scholarly journals The Importance Of Events On Destination Brand Image Enhancement –The Case Of Bukhara

2021 ◽  
Vol 3 (05) ◽  
pp. 106-117
Author(s):  
Bektosh Negmurod Ugli Norov ◽  
◽  
Egamberdi Bobokul Ugli Karimov ◽  
Keyword(s):  
Brand Image ◽  
Destination Branding ◽  
Cultural Events ◽  
Tourist Destinations ◽  
Public Events ◽  
Cultural Festivals ◽  
Event Tourism ◽  
Destination Brand ◽  
The Impact ◽  
Tourist Flow

Festivals and cultural events have become an important part of the of destination branding strategies. More and more places are increasingly using events and cultural festivals to enhance their image positively and boost tourist flow. Cultural events and festivals have always had a special place in society. Although event tourism has not emerged recently, interest in cultural events in tourism literature has grown tremendously over the last few decades as they have become a key element in attracting tourist destinations. Destinations have also begun to see strategic destination branding as one of the ways to attract a large number of tourists. Therefore, the research in this area can be considered very relevant for the industry. This article examines the importance of various public events in the branding process of destinations and analyzes the impact of “Silk and spices” festival on image and brand of Bukhara tourism destination. The purpose of this study is to explore how visitors evaluate the impact of cultural events and festivals on enhancing the tourist image. The Silk and Spices Festival is undoubtedly one of the most popular Uzbek cultural festivals held annually internationally. Methodological questionnaires were developed to conduct the research. Questionnaires in the form of paper surveys were taken from international and local tourists who visited the Silk and Spices Festival to learn about the impact of this festival on the image of Bukhara. The findings show that there is a positive link between this cultural event and the city’s image.

scholarly journals The Influence of Destination Brands on the Satisfaction and Revisit Intention of Foreign Tourists at the Agro-tourism of Ceking Rice Field Terrace in Bali

2020 ◽  
pp. 265
Author(s):  
I Putu Wahyu Wicaksana ◽  
I G A Oka Suryawardani ◽  
Ratna Komala Dewi
Keyword(s):  
Structural Equation ◽  
Rice Field ◽  
Brand Image ◽  
Positive Influence ◽  
Equation Model ◽  
Brand Awareness ◽  
Tourist Destinations ◽  
Brand Association ◽  
Revisit Intention ◽  
Destination Brand

Agrotourism attraction of Ceking Rice Field Terrace Village is a natural panorama of rice fields terrace has been recognized as heritage that should be preserved. The purpose of this study is to find out the influence of destination brands on the interest of foreign tourists in Ceking Rice Field Terrace Agrotourism and the obstacles faced in building destination brands in Ceking Rice Field Terrace tourist destinations. The independent variables of this research are part of the brand destination, namely brand awareness, brand image and brand association. The dependent variables are customer satisfaction and revisit intention. Research was design based on structural equation model. Data was analyzed by using Smart-PLS version 3.0. Brand awareness, brand image and brand association had a significant and positive influence on the satisfaction of foreign tourists and their revisit intention. The results also showed that the constraints faced by Agrotourism Rice Field Terrace in building a destination brand area, the name of Agrotourism Ceking Rice Field Terrace has not been known as a name of attractive tourist destination and the lack of handicrafts that have the characteristics of the Agrotourism. Keywords: agrotourism, brand destination, and revisit intention

Impact of Advertising and Public Relations on Tourism Development in Da Nang, Vietnam

2017 ◽  
pp. 1-16
Author(s):  
Xuan Tran ◽  
Minh Nguyen ◽  
Ha Kieu Tan Luu ◽  
Ny Ngo ◽  
My Tran ◽  
...  
Keyword(s):  
New York ◽  
Public Relations ◽  
Social Norms ◽  
Equation Modeling ◽  
Tourist Destinations ◽  
Structure Equation Modeling ◽  
The Social ◽  
Destination Brand ◽  
And Control ◽  
The Impact

An exploratory study was conducted to determine the impact of advertising and public relations on the visit intention of tourists in Da Nang, Vietnam. In 2015, Trip Advisor and New York Times selected Da Nang, Vietnam as one of the top Asia tourist destinations. This study sought to address the relationship between advertising or public relations and tourists' intention to visit based on the theory of planned behavior. Structure Equation Modeling was conducted to predict the impact of advertising and public relations on the visit intention of tourists in Da Nang. Findings indicate that an increased favorable attitude and control of advertising would increase tourist arrivals. Surprisingly, an increased positive attitude and control of public relations did not significantly affect tourists' intention to visit. Instead, the social norms of public relations were effective in driving the decision to visit but the social norms of advertising were not. The findings have contributed to destination brand through advertising and public relations. Implications are discussed.

