Events as a Strategy to Enhance Destination’s Brand: Millennium Estoril Open Case Study

The aim of the present research is to investigate the effect of the destination brand equity on domestic and foreign tourists emphasizing their satisfaction and trust regarding the tourism destination of Bamyan province in Afghanistan. This province is a famous and important part of the central plateau, which is the property of ancient civilization. Its distance from Kabul is 245 km. The research is applied, descriptive and correlational. The population of the study includes tourists of Bamyan tourism destination. The sample size based on Morgan’s table for an unlimited community was equivalent to 384 tourists, and finally 387 questionnaires were analyzed. The research findings indicate the destination brand awareness has a positive and significant effect on the destination brand quality (services and natural). The destination brand quality (services and natural) have a positive and significant effect on the destination brand value (functional and hedonic). The above-mentioned values have a positive effect on the destination brand trust. The destination brand trust has a significant effect on the destination brand satisfaction. Moreover, the destination brand satisfaction has a significant effect on brand introduction and tourists’ re-visit. This study examines the special value of the tourist destination brand for one of the lesser known tourist destinations in Afghanistan, namely Bamyan province and its attractions. The effect of this value on tourists’ satisfaction and loyalty has also been measured.

The application of branding techniques has emerged as a strategy to identify, position, and differentiate destinations. Brand extensions primarily focus on leveraging a single common brand, which avoids the need for customers to be familiar with another partnered brand. One way DMOs and destination marketers use brand extensions is through the use of sport events. This study used the Phoenix Metropolitan Area, AZ (PMA) as a research site to investigate the process of destination branding by examining sport events as destination brand extensions. A qualitative case study approach was employed, with interviews with key stakeholders. Results suggest that the PMA’s overall destination brand relates to the outdoors, with four individual brand extensions identified: (a) weather; (b) resorts; (c) recreation and leisure activities; and (d) sport/sport events. Major professional sports team events did not fit as congruently as other types of events when serving as destination brand extensions, relative to the Valley’s outdoor parent brand. Results are discussed in terms of sport events’ role as part of greater destination brand range, relationship to other destination brand extensions, and using sport event brand extensions to enrich the destination brand. This study revealed that sport events in the PMA do serve as a prominent asset and selling point that influences the PMA’s overall destination brand. However, sport events are not seen as the area’s primary destination branding strategy, and local DMOs and tourism stakeholders in the PMA must create and maintain a broader and more comprehensive destination brand that showcases other notable attractions.

Prior studies have recognized the importance of events in destination branding, but the focus has been on the roles of mega-events or sport events, while smaller cultural and freetime events have received far less attention. The stakeholder involvement in destination branding has also been attracting interest lately by many researchers, but there is lack of knowledge on how to utilize events in the branding processes. This study aims to fill the research gap through a case study in the South Savo region, eastern Finland. The purpose of this study is to examine the roles events have in destination branding, and how events are involved in cocreating the destination brand. The empirical data were collected through 13 semistructured interviews of event organizers and local tourism developers. The study identified four different roles and several involvement methods. The findings revealed the importance and potential of organized events in the branding, but it also revealed that they are not yet effectively utilized at the destination. However, there is a consensus about the importance of stakeholder involvement and a common will towards involving events in the branding process. The findings of this study can be utilized by tourism developers and stakeholders to improve destination branding processes.

PurposeThe 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/approachThe 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.FindingsThis 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/implicationsThe 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 implicationsPractitioners 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/valueThe 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.

PurposeThe main purposes of this article are twofold: (1) to investigate the unexplored connections among destination gender personality, destination stereotypes, brand attachment and destination brand love and (2) to examine the moderating role of destination involvement in the association between destination stereotypes and destination brand attachment (DBA).Design/methodology/approachThe conceptual model is evaluated using qualitative methods (i.e. three focus groups, six academic experts and a pilot study). In addition, using an empirical study with 610 international travelers who visited Egypt selected by systematic random sampling, 8 hypotheses were analyzed and tested using structural equation modeling (SEM) by AMOS 23, confirmatory factor analyses and exploratory factor analyses.FindingsThe study’s results suggest that destination gender plays a vital role in enhancing stereotypes, stereotypes positively affect attachment and DBA positively affects destination brand love. Finally, the results show that destination involvement moderates the dual influence of the warmth and competence of stereotypes on destination attachment.Practical implicationsThe research supports the contention that social perception mechanisms are crucial in destination brand perception. It offers new understandings of the association between customers' destination brand perceptions and their responses to destinations.Originality/valueThis paper contributes to the travel literature by analyzing a novel model of destination gender personality, stereotypes, DBA and destination brand love using both social role (SR) theory and a stereotype content model (SCM). Besides attempting this task, it explores the moderating role of destination involvement in the association between stereotypes and destination attachment using the elaboration likelihood model.

