and tourism business brands in Binh Thuan province, Vietnam

2021 ◽  
Author(s):  
◽  
Vien Tran Truc Pham
Keyword(s):  
Brand Management ◽  
Analytical Framework ◽  
Business Managers ◽  
Related Information ◽  
Whole Process ◽  
Recent Developments ◽  
Research Gap ◽  
Destination Brand ◽  
Depth Interviews

<p>The consistency between a destination brand (DB) and tourism business brands (TBBs) has been acknowledged as pivotal in destination brand management (DBM). Recent research suggests that consistency should be a synergy of a DB and TBBs and that consistency could be guaranteed if stakeholders are fully involved through the whole process of the DB creation and development. However, research which goes beyond theoretical suggestions is lacking. To fill the research gap, this thesis seeks to address two related research aims:  (1) To assess the consistency between the DB and TBBs in Binh Thuan province; (2) To examine the process of DB creation and development in Binh Thuan province, the involvement of tourism business stakeholders in this, and the influence of this process on consistency.  In doing so, this thesis aims to provide a comprehensive understanding of the consistency in relation to the nature of DB, the DBM, and the involvement/buy-in of tourism stakeholders.  This thesis, drawing on the literature of DBs and the recent developments in DBM and stakeholders‟ buy-in, develops a conceptual framework and applies it in Binh Thuan (BT), Vietnam.  The first phase examines the brand-related information projected in marketing materials of BT‟s DB and 87 TBBs. The consistency between the DB and the TBBs is assessed through the use of content analysis. To seek an explanation for the resulting patterns of consistency, 29 in-depth interviews of business managers who managed the TBBs, and two interviews with destination marketing organisations‟ (DMOs) representatives were coded into prominent themes using an analytical framework developed by the researcher.  The study found that the consistency between the DB and TBBs varied according to businesses. Among the brand elements, selling points and target markets were the most consistent. However, the most competitive values reflected through slogans varied among TBBs. This study found that the DB is the outcome of a long-term process in which the destination core values play an important role for building the DB identity, underpinning all of the following components of the DB, influencing the integration of TBBs into the DB architecture, and TBBs‟ consistency with the DB. The study found that if stakeholders are fully involved in the whole process of DB creation and development, their brands are likely to be very consistent with the DB.</p>

scholarly journals GASTRONOMIC TOURISM AS A WAY TO ATTRACT ATTENTION TO A TOURIST DESTINATION

2021 ◽  
pp. 73-83
Author(s):  
B. I. Aktymbaeva ◽  
T. V. Trifonova
Keyword(s):  
Original Work ◽  
Theoretical Research ◽  
Tourist Destination ◽  
Tourist Destinations ◽  
History Of ◽  
Historical Comparative ◽  
Destination Brand ◽  
The Impact ◽  
First Time

This article examines the main aspects of gastronomic tourism as a modern type of tourism. This work also tells about the history of gastronomic travel. Analyzed the main problems and prospects for the development of gastronomic tourism, as a way to attract the attention of tourists to tourist destinations in Kazakhstan. The role of this type of tourism in the formation of a tourist destination brand is revealed. The analysis of the development of gastronomic tourism in various countries is carried out and its contribution to the development of tourist destinations in these countries is evaluated.Purpose: to study the influence of gastronomic tourism on the development of a tourist destination, based on the experience of different countriesMethodology: theoretical research of information on a given topic, historical, comparative, analysis of literature on a selected topic, questioning.Originality / value of the research: this research was compiled by the author for the first time and is completely original workFindings: this research has proven the impact of gastronomic tourism on the development of a tourist destination and attracting attention to it. Recommendations have been developed for the creation and implementation of gastronomic tours to countries with potential for the development of this type of tourism.

scholarly journals Managing Heritage Tourism Brand in South Africa: A Synthesis of Literature

2021 ◽  
Vol 10(4) (10(4)) ◽  
pp. 1302-1320
Author(s):  
Thembinkosi Gumede ◽  
Ikechukwu Ezeuduji
Keyword(s):  
South Africa ◽  
Brand Management ◽  
Heritage Tourism ◽  
Strong Relationship ◽  
Destination Branding ◽  
Tourist Destinations ◽  
Geographical Regions ◽  
Key Factor ◽  
Tourism Destinations ◽  
Management Capabilities

This paper aims to explore how branding essentials can foster or derail heritage tourism growth. Brand management capabilities support heritage tourism destinations such as South Africa to achieve competitive advantage in the global tourism marketplace. Heritage tourism destinations in Africa operate within a highly competitive environment as most of them offer identical products and services to their clientele. Unique historical and political backgrounds associated with particular geographical regions foster their heritage tourism growth. Subsequently, in South Africa, different forms of tourism that exist within the heritage tourism niche such as cultural tourism have gained immense popularity as they attract numerous domestic and international tourists to heritage tourism sites. Branding as a composite of numerous essentials including, but not confined to, brand essence, brand image and brand loyalty, is believed to be a key factor that can either stimulate or hinder heritage tourism growth in tourist destinations including South Africa. A conceptual model has been developed in this paper, based on the interlinkages between the key essentials of destination branding and how they influence heritage tourism growth. This paper posits that there is a strong relationship and interrelatedness between destination branding and heritage tourism growth.

