scholarly journals THE CONCEPTUAL FRAMEWORK OF BRAND MANAGNENT AND ITS INFLUENCE ON TOURIST DESTINATION DEVELOPMENT

2019 ◽  
pp. 3-9
Author(s):  
Oleksandr Vitaliyovych Gladkey ◽  
Roman Ruslanovych Mazurets
Keyword(s):  
Conceptual Framework ◽  
Brand Management ◽  
Positive Influence ◽  
Practical Significance ◽  
Tourist Destination ◽  
Goods And Services ◽  
Tourism Product ◽  
The Creation ◽  
Destination Brand ◽  
Marketing Actions

Goal. The purpose of this article consists in analyzation and systematization of the leading conceptual framework of brand management as well as in additional investigations of its influence on tourist destination development. Method. The methodological basis of the research is the basis of scientific dialectics. The main methods of research are the method of formalization, algorithm development, descriptive, analytical and synthetic. Results. Brand management is an actual area of scientific researches in the context of its role in tourism. The brand creates a difference of a trademark or service from competing ones, helps to increase sales and generally increases profits in the long-term perspective. Therefore, the formation of the brand requires the serious approaches and the involvement of skilled managers. The practice of tourist centers or territories brands creation is widely used now, which is fully justified, as the positive image of cities or regions contributes to the creation of additional profits from attracting new tourists. The main functions of the tourist destination brand are related to: - the formation of an individual image (image) of the destination, which distinguishes it from its competitors; - ensuring its recognition by choosing a market position for the tourist product of the destination; - confirmation of the quality of the tourist product of the destination; - a positive influence on the formation of corporate consciousness of the population of the tourist territory (region, destination). The key task of branding the tourist destination is to establish position and strengthen its strengths, which should serve as the basis for the formation of the brand. Specificity of branding of tourist territories as a complex of marketing actions undertaken by their management in cooperation with stakeholders (various stakeholders) for the creation and promotion of the brand is that: - the product of the destination is multifaceted, including a number of goods and services of various industries; - the management of the destination does not have full control over the marketing complexes (marketing mix); - teamwork is required taking into account the interests of all stakeholders; - significant influence is rendered by the policy of the country / region in the field of tourism. Practical significance. But the creation of the city's tourist brand is not chaotic. The process of its formation is under the influence of a number of regularities and principles that are considered in the article. Scientific novelty. Modern ways of promoting tourism product take place in the context of globalization and information society development and also increase competition for consumers. Crucial conditions for survival on rigid travel market are the need for concentration on a high-quality tourism product, able to satisfy the highest demands of modern tourism consumer, and promote itself to the market. Therefore, the process of creating a brand of tourist destination as well as investigations of its influence on positioning, identity and development of tourism destinations are represent the maim scientific novelty of this article.

THE TOURIST DESTINATION BRAND

2006 ◽  
Vol 12 (2) ◽  
pp. 183-189
Author(s):  
Branka Berc Radišić ◽  
Biljana Mihelić
Keyword(s):  
Tourist Destination ◽  
Tourism Product ◽  
Travel Motivations ◽  
Recreation Services ◽  
Destination Brand ◽  
Insight Into

Through its growing importance to tourism, the tourist destination is increasingly attracting the attention of researchers and tourism managers. The rationale lies in efforts to gain deeper insight into travel motivations and tourist demands and needs. In destinations, tourists can meet many of their needs, above all, the need for leisure and entertainment. Comfortable accommodations, recreation services and facilities, natural and cultural sights, as well as various entertaining events make the destination attractive to tourists. In competing, the destination that has a more organised offering and an established image of the market will have a higher degree of success. The best way to express a destination’s identity is through a well-crafted umbrella brand. This type of brand allows the promotion of all of the destination’s tourism supply providers, as well as their joint tourism product, on the market.

scholarly journals A structural equation model: Greece’s tourism demand for tourist destination

2010 ◽  
Vol 4 (1-2) ◽  
pp. 75-83 ◽  
Author(s):  
Prasert Chaitip ◽  
Chukiat Chaiboonsri ◽  
Sándor Kovács ◽  
Péter Balogh
Keyword(s):  
Structural Equation Model ◽  
Structural Equation ◽  
Travel Cost ◽  
Positive Influence ◽  
Equation Model ◽  
Product Management ◽  
Tourism Demand ◽  
Product Attributes ◽  
Tourist Destination ◽  
Tourism Product

Structural equation model (LISREL 8) was applied to test the causal relationships between tourist travel motivations and tourist destination.A survey containing Likert scale questions was conducted to collect data from 100 tourists who had travelled to Greece’s tourist destination. With the help of factor analysis, four dimensions were identified for scales used in the study: travel cost satisfaction, tourism product, tourism product attributes, and tourism product management. Results indicated that the travel cost satisfaction of tourists has a positive influence on tourism product, tourism product attributes and tourism product management. Moreover, our results suggested that the tourist demographics has a positive influence on tourism product and tourism product attributes and has an insignificant relationship with tourism product management. Based on our findings the tourist demographics has not influence on tourism product management. However, these findings suggest that both the private tourism and the governmental tourism sector should develop a better management of tourist destinations so as to develop a stronger attraction of tourism, better amenities, a better accessibility, an appropriate image, to make tourism competitive and to keep tourism product prices at a reasonable level. The implications of the tourism demand model can be used for the public environmental policy-making process based mainly on reasons of interest, ideology or understanding.  

