scholarly journals THE EVOLVEMENT OF BRAND IDENTITY OF LANGKAWI ISLAND, MALAYSIA

2016 ◽  
Vol 14 (4) ◽  
Author(s):  
Mohd Fadil Mohd Yusof ◽  
Hairul Nizam Ismail
Keyword(s):  
Identity Development ◽  
Theoretical Aspect ◽  
Destination Image ◽  
Brand Identity ◽  
Destination Branding ◽  
Historical Perspectives ◽  
Close Relationship ◽  
Destination Brand ◽  
Destination Management Organizations

The purpose of this paper is to investigate the brand identity development efforts of Langkawi Island as one of the most prominent and well-guarded tourism destinations in Malaysia. It will be viewed from the historical perspectives for the last 35 years since the 1980s until the present time as to how this involvement influences the formation of its brand identity and later, the existing destination image. Based on in-depth interviews with eleven different levels of managers of separate divisions for destination management organizations (DMOs) in Langkawi Island, Malaysia, theoretically, the findings provide an opportunity to expand the knowledge of destination brand identity development and the involvement of DMOs in influencing image making over time. Practically, the findings indicate three key important antecedents of brand identity development efforts related to: (1) the effects from multiple positioning themes and slogans, (2) the important of brand coordination, and (3) brand leadership issue. These empirical findings provide new insights into enhancing the theoretical aspect of managing a destination brand, including its close relationship with issues faced by destination marketing organizations in managing destination branding strategy. Thus, using the case study of Langkawi Island, the context of multiple identities or image fragmentation is important to be understood due to the different perceived ideas on how the image should be projected according to stakeholders and market segmentation.

THE EVOLVEMENT OF BRAND IDENTITY OF LANGKAWI ISLAND, MALAYSIA

2016 ◽  
Author(s):  
Mohd Fadil Mohd Yusof ◽  
Hairul Nizam Ismail
Keyword(s):  
Identity Development ◽  
Theoretical Aspect ◽  
Destination Image ◽  
Brand Identity ◽  
Destination Branding ◽  
Historical Perspectives ◽  
Close Relationship ◽  
Destination Brand ◽  
Destination Management Organizations

The purpose of this paper is to investigate the brand identity development efforts of Langkawi Island as one of the most prominent and well-guarded tourism destinations in Malaysia. It will be viewed from the historical perspectives for the last 35 years since the 1980s until the present time as to how this involvement influences the formation of its brand identity and later, the existing destination image. Based on in-depth interviews with eleven different levels of managers of separate divisions for destination management organizations (DMOs) in Langkawi Island, Malaysia, theoretically, the findings provide an opportunity to expand the knowledge of destination brand identity development and the involvement of DMOs in influencing image making over time. Practically, the findings indicate three key important antecedents of brand identity development efforts related to: (1) the effects from multiple positioning themes and slogans, (2) the important of brand coordination, and (3) brand leadership issue. These empirical findings provide new insights into enhancing the theoretical aspect of managing a destination brand, including its close relationship with issues faced by destination marketing organizations in managing destination branding strategy. Thus, using the case study of Langkawi Island, the context of multiple identities or image fragmentation is important to be understood due to the different perceived ideas on how the image should be projected according to stakeholders and market segmentation.

scholarly journals Exploring Destination Identity and Destination Image in The New Age of Tourism: a Case Study of Bali Brand

2016 ◽  
Author(s):  
Ni Made Asti Aksari ◽  
I Komang Gde Bendesa
Keyword(s):  
Web 2.0 ◽  
Destination Image ◽  
The Internet ◽  
Supply Side ◽  
Destination Branding ◽  
Travel Information ◽  
Destination Brand ◽  
The Relationship ◽  
Share Information

Bali's economy has grown rapidly since a decade ago. This is possible because tourism is growing continuously. However, tourism growth is not optimal because of insufficient promotion and tourism destination identity is unclear.  The growth of Web 2.0 as a platform to share travel information has prompted tourism bodies to pay closer attention to how their destinations are perceived by target markets. Set within the context of the emergence of Web 2.0, a platform designed to enable users to generate and share information on the Internet, this paper evaluates the relationship between destination identity and destination image and adopts the view that a successful destination brand relies on the congruence between destination identity and destination image. The elements of destination identity are composed from the supply side and the elements of destination image are composed from the consumer side. The objective of exploring the alignment between these two perspectives is to propose a model to encourage the alignment of these two perspectives and evaluate the effectiveness of a destination branding strategy.

The idea of destination brand licensing and the question of its effectiveness

2012 ◽  
Vol 18 (2) ◽  
pp. 297-312
Author(s):  
Michal Zemla
Keyword(s):  
Financial Stability ◽  
Destination Image ◽  
Practical Implementation ◽  
Destination Branding ◽  
Study Approach ◽  
Research Findings ◽  
Proper Definition ◽  
Definition Of ◽  
Destination Brand

Purpose – Destination branding is one of the most popular topics among tourism destinations researchers and practitioners however recent research revealed that it doesn’t have a clear concept. The purpose of presented paper is to enhance the destination branding theory by introducing some new elements taken from other popular concepts used in destination management into destination branding theory. The concept of destination brand licensing was undertaken as a response to several critical arguments raised against the existing idea of destination branding. However the concept is not completed and practical examples presented so far need scientific background to prepare some guidelines on successful procedure for implementing destination brand licensing. The aim of the paper is pointing out some crucial elements which are conditions for effective implementing of destination brand licensing. Design – Five main areas were discussed, namely: the proper definition of the product, the brand name, the nature of cooperation and network, financial stability and the scope and the nature of promotional actions. The structure of the paper follows this division. After introduction and presentation of destination branding and destination brand licensing concepts further chapter are devoted the five presented problem areas. At the end, there is a chapter in which effectiveness of destination brand licensing procedure is discussed. Approach and methodology – The paper is theoretical with limited use of case study approach. Within the frame of those five areas several dilemmas and potential problems were presented on the basis of several practical implementation examples of destination brand licensing ideas from different European countries. Research findings and originality – Apart from the five problem areas, three overall effectiveness indicators were proposed. These are: increased volume of tourism movement, improvement in destination image and enhancement of local stakeholders for better cooperation. However both, problem areas and indicators should be perceived as initial proposal and further discussion is expected.

