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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.

Nation branding efforts are carried out by means of communication. The element, which is the object of communication tools, must have an analogical connection with nation branding. The object of analogy should have attractive features that will strengthen the nation brand. Online tourism content, which has the quality to add value to nation branding, can produce a strong analogy. Online tourism content can easily be internalized in a positive way, as it creates attractive connotations such as memories, entertainment, holidays, etc. in the mind of the audience. In this direction, the research aims to reveal that the online tourism brand is a strategic transmission tool of nation branding.

The research study was carried out with the semiotics method. Content analysis has been made for the videos of GoTürkiye, Turkey's tourism brand, on YouTube.

Research findings show that content covering a large part of Turkey has been created. Messages to be given in the content; it is that Turkey has authentic and attractive elements and hosts international events. The content on GoTürkiye's YouTube has reached a significant number of views.

The research aims to reveal how to build an online nation brand through online tourism brands. In this respect, it is thought that the results can guide the politicians or marketers responsible for nation branding.

The idea of how to build an online nation branding through online tourism brands remains unclear. In this respect, the research demonstrates its original value in proposing a model that will contribute to online nation branding.

Drawing upon protection motivation theory and service-dominant-logic, the authors develop a model, which examines the influence of perceived psychological risk and social media involvement (SMI) on customer-brand-engagement (CBE), brand co-creation and behavioral intention during COVID-19 outbreak in the tourism context. The current research also explores the mediating effect of CBE, and moderating role of tourism-based threat/coping appraisal in the proposed associations.

To investigate such issues, the authors deploy a sample of 320 tourism consumers by adopting partial least squares-structural equation modeling or (PLS-SEM).

PLS-SEM findings revealed that SMI positively impacts tourism-CBE. Secondly, results revealed the customer brand engagement's significant-positive effect on brand co-creation and behavioral intent. Third, results showed the social media's and psychological risk's indirect impact on co-creation and behavioral intent, as mediated through customer brand engagement. Fourth, results exposed a significant/negative moderating effect of threat appraisal and significant/positive moderating role of coping appraisal in projected relationships.

Given the study's focus on pandemic-based SMI, CBE and co-creation, the authors contribute to the existing tourism marketing literature, which also generates plentiful avenues for further research, as delineated.

This research facilitates tourism brand managers to better understand the drivers of CBE and paves the way for managers to develop CBE and threat/coping strategies during pandemic.

Despite the increasing understanding of social media, CBE and co-creation in tourism, limited remains identified regarding the association of these, and associated, factors during pandemic, as thereby explored in the current research.

This paper explores the potential influence and consequences of corpora te branding on mountain resort destinations. It examines the extent to which corporations emphasize “placefulness” in the branding of their tourism products and services, as well as the degree to which they intentionally match their brands with values held by other destination stakeholders. “Placefulness” refers to the relative extent to which corporate branding strategies reinforce a destination's “sense of place” The findings suggest that a corporate as opposed to a community approach to branding is emerging in many tourism destinations. This has resulted in some significant redefinition of destination identities to reflect the changing needs of markets and corporations. Probably the most apparent identity shift in mountain communities brought on by corporate influence has involved the repositioning of many areas from being ski resorts to becoming four season destination resorts.

This paper aims to explore the complexities of engaging with local stakeholders in destination branding. As the main creators and drivers of the destination brand, many brand authorities metaphorically “give ownership” of the brand to local stakeholders, for them to “take ownership” of it. This paper examines the inherent challenges of this process. In the Tasmanian destination branding process presented here, the Tasmanian authorities used best practices to generate a sense of ownership of the destination brand among local tourism businesses. Some players engaged, but many did not. The study shows the necessity to understand the dynamics between giving ownership of the brand and the various local tourism business stakeholders actually taking ownership.

This study looks at an Australian destination branding experience, namely, Tasmania’s “Go Behind the Scenery”. Primary data were gathered through 14 in-depth interviews with tourism operators, selected through a purposive sampling approach, based on their various levels of participation in the branding processes. The interviews aimed to understand how they variously engaged with the brand and processes of ownership.