Thinking Strategically about Marketing: A Conceptual Framework for Understanding Brand Equity in Recreation and Intramural Sports

2003 ◽  
Vol 27 (2) ◽  
pp. 7-19 ◽  
Author(s):  
Matthew J. Robinson ◽  
James M. Gladden
Keyword(s):  
Conceptual Framework ◽  
Brand Equity ◽  
Brand Management ◽  
Corporate Sponsorship ◽  
Intramural Sports ◽  
Perception Of Quality ◽  
Institutional Funding ◽  
The Creation ◽  
The University ◽  
Competitive Forces

The purpose of this article is to develop a conceptual framework for understanding the formation of brand equity for college recreation and intramural departments by using prior research on brand management from both the marketing and sport literatures (e.g. Aaker, 1991; Gladden, Milne & Sutton 1998). This framework posits the formation of brand equity is an on-going process that is fueled by antecedents that are either department related, university related or market related. The department-related antecedents include the recreation leader, staff, and current existing programs and program promotion. The university-related antecedents include the reputation of the institution, facilities, and location of the facilities. The market-related antecedents include internal and external competitive forces. These antecedents lead to the creation of brand equity as composed of awareness, a perception of quality, associations with the brand and ultimately loyalty to the brand (Aaker, 1991). The level of brand equity will determine the consequences: campus visibility, amount of patronage, institutional funding, facility improvements, level of wellness on campus, and corporate sponsorship.

scholarly journals Evaluation of the Effectiveness and Efficiency of Marketing in the System of Reforms in the Management of Enterprises

2020 ◽  
Author(s):  
Cinara Kocarieva
Keyword(s):  
Conceptual Framework ◽  
Two Dimensions ◽  
Future Research ◽  
Business Results ◽  
Important Relationship ◽  
Marketing Efficiency ◽  
The Creation ◽  
Marketing Actions ◽  
Relationship Of ◽  
Marketing Productivity

Marketing productivity models provide a common conceptual framework for future research. These models also define a common conceptual framework for the creation of instrumental models for marketing productivity management. At the same time, it is necessary to further study the most important relationship of marketing results with financial indicators and indicators of performance evaluation of the enterprise as a whole. The development of these models is associated with the creation of more complex systems that reflect the relationship of indicators at the level of management. Marketing productivity models form the conceptual framework for the transition to a more realistic level. This is the level of management of marketing efficiency, ie the area of creating models of management of marketing results. Following the logic of productivity (marketing actions - marketing results - financial results - business results), as well as the need to consider it in two dimensions, we can move on to the creation of operational models of marketing efficiency.

scholarly journals Authenticity of gastronomic events as a function of branding a destination

2021 ◽  
Vol 9 (1) ◽  
pp. 89-101
Author(s):  
Slobodan Čavić ◽  
Marija Mandarić
Keyword(s):  
Logistic Regression ◽  
Statistical Methods ◽  
Binary Logistic Regression ◽  
Tourist Destination ◽  
Chi Square ◽  
Destination Branding ◽  
Food And Beverages ◽  
The Creation ◽  
Destination Brand

The promotion of authentic food and beverages in Vojvodina is most commonly carried out in gastronomic events. Vojvodina is rich in gastronomic products coming from the households of different nations that inhabit its territory. Gastronomic events with their authenticity can contribute to the creation of the destination brand. The aim of the present study is to explore the authenticity of gastronomic events, which could contribute to a better promotion of Vojvodina and the creation of a recognizable brand of this tourist destination. The research was conducted through the method of survey, using a questionnaire on a sample of 150 respondents. Using statistical methods of binary logistic regression, Chi - square and Fisher's test, the analysis was performed and the results were presented. The findings of the research indicate that the authenticity of gastronomic events is recognized by the tourists; however, this should be better utilized in destination branding, as this feature could be the key in attracting tourists.

scholarly journals KNOWLEDGE MANAGEMENT – DEVELOPMENT POTENTIAL OF TOURISM IN VOJVODINA

Bastina ◽  
2021 ◽  
Vol 31 (53) ◽  
Author(s):  
Оља М. Арсенијевић ◽  
Лазар Р. Цвијић
Keyword(s):  
Local Population ◽  
Market Demand ◽  
Relevant Market ◽  
Tourist Destination ◽  
Tourism Product ◽  
International Tourist ◽  
Long Time ◽  
Rural Places ◽  
Destination Brand

In modern tourism development, destinations are treated as tourism products that successfully compete in the market thanks to their attractive and highly competitive elements. The destination brand demonstrates the location, attractions and activities within the borders. Creating a brand is a long process, and an established brand is kept in the minds of consumers for a very long time. Therefore, it is necessary to have a long-term vision of the destination brand based on the knowledge and cooperation of all those involved in creating a tourism product. The created destination brand that is successfully represented by the relevant market segments through communication channels becomes a powerful tool in gaining and attracting market demand. Therefore, the aim of this paper is to analyze Vojvodina as a multicultural tourist destination and point out how recognizable it is as such a brand in the tourism business. The main goal is to look at the situation and perspectives for placing products on the domestic, and especially on the international tourist market. The ultimate goal is to include experts from this field and the local population in the project of developing the brand of Vojvodina tourism, in order to revive abandoned rural places, preserve the villages and tradition.

