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.

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 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 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.

scholarly journals Tourism Destination Marketing: Academic Knowledge

Encyclopedia ◽  
2020 ◽  
Vol 1 (1) ◽  
pp. 42-56
Author(s):  
Marios Sotiriadis
Keyword(s):  
Tourism Industry ◽  
Destination Marketing ◽  
Tourism Destination ◽  
Academic Knowledge ◽  
Marketing Activities ◽  
Function Domain ◽  
Negative Impacts ◽  
Marketing Principles ◽  
Destination Management Organizations ◽  
Goals And Objectives

A holistic, multi-organization view of marketing or destination management organizations (DMOs) who must muster the best efforts of many partner organizations and individuals (stakeholders) to have the greatest success. Destination marketing is described as “a continuous, sequential process through which a DMO plans, researches, implements, controls and evaluates programs aimed at satisfying tourists’ needs and wants as well as the destination’s and DMO’s visions, goals and objectives”. The effectiveness of marketing activities depends on the efforts and plans of tourism suppliers and other entities. This definition posits that marketing is a managerial function/domain that should be performed in a systematic manner adopting and implementing the appropriate approaches, as well as suitable tools and methods. In doing so, it is believed that a tourism destination (through the organizational structure of a DMO) can attain the expected outputs beneficial to all stakeholders, i.e., the tourism industry, hosting communities/populations, and tourists/visitors. The effective implementation of tourism destination marketing principles and methods constitutes an efficient and smart pillar, a cornerstone to attain a balance/equilibrium between the perceptions and interests, sometimes conflicting, of stakeholders by minimizing the negative impacts and maximizing the benefits resulting from tourism. All the same, it is worth noting that marketing is not a panacea, nor a kind of magic stick.

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.

Cruise destination brand awareness as a moderator in motivation-satisfaction relation

2016 ◽  
Vol 71 (4) ◽  
pp. 245-258 ◽  
Author(s):  
Arja Lemmetyinen ◽  
Darko Dimitrovski ◽  
Lenita Nieminen ◽  
Tuomas Pohjola
Keyword(s):  
Regression Analysis ◽  
Relevant Literature ◽  
Social Recognition ◽  
Brand Awareness ◽  
Hierarchical Regression ◽  
Destination Branding ◽  
Content Type ◽  
Cruise Tourism ◽  
Research Findings ◽  
Destination Brand

Purpose The aim of this study is to examine cruise destination branding as a new resource for a region to promote an area as a differentiated cruise destination. The authors specifically study how the perceived brand awareness of a destination moderates the relation between cruisers’ motivation and destination satisfaction and word-of-mouth (WoM). Design/methodology/approach A statistical model was adapted from relevant literature and applied in the context of cruise destination branding. The model was tested by measuring Cronbach’s alpha coefficients and the fit of the model through confirmative factor analysis. Hierarchical regression analysis and moderated regression analysis were also conducted. The sample consisted of British cruisers (n = 182) visiting the city of Pori in Finland. Findings The findings suggest that factors that impel people to take cruises (social recognition, self-esteem, discovery, socialization, convenience and value) have a significant impact on satisfaction with the destination, whereas brand awareness is recognized as a moderator in the relation between social recognition and destination satisfaction and WoM. Research findings provide a framework to discuss and analyze the cruise tourism business in a holistic way. Whereas the earlier studies have focused on onboard experiences, in this study, the focus of attention is on the onshore experiences of the cruisers. Research limitations/implications The study is focused on one Baltic Sea cruise destination, the British Cruise Company and a limited segment of senior British passengers. Practical implications By measuring cruisers’ internal travel motives and their perceptions of the brand awareness of the port-of-call during the cruise, or the destination, the results offer destination marketing organizations valuable information to develop their offerings to meet the needs of future travelers and visitors. Originality/value The study contributes to the cruise destination literature by linking the perceived brand awareness of a destination to motivational factors of the tourist and further to destination satisfaction and WoM behavior specifically in the context of onshore experiences.

Evaluation of congress performance and congress attendees' satisfaction - a case study of Novi Sad (Serbia)

2011 ◽  
Vol 17 (1) ◽  
pp. 67-78
Author(s):  
Vanja Dragićević ◽  
Uglješa Stankov ◽  
Tanja Armenski ◽  
Snežana Štetić
Keyword(s):  
Destination Choice ◽  
International Meeting ◽  
International Industry ◽  
High Level ◽  
Novi Sad ◽  
Destination Management Organizations ◽  
Intention To Return ◽  
The Relationship ◽  
The City

The congress industry is a young, dynamic industry, which is growing and maturing at a rapid rate. It is now a truly international industry, witnessing huge investments across all continents. Due to economic and other benefits of a more intangible nature, the number of congress destinations and venues worldwide is growing. In order to provide the sustainability of congress destinations and venues, it is important to examine congress delegates’ experience, their overall satisfaction as well as behavioural intentions regarding destination. This study was conducted in the city of Novi Sad, which is after Belgrade the most important international meeting destination in Serbia. The purpose of this study is to examine the experience and overall satisfaction of the attendees at international congresses held in Novi Sad. Also, the relationship between overall satisfaction, word-of-mouth and intention to return were examined. A questionnaire survey was used as an instrument for the study. The collected data were analyzed using SPSS standard package. The results showed high level of attendees’ satisfaction with the congress elements and with destination choice. Also, the results confirmed that Novi Sad has a great potential for development of congress tourism, as the majority of the respondents show great interest to visit Novi Sad again and they would recommend city as a meeting destination. The results of this study are valuable for congress centre managers and for destination management organizations.

Exploring Key Issues in Destination Branding

2012 ◽  
pp. 47-56
Author(s):  
Piyush Nangru ◽  
Vaibhav Rustagi ◽  
Manish Makhija ◽  
Lubna Nafees ◽  
Omkumar Krishnan
Keyword(s):  
Competitive Advantage ◽  
Case Studies ◽  
Analytical Framework ◽  
Destination Marketing ◽  
Destination Branding ◽  
Key Issues

In response to increased competition among destinations, destination marketing organizations (DMO) are required to effectively communicate the competitive advantage of destinations and market them as brands. Destination branding, unlike product branding, is a very recent concept. This chapter aims to study and analyse key issues in destination branding which makes it different from branding a product or a service and also identifies certain areas in destination branding where further research is required. The analytical framework of the chapter was developed by reviewing literature on destination branding and case studies in destination branding.

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