Marketing and Branding Initiatives for Local Food and Tourism Identity of Terengganu, Malaysia

2019 ◽  
pp. 1-22
Author(s):  
Mohd Hairi Jalis
Keyword(s):  
Local Food ◽  
Tourism Industry ◽  
The State ◽  
Destination Marketing ◽  
Destination Branding ◽  
Tourism Marketing ◽  
Tourist Destinations ◽  
The Core ◽  
Archival Documents ◽  
Coast Region

This chapter focuses on Terengganu and seeks to explore its local food and tourism development as well as marketing and branding initiatives. Within the context of local food, tourism, and destination marketing and branding studies, scholars continuously contest the truth of food as the core traveling purpose among tourists to visit a particular tourist destination. It was found that, recently, many tourist destinations have utilized local food as part of marketing and branding initiatives to position and stimulate appealing image in every tourists' eyes and mind. Therefore, using the case of Terengganu in Malaysia, this chapter explores and discusses the details of local cuisine and tourism employed by Tourism Terengganu (i.e., the state tourism board – STB) to market and brand the state worldwide. Terengganu is located in between two states (i.e., Kelantan and Pahang) on the east coast region of West Malaysia. Keropok lekor, nasi dagang, satar, akok, nasi kerabu, laksam, ketupat sotong, and lempeng nyior are among local food specialties in Terengganu. These dishes are often being displayed and marketed worldwide in various tourism marketing and used as promotional tools to speak about Terengganu and its tourism identity. Results from archival documents analysis have found that Tourism Terengganu employed various types of marketing and branding initiatives to promote Terengganu's local food and tourism industry domestically and internationally. All of these create and establish local food and tourism identity of Terengganu as part of destination branding efforts.

scholarly journals Pemetaan Destination Branding Kepulauan Seribu

2019 ◽  
Vol 6 (2) ◽  
Author(s):  
Adityayoga Adityayoga
Keyword(s):  
Basic Concept ◽  
Tourism Industry ◽  
Destination Branding ◽  
Identity Creation ◽  
Tourist Destinations ◽  
The Future ◽  
Thousand Islands

AbstrakDengan meningkatnya industri pariwisata saat ini, maka terjadi kompetisi antar tempat tujuan wisata untuk menarik pendatang sebanyaknya, hal ini ditempuh dengan cara meningkatkan daya tariknya. Konsep dasar dari destination branding adalah menawarkan tempat-tempat tujuan wisata tersebut memiliki identitas yang berbeda dari tempat-tempat lainnya. Penciptaan identitas yang terintegrasi di berbagai aspek akan menciptakan presepsi yang kuat dan menjadi modal utama dalam mempromosikan daerah tersebut. Penelitian ini memetakan dan memaparkan variable-variabel destination branding yang dimiliki oleh Kepulauan Seribu, yang dapat menjadi dasar untuk ke depannya dapat menciptakan destination branding Kepulauan Seribu.AbstractWith the increase in the tourism industry today, there is competition between tourist destinations to attract as many tourist as possible which is done by increasing its attractiveness for visitors. The basic concept of destination branding is to offer these tourist destinations have identities that are different from other places. Identity creation that is integrated in various aspects will create a strong perception and become the main capital in promoting the area. This research maps and describes the destination branding variables of the Thousand Islands, which can be the basis for the future to be able to create the destination branding of the Thousand Islands.

scholarly journals TOURISM MARKETING: CONTEXT, CHALLENGES AND POTENTIAL

Jurnal IPTA ◽  
2020 ◽  
Vol 8 (2) ◽  
pp. 245
Author(s):  
Rety Palupi ◽  
Micho Slavov
Keyword(s):  
World Economy ◽  
Future Research ◽  
Destination Marketing ◽  
Related Literature ◽  
Tourism Marketing ◽  
Tourist Destinations ◽  
Key Points ◽  
The World ◽  
Strategic Goals ◽  
Rapid Pace

