Destination Brand-Building of Cultural Heritage Tourism

2017 ◽  
pp. 175-190
Author(s):  
Xing Huibin ◽  
Azizan Marzuki ◽  
Stella Kostopoulou
Keyword(s):  
Cultural Heritage ◽  
Cultural Tourism ◽  
Hebei Province ◽  
International Tourism ◽  
High Quality ◽  
Destination Branding ◽  
Building Model ◽  
Brand Building ◽  
Destination Brand ◽  
Tourism Arrivals

Hebei province is a one of the most typically representative cultural destinations in China with abundant high-quality cultural heritage resources rooting from its more than 4000-year history. However, Hebei has still not evolved into a distinctive cultural brand in the tourism market even though lots of funds have been allocated and invested in tourism. The question thus is how to gradually build a successful cultural tourism brand vital to Hebei province. This paper first extracts the successful components from previous studies, and using France as the most celebrated cultural destination with the largest international tourism arrivals, comparisons are then made with Hebei from the perspective of destination branding of cultural tourism. Finally, given the practical conditions of Hebei and actual tourism needs of segment market, the paper proposes a conceptual brand-building model of Hebei cultural tourism.

Destination Brand-Building of Cultural Heritage Tourism

2017 ◽  
pp. 278-293
Author(s):  
Xing Huibin ◽  
Azizan Marzuki ◽  
Stella Kostopoulou
Keyword(s):  
Cultural Heritage ◽  
Cultural Tourism ◽  
Hebei Province ◽  
International Tourism ◽  
High Quality ◽  
Destination Branding ◽  
Building Model ◽  
Brand Building ◽  
Destination Brand ◽  
Tourism Arrivals

Hebei province is a one of the most typically representative cultural destinations in China with abundant high-quality cultural heritage resources rooting from its more than 4000-year history. However, Hebei has still not evolved into a distinctive cultural brand in the tourism market even though lots of funds have been allocated and invested in tourism. The question thus is how to gradually build a successful cultural tourism brand vital to Hebei province. This paper first extracts the successful components from previous studies, and using France as the most celebrated cultural destination with the largest international tourism arrivals, comparisons are then made with Hebei from the perspective of destination branding of cultural tourism. Finally, given the practical conditions of Hebei and actual tourism needs of segment market, the paper proposes a conceptual brand-building model of Hebei cultural tourism.

scholarly journals EXPLORATORY RESEARCH FOR THE UNDERSTANDING OF THE ROLE PLAYED BY CULTURAL DESTINATION BRANDING IN THE ECONOMIC DEVELOPMENT OF TRIBAL INDIA – CASE STUDY OF JAUNSAR BAWAR TRIBAL REGION OF THE HIMALAYAS.

YMER Digital ◽  
2021 ◽  
Vol 20 (12) ◽  
pp. 525-532
Author(s):  
Himanshu Chauhan ◽  
◽  
Hemraj Verma ◽  
Keyword(s):  
Economic Development ◽  
Competitive Advantage ◽  
Local Area ◽  
Cultural Tourism ◽  
Exploratory Research ◽  
Destination Branding ◽  
Long Run ◽  
Private And Public ◽  
Tribal Region ◽  
Destination Brand

Purpose: Cultural Destination Branding plays an important role to attract tourists. Jaunsar Bawar is endowed with historical and archaeological sites. The main purpose of this study is to identify the constituent elements of the overall image of the brand of Jaunsar Bawar’s main heritage destinations by utilizing heritage, general, and unique images, and it proposes a model for branding Jaunsar Bawar’s cultural & heritage destinations. The region has all the potential to be an important cultural destination in the world. Well-planned branding strategies of these cultural destinations are a primary requirement to attract both foreign and domestic tourists. There are some barriers, which can impede successful cultural tourism marketing in Jaunsar Bawar. Lack of coordination among stakeholders, insufficient funding and providing less importance to the needs of the tourists can obstruct successful cultural destination branding. Developing creative promotional program, coordination among relevant stakeholders, conservation and protection of heritage sites and active participation of both private and public sector are necessary to implement cultural destination branding in Jaunsar Bawar. Design/methodology/approach – This research is exploratory in nature and it uses the qualitative approach of primary research methodology by adopting a non-random stratified sampling method. To collect the data, approach of face-to-face semi-structured & openended interviews of 19 local people as well as some from outside region but having specific knowledge about Jaunsar Bawar due to their detailed work done here was conducted. Outcomes – The study shows that the people believe Destination Branding as an effective tool for the enhancement of the tourism in field related to Cultural & Historical perspective of a tribal region like Jaunsar Bawar. The study also establishes that the various initiatives in field of creating a destination brand enhances the reputation and build a very strong, unique & competitive brand in the minds of locals as well as in the minds of tourists/ visitors who are planning or who have visited Jaunsar Bawar and this could result in the economic development of this Himalayan tribal region. Research implications – The findings of the study represent a significant contribution to the field of destination branding and will help practitioners to develop destination brand of their area of research and achieve competitive advantage in long-run which will create several business opportunities in the local area and thus gives competitive advantage in the long-run. Research limitations – The study is confined only to the region of Jaunsar Bawar thus having a limited geographic scope of one region of one state of India. Therefore, studying other tribal regions of Himalayas may carry out further research. Keywords: Jaunsar Bawar, Tourism, Cultural Destination Branding,, Economic Development, Cultural Tourism, Destination Brand.

scholarly journals Sustainable Perceived Authenticity in Cultural Tourism: Modeling Alsace and Bali

2018 ◽  
Vol 2 (2) ◽  
pp. 13 ◽  
Author(s):  
Prihartomo Andimarjoko
Keyword(s):  
Cultural Tourism ◽  
International Tourism ◽  
Social Functions ◽  
Hypothetical Model ◽  
Economic Return ◽  
Tourism Research ◽  
Work In Progress ◽  
Mass Tourism ◽  
Two Stages ◽  
Tourism Arrivals

