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Book part
Publication date: 9 December 2009

Liping A. Cai, William C. Gartner and Ana María Munar

Academic inquiries have predominantly treated destination branding as a marketing phenomenon that happens to involve tourists as customers in a marketplace. The practice of it has…

Abstract

Academic inquiries have predominantly treated destination branding as a marketing phenomenon that happens to involve tourists as customers in a marketplace. The practice of it has been entrenched in deploying tactical marketing tools such as attention-grabbing slogans. This opening chapter provides a critical review of destination and place branding literature, as well as a synopsis of each of the 15 chapters assembled in this state-of-the-art collection. Considering tourism branding as a community affair, this volume is distinguished from previous publications by adopting a global and more multidisciplinary approach and by placing the subject of tourism branding outside of the conventional domains of marketing and destination. By having the host community at the central stage, many chapters explicitly consider different stakeholders in the process of branding. Built on theoretical foundations with both empirical findings and practical cases, this book brings together different perspectives and offers an intellectual and open dialogue among academics and practitioners of the field.

Details

Tourism Branding: Communities in Action
Type: Book
ISBN: 978-1-84950-720-2

Keywords

Book part
Publication date: 9 December 2009

Liping A. Cai

This chapter adopts a sociological perspective to examine the phenomenon of destination branding. Invoking the social exchange theory as the foundation and its complex exchange…

Abstract

This chapter adopts a sociological perspective to examine the phenomenon of destination branding. Invoking the social exchange theory as the foundation and its complex exchange system as its framework, the chapter elaborates the uniqueness of rural destination as a social structure rather than a market or organizational entity. A branding model for rural destinations is proposed and illustrated through a case study. The model advocates a community-based approach to image research as a platform on which the branding process takes place. The chapter reports the comparative findings on the image as projected by a destination marketing organization, perceived by current and potential tourists, and desired by local residents. By highlighting the role of host community's participation in tourism branding, the study informs its definition as a continuing process to create affective experiences through building a unique identity and sustaining a consistent image that emotionally bond with residents and resonate with tourists.

Details

Tourism Branding: Communities in Action
Type: Book
ISBN: 978-1-84950-720-2

Keywords

Article
Publication date: 27 July 2010

Saila Saraniemi

The purpose of this paper is to propose a model for destination identity and value system. It aims to use a case study to illustrate a destination brand identity development…

5698

Abstract

Purpose

The purpose of this paper is to propose a model for destination identity and value system. It aims to use a case study to illustrate a destination brand identity development process in a national tourism office (NTO).

Design/methodology/approach

The single case study method is used. The data consist of theme‐based interviews of eight different level managers of a NTO. Theoretical discussion is based on destination branding and emerging identity‐based branding literature.

Findings

This study proposes a model of destination brand identity and value system that takes a holistic view to the destination branding. It illustrates concepts of brand identity, brand image, brand value and brand equity in the same figure, incorporating different level actors to the value creation process. The case study illustrates the value creation process in the initial stage of the identity‐based branding.

Research limitations/implications

The study is explorative and is based on an illustrative single country case study. The study uses emerging identity‐based branding approach and encourages more empirical research to be conducted in the area.

Practical implications

Practitioners may use the idea of taking a holistic view to destination branding, examining the destination from both the supply and demand side, acknowledging also other stakeholders' than customers' perspectives, especially when creating the destination brand identity.

Originality/value

The proposed model of destination identity and value system model adds to rare identity‐based destination branding literature incorporating different aspects of value to the same model with different level identities.

Details

Tourism Review, vol. 65 no. 2
Type: Research Article
ISSN: 1660-5373

Keywords

Article
Publication date: 3 October 2016

Statia Elliot, Anahita Khazaei and Luc Durand

The purpose of this paper is to identify brand dimensions of tourism products and places that most influence the perspective of potential travelers.

1897

Abstract

Purpose

The purpose of this paper is to identify brand dimensions of tourism products and places that most influence the perspective of potential travelers.

Design/methodology/approach

The study was conducted in North America by online survey (n = 4,000), using a multi-product brand measurement model to assess a competitive set of 100 tourism brands according to 54 attributes. Factor analysis produced nine dimensions that vary in their degree of influence by both product category and level of place.

Findings

Country brands are most influenced by the virtual dream dimension as potential travelers explore destinations online, provincial/state brands are more influenced by the trust factor of the comfort zone and corporate citizen dimensions and, at the city level, influential brands are big and bold.