How to improve destination brand identification and loyalty using short-form videos? The role of emotional experience and self-congruity

Literature has demonstrated the central role of stakeholders and collaboration in destination branding. However, empirical studies on stakeholder interactions and their dynamics in destination and place branding are still rare. The objective of this study is to examine how different kinds of factors and internal stakeholders’ actions contribute to destination brand identity development. Drawing from social identity and place branding theories, and empirical research from a ski destination, we identify five factors and four actions contributing to the destination brand identity development process. Our findings indicate that a strong informal stakeholder group can take the leadership in brand development and that the role of the destination marketing organisation might be overemphasised in the literature on destination marketing and management.

PurposeThis paper aims to investigate the relationship between destination brand equity and tourist's revisit intention towards health tourism destinations. The study also examines the mediating effect of destination brand association between destination-based brand equity and travellers' revisit intention for health tourism destinations.Design/methodology/approachA survey instrument is used to examine the relationships in the proposed model using the co-variance-based structural equation modelling (SEM) technique. The collected primary data from two hundred forty-six respondents (n = 246) are analysed to test the relationship amongst exogenous, mediating, moderating and endogenous constructs articulated in the proposed structural model.FindingsEmpirical findings reveal that destination brand equity influences the revisit intention of a traveller for health tourism via destination brand association. The perceived trust, reliability and soft issues of a traveller moderate the relationship between destination brand equity and destination brand association. Enduring travel involvement also proves a significant moderation effect on the relationship between destination brand association and the revisit intention of a traveller for a health tourism destination.Practical implicationsThis paper is an initial attempt to develop and empirically examine a conceptual model of the intention of a traveller to revisit a health tourism destination in a dynamic process of information search using the data collected from current travellers after medical tourism-related trips. Results suggest that stakeholders must focus on hedonic and utilitarian factors of the destination that are recognised by travellers to encourage revisit for medical tourism.Originality/valueAlthough there have been numerous studies on health tourism. However, to the best of the authors' knowledge, this research is a pioneer in the healthcare tourism literature that links destination brand equity, brand association and revisit intention of a traveller for health tourism. These findings extend the knowledge of how healthcare tourism that is embedded with destination brand equity and destination brand association. The study findings potentially benefit the marketers for gaining competitive advantages through considering the experience of a traveller.

Today, there are disciplines that concentrate on tourism, some of which highlight a tourist’s visiting decision; this is not only associated with the brand or reputation of a destination but also its image. From this premise, this study aims to find the relationship between destination branding and destination image on tourists’ visiting decisions. With a focus on tourists visiting Lariti Beach, Bima Regency (Indonesia), data collection via interviews based on non-probability sampling techniques were made. Using the partial least squares (PLS) method, the results of the study reveal that both destination branding and destination image affect tourists’ visiting decisions systematically. When compared, destination branding is the more important instrument for increasing visiting decisions compared to image. Therefore, this research opens space and attention for further studies to consider destination image as a critical function in stimulating visiting decisions. Future implications include tourism policies that lead to optimal branding and image.

Destination brands in communication science are known as symbols and logos that send messages in the process of reciprocal communication. Destination brands themselves refer to the brand of a destination used to create and promote, by highlighting and enhancing the position and uniqueness of a destination. Destination brands can be used as one of the spearheads of the role to build the positioning of tourist destinations. Then destination brands can also be used to build city identity, distinguishing one city from another. This study uses the Social Construction of Reality theory as an analytical tool; this theory is used to help researchers interpret destination brands. The destination brand studied in this study is Shining Batu, a destination brand from Batu City, East Java. This Social Construction of Reality analogizes a social image of a destination brand that is able to form a reflection of reality. The problem discussed in this study is that destination brands are less understood and known by the public, both the community that owns the destination brand itself and the wider community as the target of tourists at a tourist destination. The purpose of this research is to explore how the existence of a destination brand owned by a tourism destination becomes a source of information and how the existence of a destination brand provides support for tourism marketing communication strategies, so that it can encourage the success of tourism destinations. This research is a post-modern school of thought, using qualitative methodology. This research in data collection uses observation, in-depth interviews and documentation. The conclusion of this study is that the process of constructing a social image of a destination brand as a tourism marketing communication strategy becomes an important part if it is carried out more powerfully by considering all elements of communication.

This study explored the impact of cultural heritage on destination branding and tourist experiences, using South Korea as a case study. South Korea, a country rich in cultural heritage, offers a unique opportunity to examine the integration of traditional culture into destination branding strategies and the resultant effects on tourist experiences. This research employed both qualitative and quantitative methodologies, including surveys of tourists, interviews with tourism professionals, and content analysis of promotional materials. The findings suggest that South Korea's cultural heritage significantly contributes to its destination branding. The study indicated that South Korea’s unique cultural heritage elements, such as historic sites, traditional festivals, arts, cuisine, and lifestyle, are prominently featured in its branding strategies. These components help to differentiate South Korea from other destinations, fostering a unique image that appeals to both domestic and international tourists. Moreover, the study demonstrates that cultural heritage considerably enhances tourist experiences. The authenticity and diversity of South Korea’s cultural heritage evoke feelings of novelty and curiosity among tourists, enriching their experiences. The cultural heritage sites and activities enable tourists to immerse themselves in the local culture, promoting cultural understanding and appreciation. However, the study also points out potential challenges, including over-tourism and the commodification of culture, which could threaten the integrity and authenticity of cultural heritage. In conclusion, this research reaffirms the profound impact of cultural heritage on destination branding and tourist experiences. It provides valuable insights for destination marketers and policymakers in South Korea and other destinations with rich cultural heritage, on how to effectively utilize cultural heritage for destination branding, improve tourist experiences, and promote sustainable tourism. Keywords: Cultural Heritage, Destination Branding, Tourist Experiences, South Korea, Heritage Tourism, Cultural Authenticity, Sustainable Tourism Development