Tourism is one of the leading and most dynamic sectors of the world economy, and for its rapid pace, it is recognized as the economic phenomenon of the century. Modern tourism is an increasingly intensive, business-oriented, and commercially organized group of activities, and tourism marketing is becoming ever more important for a destination’s competitiveness. In this context, our research aims to analyze and synthesize the challenges marketing of tourist destinations is facing. The approach taken in this paper is to assess the related literature and focus on the key points for future research on tourism marketing. We argue that destination marketing must lead to the optimization of the effects of tourism and the achievement of national tourism organizations' strategic goals. This paper contributes to marketing professionals and academics, pointing out the uniqueness of tourism marketing.

scholarly journals GASTRONOMIC BRAND AS AN EFFECTIVE TOOL FOR TOURIST DESTINATION MANAGEMENT

2021 ◽  
Author(s):  
Olena Zelenko
Keyword(s):  
Positive Impact ◽  
Tourism Industry ◽  
Tourist Destination ◽  
Destination Branding ◽  
The Sustainable Development ◽  
Tourist Destinations ◽  
Common Value ◽  
The Creation ◽  
Tourism Services

The article considers the peculiarities of the formation of the gastronomic brand of the territory. It was found that a large number of scientific works on gastronomic branding does not reveal the essence of the stages of formation of such a brand. Despite some successful practices in the use of gastronomic products to promote tourism services, the general recommendations for the use of the gastronomic brand as a tool for managing the development of a tourist destination in the functioning of the tourism industry at the regional level remain undisclosed. Based on the review of previous publications, the purpose of this study is to determine the stages of formation and features of the gastronomic brand to increase the attractiveness and efficiency of tourist destination management. As a result of the study on the role of the gastronomic brand in the process of managing a tourist destination, it was determined: the process of creating a brand should take place in stages, and involves determining the type of territory, identifying the relationship between the number of tourists and their gastronomic needs. historical traditions of ethnic cuisine and the creation of conditions for a harmonious combination of gastronomic brand with the brand of a tourist destination; there is a directly proportional connection between the gastronomic brand of the territory and the brand of the tourist destination: the presence of the former contributes to the sustainable development of the latter; The positive impact of the gastronomic brand on the development of the tourist destination becomes possible due to the harmonization of common value-oriented components implemented in the destination branding as well as during gastronomic branding. Ukraine is just beginning its journey to recognize its gastronomic products, traditions and related historical and cultural heritage. Adherence to the presented recommendations on the creation and gastronomic brands of certain areas will promote their development as tourist destinations, improve the socio-economic situation of the region, and allow to restore the full functioning of the tourism industry after the pandemic crisis.

Antecedents of tourist loyalty to tourist destinations: a mediated-moderation study

2018 ◽  
Vol 4 (2) ◽  
pp. 261-278 ◽  
Author(s):  
Suhail Ahmad Bhat ◽  
Mushtaq Ahmad Darzi
Keyword(s):  
Factor Analysis ◽  
Tourism Industry ◽  
The State ◽  
Destination Image ◽  
Satisfaction Level ◽  
Jammu And Kashmir ◽  
Content Type ◽  
Tourist Destinations ◽  
Moderating Role