Research limitations/implications

The study contributes an understanding of brand influence that crosses tourism product and place categories. While 100 brands are a good sample, they are a fraction of the market. In future, the methodology can be applied to understand selective bundles of brands that comprise any holistic tourist experience.

Practical implications

A better understanding of the factors that influence potential travelers’ brand perceptions is valuable to marketers, particularly for destinations offering a mix of product and place experiences.

Originality/value

Much of tourism brand research is limited to one sub-sector. This paper extends the research by identifying brand dimensions across products (i.e. attractions, lodging, transportation, online travel agents) and destinations (i.e. city, province/state, country) in one study. Additionally, new dimensions, “Connectivity” and “Virtual Dream”, reflect the significance of online planning and purchase in the current travel.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 10 no. 4
Type: Research Article
ISSN: 1750-6182

Keywords

Book part
Publication date: 9 December 2009

Ana María Munar

The study explores the issue of branding in tourism from the perspective of two processes related to globalization: the expansion of the world market and the use of information…

Abstract

The study explores the issue of branding in tourism from the perspective of two processes related to globalization: the expansion of the world market and the use of information and communication technologies. The question addressed is how these processes affect tourism branding. This chapter shows that while the global market expansion in tourism enhances the relevance of brands, the digitalization of the experience made by the tourists and the expansion of virtual communities both represent an unprecedented challenge to the research and practice of tourism branding. The analysis reveals an empowerment of the tourists which may affect the residents, employees, and managers’ roles in branding. The chapter ends with new organizational strategies of brand enhancement which take into consideration the digitalization era.

Details

Tourism Branding: Communities in Action
Type: Book
ISBN: 978-1-84950-720-2

Keywords

Article
Publication date: 13 April 2012

Maja Konecnik Ruzzier

The purpose of this paper is to present the first systematic approach toward brand development of the country of Slovenia. The approach was of a holistic nature as relevant areas…

1898

Abstract

Purpose

The purpose of this paper is to present the first systematic approach toward brand development of the country of Slovenia. The approach was of a holistic nature as relevant areas (i.e. economy, tourism, culture, science, sport) and related key stakeholders that affect and co‐create the Slovenia brand had been determined in advance and invited to participate in building Slovenia's identity.

Design/methodology/approach

Specifically, the paper presents the results of creating the identity of the “I feel Slovenia” brand from the viewpoint of 30 Slovenian opinion leaders. The author invited experts to express their opinions through a Delphi method, which was repeated in two iterations. The results of both iterations are presented in the paper. Their opinions represented the first step of the process in developing identity elements of the Slovenia brand.

Findings

According to opinion leaders, the key idea of brand identity should be related to Slovenian nature, which should also be reasonably incorporated in other brand identity elements.

Practical implications

The development of brand identity with opinion leaders represents the first, but very important step towards a systematic process in developing the country brand of Slovenia.

Originality/value

The brand‐building process was executed on a real example of the country of Slovenia, which has never been a strong country brand. The paper could serve as a case study for other countries in central and eastern Europe, which have not worked seriously on their country brands until now.

Details

Baltic Journal of Management, vol. 7 no. 2
Type: Research Article
ISSN: 1746-5265

Keywords

Article
Publication date: 27 November 2020

Asli D.A. Tasci

The purpose of this paper is to: distinguish between financial brand equity and perceptual brand equity; distinguish among different stakeholder perspectives on customer-based…

5281

Abstract

Purpose

The purpose of this paper is to: distinguish between financial brand equity and perceptual brand equity; distinguish among different stakeholder perspectives on customer-based brand equity, consumer-based brand equity (CBBE) (consumer, customer, employee and resident); contrast the original definitions and measures of CBBE by Aaker and Keller; identify the deviations from the original conceptualizations and measures of CBBE by Aaker and Keller; discuss the evolution of the most commonly used CBBE components; analyze the structural relations of the most common CBBE components and generate conceptual, structural, relational and methodological suggestions for future research.

Design/methodology/approach

This critical review conducted a narrative analysis of the perceptual brand equity literature (CBBE) by inventorying about 200 empirical and conceptual CBBE studies in several different contexts. Studies that included CBBE, brand equity, customer-based brand equity and consumer-based brand equity were included in this review. Only 87 representative studies that either conceptually defined or empirically measured CBBE and its components were included in the deep analysis.

Findings

The review revealed that the literature is divergent in terms of CBBE components or structural relations among components in any context including tourism and hospitality. Even though about 40 different CBBE components exist in different contexts, the totality of the CBBE literature reflects a consensus on five components of CBBE, brand familiarity/brand awareness, brand image/brand associations, perceived quality, consumer value and brand loyalty, all of which collectively define the total meanings of a brand from consumer/customer perspective.