This study shows that a relatively open interpretation of the brand can welcome wider engagement and generate a sense of ownership through the local businesses’ own interpretations. But there are also barriers for these stakeholders in developing an even stronger sense of ownership. They need more support in addressing their individual circumstance before the brand can align with their business.

This paper accentuates an ownership gap, understood as the gap between giving ownership (mechanisms to transfer ownership from brand authorities to stakeholders) and taking ownership (stakeholders assume responsibility for and manifest the brand). In identifying a gap between these two aspects of engagement, this paper initiates a more nuanced discussion on the mechanisms of stakeholder engagement in the branding process.

This paper aims to examine the attractiveness of the Tong Ren Tang (TRT) as a Chinese corporate heritage tourism brand and consider the significance of TRT for Chinese national identity. The study considers the saliency of Balmer’s augmented role identity notion vis-à-vis corporate heritage institutions/corporate brands. Insights are made from and for corporate heritage, heritage tourism and national identity literature.

A conceptual model comprising five hypotheses was developed and this informed a survey-based questionnaire administered to domestic tourists/customers visiting Tong Ren Tang’s flagship shop in Beijing.

The attractiveness to domestic Chinese tourists/customers of the TRT corporate heritage tourism brand was found to be attributable to its multiple role identities: national, corporate, temporal, familial and imperial. As such, this study lends credence to Balmer’s augmented role identity notion. Chinese domestic tourists/customers – as members of an ethnic Chinese community – in visiting TRT not only consume an extant corporate heritage by tangible and intangible means but can also be seen to express, and reaffirm, their sense of Chinese national identity.

For TRT’s managers, there should be an appreciation that the attractiveness of TRT as a corporate heritage tourism brand rests not only on what it sells but also in what it symbolises in national and cultural terms. This finding is applicable to the managers of many other corporate heritage/corporate heritage tourism brands.

Adopting a primordial perspective, the TRT pharmacy was found to be of singular significance to China’s national identity. Traditional Chinese Medicine, Confucian and Daoist religious/philosophical and China’s erstwhile Imperial polity are significant and enduring precepts of Chinese national identity. As such the TRT flagship shop/brand is of singular importance, as China has eviscerated much of its cultural heritage – particularly in relation to its corporate heritage brands.

This is the first empirical study to focus on corporate heritage tourism brands and one of the first studies to examine a Chinese corporate heritage/corporate heritage tourism brand. Also significant in focussing on the TRT corporate heritage brand. Established in 1669, TRT’s history spans five centuries: a corporate provenance which is exceptional within the People’s Republic of China. The study links the corporate brand notion with the nascent corporate heritage brand domain and the established area of heritage tourism.

This study aims to explore the relationships among destination brand equity, brand authenticity and revisit intention. The mediating role of tourist satisfaction and the moderating role of destination familiarity in these relationships are also investigated.

Based on the stimulus–organism–response theory, a structural equation model was constructed to test the relationships among the study variables. The original data was obtained using a questionnaire survey method from domestic tourists who have traveled to Guilin in China.

The findings revealed that brand equity and brand authenticity not only positively and directly affect revisit intention but also have an indirect influence on revisit intention through the mediating role of tourist satisfaction. Destination familiarity positively moderates the direct influence of brand equity on revisit intention. Furthermore, brand authenticity significantly and positively affects brand equity.

The findings of this study provide a certain enlightenment for brand marketing and tourist destination management.

This study reveals the impact path of brand equity and brand authenticity on revisit intention, compensating for the lack of attention on impact mechanism among them. This study proves the impact of brand authenticity on destination brand equity. This compensates for the deficiencies that ignore possible antecedents affecting destination brand equity and the impact of brand authenticity on brand equity in the context of tourism destination. This study also confirms the specific dimensions of brand equity and brand authenticity in the context of Chinese tourism destinations in response to the current controversy.