Branding of Tourist Destinations

2020 ◽  
Vol 11 (4) ◽  
pp. 973
Author(s):  
Elena SHUTAIEVA ◽  
Viktoriya POBIRCHENKO ◽  
Anna KARLOVA ◽  
Elena POLYUKHOVICH
Keyword(s):  
Integrated Approach ◽  
Competitive Advantages ◽  
Tourist Destination ◽  
Destination Branding ◽  
Tourist Destinations ◽  
Universal Values ◽  
Tourist Demand ◽  
Tourism And Hospitality ◽  
Destination Brand

The objective necessity of an integrated approach to destination branding as a process of creating and managing a brand is substantiated. It is shown that the need to develop a strong and successful brand that enhances the image of a tourist destination is associated with fundamental changes in the nature of consumer behavior, due to the fact that for a potential tourist, choosing a vacation destination today is not only an indicator of lifestyle but also a certain status value. A cognitive analysis of the definitions of the concept of ''tourist destination brand" allowed formulating the authors' definition. According to the authors, a tourist destination brand is a combination of unique qualities, persistent universal values, reflecting the authenticity, unique and original consumer characteristics of this territory and community, which are widely known, gaining public recognition and enjoying stable tourist demand, contributing to the formation of preferences of this territory over others in a situation of choice. As a research method, modeling was used. Theoretically, it became possible to clarify the essence of the concept of "tourist destination brand" and systematically comprehend the technology of tourist branding by building the authors' model of the brand of tourist destinations. The authors of the article present the brand as the most important way to implement the competitive advantages of the territory, an instrument of competitiveness, differentiation, and uniqueness. Brands of tourist destinations are designed to emphasize the high quality of services not only in tourism and hospitality, restaurant business, but also in the use of public spaces.

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.

scholarly journals Modelo Conceptual integrativo de Destination Branding: teste empírico no Porto e Norte de Portugal

2015 ◽  
Vol 13 (4) ◽  
pp. 865-874
Author(s):  
Pedro Costa Carvalho ◽  
◽  
Ana Maria Pinto Lima Vieira Brites Kankura Salazar ◽  
Paulo Matos Graça Ramos ◽  
◽  
...  
Keyword(s):  
Conceptual Model ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Identity ◽  
Brand Associations ◽  
Destination Branding ◽  
Tourist Destinations

The current study aims to develop and test a new conceptual model for destination branding, including and integrating the concepts of brand identity (brand associations), brand image, perceived quality, satisfation and loyalty. This study hypothesizes relationships among this constructs. This article aims to contribute to the conceptualization of destination branding that is identified as critical concept to the competitiveness of tourist destinations

scholarly journals GASTRONOMIC TOURISM AS A WAY TO ATTRACT ATTENTION TO A TOURIST DESTINATION

2021 ◽  
pp. 73-83
Author(s):  
B. I. Aktymbaeva ◽  
T. V. Trifonova
Keyword(s):  
Original Work ◽  
Theoretical Research ◽  
Tourist Destination ◽  
Tourist Destinations ◽  
History Of ◽  
Historical Comparative ◽  
Destination Brand ◽  
The Impact ◽  
First Time

This article examines the main aspects of gastronomic tourism as a modern type of tourism. This work also tells about the history of gastronomic travel. Analyzed the main problems and prospects for the development of gastronomic tourism, as a way to attract the attention of tourists to tourist destinations in Kazakhstan. The role of this type of tourism in the formation of a tourist destination brand is revealed. The analysis of the development of gastronomic tourism in various countries is carried out and its contribution to the development of tourist destinations in these countries is evaluated.Purpose: to study the influence of gastronomic tourism on the development of a tourist destination, based on the experience of different countriesMethodology: theoretical research of information on a given topic, historical, comparative, analysis of literature on a selected topic, questioning.Originality / value of the research: this research was compiled by the author for the first time and is completely original workFindings: this research has proven the impact of gastronomic tourism on the development of a tourist destination and attracting attention to it. Recommendations have been developed for the creation and implementation of gastronomic tours to countries with potential for the development of this type of tourism.

