scholarly journals Zimbabwe tourism destination brand positioning and identity through media: A tourist's perspective

2021 ◽  
Vol 2 (3) ◽  
pp. 133-146
Author(s):  
Farai Chigora ◽  
◽  
Joram Ndlovu ◽  
Promise Zvavahera ◽  
◽  
...  
Keyword(s):  
Nationwide Survey ◽  
Brand Identity ◽  
Brand Positioning ◽  
Tourism Destination ◽  
Significant Disagreement ◽  
Tourism Destinations ◽  
Media Organizations ◽  
To Come ◽  
Destination Brand

Abstract Purpose: The study was based on understanding how media can be used to select Zimbabwe tourism destination brands against other brands by the tourists. Further, it examined the role of media in improving Zimbabwe tourism brand identity. Factors to use in positioning the Zimbabwe tourism brand were also established. Research Methodology: A quantitative to the qualitative sequential mixed method was used to get research data. The respondents and participants to the study were tourism operators, media organizations and tourists (n=452). Results: The study's findings informed that tourism and media organizations in Zimbabwe are failing to understand the best ways to use media to attract tourists. There was a significant disagreement in the views of tourists and organizations, especially based on choosing a tourism destination brand using media. Even on improving Zimbabwe tourism destination brand identity and positioning, both parties agreed that media could help improve brand identity. Limitations: Getting opinions and views of tourists is difficult considering the divergence in their perceptions. A mixed-methods could help in improving objectivity. Contribution: The study, therefore, recommended an intensive tourism media audit, considering media as a strategic brand identity tool and a nationwide survey to come up with brand positioning elements specifically for Zimbabwe tourism destinations.

Digitalization as Part of Tourism Brand Development

2015 ◽  
Vol 6 (4) ◽  
pp. 54-78
Author(s):  
Petra Merenheimo ◽  
Rauno Rusko
Keyword(s):  
Peer Production ◽  
Current Development ◽  
Web Based ◽  
Resource Based View ◽  
Santa Claus ◽  
Brand Development ◽  
Tourism Destinations ◽  
Destination Brand ◽  
The Web

Gradually, digitalization and the Web have become an important part of tourism products. This development has been unnoticeable, but undeniable. Active customers are, via the Web, co-creating and participating in the product development of tourism destinations, especially in the form of brand development. In fact, it is possible to attribute the current development of new tourism destinations to peer production or “crowdsourcing.” This study focuses on the role Web-based platforms play in destination brand development, using the examples of two seemingly nearly similar Christmas tourism destinations as case studies: Santa Claus, Indiana, and Santa Claus Village, Rovaniemi. The study highlights the contribution this kind of customer-oriented digitalization makes to creating a competitive advantage, even a sustainable one, for tourism products with theoretical connections to a resource-based view (RBV). In digitalization, the role of the consumer as a “prosumer,” and potentially as a part of an organization's resources in a sense of RBV, is a fresh and challenging perspective that this study will introduce.

The Role of Tour Operators in Destination Tourism Marketing in Malawi

2019 ◽  
pp. 295-321 ◽  
Author(s):  
James Malitoni Chilembwe ◽  
Victor Ronald Mweiwa ◽  
Elson Mankhomwa
Keyword(s):  
Business Environment ◽  
Marketing Strategies ◽  
Tourism Destination ◽  
Global Village ◽  
Tourism Marketing ◽  
Destination Competitiveness ◽  
Tourism Destinations ◽  
Travel Decision ◽  
Destination Management Organizations

Destination marketing is one of the tools used by tour operators to gain a tourism competitive advantage. Tourism is one of the biggest businesses in the global village. It is a business in a very competitive market environment that marketing tourism destinations cannot be done by destination management organizations (DMOs) alone but also intermediaries like tour operators. Marketing tourism destination nowadays is highly driven by technology which enhances tourists' destination knowledge prior to their visits. However, the downside of technology cannot be underestimated on the business environment. While there is a growing importance of technology usage which creates challenges for destination competitiveness, tour operators use their marketing strategies to help building positive destination images. These images are created to influence tourists' travel decision making and visits. This chapter, therefore, has examined the present tourism marketing strategies, activities, and approaches used by tour operators in creating positive images for tourism destination using 20 cases of Malawian tour operators.

Digitalization as Part of Tourism Brand Development

2019 ◽  
pp. 995-1021
Author(s):  
Petra Merenheimo ◽  
Rauno Rusko
Keyword(s):  
Peer Production ◽  
Current Development ◽  
Web Based ◽  
Resource Based View ◽  
Santa Claus ◽  
Brand Development ◽  
Tourism Destinations ◽  
Destination Brand ◽  
The Web

Gradually, digitalization and the Web have become an important part of tourism products. This development has been unnoticeable, but undeniable. Active customers are, via the Web, co-creating and participating in the product development of tourism destinations, especially in the form of brand development. In fact, it is possible to attribute the current development of new tourism destinations to peer production or “crowdsourcing.” This study focuses on the role Web-based platforms play in destination brand development, using the examples of two seemingly nearly similar Christmas tourism destinations as case studies: Santa Claus, Indiana, and Santa Claus Village, Rovaniemi. The study highlights the contribution this kind of customer-oriented digitalization makes to creating a competitive advantage, even a sustainable one, for tourism products with theoretical connections to a resource-based view (RBV). In digitalization, the role of the consumer as a “prosumer,” and potentially as a part of an organization's resources in a sense of RBV, is a fresh and challenging perspective that this study will introduce.