PurposeThe purpose of this paper is to analyze the impact of destination image on satisfaction level and tourist loyalty toward the various tourist destinations in Jammu and Kashmir. The study, also, attempted to investigate the mediating role of satisfaction and moderating role of gender, past experience and tourist origin in the proposed model.Design/methodology/approachThe study was carried out in the state of Jammu and Kashmir spread over three divisions, i.e., Jammu, Kashmir and Ladakh. The study employs questionnaire survey method for data collection. Purposive sampling was adopted for data collection and data analysis was carried out through exploratory factor analysis, confirmatory factor analysis and structural equation modeling techniques.FindingsThe study has found that cognitive image, affective image and unique image are the significant dimensions of destination image, which in turn has a positive effect on satisfaction level and tourist loyalty. It was also found that destination image has both direct and indirect effect on tourist loyalty.Research limitations/implicationsThe state of Jammu and Kashmir has been badly affected by ongoing political instability, which has caused huge losses to the tourism industry. The results of the study will be helpful to policymakers in designing various strategies and programs for maximizing tourist inflow and growth of tourism industry in the state of Jammu and Kashmir.Practical implicationsFurther, finding of the study will assist destination managers in understanding consumer behavior for promoting destination shopping activities. This will enhance tourist expenditure at destinations and thus provides direct benefits to the local economy.Originality/valueVery little research has been conducted on moderating role of gender, past experience and tourist origin in the destination image and its association with satisfaction and tourist loyalty in the state of Jammu and Kashmir. Managing destination image and quality of tourist experience are critical to induce favorable expectations of destination in the tourist’s mind.

scholarly journals Joint destination marketing in the South Central Coast region of Viet Nam

2021 ◽  
Author(s):  
◽  
Thi Phuong Lan Nguyen
Keyword(s):  
Decision Making ◽  
Tourism Industry ◽  
Destination Marketing ◽  
Viet Nam ◽  
The South ◽  
Central Coast ◽  
South Central ◽  
Marketing Decision ◽  
Marketing Activities ◽  
Coast Region

<p>The tourism industry of Viet Nam has developed rapidly over the last two decades. However, more attention must be given to destination marketing, especially joint destination marketing, if the sector is to continue to expand. To date there has been little research on joint destination marketing, especially in developing countries and transitional economies like Viet Nam. This study attempts to fulfil this gap by examining the joint destination marketing activities of the eight South Central Coast provinces of Viet Nam. The study has three objectives: (1) to examine the nature and extent of current joint destination marketing activities, (2) to analyze the factors that influence joint destination marketing decision-making, and (3) to investigate the destination marketing relationships between local destination marketing organizations(DMOs) of the eight provinces.  The South Central Coast was chosen as the study site as it is the most dynamic tourism development region of Viet Nam. The study triangulated both primary and secondary data. The primary data was collected mainly from semi-structured in-depth interviews with DMO representatives. This was complemented by the content analysis of official tourism websites.  Four sets of key findings result from this research. First, the South Central Coast provinces currently conduct destination marketing more individually than jointly. However, all provinces of the region practise a certain mix of both individual and joint marketing activities. Local DMOs also develop competitive and cooperative relationships with other counterpart DMOs. Second, joint destination marketing is an emerging and increasingly common trend in the region and is characterized by different patterns of cooperative behaviour and levels of involvement. Third, joint destination marketing decision-making is influenced by various factors, including preconditions, benefits, drawbacks, motives and barriers. These factors are inter-related, which in turn creates tensions for DMO in their joint destination marketing decision-making. Fourth, in the South Central Coast region, joint destination marketing activities occur more commonly at a sub-regional scale than at the scale of the whole region. Furthermore, these sub-region cooperative models involve provinces located in other regions. Decisive factors in destination marketing partnership formation include proximity, convenient transportation, mutual benefits, similar target markets and compatibility of tourism products.  The study concludes by highlighting the need to establish a regional tourism coordinating organization to facilitate joint actions and cooperative interrelationships between provinces. There is also much room left in for further joint destination marketing research.</p>

scholarly journals Destination Marketing Through Film Tourism: A Study on Western Orissa

2010 ◽  
Vol 5 (1) ◽  
pp. 25-39
Author(s):  
Shwetasaibal Samanta Sahoo ◽  
Sarat Kumar Lenka
Keyword(s):  
Tourism Industry ◽  
International Travel ◽  
Management Tool ◽  
Destination Marketing ◽  
Tourism Marketing ◽  
Strategic Approach ◽  
Primary Focus ◽  
The Relationship ◽  
Insight Into

