Positioning ASEAN as One Collective Destination: Towards a Sustainable Brand

2020 ◽  
Vol 11 (1) ◽  
pp. 103-103
Author(s):  
Varintra Sirisuthikul ◽  
Pichai Pusumpun
Keyword(s):  
Content Analysis ◽  
Tourism Industry ◽  
Brand Positioning ◽  
Preliminary Assessment ◽  
Destination Branding ◽  
Integrative Framework ◽  
Globalizing World ◽  
Global Tourism ◽  
Tourism Destinations ◽  
Tourism Websites

In a globalizing world, where traveling is becoming easy and accessible, tourism destinations are increasingly competing in drawing travelers into their areas. One of the biggest challenges for any destination marketers is the substitutability of their offerings and the task of positioning their destinations against the numerous competing places that offer similar features (Moilanen & Rainisto, 2009; Pike, 2012; Pike & Page, 2014). The intense competitiveness of the global tourism industry increasingly calls for the most competitive positioning for individual destinations (Miller & Henthorne, 2007; Pike 2012). Consequently, the paper attempts to investigate the positioning strategies of the 10 individual destinations of ASEAN to better understand their distinctiveness and assess ASEAN collective brand. The current research aims to fill this gap through a preliminary assessment of brand elements of ten countries in ASEAN on how they project their official tourism websites using the method of content analysis of the 10 official tourism websites. This is followed by a discussion of the desired ASEAN collective brand with the engagement of ASEAN stakeholder in tourism collaboration, focusing mainly on joint promotion of tourism destinations. Consequently, the study presents an integrative framework embracing collaborative stakeholder efforts that ultimately leads to achieve a unified and sustainable brand of ASEAN. Keywords: Collective ASEAN Brand; Positioning; Destination Branding; Sustainable Brand; Stakeholder

Countries’ positioning on personality traits

2016 ◽  
Vol 23 (3) ◽  
pp. 233-247 ◽  
Author(s):  
José I Rojas-Méndez ◽  
Michael J Hine
Keyword(s):  
Personality Traits ◽  
Empirical Work ◽  
South American ◽  
Personality Profiles ◽  
Destination Branding ◽  
Affective Evaluation ◽  
Cognitive Components ◽  
Affective Cues ◽  
Tourism Destinations ◽  
Tourism Websites

This article discusses a change in the positioning strategies by countries as tourism destinations from cognitive components to affective ones. The tourism literature recognizes destination personality as an affective evaluation. While previous literature has established that place personality traits are important for Destination Marketing Organizations to consider, little empirical work assessing the personality metaphor in destination branding has been undertaken. This study uses a multistage methodology using a combination of content analysis and correspondence analysis to analyze the use of the personality metaphor in the official English tourism websites of South American countries. Results reveal that South American countries can be classified in four main clusters of different personality profiles: Ecuador is somehow associated with agreeableness; Brazil and Paraguay with openness to experience and conscientiousness; Peru, Chile, Argentina, and Uruguay as strong in extraversion and emotional stability; and Bolivia, Venezuela, and Colombia do not display any dominant personality characteristics. Overall the results indicate that South American countries are not yet using in a substantial way the affective cues of personality traits to create a clear positioning among international tourists.

scholarly journals “Culture” a Panacea for Brand Survival: Feasibility Analysis of Zimbabwe Tourism Destination

2015 ◽  
Vol 3 (2) ◽  
pp. 45
Author(s):  
Farai Chigora ◽  
Promise Zvavahera
Keyword(s):  
Mixed Methods Research ◽  
Quantitative Research ◽  
Tourism Industry ◽  
Dress Code ◽  
Tourism Destination ◽  
Destination Branding ◽  
Qualitative Approaches ◽  
Global Tourism ◽  
Accommodation Sector ◽  
Tourism And Hospitality

