Narrative Advertising in Destination Branding

2021 ◽  
pp. 346-358
Author(s):  
Ayca Oralkan
Keyword(s):  
Traditional Method ◽  
Destination Image ◽  
Destination Branding ◽  
Tourism Marketing ◽  
Travel Motivation ◽  
Historical Culture ◽  
Tourism Destinations ◽  
History Narratives ◽  
Marketing Methods ◽  
Source Materials

Due to its potential economic return, tourism-related initiatives, including governments, are increasingly focusing on the tourism destination market. It is critical to use efficient marketing methods to enhance travel motivation—especially under the global crises like a pandemic—by encouraging positive consumer impressions of tourism destinations. The main purpose of tourism marketing is to develop a destination image that can enable a sustainable demand for visits through interaction with consumer expectations. One of the most effective marketing methods is to compile stories, which have become a traditional method throughout human history. Narratives use stories to convey various options on behalf of the destination experience in order to build an optimum perception of persuasion. Any destination can have a unique historical culture and original characteristics to be the source materials for effective narrative advertising. These stories should trigger their intention to visit by attracting the attention of potential tourists, and even convince them to visit these destinations.

scholarly journals Intensi Pemilihan Wisata Berkelanjutan di Pulau Belitung: Pengetahuan Pariwisata Sebagai Variabel Moderasi

2020 ◽  
Vol 9 (1) ◽  
pp. 1
Author(s):  
Echo Perdana Kusumah ◽  
Kusnendi Kusnendi ◽  
Maya Sari
Keyword(s):  
Sampling Method ◽  
Word Of Mouth ◽  
Sustainable Tourism ◽  
Destination Image ◽  
Tourist Destination ◽  
Marine Tourism ◽  
Travel Motivation ◽  
Convenience Sampling ◽  
Tourism Destinations ◽  
Tourism Potential

Purpose of this study is to predict the intentions of tourists to choose sustainable tourism destinations based on travel motivation, destination image, and word of mouth (WoM). Destination image factor is moderated by the knowledge factor. Survey targets domestic and international tourists who have visited or planned to travel at least one tourist destination around Belitung Island using the convenience sampling method. A total of 250 online questionnaires were distributed to tourists in popular tourism destinations on the island of Belitung and analyzed using the Smart PLS application. Findings of this study prove that all factors positively influence tourist intentions to choose sustainable tourism destinations. Furthermore, this research proves that tourism knowledge cannot moderate image of destination in intention of tourists to choose sustainable tourism destinations. Belitung Island is one of the main islands in Bangka Belitung Province which is developing tourism potential, especially in marine tourism. Stakeholders related to tourism on Belitung Island must find ways to encourage knowledge sharing among all interested parties and also outside their direct influence, namely information owned by tourists.

scholarly journals Bali Tourism Destination Structural Loyalty Model from Consumer Behavior Perspective

2021 ◽  
Vol 12 (4) ◽  
pp. 494-505
Author(s):  
Christimulia Purnama Trimurti , Et. al.
Keyword(s):  
Direct Relationship ◽  
Reference Model ◽  
Marketing Mix ◽  
Destination Image ◽  
Analysis Tool ◽  
Tourist Attractions ◽  
Tourism Marketing ◽  
Travel Motivation ◽  
Tourist Satisfaction ◽  
Destination Attractiveness

This research is confirmatory research of the destination development model from the perspective of travel motivation which is expected to be used as a theoretical reference model of a tourism marketing mix specifically related to travel motivation, destination image, tourist satisfaction, and tourist loyalty. This research uses a quantitative approach to analyze the direct relationship between the variables that exist in the model. The number of respondents was determined based on the accidental ideal sample size of the SEM-AMOS structural analysis tool around 413 respondents for the domestic tourists and foreign tourists. The conclusion is tourist expectation has a positive and significant effect on destination attractiveness. Destination attractiveness has a positive and significant effect on destination image. Destination image has a positive and significant effect on tourist satisfaction. Tourist satisfaction has a positive and significant effect on tourist loyalty. The implications of this research are maintaining the tourist satisfaction with the existing tourist attractions and their experiences. They are also satisfied with the availability of facilities and services during a vacation in Bali.

