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Article
Publication date: 25 July 2023

Ömer Sarı and Selma Meydan Uygur

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

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Details

Journal of Contemporary Marketing Science, vol. 6 no. 2
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 1 January 2004

Peter W. Williams, Alison M. Gill and Neil Chura

This paper explores the potential influence and consequences of corpora te branding on mountain resort destinations. It examines the extent to which corporations emphasize…

1261

Abstract

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.

Details

Tourism Review, vol. 59 no. 1
Type: Research Article
ISSN: 1660-5373

Article
Publication date: 6 June 2022

Alberte Tøttenborg, Can-Seng Ooi and Anne Hardy

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

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

Journal of Place Management and Development, vol. 15 no. 4
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 11 September 2020

Antonios Giannopoulos, Lamprini Piha and George Skourtis

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

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Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

Journal of Product & Brand Management, vol. 30 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 25 January 2023

Farhad Nazir

The purpose of this study is to discern the underlying dimensions of destination branding and social media in the socio-geographical context of Pakistan. The study while selecting…

Abstract

Purpose

The purpose of this study is to discern the underlying dimensions of destination branding and social media in the socio-geographical context of Pakistan. The study while selecting an event – Pakistan Tourism Summit 2019 – has explored the narratives of foreign social media influencers (SMIs). These narratives and content of tourism website of Pakistan have been comparatively analyzed to disentangle the voluntary and involuntary branding eventualities.

Design/methodology/approach

Qualitative research strategy has been adopted. Using the interface of NVivo 12, thematic analysis on the narratives of foreign influencers and content of tourism website has been performed. Eventually, influencer’s videos and website’s content have been transcribed and integrated into inductive themes.

Findings

The findings implies that multiple halt points exist in tourism branding of Pakistan. Stigmatized image as a dangerous place for visitation, superficial/exaggerated branding by the influencers, colonial mindset to marginalize the domestic influencers, domestic branding through foreign influencers and veiled tourism potential are the various dimensions emerged during analysis phase.

Research limitations/implications

Given the limitations of the qualitative research approach, the current study lacks statistical avenues of quantitative or mix-method studies. Selection of a single event and website further limits this study and calls for the necessity of future studies having wider units of data collection and other portals of social media.

Practical implications

For policy makers, academia and supply sector, this study offers touchpoints to be emphasized in the strategic, legal and theoretical fronts of destination branding.

Originality/value

Despite the hegemony of SMIs in destination branding, there is scarcity of research on the paybacks of such branding campaigns. This endeavor in response to this call, accentuated the destination branding via foreign social media activists regarding the tourism potential of Pakistan. Findings provides novel insights and branding ethos deemed necessary to be considered in destination branding strategies/campaigns.

Details

Qualitative Market Research: An International Journal, vol. 26 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 25 July 2019

Sanja Kovačić, Nemanja Milenković, Iva Slivar and Milica Rancic

The purpose of this paper is to provide a suggestion for the research framework on tourists as target groups for planning city branding strategies with reference to possible…

Abstract

Purpose

The purpose of this paper is to provide a suggestion for the research framework on tourists as target groups for planning city branding strategies with reference to possible differences for tourists having a different country of origin. This framework was applied to analyze and compare the perception of Banja Luka city brand (Bosnia and Herzegovina) by four main target group by country of origin.

Design/methodology/approach

The suggested research framework combines qualitative generation of tourist’s city brand associations and brand personality with quantitative measurements of city brand perception (scale developed following the framework of Anholts’ (2006) City Brand Index adjusted to tourists as target groups).

Findings

The developed research framework was demonstrated in the example of Banja Luka main target groups. Three dimensions of city brand which largely coincide Anholt’s (2006) dimensions were extracted: tourist attractiveness, life standard and safe and pleasant atmosphere. Differences between analyzed countries were found in city brand perception, brand associations, brand personality, but also in all other analyzed categories.

Research limitations/implications

Possible limitation of the study is the fact that results were interpreted including both those who have visited Banja Luka and those who are not personally familiar with it.

Practical implications

Practical implications of research findings are demonstrated in form of branding suggestions focused on particular target groups.

Originality/value

The study suggests a research framework on tourists as target groups in the city branding process. Also, it contributes to a very scarce research on differences in city brand perception by target groups by country of origin, but also to the literature related to Banja Luka city brand and tourism development.

Details

International Journal of Tourism Cities, vol. 6 no. 2
Type: Research Article
ISSN: 2056-5607

Keywords

Article
Publication date: 11 April 2016

Pantea Foroudi, Suraksha Gupta, Philip Kitchen, Mohammad M. Foroudi and Bang Nguyen

This paper aims to develop a framework that links the concepts of place branding, place image and place reputation. Focusing on the antecedents and outcomes of place branding in…

6146

Abstract

Purpose

This paper aims to develop a framework that links the concepts of place branding, place image and place reputation. Focusing on the antecedents and outcomes of place branding in the context of an emerging country, namely, Iran, the model further examines critical moderation variables.

Design/methodology/approach

A qualitative approach was undertaken, comprising face-to-face in-depth interviews with 15 respondents, involved in communicating about their country for various purposes such as encouraging tourism, promoting exports and attracting investments. Based on analysis of the qualitative data, a comprehensive framework for place branding was formulated.

Findings

Findings indicate that the key indicators of identifying a place brand come under two headings, namely, national culture (country’s name, country’s brand, country attributes, social changes, geography and environment, people, culture (history, language, etc.) and infrastructure (security, economic condition, technological advancement, tourism development goals, place marketing and promotional strategy), which influences on the favorability of place branding. In addition, five main moderators of the outcomes of place branding were identified, namely, political perception, social media and news, place awareness, place association and tourism experience.