The study investigated culture as one the strategies that can be used to enhance survival of Zimbabwe tourism brand. This is because like other African tourism destinations, Zimbabwe is rich in unique traditional culture but failing to improve its global tourism brand identity. The study was based on a mixed methods research design combining both quantitative and qualitative approaches in collecting data from respondents. The qualitative method was used to find out the most crucial variables that contribute to culture identity in Zimbabwe tourism destination. This was done through in-depth interviews with the experts and managers in the tourism industry. The responses showed that the most common sources of culture identity are beliefs and norms, national dress code, galleries and heritage, originality in values and language. These variables were then investigated on their effect to Zimbabwe tourism destination branding using survey questionnaires as quantitative research instruments. The respondents for the questionnaires were from the travel sector, accommodation sector, resorts, Ministry of Tourism and Hospitality, Zimbabwe Tourism Authority, Ministry of Culture and Ministry of Environment. The results of the study show that national dress code is the most important source for Zimbabwe tourism cultural branding followed by galleries and heritages and originality in values. The study therefore recommended these three as the most core source for branding Zimbabwe tourism destination using culture. The other variables which are language, beliefs and norms have been regarded as supporting cultural factors and a model was designed to show the relationships.

scholarly journals Place Branding—The Challenges of Getting It Right: Coping with Success and Rebuilding from Crises

2021 ◽  
Vol 2 (1) ◽  
pp. 173-189
Author(s):  
Heather Skinner
Keyword(s):  
Place Branding ◽  
Tourism Industry ◽  
Popular Media ◽  
Branding Strategies ◽  
Global Tourism ◽  
Cyclical Process ◽  
Headline News ◽  
Tourism Destinations ◽  
And Coping ◽  
The Relationship

A focus on continued year-on-year economic growth was beginning to be seen as unsustainable even before the COVID-19 crisis forced many tourism destinations to rethink their marketing and branding. This paper adopts a critical marketing stance to explore the relationship between place branding and two recent extreme conditions affecting the tourism industry: overtourism, as exemplified when the issue became headline news in popular media from the summer of 2017, as many examples were offered of places struggling to cope with their success; and the COVID-19 crisis that effectively brought global tourism to a standstill in 2020, as the industry attempts to rebuild from this current unprecedented crisis. This article is not designed to suggest normative place-branding strategies. Rather, through the presentation of an original model that conceptualizes the cyclical process of rebuilding from crises and coping with success, it aims to provide a warning that whatever place-branding strategies are implemented in a post-pandemic world, for whatever type of tourism, in whatever type of destination, a rein must be employed in order that the drive for recovery from undertourism through successful place branding does not lead to the return of overtourism.

scholarly journals Determining success factors for business tourism destinations: Evidence from Zlatibor (Serbia)

Turizam ◽  
2021 ◽  
Vol 25 (3) ◽  
pp. 110-120
Author(s):  
Vanja Pavluković ◽  
Stojan Vuković ◽  
Marija Cimbaljević
Keyword(s):  
Development Strategy ◽  
Success Factors ◽  
Tourism Industry ◽  
Key Success Factors ◽  
Good Reputation ◽  
Global Tourism ◽  
Tourism Professionals ◽  
Tourism Destinations ◽  
Business Events ◽  
Crucial Part

Business tourism is an important and fast-growing sector in the global tourism industry. It is often positioned as a crucial part of an economic development strategy, particularly in emerging destinations, such as Serbia. As there is a growing number of destinations that recognized benefits of business tourism development, tourism professionals and destination management must be aware of key success factors for business tourism destinations, namely factors that influence the choice of host destination for a business event. Serbia has been one of the growing meeting destinations in Europe in the last decade, and Zlatibor is a desirable tourist destination in the country, with a good reputation in hosting meetings primarily in the field of medicine. This study aims to examine the success factors for business tourism destination and the attractiveness of Zlatibor for holding business events from destination stakeholders' perspective. The results could be of interest to all stakeholders in business tourism.

scholarly journals The collapse of tourism and its impact on wildlife tourism destinations

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
David Newsome
Keyword(s):  
Tourism Industry ◽  
Current Status ◽  
Content Type ◽  
Wildlife Tourism ◽  
The Future ◽  
Global Tourism ◽  
Tourism Resources ◽  
Tourism Destinations ◽  
Negative Impacts ◽  
The Impact