旅游目的地品牌资产、品牌真实性与重游意愿: 游客满意度的中介作用与目的地熟悉度的调节作用

摘要

本研究致力于探究旅游目的地品牌资产、品牌真实性与重游意愿之间的关系。本文也研究了游客满意度在这些关系中所起的中介作用以及目的地熟悉度的调节作用。

本文以刺激-机体-反应理论为基础, 通过构建结构方程模型来对变量之间的关系进行检验。原始数据是通过问卷调查法从曾在桂林旅游的国内游客中获得。

目的地品牌资产和品牌真实性在直接正向影响重游意愿的同时, 还通过游客满意度的中介作用来间接影响重游意愿。目的地熟悉度在品牌资产对重游意愿的直接影响中起着正向调节作用。此外, 目的地品牌真实性对品牌资产起着显著正向影响。

本研究揭示了目的地品牌资产与品牌真实性对重游意愿的影响路径, 弥补了对其中影响机制关注不足的缺陷。本研究证实了旅游目的地背景下品牌真实性对品牌资产的具体影响, 弥补了现有文献较少关注影响目的地品牌资产的可能前因以及旅游目的地背景下品牌真实性对品牌资产具体影响的不足。此外, 本研究以中国旅游目的地为研究背景, 证实了品牌资产与品牌真实性的具体维度, 回应了当前的争议。

本研究结论对旅游目的地品牌营销与管理提供一定的启示。

Valor de marca de destino turístico, autenticidad de marca y voluntad de volver a visitar：El papel mediador de la satisfacción del turista y el papel moderador de la familiaridad con el destino

Resumen

este estudio tiene como objetivo explorar las relaciones entre el valor de la marca de destino, la autenticidad de la marca y la intención de volver a visitar. También se investiga el papel mediador de la satisfacción del turista y el papel moderador de la familiaridad con el destino en estas relaciones.

con base en la teoría Estímulo-Organismo-Respuesta, se construye un modelo de ecuación estructural para probar las relaciones entre las variables de investigación. Los datos originales se obtienen mediante el método de encuesta por cuestionario de turistas nacionales que han viajado a Guilin en China.

los hallazgos revelaron que el valor y la autenticidad de la marca no solo afectan positiva y directamente la intención de volver a visitar, sino que también tienen una influencia indirecta en la intención de volver a visitar a través del papel mediador de la satisfacción del turista. La familiaridad con el destino modera positivamente la influencia directa del valor de la marca en la intención de volver a visitar. Además, la autenticidad de la marca afecta de manera significativa y positiva al valor de la marca.

este documento revela el camino del impacto del valor de marca y la autenticidad de la marca en la intención de volver a visitar, compensando la falta de atención al mecanismo de impacto entre ellos. Este trabajo demuestra el efecto de la autenticidad de la marca en el valor de la marca del destino, que compensa las deficiencias que ignoran los posibles antecedentes que afectan el valor de la marca del destino y el impacto de la autenticidad de la marca en el valor de la marca en el contexto del destino turístico. Este estudio también confirma las dimensiones específicas del valor de marca y la autenticidad de la marca en el contexto del destino turístico chino, respondiendo a la controversia actual.

los hallazgos de este documento proporcionan cierta iluminación para el marketing de marca y la gestión de destinos turísticos.

Drawing on the service-dominant logic and the institutional theory, this paper aims to explore the value-creating mechanisms of branding in the destination context and the brand co-creation process at and between different levels of a service ecosystem.

An exploratory research design was used to generate qualitative data from 18 in-depth interviews with important stakeholders and investigate how and why brand co-creation is fostered in the service ecosystem.

The study proposes a stepwise process of strategic imperatives for brand co-creation in the destination context. It presents the multi-directional flows of the brand meaning across levels of the tourism ecosystem and thereby interprets stakeholders’ efforts to co-create sustainable brands that gain prominence in the global tourism arena.

Future research might validate the framework in a quantitative research setting. The extended analysis of the value-creating ecosystem could investigate the role of institutions and brand value propositions across levels.

Acknowledging their limited control over the brand co-creation process, tourism practitioners are offered step-by-step guidance to help shape a destination brand that may retain relevance in the tourists’ minds. Critical insights are provided into resource sharing between actors and subsequent responsibilities for a sustainable destination branding strategy.

The paper considers the significance of the various levels in the ecosystem and the underlying mechanisms of brand co-creation in a somewhat neglected branding domain.

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

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.

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.

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.

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.

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.

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.