Involvement and brand equity: a conceptual model for Muslim tourists

2015 ◽  
Vol 9 (1) ◽  
pp. 54-67 ◽  
Author(s):  
Fatemeh Shafaei ◽  
Badaruddin Mohamed
Keyword(s):  
Conceptual Model ◽  
Brand Equity ◽  
Destination Branding ◽  
Content Type ◽  
Tourism Marketing ◽  
Islamic Countries ◽  
Tourism Destinations ◽  
Key Dimensions ◽  
Destination Brand ◽  
The Relationship

Purpose – The aim of this paper is to present a model in which the relationship between Muslims’ involvement with traveling to Islamic destinations and Islamic destination brand equity is investigated. Design/methodology/approach – Based on the existing theoretical and empirical research on involvement and brand equity in tourism marketing and the literature on Muslim tourists’ needs and culture, a conceptual model for Muslim tourists is developed. The model investigates the relationships between Muslims’ psychological motivations for traveling to Islamic destinations and the evaluation of destination Islamic brand. Findings – The study shows that the more Muslims are involved in traveling to Islamic destinations, the more likely they evaluate the key dimensions of destination Islamic brand. This is demonstrated by the influence of Muslims’ involvement on their awareness of Islamic destinations, their image of the Islamic destination attributes, the perceived quality of Islamic offerings, the perceived Islamic value and their loyalty toward Islamic destinations. Practical implications – The study evaluates the Islamic brand equity in the context of Islamic tourism destinations and in relation to Muslims’ interests in traveling to Islamic countries. The study contributes to better understand the Islamic destinations and how to maximize the benefits of their Islamic attributes. It is suggested that Islamic attributes should be highlighted more for Muslim tourists interested in traveling to Islamic countries. Investigating the concepts analyzed will help tourism destinations to integrate marketing and promotional campaigns and build a more powerful Islamic brand in Muslim markets. Originality/value – The relationship between involvement and brand equity has not been yet explored adequately, especially in the context of Islamic branding. This study adds to the previous studies in which the link between personal involvement with a specific destination and destination brand equity was explored. The role of Islamic values in this relationship is highlighted. The study contributes to destination branding studies by being one of the primary works, which applies the concept of brand equity to Islamic destinations.

scholarly journals FACTORS AFFECTING SATISFACTION AND INTERNATIONAL TOURIST REVISIT INTENTION: A CASE STUDY IN BEN TRE PROVINCE

2020 ◽  
Vol 1 (37) ◽  
pp. 1-11
Author(s):  
Hai Hong Pham
Keyword(s):  
Structural Equation ◽  
Destination Image ◽  
Equation Modeling ◽  
Factors Affecting ◽  
Travel Motivation ◽  
Tourist Satisfaction ◽  
Revisit Intention ◽  
International Tourist ◽  
Tourism Destinations

The purpose of this study is to empirically examine the influence of travel motivation, destination image on tourist satisfaction, and revisit intention to a tourist destination of international travellers in Ben  Tre Province. Based on a theoretical model, hypotheses were formulated, the study uses Structural Equation Modeling (SEM) and a sample of 252 international tourists. The study result reveals that destination image and travel motivation influenced tourist satisfaction and satisfaction directly influenced revisit intention. The study also explored some implications for enticing more tourists to tourism destinations in Ben Tre Province, limitations and suggestions for future studies.  