Film tourism is a growing phenomenon worldwide, fueled by both the growth of the entertainment industry and the increase in international travel model for exploiting film tourism marketing opportunities. Tourism destination marketing is now widely recognized as an essential component in the management of destinations. In harmony with the general marketing literature, which understands marketing as a management tool, some researchers understand destination marketing as a form of 'market-oriented strategic planning' and hence as a strategic approach to place development rather than a promotional tool.Tourists today are more experienced and looking for new destinations and new experience. In the tourism industry, there has been a growing phenomenon that tourists visit destinations featured through films which are not directly related to DMOs' tourism promotion. This is a new form of cultural tourism called film-induced tourism which still receives little attention from both academic and practitioners due to the lack ofknowledge and understanding on the benefits of film on tourism. Recent research suggests that films can have strong influence on tourist decision-making and films do not only provide short-term tourism revenue but long-term prosperify to the destination. The primary focus of this article is to provide a theoretical insight into the relationship between films induced tourism and destination imagery, which in turn can be used to market Western Orissa.

scholarly journals Joint destination marketing in the South Central Coast region of Viet Nam

2021 ◽  
Author(s):  
◽  
Thi Phuong Lan Nguyen
Keyword(s):  
Decision Making ◽  
Tourism Industry ◽  
Destination Marketing ◽  
Viet Nam ◽  
The South ◽  
Central Coast ◽  
South Central ◽  
Marketing Decision ◽  
Marketing Activities ◽  
Coast Region

<p>The tourism industry of Viet Nam has developed rapidly over the last two decades. However, more attention must be given to destination marketing, especially joint destination marketing, if the sector is to continue to expand. To date there has been little research on joint destination marketing, especially in developing countries and transitional economies like Viet Nam. This study attempts to fulfil this gap by examining the joint destination marketing activities of the eight South Central Coast provinces of Viet Nam. The study has three objectives: (1) to examine the nature and extent of current joint destination marketing activities, (2) to analyze the factors that influence joint destination marketing decision-making, and (3) to investigate the destination marketing relationships between local destination marketing organizations(DMOs) of the eight provinces.  The South Central Coast was chosen as the study site as it is the most dynamic tourism development region of Viet Nam. The study triangulated both primary and secondary data. The primary data was collected mainly from semi-structured in-depth interviews with DMO representatives. This was complemented by the content analysis of official tourism websites.  Four sets of key findings result from this research. First, the South Central Coast provinces currently conduct destination marketing more individually than jointly. However, all provinces of the region practise a certain mix of both individual and joint marketing activities. Local DMOs also develop competitive and cooperative relationships with other counterpart DMOs. Second, joint destination marketing is an emerging and increasingly common trend in the region and is characterized by different patterns of cooperative behaviour and levels of involvement. Third, joint destination marketing decision-making is influenced by various factors, including preconditions, benefits, drawbacks, motives and barriers. These factors are inter-related, which in turn creates tensions for DMO in their joint destination marketing decision-making. Fourth, in the South Central Coast region, joint destination marketing activities occur more commonly at a sub-regional scale than at the scale of the whole region. Furthermore, these sub-region cooperative models involve provinces located in other regions. Decisive factors in destination marketing partnership formation include proximity, convenient transportation, mutual benefits, similar target markets and compatibility of tourism products.  The study concludes by highlighting the need to establish a regional tourism coordinating organization to facilitate joint actions and cooperative interrelationships between provinces. There is also much room left in for further joint destination marketing research.</p>

scholarly journals ANALYSIS OF SOUVENIRS PURCHASE PATTERN IN INTERNATIONAL TOURIST IN SABAH

2019 ◽  
pp. 19-31
Author(s):  
Jim Jipun
Keyword(s):  
Local Food ◽  
Food Products ◽  
Self Esteem ◽  
Tourism Industry ◽  
The State ◽  
Food And Beverages ◽  
International Tourist ◽  
Important Activity