Purpose To evaluate some of the current discussion about the possible impacts of the COVID-19 pandemic on wildlife tourism destinations. There could be either positive and/or negative impacts and this viewpoint provides some reflection on what the future might hold for some if not many wildlife tourism destinations when the global tourism industry resumes. Design/methodology/approach A combination of tourism and environmental impact research studies and online resources are used to demonstrate the wildlife tourism-conservation nexus and provide a commentary regarding the impact of COVID-19 on the wildlife tourism system. Findings This paper provides a context and viewpoint on the possible implications of post COVID-19 reflection for wildlife tourism operations in the future. Research limitations/implications This viewpoint paper captures only a snapshot of rapidly emerging online perspectives but at the same time draws together relevant research that emphasises the importance of wildlife tourism. Practical implications This paper enables an appreciation of the implications of not reflecting on the way that tourism and the environment are currently/recently managed and funded. One possibility is that we could arrive at a different baseline that reflects degraded wildlife tourism conditions. If, in a post COVID-19 world, a new awareness of the vulnerability of species and the tourism upon which it is dependent arises, this could open the door for improved tourism management and conservation of species that are of high tourism value. Social implications This paper offers a synthesis of views that fosters understanding of the possibility of damage to wildlife tourism resources due to the social and economic impacts of COVID-19 on the global nature-based tourism sector. Originality/value The viewpoint proffered in this paper provides scope for a rapid evaluation of the current status of wildlife tourism, its vulnerability and the need to reflect on the industry in a post COVID-19 world.

Evaluation of Official Tourism Websites of South East Asian Nations (ASEAN) Using the Balanced Score-Card Approach

2015 ◽  
Vol 8 (2) ◽  
Author(s):  
Himanshu ◽  
Jeannie
Keyword(s):  
East Asian ◽  
Tourism Industry ◽  
Balanced Score Card ◽  
User Friendliness ◽  
Critical Success ◽  
Tourism Promotion ◽  
Score Card ◽  
Global Tourism ◽  
The Balanced Score Card ◽  
Tourism Websites

The South-East Asian Nations (members of ASEAN) represents one of the fastest growing regional economies in terms of markets and has been one of the most favored tourist destination during last couple of decades in the Asia and Pacific region. The association of ten nations is a miscellany of diverse cultures and religion along with a rich heritage. Among the member destinations, on one hand there are nations like Singapore, Malaysia and Thailand which have grown popular catering to all segments of the tourist society, where as there are nations like Brunei, Laos and Myanmar on the other, which have just emerged from the shell of conventionality and are now unwrapping the shrouds from their rich heritage and possess enormous potential to attract the global tourist. And there are destinations like Cambodia, Vietnam, Indonesia and Philippines who over the last few years have developed the tourism industry which has now began to reap the results in terms of international tourist arrivals and receipts. Collectively these nations comprise nearly 9 per cent of the global tourism industry with a CAGR of nearly 6-7 percent over the last few years. Realizing the emerging significance of internet or online media as a source for gathering information, determining travelling decisions, communication and transactions, the present study aims at the comparative content analysis of the official tourism websites of ASEAN members in order to evaluate their performance from the perspective of tourism promotion by incorporating the modified Balanced Score Card (BSC) approach. A set of critical success aspects under perspectives: technical, user friendliness and site attractiveness, tourism effectiveness and food tourism effectiveness have been examined. The study manifests the strength and weakness of the respective official tourism websites of South East Asian Nations on the accepted parameters and also suggests the remedial measures to stimulate tourism promotion through websites.

scholarly journals Globalisation of the tourism industry: Future trends and challenges for South Africa

2001 ◽  
Vol 4 (3) ◽  
pp. 542-569
Author(s):  
E. Heath
Keyword(s):  
South Africa ◽  
Tourism Industry ◽  
First Century ◽  
Future Trends ◽  
Key Factors ◽  
The World ◽  
Competitive Success ◽  
Global Tourism ◽  
Tourism Destinations

The pressure of globalisation is having a major impact on tourism destinations throughout the world. The implications for destination marketers are profound and the response will require a new strategic focus and approach. This paper focuses on the changing global tourism environment, with particular emphasis on the key trends and developments that are likely to occur in the early part of the twenty first century. The paper concludes with an outline of the key factors that need to be addressed to ensure competitive success for developing tourism destinations such as South Africa.