Involving Events as Cocreators of Destination Brand: The Case of South Savo Region

2020 ◽  
Vol 24 (2) ◽  
pp. 375-387
Author(s):  
Jenni Mikkonen ◽  
Ira Lahovuo
Keyword(s):  
Empirical Data ◽  
Stakeholder Involvement ◽  
Destination Branding ◽  
Mega Events ◽  
Semistructured Interviews ◽  
Research Gap ◽  
Sport Events ◽  
Destination Brand ◽  
Eastern Finland

Prior studies have recognized the importance of events in destination branding, but the focus has been on the roles of mega-events or sport events, while smaller cultural and freetime events have received far less attention. The stakeholder involvement in destination branding has also been attracting interest lately by many researchers, but there is lack of knowledge on how to utilize events in the branding processes. This study aims to fill the research gap through a case study in the South Savo region, eastern Finland. The purpose of this study is to examine the roles events have in destination branding, and how events are involved in cocreating the destination brand. The empirical data were collected through 13 semistructured interviews of event organizers and local tourism developers. The study identified four different roles and several involvement methods. The findings revealed the importance and potential of organized events in the branding, but it also revealed that they are not yet effectively utilized at the destination. However, there is a consensus about the importance of stakeholder involvement and a common will towards involving events in the branding process. The findings of this study can be utilized by tourism developers and stakeholders to improve destination branding processes.

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.

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.

scholarly journals Instagram as a Co-Creation Space for Tourist Destination Image-Building: Algarve and Costa del Sol Case Studies

2020 ◽  
Vol 12 (7) ◽  
pp. 2793 ◽  
Author(s):  
Patricia P. Iglesias-Sánchez ◽  
Marisol B. Correia ◽  
Carmen Jambrino-Maldonado ◽  
Carlos de las Heras-Pedrosa
Keyword(s):  
Social Media ◽  
Destination Image ◽  
Communication Tool ◽  
Destination Branding ◽  
Social Media Platform ◽  
Key Factor ◽  
Image Building ◽  
Media Platform ◽  
Destination Management Organizations

Instagram is a popular social media platform. Its ability to convey feelings through photographs has become a valuable communication tool for tourism destination branding. The cases of two destinations in Southern Europe provide an understanding of how Instagram can be used to promote a destination’s image by Destination Management Organizations (DMOs). For this purpose, a content analysis is carried out, first of the official Instagram accounts of Algarve (Portugal) and Costa del Sol (Spain), and then of the most popular hashtags related to them, showing User-Generated Content (UGC) from the points of view of both destination managers and tourists. The results show that Instagram is a strategic social media platform for enhancing the brand image by engaging customers. Destinations seize content generated by tourists; therefore, the hermeneutic circle of representation is inverted, as photos taken by tourists aim to reproduce the perceived image of a destination and motivate tourists to capture their experiences with the best picture. Additionally, it is worth highlighting, as a main finding, the role of sustainability as a key factor in UGC for DMOs and for Instagram users. This research provides valuable information about designing promotion strategies for DMOs, in order to understand the potential of Instagram in building a destination’s image and inspiring tourism through images.

Managing participatory destination branding

2019 ◽  
Vol 13 (3) ◽  
pp. 241-253
Author(s):  
N. Leila Trapp
Keyword(s):  
Current Case ◽  
Official Document ◽  
Destination Branding ◽  
Content Type ◽  
Volunteer Program ◽  
Mass Tourism ◽  
Positive Attitudes ◽  
Letting Go ◽  
Destination Brand

Purpose The purpose of this paper is to address the contemporary interest in participatory destination branding. Because of a lack of empirical and evaluative studies on this form of branding, the current case study examines a volunteer resident ambassador program, which began as part of Aarhus, Denmark’s year as a European City of Culture in 2017, and has become permanent because of its success. Design/methodology/approach The case study is based on official document analyses, participant observations of program activities, and interviews with volunteer program managers and volunteers who greet cruise ship tourists. Findings Findings indicate that while the two managers and the volunteers all report on three volunteer roles – personal hosts, place promoters and providers of information – they prioritize and understand the roles differently. Similarly, the volunteers’ encounters with visitors are all unique, and this inevitably results in the conveyance of unruly and incidental destination images. Practical implications This unruliness is not necessarily problematic: despite the wide-spread interest in the management of participative branding initiatives, it is seen to be the lack of explicit brand-centered management that fosters the program’s positive outcomes, including authentic and pleasant interactions between volunteers and tourists, which, in turn, result in positive attitudes amongst tourists toward their visit. Originality/value This study discovers that positive participatory destination branding outcomes depend on managers respecting the ambassadors’ coveted autonomy, and letting go of control of a destination brand. Because of the growing hostility toward mass tourism in cities internationally, it is also noted that a resident ambassador program’s success is expected to depend on residents’ positive attitudes toward tourists.

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.

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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