Destination brand equity and tourist's revisit intention towards health tourism: an empirical study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Sabbir Rahman ◽  
Surajit Bag ◽  
Hasliza Hassan ◽  
Md Afnan Hossain ◽  
Rajesh Kumar Singh
Keyword(s):  
Brand Equity ◽  
Medical Tourism ◽  
Tourism Destination ◽  
Health Tourism ◽  
Content Type ◽  
Brand Association ◽  
Revisit Intention ◽  
Tourism Destinations ◽  
Destination Brand ◽  
The Relationship

PurposeThis paper aims to investigate the relationship between destination brand equity and tourist's revisit intention towards health tourism destinations. The study also examines the mediating effect of destination brand association between destination-based brand equity and travellers' revisit intention for health tourism destinations.Design/methodology/approachA survey instrument is used to examine the relationships in the proposed model using the co-variance-based structural equation modelling (SEM) technique. The collected primary data from two hundred forty-six respondents (n = 246) are analysed to test the relationship amongst exogenous, mediating, moderating and endogenous constructs articulated in the proposed structural model.FindingsEmpirical findings reveal that destination brand equity influences the revisit intention of a traveller for health tourism via destination brand association. The perceived trust, reliability and soft issues of a traveller moderate the relationship between destination brand equity and destination brand association. Enduring travel involvement also proves a significant moderation effect on the relationship between destination brand association and the revisit intention of a traveller for a health tourism destination.Practical implicationsThis paper is an initial attempt to develop and empirically examine a conceptual model of the intention of a traveller to revisit a health tourism destination in a dynamic process of information search using the data collected from current travellers after medical tourism-related trips. Results suggest that stakeholders must focus on hedonic and utilitarian factors of the destination that are recognised by travellers to encourage revisit for medical tourism.Originality/valueAlthough there have been numerous studies on health tourism. However, to the best of the authors' knowledge, this research is a pioneer in the healthcare tourism literature that links destination brand equity, brand association and revisit intention of a traveller for health tourism. These findings extend the knowledge of how healthcare tourism that is embedded with destination brand equity and destination brand association. The study findings potentially benefit the marketers for gaining competitive advantages through considering the experience of a traveller.

Ekosistem Destinasi Pariwisata Halal Wadah Pengembangan Destinasi Pariwisata Ramah Muslim

2018 ◽  
Vol 2 (2) ◽  
pp. 61-67
Author(s):  
R. Wisnu Rahtomo
Keyword(s):  
Professional Practice ◽  
Scientific Literature ◽  
Current Situation ◽  
Critical Assessment ◽  
Tourism Destination ◽  
Tourist Destinations ◽  
Tourism Destinations

The ecosystem of halal tourism destinations is a relatively new phenomenon in the practice of tourism destination management and tourism literature. Currently, halal tourism has become part of the completeness of tourist destinations in general. In this article, the development of halal tourism, the concept of ecosystem, as well as the role of various related components in tourism destinations in detail, based on scientific literature and professional practice in the .field of destination management. A critical assessment of the current situation related to the development of halal tourism in Indonesia is also included in this article.

NGOs and the making of “development tourism destinations”

2014 ◽  
Vol 6 (2) ◽  
Author(s):  
Sarah Becklake
Keyword(s):  
Tourism Destination ◽  
Governmental Organizations ◽  
Non Governmental Organizations ◽  
Global Tourism ◽  
Tourism Destinations

SummaryThis article explores the role of non-governmental organizations (NGOs) in the making of global tourism destinations. First, it draws together diverse insights in order to substantiate the importance of NGOs in the making of global tourism destinations and, second, it empirically highlights the role of NGOs in the (re)making of one particular destination: “destino Guatemala”. NGOs in La Antigua Guatemala are increasingly engaging with tourism as a NGO resource. In focusing on the NGO touristic practice of hosting storytelling events/activities in Antigua, some of which come to form virtual/actual “poverty tours”, the article argues that while Antigua NGOs develop and host these poverty tours as a means of moving “hearts and wallets”, they are doing considerably more. Most notably, they are helping to (re)make Guatemala into a “development tourism destination”.

scholarly journals On-Line Destination Branding: An Investigation Into The Divergence Between Brand Goals And On-Line Implementation

2014 ◽  
Vol 30 (6) ◽  
pp. 1597 ◽  
Author(s):  
Jens Blumrodt ◽  
Adrian Palmer
Keyword(s):  
Cultural Differences ◽  
Brand Image ◽  
Tourism Destination ◽  
Destination Branding ◽  
Website Development ◽  
French And English ◽  
On Line ◽  
Tourism Destinations ◽  
Natural Settings ◽  
Destination Brand

The marketing of tourism destinations has become increasingly competitive. However, a tourism destination cannot be seen as a single destination-based entity competing with other destinations. Each tourism destination manager must typically integrate a network of interested stakeholders and mediate between political aims and operational realities. Websites are an increasingly important focus for competitive differentiation of tourism destinations. This research examines the effects of cultural differences on website development by comparing cultural environments typified by a prevalence of collectivism with those typified by individualism. Websites from a sample of French and English seaside tourism destinations are compared, with a focus on tourism destination brand image elements. Our approach combines two methods. First, we analyse specific communicated images. Second, interviews with officials of these cities are undertaken to compare the communicated image to the desired one. We find that cities with a similar environment communicate elements of their natural settings as well as other brand elements, but the communicated image often does not correspond to the desired brand image. Therefore we propose a model to promote the desired destination brand image.

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