Practical implications

Effective place branding could help a country attract tourists, visitors, traders and investors. Place branding should be considered a constructive tool that can be successfully applied to managing a country’s image.

Originality/value

Place branding has received little attention in the context of emerging markets. This is the first known study undertaken with a view to understand and develop a place branding model that links with place image and place reputation in an emerging country. The study identifies 12 antecedents of place branding and five important moderators. Findings will help policymakers, country brand managers and communication professionals more generally who deal with a country’s image and reputation and those involved in improving the tourism industry in Iran.

Details

Qualitative Market Research: An International Journal, vol. 19 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Book part
Publication date: 15 May 2023

U. Ramya, Maria Boaler, M. Krishna Murthy and A. Pushpa

Purpose: This study links SDG goal 9 of industry, innovation strategies and another infrastructural environment to branding relating to destination and interactive marketing…

Abstract

Purpose: This study links SDG goal 9 of industry, innovation strategies and another infrastructural environment to branding relating to destination and interactive marketing. Digital marketing tools with various applications aim to offer hi-tech services to customers in interactive marketing services, namely multiple goods and services, data and innovative techniques in the tourism and travel sector. Exploring the study would add to the existing literature supporting interactive marketing procedures and destination branding. Branding relating to destinations fosters tourists around the globe facilitating economic growth and development and supporting the local economies.

Need for the Study: It is observed from the literature that very few studies have been identified across the globe from various researchers on the interactive marketing and destination branding that ensures brand loyalty and reassesses the intent of the tourists just before the epidemic pandemic in the form of COVID-19. Artificial Intelligence, as part of information technology, offers various interactive marketing services in the form of different social media marketing strategies, attractive websites for tourists and travel providers and image building on destination branding. This study would help fill the marketing gap, which results in branding relating to destination, brand loyalty and reassessing the intent of various tours and travel plans just before the pandemic.

Methodology: The study focused on the literature, demonstrating the stimulus organism methodology and examining the impact of potential marketing strategy, which is interactive focusing on the destination branding, loyalty relating to the brand and also procedures to revert with the intent that would motivate and facilitate the customer’s confidence showering the loyalty relating to the brand in the travel and tourism sector.

Findings and their Practical Implications: The study revealed that the marketing relating to interactive methodologies in the hi-tech digital approaches ought to be carried out to create opportunities for prospective tourists willing to get information about various tourists destinations with the help of various marketing techniques such as different social media applications, easy access of websites for accessing the tourist destinations and relevant information, accessing images pertinent to the tourism destinations with the ease of chat box and providing suitable audios and video sources to the potential customers.

Details

Contemporary Studies of Risks in Emerging Technology, Part B
Type: Book
ISBN: 978-1-80455-567-5

Keywords

Article
Publication date: 1 June 2018

Mohammad Mehdi Kalantarzadeh and Mukaddes Fasli

This study investigates the relationship between medical tourism and city branding as the main purpose. To this end, two measurement scales (questionnaires) were designed and…

Abstract

This study investigates the relationship between medical tourism and city branding as the main purpose. To this end, two measurement scales (questionnaires) were designed and validated. The data obtained through the questionnaires was analyzed using descriptive statistics, exploratory and confirmatory factor analyses as well as structural equation modeling via SPSS and LISREL. The study was done in the city of Shiraz which is a famous tourist destination worldwide and has high capacities in medical tourism as well. Participants included scholars and managerial staff in the fields of medical tourism and city branding. The results confirmed that the four underlying factors of medical tourism include medical facilities and services, doctors and staff, tourism factors and costs. Furthermore, city branding was confirmed to be comprised of three underlying factors including place and facilities, opportunities, and residents and culture. Finally, according to the findings from Structural Equation Modelling (SEM) method of assessment branding in shiraz it was found that medical tourism affects directly on city branding.

Details

Open House International, vol. 43 no. 2
Type: Research Article
ISSN: 0168-2601

Keywords

Article
Publication date: 1 April 2014

Marica Mazurek

The aim of this paper is to discuss and conceptually support the statement that a critical and holistic approach to branding requires interplay of the methods and methodologies of…

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Abstract

Purpose

The aim of this paper is to discuss and conceptually support the statement that a critical and holistic approach to branding requires interplay of the methods and methodologies of different disciplines and the so-called decompositional approach.

Design/methodology/approach

The study is based on the thorough secondary research based on content analysis of the studied literature dealing with the methodological approach to brand management and branding, especially the comparison of brand management categorization and development of approaches from the customer centrality and strategic priority to the adaptive and relational paradigms.

Findings

The major outcome of this research is the confirmation of the fact that changes of paradigmatic approaches to research are rooted in economic and social changes. The predominance of relational, community, cultural approaches stem from the growth of customers' value and a new role of customers in the economic and social sphere.

Research limitations/implications

The topic of branding in management in tourism destinations is still emerging, especially understanding of transition of paradigms and approaches to the research of branding in tourism.

Practical implications

Important is the explanation of differences between the approaches to branding and especially the fact that some of the approaches (relational, community and cultural approach) are based on systems-thinking and contribute to the competitive advantage creation.

Originality/value

The paper aims to highlight the fact how global social and economic forces and changing cycles (Kondratiev) have influenced the empirical research and the implementation of ideas on economic interventions and social problems topics. This fact embraced major themes in a society and has influenced research on innovation and branding. It might be compelling to discuss the changes in paradigms and explain why social responsibility and other core themes resonate and influence the managerial practices in tourism and the paradigms in research of tourism dealing with brand management.

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