Positioning ASEAN as One Collective Destination: Towards a Sustainable Brand

2020 ◽  
Vol 11 (1) ◽  
pp. 103-103
Author(s):  
Varintra Sirisuthikul ◽  
Pichai Pusumpun
Keyword(s):  
Content Analysis ◽  
Tourism Industry ◽  
Brand Positioning ◽  
Preliminary Assessment ◽  
Destination Branding ◽  
Integrative Framework ◽  
Globalizing World ◽  
Global Tourism ◽  
Tourism Destinations ◽  
Tourism Websites

In a globalizing world, where traveling is becoming easy and accessible, tourism destinations are increasingly competing in drawing travelers into their areas. One of the biggest challenges for any destination marketers is the substitutability of their offerings and the task of positioning their destinations against the numerous competing places that offer similar features (Moilanen & Rainisto, 2009; Pike, 2012; Pike & Page, 2014). The intense competitiveness of the global tourism industry increasingly calls for the most competitive positioning for individual destinations (Miller & Henthorne, 2007; Pike 2012). Consequently, the paper attempts to investigate the positioning strategies of the 10 individual destinations of ASEAN to better understand their distinctiveness and assess ASEAN collective brand. The current research aims to fill this gap through a preliminary assessment of brand elements of ten countries in ASEAN on how they project their official tourism websites using the method of content analysis of the 10 official tourism websites. This is followed by a discussion of the desired ASEAN collective brand with the engagement of ASEAN stakeholder in tourism collaboration, focusing mainly on joint promotion of tourism destinations. Consequently, the study presents an integrative framework embracing collaborative stakeholder efforts that ultimately leads to achieve a unified and sustainable brand of ASEAN. Keywords: Collective ASEAN Brand; Positioning; Destination Branding; Sustainable Brand; Stakeholder

A Cohesive Analysis of Factors Affecting the Tourist Destination Image of Delhi

2015 ◽  
Vol 1 (2) ◽  
Author(s):  
Usha Arora ◽  
Deepti Dabas Hazarika
Keyword(s):  
National Income ◽  
Destination Image ◽  
Pertinent Literature ◽  
Tourist Destination ◽  
Factors Affecting ◽  
Tourism Marketing ◽  
The World ◽  
National Capital ◽  
Destination Management Organizations ◽  
The City

Economies all over the world are moving towards a focus on services. Tourism has emerged as a major contributor to economies all over the world. This is why specific focus is being placed on tourism, as Destination Management Organizations (DMOs) concentrate their efforts on tourism. India has been one of the countries where the share of tourism in national income has steadily been increasing. As the national capital, the city of Delhi has a major role to play in the tourist inflow to the country, as well as within the country. Successful tourism marketing requires that the concepts of tourist destination and underlying factors are comprehended in detail. An analysis of the available, pertinent literature on the area shows the manner in which numerous factors come together to form the image of a tourist destination. In fact, it needs to be understood that image formation may be done differently for different consumers. This further necessitates a detailed study of the factors influencing tourist destination image.

Like, tag and share: bolstering social media marketing to improve intention to visit a nature-based tourism destination

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Vanessa Gaffar ◽  
Benny Tjahjono ◽  
Taufik Abdullah ◽  
Vidi Sukmayadi
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Botanical Garden ◽  
Equation Model ◽  
Destination Image ◽  
Social Media Marketing ◽  
Tourism Destination ◽  
Content Type ◽  
Future Value ◽  
Tourism Destinations

Purpose This paper aims to explore the influence of social media marketing on tourists’ intention to visit a botanical garden, which is one of the popular nature-based tourism destinations in Indonesia. Design/methodology/approach This study sent questionnaires to 400 followers of the botanical garden’s Facebook account who responded to the initial calls for participation and declared that they have not visited the garden before. Analyses were conducted on 363 valid responses using the structural equation model. Findings The findings revealed several key determinants influencing the image of the botanical garden and its future value proposition, particularly in supporting the endeavour to shift from a mere recreational destination to a nature-based tourism destination offering educational experiences. Originality/value This paper offers a fresh look into the roles of social media marketing in increasing the intention to visit a tourism destination that is considerably affected by the destination image.

scholarly journals Influence of Tourism Destination Products and Images on Tourist Visiting Decision to Kota Seribu Sungai Banjarmasin

