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The purpose of this study is to investigate the link between history (heritage) and tourism marketing (destination branding). More specifically, the paper focusses on how…
The purpose of this study is to investigate the link between history (heritage) and tourism marketing (destination branding). More specifically, the paper focusses on how heritage is used by private- and public-sector tourism organisations of post-colonial, post-conflict and post-disaster (PCCD) destinations in their branding strategy. In particular, the paper investigates how these organisations use heritage in their branding and logo design.
Within the paradigm of theory building and exploratory approach, this conceptual study is based on a narrative literature review and analysis of research and secondary data on Haiti. The study uses visual research methods to examine and reveal the basis and composition of logos of both private- and public-sector organisations in Haiti.
The findings of this paper suggest that capturing the essence of the destination is critical for any visual identification (i.e. logos), and that the visual identification can either adjust representation of past events to the time being (heritage) or move away from the past with clear expectations for the future. Such findings are reflected within the new marketing strategies adopted by the Haitian destination marketing organisation (DMO) and a private resort that we used as examples. Both moved from an idiosyncratic identity-based logo to a universal “sea-and-sun” stereotyped one that goes against heritage for which authenticity is the most important criterion.
The findings of this research may help destination managers in general, and DMOs in PCCD destinations in particular, to design logos aligned with their marketing and branding strategies. The findings of the paper may also assist industry experts in designing logos that communicate with potential tourists, by leveraging heritage to influence their emotion and decision making.
This paper represents one of the first papers in tourism research that examines branding strategies of both public and private sectors in the context of Haiti. The research contributes to the body of knowledge on heritage and destination marketing by exploring the role of heritage in the Caribbean area’s branding and marketing strategies.
The purpose of this paper is to compare perceptions of retail logistics service quality among Romanian and Tunisian customers, and determine which dimensions of logistics…
The purpose of this paper is to compare perceptions of retail logistics service quality among Romanian and Tunisian customers, and determine which dimensions of logistics service quality have the greatest influence on customer satisfaction and loyalty.
Data were collected using self‐administered questionnaires from two convenience samples of hypermarket customers (100 in Romania and 100 in Tunisia). Logistics service quality was measured using two dimensions: the relational LSQ (The perception of Carrefour employees' assurance, responsiveness and caring) and the operational LSQ (Carrefour reliability). Data were analyzed by using confirmatory factor analysis, ANOVA and linear regression.
Respondents in both countries reported high levels of perceived logistics service quality in Carrefour. However, Romanians reported higher perceived logistics service quality than Tunisians for both dimensions. In the Tunisian sample, relational LSQ was the most important predictor of satisfaction, and the most important predictor of loyalty was the operational LSQ; in the Romanian sample, relational LSQ was the most important predictor of both satisfaction and loyalty.
Romanian Carrefour managers should focus on the customers' relationships with the staff in logistics service by implementing appropriate customer‐oriented training programs. Tunisian Carrefour managers should focus on the ability to perform the promised service dependably and accurately.
Despite the large number of studies on individual countries, no study compares logistics service quality among different countries. The present study compares perceptions of logistics service quality between consumers in two countries – Romania and Tunisia – that have different economic and cultural environments. This study shows that logistics service quality is an essential factor in satisfying and retaining retail customers in the retail sector.