Research limitations/implications

Keeping these five components intact, this study suggests a concise CBBE definition, conceptual clarifications for these components, a model reflecting their structural relations and a framework of parsimonious measures. The study makes future research recommendations in terms of using uniform CBBE components, measures and relational structure among components, identifying the relationship between CBBE and financial-based brand equity and comparing different stakeholder perspectives on CBBE in future research.

Originality/value

With these observations and suggestions, this critical review provides a guideline for more robust theory development of the CBBE construct. Additionally, it offers a parsimonious and practical CBBE blueprint for the practitioners who include CBBE as a strategic market metric in their marketing and research plans. Furthermore, it suggests standardization in CBBE research to enable systematic reviews with meta-analysis of the CBBE literature in the future. Using standard components, measures and relational models in CBBE research, as was suggested in this study, would allow meta-analysis for a meaningful comparison of results between different brands, products and even industries.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 1
Type: Research Article
ISSN: 0959-6119

Keywords

Book part
Publication date: 9 December 2009

Julio Aramberri

This chapter aims at casting some doubts on the idea that branding techniques can be easily adopted by destination management organizations. They lack many of the tools that have…

Abstract

This chapter aims at casting some doubts on the idea that branding techniques can be easily adopted by destination management organizations. They lack many of the tools that have proved successful in marketing most goods and services. To shed some light on the issue, the chapter focuses on the imaging/branding policies of the Spanish National Tourism Organization between 1959 and 1979. If measured by the inflow of international tourists to the country, they should be deemed extremely well implemented. However, it is difficult to reach this conclusion. The study examines Spanish poster production—one of the most efficient promotional tools of the time—and draws some lessons on how it is possible to be successful in spite of their destination marketing organizations.

Details

Tourism Branding: Communities in Action
Type: Book
ISBN: 978-1-84950-720-2

Keywords

Book part
Publication date: 22 June 2015

Marica Mazurek

A singular place (a destination) is a product with multiple characteristics and multifunctional utility for different customers; however, some places offer the same type of…

Abstract

A singular place (a destination) is a product with multiple characteristics and multifunctional utility for different customers; however, some places offer the same type of utility and compete for the same customers. For this reason, the competitiveness of a place as a livable space, a space for investments, tourism, etc. has caused the emergence of the innovative managerial approaches to place governance. One such approach, which has been primarily used in production and which could be applied also in destination management, is the concept of branding.

The chapter summarizes the impact of place branding (our main focus) and place marketing (in more broad concept) on destinations, underlines the importance of culture and history in a place branding concept and highlights the importance of creation of partnerships in destinations by envisioning some useful concepts of co-operation in tourism destinations with a goal to create a positive image.

Details

Marketing Places and Spaces
Type: Book
ISBN: 978-1-78441-940-0

Keywords

Article
Publication date: 9 March 2012

Marcus Andersson and Malla Paajanen

Since early 2000s, several efforts have been initiated to market the Baltic Sea Region (BSR) globally, and the BaltMet Promo project is among them. Simultaneously, several other…

Abstract

Purpose

Since early 2000s, several efforts have been initiated to market the Baltic Sea Region (BSR) globally, and the BaltMet Promo project is among them. Simultaneously, several other cases of supra‐national branding have emerged, e.g. the Greater Mekong region, Danube region, and Visegrad countries. Little attention has yet been paid in the literature to branding of supra‐national entities. The purpose of this paper is to discuss branding of BSR using the examples of supra‐national product building of the BaltMet Promo project (2010‐2011).

Design/methodology/approach

Branding BSR has faced criticism against its supra‐national perspective which may be seen as a direct competitor to city or nation branding. To shift from competition to cooperation BaltMet Promo acknowledged a bottom‐up approach and nine organisations from six countries created supra‐national products to promote tourism, talent attraction, and investments. Each product concept was built on intensive background research and transnational triple‐helix cooperation.

Findings

The case of BaltMet Promo shows that supra‐national branding benefits from a bottom‐up approach that uses concrete products and services as the core of the brand identity. To shift from competition to cooperation the partnership promoted BSR as a common region with a common work plan. Different scales of branding serve different markets. The more distant the market, such as Japan in the case of BaltMet Promo, the more cost effective supra‐regional branding becomes compared to more narrow scales of branding.

Originality/value

The paper introduces recent developments in supra‐national branding using data of the BaltMet Promo project. The analysis aims to contribute to product building, triple helix stakeholder cooperation, and policy making.

1 – 10 of over 18000