Over the last few decades, the tourism industry has grown tremendously in Malaysia, especially the state of Sabah. The shopping sub-sector is an increasingly important component in the industry as well as accommodation, food, and beverages, local transportation, entertainment and more. Statistics released by Tourism Malaysia records the bulk of international tourist spending in the country for shopping. Shopping spending increased from 31.3% in 2015 to 31.7% in 2016, surpassing the expenditure on accommodation for the second consecutive year. The purpose of this study is to identify patterns of souvenir buying among international tourists in Sabah. The findings reveal that the important features that international travelers prefer in choosing souvenirs are local products, picture imaging, and accessories and decorations. Meanwhile, local food products in the form of dry products are the main choice of international travelers followed by mini products such as key chains, pens, bumper stickers and others, and postcards and handicrafts. In addition, the souvenir features that attract international travelers to buy them are products must be traditional, easy to carry and value for families and friends. It is also found that in addition to self-esteem is given to neighbors and relatives as their main purpose is to buy souvenirs. The purchase of souvenirs is an important activity and experience in tourism to tourists, so it is hoped that this study will contribute to improving and furthering the souvenir industry in Sabah especially and other places throughout Malaysia in general.

Placing the Market and Marketing Place: Tourist Advertising of the Hawaiian Islands, 1972–92

1993 ◽  
Vol 11 (6) ◽  
pp. 663-688 ◽  
Author(s):  
J D Goss
Keyword(s):  
Hawaiian Islands ◽  
The State ◽  
Target Audience ◽  
Destination Marketing ◽  
Tourist Destinations ◽  
Advertising Discourse ◽  
Construction Of Place

The advertising of tourist destinations plays an important role in the construction of place imagery and in the constitution of social subjects. In other words, destination marketing creates an image of place to be experienced by specific social subjects in particular ways. This is demonstrated through analysis of a series of advertising texts produced by the Hawaii Visitors Bureau and sponsored by the State of Hawai'i in the period 1972–92. The analysis suggests that the ‘target audience’ has changed during this period along with the projected experience of a Hawaiian vacation, but that the theme of alterity, together with its tropes of paradise, marginality, liminality, femininity, and aloha remain persistent elements of the spatializing discourse. These tropes, and their contradictory components, are analyzed, and it is concluded that, in the advertising discourse, Hawai'i as a place and people is mystified into a signifier of alterity.

“Cowboys, Indians, Oil & Cattle…Texas History” (Graham, TX): How Texas destinations associate themselves with the state narrative

2021 ◽  
pp. 146735842110388
Author(s):  
Eli Avraham ◽  
Igal Baum
Keyword(s):  
Qualitative Content Analysis ◽  
The State ◽  
Destination Marketing ◽  
Test Case ◽  
Theoretical Discussion ◽  
Texas History ◽  
Professional Literature ◽  
Tourism Marketing ◽  
Association Strategy

Several studies in destination marketing literature have shown that use of the “engaging celebrities” or “associating a place with a celebrity” strategy can be successful to market a place. Yet despite the proven effectiveness of this association strategy, there is not enough research into the idea of associating a destination with other kinds of familiar and admired symbols—such as famous brands, heritage, and narratives. The aim of the current study is to expand the theoretical discussion around the association strategy beyond celebrities and to analyze which techniques marketers have used in order to associate their destinations with a state narrative; this includes examining some of the narrative components such as local brands, symbols, values, events, and sites. This topic has not yet been addressed in either tourism marketing academic or professional literature. Because the state of Texas has one of the most familiar narratives, it makes for a good case study in which to examine how marketers use the state narrative to market their destinations. As a methodology, we used quantitative and mainly qualitative content analysis of 666 tourism ads for Texan cities and towns, published in Texas Travel Guides (2008–2018). The findings show seven techniques that marketers used in order to associate their destinations with the narrative. Using the state of Texas as an example may provide a test case for exploring how marketers associate their place with other US state narratives in promotional tourism.

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