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.

scholarly journals Being an Instructional Designer: A Job requiring Innovation and Trust | Être conseiller ou conseillère pédagogique, un travail d’innovation et de confiance

2015 ◽  
Vol 41 (4) ◽  
Author(s):  
Serge Gérin-Lajoie
Keyword(s):  
Web 2.0 ◽  
Faculty Member ◽  
Technological Innovation ◽  
Instructional Designer ◽  
The Internet ◽  
Educational Strategies ◽  
Web 2.0 Tools ◽  
The Relationship ◽  
Copyright Material

This case study deals with the development and implementation of two online art courses. It outlines the concerns of the faculty member responsible for these courses and those of the instructional designer assisting him. The key design issues deal with the management of copyright material available via the Internet, the difficulty of implementing innovative educational strategies, and the use of new Web 2.0 tools. This case study highlights the challenges of the relationship between an instructional designer and a professor in the context of instructional and technological innovation.

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.

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.

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.

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.

Avoiding Adverse Consequences From Digital Addiction and Retaliatory Feedback

2019 ◽  
pp. 701-716
Author(s):  
Ashu M. G. Solo ◽  
Jonathan Bishop
Keyword(s):  
Theoretical Model ◽  
Digital Technologies ◽  
Transitional Flow ◽  
The Internet ◽  
Digital Addiction ◽  
The Relationship

This chapter looks at the role of the participation continuum in helping to improve relationships that have been damaged as a result of digital addiction. Digital addiction in this context refers to what happens when a person with a compulsion who is not getting that compulsion fulfilled turns to the Internet and other digital technologies in order to fill the void. The chapter is a case study of two people called Person D and Person G in order to make them anonymous. Using medical and other records, it was found that a number of different interventions using the participation continuum could have resulted in changes in the relationship in either holding it together or preventing one party from posting malicious and defamatory comments. The chapter found that a theoretical model, with algorithmic principles applied, called the transitional flow of persuasion model would be able to understand the impacts of digital addiction and provide a means to remedy it.

Using Web 2.0 to Reconceptualize E-Government

2012 ◽  
pp. 1824-1837 ◽  
Author(s):  
Leila Sadeghi ◽  
Steve Ressler ◽  
Andrew Krzmarzick
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Future Research ◽  
Non Profit ◽  
Public Benefit ◽  
Starting Point ◽  
Media Platform ◽  
Share Information ◽  
The U.S

This chapter examines the growing literature on e-government and Web 2.0 with particular attention to online collaborative platforms, such as GovLoop, that complement government. The authors present a thorough background to the topic of Web 2.0 in e-government and present numerous examples of how these technologies are used across government both in the U.S. and globally. This chapter explores two main areas: first, how Web 2.0 and social media are being used as a vehicle to enhance e-government, and second, to present a case study of GovLoop, which is a collaborative social media platform designed to complement the work of government. GovLoop provides those working within and external to government—citizens, government employees, academics, non-profit professionals and contractors—with the ability to share information and collaborate on issues of public benefit. The chapter presents a starting point for future research on how Web 2.0 is changing the very nature of e-government and service delivery, and how governments are in a unique position to utilize these tools to expand collaboration and openness with their communities.

scholarly journals Determiners in the Consumer’s Purchase Decision Process in Ecotourism Contexts: A Portuguese Case Study

Geosciences ◽  
2020 ◽  
Vol 10 (6) ◽  
pp. 224 ◽  
Author(s):  
Paulo Roseta ◽  
Bruno Barbosa Sousa ◽  
Lara Roseta
Keyword(s):  
Decision Process ◽  
Marketing Strategies ◽  
Destination Image ◽  
Purchase Decision ◽  
Operational Environment ◽  
Tourism Sector ◽  
Local Traditions ◽  
Post Purchase ◽  
The Relationship

Purpose: This paper entails a reflection on sustainability and specific tourism contexts (i.e., ecotourism). It focusses mainly on local communities’ determiners in the consumer’s purchase decision process in ecotourism. This research aimed at understanding the determiners in the process of consumer decisions in ecotourism contexts, as well as verifying the growing importance of ecotourism. Methodology: A questionnaire was conducted (with ecotourism specific contexts), in Portugal. Portugal is a tourist destination that has gained notoriety and recognition in recent years. In total, 197 questionnaires were collected, aiming for a deeper understanding of the real social, economic, cultural and environmental impacts resulting from the uncontrolled development of tourism. This study aimed at testing the proposed conceptual model empirically (i.e., the relationship between destination image and post-purchase behaviour). Findings: Sustainability must be looked at as a vital need for society in general, as well as for the tourism sector. Ecotourism is the natural evolution of tourism employing care for the environment, culture and local traditions, while promoting environmental education. Research Limitations: The results obtained are limited, considering the availability of most accommodation units in the ecotourism segment in Portugal (e.g., hotels). As next steps, it is advisable that hotel units come to realise the pertinence of such research as they are the main beneficiaries of these initiatives, being then recommended that they collaborate with the process of completing surveys. Originality/Value: Managers and ecotourists can use the outcomes of this study to gain an in-depth understanding of customer experiences (i.e., sustainability experiences), to develop effective marketing strategies, and to create an operational environment that can maximise customers’ perceived experiential values. Destination image plays a fundamental part in terms of experience and the tourist’s own satisfaction, with a need to improve the degree of affectivity towards the hotel unit.

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 Art of PR War

2018 ◽  
Vol 47 (3) ◽  
pp. 373-395 ◽  
Author(s):  
Donald A. Westbrook
Keyword(s):  
Social Media ◽  
Public Relations ◽  
The Internet ◽  
Third Generation ◽  
Academic Literature ◽  
Social Media Platforms ◽  
The Relationship ◽  
New Religion ◽  
The Church

This article explores the relationship between the Church of Scientology and various forms of media, in particular the Internet. Building on insights in the academic literature, this piece attempts to fill a lacuna by giving more attention to some of Scientology’s own media programs and efforts. With these in mind, the Church of Scientology is a case study in the challenges that a new religion faces in legitimating itself to an increasingly globalized audience in the digital age. On a popular level, Scientology parishioners seem increasingly open to discussing, defending, and disseminating Scientology on social media platforms. These efforts may encourage others accustomed to a Scientological theology of evil in which “entheta” should be avoided and “suppressive persons” (SPs) shunned. As such, socially engaged Scientologists, in particular second- and third-generation members, may become witting and unwitting foot soldiers on behalf of the church in waging an ongoing public relations war, and thus poised to legitimate Scientology to outsiders disinterested in or suspicious of “institutional religion.” This hypothesis is all the more intriguing and plausible in the American context, given the market share created by the heterogeneous “rise of the nones” (religiously unaffiliated/disaffiliated populations).

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