The Role of New Media in Facilitating Entrepreneurship in Tourism - Case Study: Promoting Komodo Island in East Nusa Tenggara

2010 ◽  
Vol 2 (2) ◽  
pp. 63-72
Author(s):  
Dessy Kania
Keyword(s):  
New Media ◽  
Tourism Industry ◽  
World Heritage Site ◽  
Foreign Visitor ◽  
Printed Media ◽  
Heritage Site ◽  
High Inflation ◽  
Tourism Destinations

Tourism is an important component of the Indonesian economy as well as a significant source of the country’s foreign exchange revenues. According to the Center of Data and Information - Ministry of Culture and Tourism, the growth of foreign visitor arrivals to Indonesia has increased rapidly by 9.61 percent since 2010 to the present. One of the most potential tourism destinations is Komodo Island located in East Nusa Tenggara. With the island’s unique qualities, which include the habitat of the Komodo dragons and beautiful and exotic marine life, it is likely to be one of the promising tourism destinations in Indonesia and in the world. In 1986, the island has been declared as a World Heritage Site by UNESCO. The Ministry of Culture and Tourism continuously promotes many of the country’s natural potential in tourism through various media: printed media, television and especially new media. However, there are challenges for the Indonesian tourism industry in facilitating entrepreneurship skills among the local people in East Nusa Tenggara. According to the Central Bureau of Statistics (2011), East Nusa Tenggara is considered as one of the poorest provinces in Indonesia where the economy is lower than the average, with a high inflation of 15%, and unemployment of 30%. This research is needed to explore further the phenomenon behind the above facts, aiming at examining the role of new media in facilitating entrepreneurship in the tourism industry in Komodo Island. The results of this study are expected to provide insights that can help local tourism in East Nusa Tenggara. Keywords: Tourism, Entrepreneurship, New Media

Adventure Tourism in India- An Emerging Form of Tourism

2016 ◽  
Vol 1 (1) ◽  
Author(s):  
Sandip Patil
Keyword(s):  
Risk Taking ◽  
Social Boundaries ◽  
Adventure Tourism ◽  
Tourism Sector ◽  
International Tourist ◽  
Global Tourism ◽  
Tourism Destinations ◽  
Water Sports ◽  
Adventure Sports ◽  
Relevant Work

Nature is attractive as tourism destinations. Adventure Tourism is an activity where all Challenging natural sources available where we visit, dare and face. Adventure Tourism is categorized in Three Major Part. Mountaineering, Aero sports and Water Sports. The entire activities we Called ADVENTURE SPORTS. Mountaineering is a long established adventure sport predicated on physical activity, challenge, and risk-taking. It has been, hitherto, the preserve of an experienced elite whose approach is epitomized by self-reliance and independent operation in such destinations. Social boundaries separating mountaineers from tourists are becoming blurred. Billions of International Tourist in the World travelled in 2013 for relevant work, Profit Gaining and for development. On the Global basis Global Tourism books for 9% of global GDP, 30% of services exports and 1 in every 11 jobs. Tourism Sector helps to make above impact better Because every tourist counts.

scholarly journals Positioning spice tourism as an emerging form of special interest tourism: perspectives and strategies

2021 ◽  
Vol 8 (1) ◽  
Author(s):  
Bipithalal Balakrishnan Nair ◽  
Patita Paban Mohanty
Keyword(s):  
Special Interest ◽  
Tourism Development ◽  
Tourism Industry ◽  
Development Plan ◽  
Global Awareness ◽  
Medical Practices ◽  
Home Remedies ◽  
Medicinal Use ◽  
Global Tourism

AbstractThe COVID-19 pandemic has halted activities in the global tourism industry, and the situation has only been worsened by the general air of uncertainty and lack of effective vaccinations. Consequently, people have begun testing various remedies to enhance their immunity, primarily turning to traditional medical practices and home remedies. The medicinal use of spices, given their immune-boosting properties, is increasingly popular globally and has enhanced global awareness of spices and their products. In light of this surging popularity, this study examines spice tourism as a concept of niche tourism. This study proposes spice tourism as a valuable post-COVID-19 strategy by providing four different approaches to position spice tourism within special interest tourism. This paper also suggests a tourism development plan for spice tourism and proposes a strategy for its resilience post-COVID-19.

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