scholarly journals GASTRONOMIC BRAND AS AN EFFECTIVE TOOL FOR TOURIST DESTINATION MANAGEMENT

2021 ◽  
Author(s):  
Olena Zelenko
Keyword(s):  
Positive Impact ◽  
Tourism Industry ◽  
Tourist Destination ◽  
Destination Branding ◽  
The Sustainable Development ◽  
Tourist Destinations ◽  
Common Value ◽  
The Creation ◽  
Tourism Services

The article considers the peculiarities of the formation of the gastronomic brand of the territory. It was found that a large number of scientific works on gastronomic branding does not reveal the essence of the stages of formation of such a brand. Despite some successful practices in the use of gastronomic products to promote tourism services, the general recommendations for the use of the gastronomic brand as a tool for managing the development of a tourist destination in the functioning of the tourism industry at the regional level remain undisclosed. Based on the review of previous publications, the purpose of this study is to determine the stages of formation and features of the gastronomic brand to increase the attractiveness and efficiency of tourist destination management. As a result of the study on the role of the gastronomic brand in the process of managing a tourist destination, it was determined: the process of creating a brand should take place in stages, and involves determining the type of territory, identifying the relationship between the number of tourists and their gastronomic needs. historical traditions of ethnic cuisine and the creation of conditions for a harmonious combination of gastronomic brand with the brand of a tourist destination; there is a directly proportional connection between the gastronomic brand of the territory and the brand of the tourist destination: the presence of the former contributes to the sustainable development of the latter; The positive impact of the gastronomic brand on the development of the tourist destination becomes possible due to the harmonization of common value-oriented components implemented in the destination branding as well as during gastronomic branding. Ukraine is just beginning its journey to recognize its gastronomic products, traditions and related historical and cultural heritage. Adherence to the presented recommendations on the creation and gastronomic brands of certain areas will promote their development as tourist destinations, improve the socio-economic situation of the region, and allow to restore the full functioning of the tourism industry after the pandemic crisis.

Digitalization as Part of Tourism Brand Development

2015 ◽  
Vol 6 (4) ◽  
pp. 54-78
Author(s):  
Petra Merenheimo ◽  
Rauno Rusko
Keyword(s):  
Peer Production ◽  
Current Development ◽  
Web Based ◽  
Resource Based View ◽  
Santa Claus ◽  
Brand Development ◽  
Tourism Destinations ◽  
Destination Brand ◽  
The Web

Gradually, digitalization and the Web have become an important part of tourism products. This development has been unnoticeable, but undeniable. Active customers are, via the Web, co-creating and participating in the product development of tourism destinations, especially in the form of brand development. In fact, it is possible to attribute the current development of new tourism destinations to peer production or “crowdsourcing.” This study focuses on the role Web-based platforms play in destination brand development, using the examples of two seemingly nearly similar Christmas tourism destinations as case studies: Santa Claus, Indiana, and Santa Claus Village, Rovaniemi. The study highlights the contribution this kind of customer-oriented digitalization makes to creating a competitive advantage, even a sustainable one, for tourism products with theoretical connections to a resource-based view (RBV). In digitalization, the role of the consumer as a “prosumer,” and potentially as a part of an organization's resources in a sense of RBV, is a fresh and challenging perspective that this study will introduce.

THE ROLE OF AUGMENTED REALITY IN DESTINATION BRANDING

2020 ◽  
Vol 26 (2) ◽  
pp. 419-436
Author(s):  
Assumpció Huertas ◽  
Jan Gonzalo
Keyword(s):  
Augmented Reality ◽  
Communication Strategies ◽  
Destination Branding ◽  
Tourism Experience ◽  
Destination Brand ◽  
The Impact ◽  
The City ◽  
Depth Interviews

Purpose – The goals of this study are to find out which factors contribute to AR applications generating satisfactory tourism experiences; analyze the impact of AR on destination brand communication; and examine whether the act of communicating the destination brand also increases satisfactory tourist experiences. Design – The research is based on a case study of an AR application that belongs to the city of Tarragona (Spain) that reproduces its main monuments dating from the Roman era. Methodology – The study includes one survey conducted on 150 participants (75 tourists, 75 residents) and 15 in-depth interviews with respondents who used the Imageen application. Approach – The analysis provides detailed information on the users’ experiences and opinions, highlighting the different variables that provide the most satisfactory tourist experiences. Findings – The study shows that the AR application creates highly satisfactory tourism experiences, although not extraordinary. The main contribution of this study has been to demonstrate that the AR application has the potential to communicate the destination brand. Originality of the research – This study provides knowledge on the AR role in constructing a destination brand and its relationship with the tourism experience. Particularly, the findings of this paper have significant implications for DMOs and their marketing and communication strategies.

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