Abstract
Bali's economy has grown rapidly since a decade ago. This is possible because tourism is growing continuously. However, tourism growth is not optimal because of insufficient promotion and tourism destination identity is unclear. The growth of Web 2.0 as a platform to share travel information has prompted tourism bodies to pay closer attention to how their destinations are perceived by target markets. Set within the context of the emergence of Web 2.0, a platform designed to enable users to generate and share information on the Internet, this paper evaluates the relationship between destination identity and destination image and adopts the view that a successful destination brand relies on the congruence between destination identity and destination image. The elements of destination identity are composed from the supply side and the elements of destination image are composed from the consumer side. The objective of exploring the alignment between these two perspectives is to propose a model to encourage the alignment of these two perspectives and evaluate the effectiveness of a destination branding strategy.
Highlights
As a tourist destination island, Bali has been well known by foreign tourists since 1920s
To obtain information on the projected destination identity of Bali, relevant stakeholders which are involved in the development of the tourism industry of Bali and the introduction of Brand Bali will be selected as the research sample
As travel blogs operate as an informational function prior to purchase decisions (Huang, Chou and Lin, 2010), online interviews will be undertaken with respondents who are using travel blogs as a means of gathering information about Bali, to provide insights into how they perceive Bali as a tourism destination and how their image of Bali as a tourist destination influences their behavioral intentions with regard to visiting Bali
Summary
Bali's economy has grown rapidly since a decade ago. This is possible because tourism is growing continuously. Tourism growth is not optimal because of insufficient promotion and tourism destination identity is unclear. The growth of Web 2.0 as a platform to share travel information has prompted tourism bodies to pay closer attention to how their destinations are perceived by target markets. Set within the context of the emergence of Web 2.0, a platform designed to enable users to generate and share information on the Internet, this paper evaluates the relationship between destination identity and destination image and adopts the view that a successful destination brand relies on the congruence between destination identity and destination image. The objective of exploring the alignment between these two perspectives is to propose a model to encourage the alignment of these two perspectives and evaluate the effectiveness of a destination branding strategy
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