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.

Effectiveness of Destination Branding. The Example of National Tourism Organizations

2020 ◽  
Vol 11 (4) ◽  
pp. 779
Author(s):  
Mirosław MARCZAK ◽  
Jacek BORZYSZKOWSKI
Keyword(s):  
Brand Management ◽  
National Level ◽  
Destination Branding ◽  
Tourist Destinations ◽  
Whole Process ◽  
Brand Development ◽  
Collection Data ◽  
Questionnaire Form ◽  
Destination Brand

Branding is considered to be the most effective way to improve the quality of operations undertaken in numerous sectors of economy. It also plays an important role in creating images of many tourist destinations. National Tourism Organizations (NTOs) are responsible for that task in particular countries. The main aim of the article is an attempt at providing a simplified evaluation of effectiveness related to operations (or operation fields) undertaken by NTOs in the process of brand management at the national level, especially activities undertaken in favor of brand development. The main effectiveness measure is a medium-term rate of the change in the number of tourist visits in countries where the analyzed NTOs were operating in the years of 2007-2017. The analysis includes 81 organizations. The basic tool applied for the research is a questionnaire form and the whole process of data collection, data verification and the comparative statistical analysis is completed in six stages. The research indicates the significant role of branding among the operations undertaken by the analyzed organization. It also indicates the fact that branding is an efficient and indispensable element in the process of destination brand management at the national level. The results of the research confirm the fact that the analyzed organizations consider branding as one of their most effective activities aimed at encouraging the highest number of foreign tourists to visit their countries.

Rio 2016 Olympic Games: Brand and the reciprocal effects of touristic destinations

2021 ◽  
pp. 135676672110632
Author(s):  
Luciana Brandão Ferreira ◽  
Janaina de Moura Engracia Giraldi ◽  
Glauber Eduardo de Oliveira Santos ◽  
Charbel Jose Chiappetta Jabbour
Keyword(s):  
Rio De Janeiro ◽  
Olympic Games ◽  
Brand Image ◽  
Simultaneous Equation ◽  
Reciprocal Effects ◽  
Tourist Destination ◽  
Reciprocal Effect ◽  
Tourist Destinations ◽  
Destination Brand ◽  
Mega Event

This study analyzes the effect of Brazil's national tourism brand on the image of Rio de Janeiro as the host city of the 2016 Olympic Games, and the reciprocal effect of Rio de Janeiro on Brazil, considering both as tourist destinations. A quantitative study was employed using structured questionnaires, with a sample of foreign respondents ( n = 340) and a simultaneous equation method. A positive reciprocal effect was found. In general, the perception of a country as a tourist destination influences destinations within that country. However, the Brazil destination brand image did not influence Rio. This situation was proved to be an exception to the rule, the sports mega-event context probably contributing to the result.

Destination Extension: A Faster Route to Fame for the Emerging Destination Brands?

2018 ◽  
Vol 58 (3) ◽  
pp. 440-458 ◽  
Author(s):  
Hany Kim ◽  
Svetlana Stepchenkova ◽  
Semih Yilmaz
Keyword(s):  
Brand Equity ◽  
Brand Extension ◽  
World Heritage Site ◽  
Perceived Fit ◽  
Destination Branding ◽  
Tourist Destinations ◽  
Heritage Site ◽  
Unesco World Heritage Site ◽  
Parent Brand ◽  
Destination Brand

Brand extension—marketing of a new product as an extension of an existing one—is a well-known strategy to increase brand value in an efficient way. However, the concept has not been sufficiently addressed in the field of destination branding. This study introduces the concept of destination-to-destination brand extension (or “destination extension”) and empirically tests its practical utility using an experimental design. In this design, two established tourism brands, South Korea and UNESCO World Heritage Site, were positioned as potential parent brands while the newly emerging destination of Jeju, the only island in the world with three UNESCO designations of outstanding value, was positioned as the extended brand. After analyzing how parent brand equity as well as the perceived fit between the parent and extended brands influence the brand equity of Jeju, this study demonstrates the feasibility of “destination extension” as an alternative marketing strategy for tourist destinations.

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