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.

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.

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 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.

Rise and fall of community-based tourism – facilitators, inhibitors and outcomes

2014 ◽  
Vol 6 (3) ◽  
pp. 261-276 ◽  
Author(s):  
Asli D.A. Tasci ◽  
Robertico Croes ◽  
Jorge Bartels Villanueva
Keyword(s):  
Nash Equilibrium ◽  
Costa Rica ◽  
Stakeholder Involvement ◽  
Shared Vision ◽  
Destination Marketing ◽  
Community Based ◽  
Destination Branding ◽  
Content Type ◽  
Anna Karenina

Purpose – The aim of the current study is to use a city case study from Costa Rica to evaluate the Nash equilibrium point and Anna Karenina Principle in relation to community-based tourism (CBT), collaborative destination marketing (CDM) and strategic destination branding (SDB) – all of which require similar facilitators and suffer from similar inhibitors. Design/methodology/approach – The study combines a case study approach with in-depth interviewing of local business stakeholders as the aim is to reveal a specific event in a specific setting. Findings – In-depth interviews with local tourism product and service suppliers provided evidence that numerous deficiencies stem from the lack of collaborative destination marketing and branding in Costa Rica. This undermines the Nash equilibrium, namely successful CBT marketing and branding. Research limitations/implications – The results support the theory that the success (i.e. Nash equilibrium) or the failure situation (i.e. Anna Karenina Principle) in CBT – similar to CDM and SDB – depend on similar critical factors, including a shared vision, all-inclusive stakeholder involvement and participation; and cooperation and collaboration. Practical implications – Results indicated an urgent need for governments, donor organizations, universities and NGOs to partner to collectively develop campaigns and educational and training programs for human and social capital development. Originality/value – This study integrates sustainable tourism, tourism development, poverty alleviation, community-based tourism (CBT), collaborative destination marketing, strategic destination branding (SDB), Nash equilibrium and Anna Karenina Principle to explain the successful application of community-based tourism, which has not been previously reported.

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.

scholarly journals The emerging green destination: An empirical study of Phatthalung’s value-based identity

2021 ◽  
Vol 881 (1) ◽  
pp. 012050
Author(s):  
Kanwipa Methanuntakul
Keyword(s):  
Place Branding ◽  
Persuasive Communication ◽  
Communication Tool ◽  
Ramsar Convention ◽  
Destination Branding ◽  
Case Study Analysis ◽  
A Value ◽  
Biogeographic Region ◽  
Destination Brand

Abstract Regarding as a unique natural wetland where biogeographic region is under Ramsar convention, Phatthalung is also well-known for its iconic natural landmarks and geographical origin. However, the city itself are deemed to be either a short-visit destination or a secondary tourism destination amongst visitors. The aim of this paper is to explore a strategy of green branding on an emerging destination and to identify a value-based identity as a medium of persuasive communication tool. The paper establishes the conceptualization by a thorough case study analysis of Phatthalung’s destination brand from a geographic perspective to deep-rooted characteristic of local people. In order to critically find out the factors which have an effect on eco-tourism driven, the correlation between the influence of place equity and sense-of-place is analytically reviewed. Thus, it is clear that strategic place branding and destination branding play an important role in multidimensional meaning towards Phatthalung’s identity.

Strategies and Challenges of Tourist Facilities Management in the World Heritage Site: Case of the Maritime Greenwich, London

2012 ◽  
Vol 17 (6) ◽  
pp. 775-789 ◽  
Author(s):  
Azizul Hassan ◽  
Katia Iankova
Keyword(s):  
World Heritage ◽  
World Heritage Site ◽  
Primary Data ◽  
Facilities Management ◽  
Destination Branding ◽  
Heritage Site ◽  
Semistructured Interviews ◽  
The World ◽  
The Disabled

the World Heritage Site status is transforming into a highly priced honor in terms of destination branding and attracting diversified types of tourists. this study is based on the opinions of these tourists at Maritime Greenwich World Heritage Site (MGWHS). the first objective is to identify these tourists' satisfaction with existing facilities and their management. the second objective is to find out any lack of facilities and to suggest ways of overcoming this. Following the qualitative research method, this explanatory case study depends on primary data collection through semistructured interviews. the results exhibit a gap between perception and expectation of the tourists. the results also demonstrate the need for recuperating the building and management of tourist facilities without disturbing the architectural and natural aesthetics. Areas identified for attention include the sanitation, resting places, catering, facilities for the disabled or parents with infants, and the multilingual directional signage.

Caregivers' Perceptions of Speech-Language Pathologist Talk About Child Language and Literacy Disorders

2020 ◽  
Vol 29 (4) ◽  
pp. 2049-2067
Author(s):  
Karmen L. Porter ◽  
Janna B. Oetting ◽  
Loretta Pecchioni
Keyword(s):  
Language And Literacy ◽  
Collective Case Study ◽  
Study Approach ◽  
School Aged Children ◽  
Speech Language Pathologist ◽  
Therapy Goals ◽  
Semistructured Interviews ◽  
Types Of Information

Purpose This study examined caregiver perceptions of their child's language and literacy disorder as influenced by communications with their speech-language pathologist. Method The participants were 12 caregivers of 10 school-aged children with language and literacy disorders. Employing qualitative methods, a collective case study approach was utilized in which the caregiver(s) of each child represented one case. The data came from semistructured interviews, codes emerged directly from the caregivers' responses during the interviews, and multiple coding passes using ATLAS.ti software were made until themes were evident. These themes were then further validated by conducting clinical file reviews and follow-up interviews with the caregivers. Results Caregivers' comments focused on the types of information received or not received, as well as the clarity of the information. This included information regarding their child's diagnosis, the long-term consequences of their child's disorder, and the connection between language and reading. Although caregivers were adept at describing their child's difficulties and therapy goals/objectives, their comments indicated that they struggled to understand their child's disorder in a way that was meaningful to them and their child. Conclusions The findings showed the value caregivers place on receiving clear and timely diagnostic information, as well as the complexity associated with caregivers' understanding of language and literacy disorders. The findings are discussed in terms of changes that could be made in clinical practice to better support children with language and literacy disorders and their families.

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