Cultural tourism roughly contributes to 40% of the international tourism arrivals. However, marketing for it is a dilemma between maximizing the economic return and nurturing the culture’s social functions because, in cultural tourism, a culture is a “product” to be “consumed”. Marketers need to attract the “correct” segments of cultural tourism, which have cultural motives as opposed to those of mass tourism. Research shows that attracting such segments can be done through a differentiation based on authenticity. However, in cultural tourism, authenticity is a relative and negotiable term. Perceived authenticity is more applicable than the traditional, objective authenticity. Previous research has been done to understand how authenticity is perceived by tourists but how it changes over a time remains elusive to researchers. This research focuses on the dynamics of perceived authenticity; how it changes over a time. A temporary, hypothetical model is proposed that is subject to a further seeking of variables and their relationships. The research is conducted in two stages: qualitative for building the model and quantitative for confirming it. Two cases will be built i.e. Alsace in France and Bali in Indonesia. The two regions will represent two different points on a spectrum. This research is a work in progress.

The integration of event management in promoting tourist destinations based on co-branding principles

2015 ◽  
Vol 2015 (6) ◽  
pp. 135-162
Author(s):  
Anna Aleksandrova
Keyword(s):  
Brand Identity ◽  
Brand Experience ◽  
Event Management ◽  
Tourist Destination ◽  
Destination Branding ◽  
Holistic View ◽  
Tourist Destinations ◽  
Brand Building ◽  
Event Marketing ◽  
Destination Brand

The article focuses on event marketing potential in branding tourist destinations. It examines destination branding through new conceptualization - destination brand experience, which provides a more holistic view of the tourist destination brand. The study identifies events portfolio for a destination as a brand building tool and provides a conceptual model of creating a brand identity for tourist destination with the use of events.

Method activation end date in the past. direction:re

2015 ◽  
Vol 3 (5) ◽  
pp. 458-464
Author(s):  
Алексей Остапчук ◽  
Aleksey Ostapchuk
Keyword(s):  
Russian Federation ◽  
Cultural Tourism ◽  
International Tourism ◽  
The Past ◽  
The World ◽  
The Russian Federation ◽  
Tourism Arrivals

The article discloses trends and prospective directions of developing international tourism in Russia, as well as in the world. The quantity of international tourism arrivals in the world on the period from 2000 to 2013 years is analyzed. On the base statistics information of UNWTO ten countries-leaders of international tourism arrivals highlighted. Accordingly for highlighted ten countries profitability tourist activities for each of them was analyzed of. Resources located on the territory of Russia for providing and developing of cultural tourism was shortly described and summarized. Dynamics of entrance tourism in Russia and in the world analysed. The author further analyzed and highlighted top countries of entrance tourism in Russian Federation. It was theoretically identified the main priorities for the short and long prospects entrance tourism. The direct and indirect contribution of tourism to employment by ten countries-leaders of entrance tourism was estimated, effect of tourism on the economy of the Russian Federation was defined.

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 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.

scholarly journals The Influence of Interpretation through Guiding Tour, Quality of Reception and Relics’ Worship on the Satisfaction of Pilgrims Attending the Iasi Feast

2021 ◽  
Vol 13 (12) ◽  
pp. 6905
Author(s):  
Maria Tătărușanu ◽  
Gina Ionela Butnaru ◽  
Valentin Niță ◽  
Angelica-Nicoleta Neculăesei ◽  
Elena Ciortescu
Keyword(s):  
Cultural Heritage ◽  
Cultural Tourism ◽  
Heritage Preservation ◽  
Beneficial Effects ◽  
Religious Tourism ◽  
Guided Tours ◽  
The Relationship ◽  
Heritage Interpretation ◽  
Cultural Heritage Preservation

Recently, in line with the increased attention paid to cultural tourism in general and to religious tourism in particular, researchers and practitioners have become increasingly interested in the analysis of various aspects related to cultural heritage in order to capitalize on its value by means of its interpretation, thus providing beneficial effects both for tourists and for tourism’s sustainable development. The aim of this research is to analyze the extent to which the methods of interpretation of the religious cultural heritage: guiding tours, quality reception, and relic worship influence the satisfaction of tourists participating in the “Saint Parascheva” pilgrimage, held annually by the Metropolitan Cathedral in Iasi. The data were collected by means of a survey (N = 932) and the information was processed by using the SPSS version 25 program. Our results indicate the significant influence that the potential to worship relics has on pilgrims’ satisfaction compared to other interpretation methods, such as the relationship with the Cathedral’s staff or the possibility of participating in guided tours. Pilgrims’ satisfaction is also perceived differently depending on certain aspects of their socio-demographic profile, i.e., their age and the perceived faith level. This study is relevant for researchers, managers, and students interested in the field of cultural heritage interpretation in genera, and in the field of religious heritage in particular, and could significantly contribute to improving pilgrims’ satisfaction as well as cultural heritage preservation.

Types of cultural tourism in China

2021 ◽  
pp. 553-557
Author(s):  
Liu Ying
Keyword(s):  
Cultural Heritage ◽  
Cultural Tourism ◽  
Standard Of Living ◽  
Spiritual Expression

The author shows that the specificity of modern cultural tourism is largely due to the fact that at present, the standard of living is gradually improving, and people begin to feel the lack of satisfaction caused by material factors, so they are looking for new ways to get spiritual expression. There are many types of cultural tourism in China, but this issue has not been sufficiently studied. The article presents various types of cultural tourism as a synthesis of various studies which is of importance and can be used in the practice of popularizing culture and spreading ideas about the cultural heritage of any country.

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.

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