In response to increased competition among destinations, destination marketing organizations (DMO) are required to effectively communicate the competitive advantage of destinations and market them as brands. Destination branding, unlike product branding, is a very recent concept. This chapter aims to study and analyse key issues in destination branding which makes it different from branding a product or a service and also identifies certain areas in destination branding where further research is required. The analytical framework of the chapter was developed by reviewing literature on destination branding and case studies in destination branding.

Research related to brand loyalty is important, especially in the period following the Covid-19 pandemic. At that time, many tourism destinations and businesses were destroyed and tended to go bankrupt, so a strategy was needed to revive brand loyalty in tourist destinations in Indonesia which were famous as world tourist destinations. This research aims to provide a tourism marketing perspective with a destination brand experience. The brand experience felt by tourists is a series of efforts, activities or products received by tourists starting when tourists have a desire to travel. This research uses quantitative methods, data collection by questionnaire with a sample of tourists, the range of this research was conducted from January to May 2023 and by using a questionnaire on google form. The number of samples included in this study was 200 respondents, the sample determination was carried out by purposive sampling. Respondent data was analyzed by Structure Equation Model with Smart PLS 4.0. The results of this research found that destination brand experience has a positive effect on destination brand authenticity, destination brand satisfaction, and destination brand loyalty. Meanwhile, destination brand authenticity and destination brand satisfaction have a positive effect on destination brand loyalty. The results of the indirect influence show that destination brand authenticity and destination brand satisfaction mediate the influence of destination brand experience on destination brand loyalty.

Irakli Abashidze E-mail: irakli.abashidze02@gruni.edu.ge Doctor of business administration, associate professor Grigol Robakidze University Batumi, Georgia https://orcid.org/0000-0002-0011-6279 Abstract: Destination branding with its role in the international tourism landscape is a constantly evolving field of study. Effective branding can propel a country forward, significantly contributing to its economic development. Achieving success in this area necessitates meticulous planning and execution of marketing campaigns. However, increasing competition and global fluctuations highlight the need for comprehensive research to inform the practical implementation of successful destination branding strategies. In the post-pandemic period, the global tourism landscape has shifted, presenting both challenges and opportunities for countries aiming to strengthen their destination brands. COVID-19 has redefined traveler preferences, with heightened emphasis on safety, authenticity, and experiential tourism. As countries like Georgia seek to establish a resilient position in the tourism market, adapting destination branding strategies to align with these evolving preferences is essential. The pandemic has also brought about a surge in digital engagement, offering new avenues for countries to reach and engage target audiences through online platforms. Additionally, in a post-COVID world, Georgia has the opportunity to differentiate itself by focusing on niche tourism sectors that align with emerging global travel trends. These shifts underscore the importance of crafting flexible and responsive branding approaches that can adapt to rapid changes, thereby providing a competitive edge in the international tourism arena. The objective of this paper is to investigate destination branding, using Georgia as a case study in the post-pandemic period, to explore trends and insights with a focus on competition. Through literature review and observation, various aspects of the issue are analyzed, resulting in conclusive recommendations for enhancing Georgia’s competitive advantage as a destination brand. Keywords: Destination branding, Tourism marketing, Georgia JEL classification: M31

Social networks have become an important supplement to traditional forms of marketing channels for destination branding. YouTube is believed to be one of the most influential social media and video sharing platforms. Its visual character, informal setting and address of the youth segment would expectedly mean a high level of creativity in the process of destination branding. By means of qualitative analysis of what are considered to be the best videos as self-selected by the European destination management organizations (DMOs), we wished to ascertain how creative these best case examples really were. The results show that the videos are extremely similar, with the most common type a “collage” of only loosely connected visuals with rare elements of storytelling or humor as the most typical creative approaches. While following the desire to show the diversity of a destination, the destination branding videos paradoxically become a collection of similar visual images and thus fail to contribute to the differentiation of the destination brand. The results show that future advice to practitioners of destination marketing for YouTube is to go beyond the typical “collage” genre of a destination marketing video and focus more on storytelling, humor and especially the most difficult step in the destination branding: strategically focusing on the smaller number of specifics that differentiate a destination rather than on the multitude of the highly diverse experiences.