2018 ◽  
Vol 2 (2) ◽  
pp. 73
Author(s):  
Devin Cahya Triansya ◽  
Beta Budisetyorini
Keyword(s):  
Positive Influence ◽  
Destination Image ◽  
Tourism Destination ◽  
Tourist Destination ◽  
Tourist Destinations ◽  
Tourism Sector ◽  
The World ◽  
Tourism Destinations ◽  
The Impact ◽  
The City

 AbstractThe continuous rapidly growth of tourism sector with the tight competition in the field of tourismmakes not all tourist destinations in the world always experience an increase in the number of tourist visits each year. Banjarmasin City, dubbed the “Kota Seribu Sungai” or "City of Thousand Rivers" and is known as the Thousand Rivers tourist destination has experiencedfluctuate number of tourist arrivals and tend to decline. The fluctuate number of tourist arrivalssourced from tourist visiting decisions can be influenced by various factors, including tourism destination productsand image. This study aims to see the effects of tourism destination products consisting of physical products, people, packages, and programsalsothe image of tourism destinations consisting of cognitive image and affective image on tourists visiting decision to the city of Thousand River Banjarmasin. The data obtained were taken by questionnaire to 123 tourists by accidental sampling. The results of the research were analyzed using multiple linear regression with two equations, namely (I) The influence of tourism destination products on tourist visiting decision and (II) The impact of tourism destination image on tourist visiting decision. The resultsfound the positive influence of tourism destination products to thetourist visiting decision of 54.5% and the image of tourism destination on the tourist visiting decision of 53.4% and the rest of 45.5% and 46.6% influenced by other factors not examined. The results of the analysis also showed the effect of tourism destination products variable partially consisting of physical products, packages, and programs have an effect on the decision of tourists while people have no influence. As for the variable image of tourism destinations in partial consisting of cognitive image and affective image affect the decision of tourists visiting to Kota Seribu Sungai Banjarmasin. 

Innovation in Medical Tourism Service Marketing

2013 ◽  
pp. 49-66 ◽  
Author(s):  
Anita Medhekar ◽  
Ho Yin Wong ◽  
John Hall
Keyword(s):  
Healthcare Service ◽  
Medical Tourism ◽  
Relevant Literature ◽  
Service Marketing ◽  
Marketing Mix ◽  
Tourism Industry ◽  
Patient Privacy ◽  
Tourism Marketing ◽  
Tourism Destinations ◽  
Tourism Service

The aim of this chapter is to critically examine the latest development of medical tourism as an innovation in India. The existing theories and concepts in medical tourism are reviewed and synthesised in order to lay down a foundation for marketing managers to deploy marketing mix strategies to deliver values to the medical tourists. A secondary research method is adapted to gather relevant literature. This chapter not only provides a background introduction to the growing importance of the medical tourism industry to the Indian economy, but also makes major contributions: firstly, that global healthcare service marketing is quite different from marketing of other services and goods. Secondly, it proposes to examine the application of 8Ps of tourism marketing-mix along with another 6Ps, such as personalisation of healthcare, publication for patient, patient packaging, patient education, patient privacy, and patient medical and cultural sensitivities for effective marketing of the popular Indian wellness and medical tourism destinations, super-speciality hospitals, and complex diagnostic tests and surgeries to the world.

Sustainable Tourism Marketing Strategy

2015 ◽  
pp. 54-77 ◽  
Author(s):  
Alžbeta Kiráľová
Keyword(s):  
Competitive Advantage ◽  
Marketing Strategy ◽  
Best Practice ◽  
Sustainable Tourism ◽  
Tourism Development ◽  
Sustainable Tourism Development ◽  
Tourism Marketing ◽  
Internet Surveys ◽  
Informal Interview ◽  
Tourism Destinations

The chapter describes how sustainable tourism marketing strategy can bring competitive advantage to a destination. It defines tourism destinations; characterizes the principles of sustainable tourism development and its role in competitiveness of the destination. The chapter also shows a destination´ best practice in the implementation of sustainable tourism marketing strategy. The destination was subject to research using onsite and internet surveys, semi-structured and informal interview and the results were subjected to evaluation using the VRIO model.

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