From Start-Up to Scale-Up

2018 ◽  
Author(s):  
Gilles Duruflé ◽  
Thomas Hellmann ◽  
Karen Wilson
Keyword(s):  
United States ◽  
Conceptual Framework ◽  
Public Policies ◽  
Scale Up ◽  
The United States ◽  
Smart Money ◽  
Start Up ◽  
The Us ◽  
The Creation

This chapter examines the challenge for entrepreneurial companies of going beyond the start-up phase and growing into large successful companies. We examine the long-term financing of these so-called scale-up companies, focusing on the United States, Europe, and Canada. The chapter first provides a conceptual framework for understanding the challenges of financing scale-ups. It emphasizes the need for investors with deep pockets, for smart money, for investor networks, and for patient money. It then shows some data about the various aspects of financing scale-ups in the United States, Europe, and Canada, showing how Europe and Canada are lagging behind the US relatively more at the scale-up than the start-up stage. Finally, the chapter raises the question of long-term public policies for supporting the creation of a better scale-up environment.

scholarly journals Agency in historical institutionalism coalitional work in the creation, maintenance, and change of institutions

2021 ◽  
Author(s):  
Patrick Emmenegger
Keyword(s):  
Collective Action ◽  
Conceptual Framework ◽  
Historical Institutionalism ◽  
Sociological Institutionalism ◽  
Collective Action Problems ◽  
The Creation

AbstractInstitutionalism gives priority to structure over agency. Yet institutions have never developed and operated without the intervention of interested groups. This paper develops a conceptual framework for the role of agency in historical institutionalism. Based on recent contributions following the coalitional turn and drawing on insights from sociological institutionalism, it argues that agency plays a key role in the creation and maintenance of social coalitions that stabilize but also challenge institutions. Without such agency, no coalition can be created, maintained, or changed. Similarly, without a supporting coalition, no contested institution can survive. Yet, due to collective action problems, such coalitional work is challenging. This coalitional perspective offers a robust role for agency in historical institutionalism, but it also explains why institutions remain stable despite agency. In addition, this paper forwards several portable propositions that allow for the identification of who is likely to develop agency and what these actors do.

scholarly journals Possibilities for the Creation of Beer Routes in Hungary: A Methodological and Practical Perspective

2016 ◽  
Vol 8 (3) ◽  
pp. 250-262 ◽  
Author(s):  
János Csapó ◽  
Viktor Wetzl
Keyword(s):  
Theoretical Background ◽  
Good Practices ◽  
Tourism Geography ◽  
Tourism Product ◽  
The Creation ◽  
Beer Tourism ◽  
Gis Methods

AbstractThis study aims to analyse the possibilities and the potential for the establishment of beer tourism, one of the most recently valorised tourism products of global gastro tourism, and more importantly the creation and professional criteria of beer routes in Hungary. With a thorough investigation of the theoretical background of beer tourism and beer trails the authors try to collect those spatial perspectives which confirm our idea that Hungary is possessing adequate resources for the initiation of this new tourism product. We experienced that this area of tourism geography has not yet been researched thoroughly in the country, for which we make an attempt in this paper, using geographical and GIS methods, basically relying on the beer routes of Bavaria, Germany as good practices.

Possibilities for developing cultural tourism in the municipality of Moscenicka Draga – the case of historical trails

2007 ◽  
Vol 13 (2) ◽  
pp. 515-522
Author(s):  
Elena Rudan
Keyword(s):  
Cultural Tourism ◽  
Local Culture ◽  
Tourist Destination ◽  
Sacred Site ◽  
Strong Orientation ◽  
The Creation

This paper investigates whether it is possible to impact on the competitiveness of a destination through new dimensions of cultural tourism and by improving the existing forms of cultural tourism. The paper deals with the possibility of upgrading the development of cultural tourism through historical trails. The historical trails from Moscenicka Draga and Moscenice to Trebisce and Perun could supplement the creation of an image for this destination, which in itself has a strong seasonal character, as well as a strong orientation of tourists towards sea- and-sun motivated holidaymaking. According to the latest research, Trebisce was a place where the old Slavs used to make their offerings to Perun, the Slavic god of thunder. In other words, this is a sacred site of early Croatian mythology. The historical trails can help to differentiate, improve and enrich the tourism offering of Moscenicka Draga as a tourist destination. The initiator and coordinator of this project is the Chair of the Chakavian Council (an organization dedicated to the preservation of the local culture and the chakavian dialect) of the Municipality of Moscenicka Draga.

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