Tourism Destination Brand Research Articles

Zimbabwe tourism destination brand positioning and identity through media: A tourist's perspective

Abstract Purpose: The study was based on understanding how media can be used to select Zimbabwe tourism destination brands against other brands by the tourists. Further, it examined the role of media in improving Zimbabwe tourism brand identity. Factors to use in positioning the Zimbabwe tourism brand were also established. Research Methodology: A quantitative to the qualitative sequential mixed method was used to get research data. The respondents and participants to the study were tourism operators, media organizations and tourists (n=452). Results: The study's findings informed that tourism and media organizations in Zimbabwe are failing to understand the best ways to use media to attract tourists. There was a significant disagreement in the views of tourists and organizations, especially based on choosing a tourism destination brand using media. Even on improving Zimbabwe tourism destination brand identity and positioning, both parties agreed that media could help improve brand identity. Limitations: Getting opinions and views of tourists is difficult considering the divergence in their perceptions. A mixed-methods could help in improving objectivity. Contribution: The study, therefore, recommended an intensive tourism media audit, considering media as a strategic brand identity tool and a nationwide survey to come up with brand positioning elements specifically for Zimbabwe tourism destinations.

Брендинг арктических туристских дестинаций в России

The study deals with the issues of tourism destinations branding, as well as tourism multidimensionality and tourism destination identity in the Russian Arctic. The factors determining the promotion and branding of tourist destinations in the Russian Arctic are considered in correlation with the fundamental principles of sustainability in Arctic tourism. The relationship between state policy and socio-economic development of the Arctic regions of Russia is considered, in particular, in the aspects of Arctic tourism development. Dialectical, logical, theoretical and empirical methods were conducted for this research. The article defines the conditions for increasing the competitiveness of the domestic tourism product in the Arctic, lists tourism facilities, territories and tourism products that are of the most expressed interest to Russian and foreign tourists. The factors affecting the competitiveness of the tourism product in the Russian Arctic are identified. The article presents the components of the tourist destinations image in the Russian Arctic, which may become the basis for the formation of a strategy for branding tourism in the Arctic regions. The conclusion is drawn about the need for an umbrella brand creation for the Russian Arctic. The necessity of creating conditions for the professional implementation of tourist personnel in the Arctic regions of Russia and the influx of labor resources from urbanized and oversaturated territories to the Arctic with the aim of the integrated development of tourism is substantiated.

문화관광해설사의 감성적 경험 및 인지적 경험이 문화관광지 애착을 통해 문화관광목적지 브랜드자산에 미치는 영향: 경상남도 문화관광해설사를 중심으로

문화관광해설사의 감성적 경험 및 인지적 경험이 문화관광지 애착을 통해 문화관광목적지 브랜드자산에 미치는 영향: 경상남도 문화관광해설사를 중심으로

Sentiment analysis of online destination image of Hong Kong held by mainland Chinese tourists

ABSTRACT Online user-generated data are useful to researchers and practitioners to investigate an online destination image, which contributes significantly to the development of a tourism destination brand. However, finding an effective and efficient way to analyse big data remains a key challenge in the tourism industry. This study aims to figure out Hong Kong’s online destination image from reviews of tourism websites by mainland Chinese tourists. Precisely 72,284 online reviews from three tourism websites in mainland China were selected and analysed with the help of data mining and sentiment analysis. The key findings demonstrate that Chinese tourists have an optimistic image of Hong Kong; mainland tourists are of the view that Hong Kong’s weather is both hot and stuffy, Hong Kong houses pleasant and convenient yet small hotels, together with authentic yet expensive food, convenient shopping with a good night view, friendly locals, clean and lively atmosphere and also poor service. Overall, the sentiments, manifested online by mainland tourists about Hong Kong’s tourism industry, are positive although this group also observed some negative factors. This paper deepens the understanding of the destination image of Hong Kong, while noting substantial implications for both tourism management and the authorities.

Brand gestalt scale development and validation: A takeoff from tourism destination branding

This study aims to develop and validate a multidimensional measurement scale for brand gestalt. Following a systematic scale development procedure, a highly representative pool of scale items describing brand gestalt of tourism destinations was derived from relevant literature, on-site interviews, and website analyses. The dimensionality of the brand gestalt scale was confirmed using data from a sample of 366 tourists of North Sulawesi, Indonesia. The resulting brand gestalt scale is a product of the synergy of four interrelated dimensions, namely: stories, experiences, environments, and stakeholders. The scale was validated using an independent sample of 343 respondents. The proposed 19–item brand gestalt scale demonstrated good fit, reliability, and validity. Implications on collective and multi-dimensional co-creative brand scale were discussed. • Brand gestalt is brand multi-dimensionality described holistically and perceptually. • Brand gestalt consists of stories, experiences, environments, and stakeholders. • Brand gestalt assesses the extent of co-creation of a destination brand by stakeholders.

Attributes of medical tourism destination brands: case study of the Korean medical tourism market

ABSTRACT This study explores Korea’s attributes of medical tourism destination brands in the medical tourism market and examines its impact on customer engagement, trust, and revisit intention. The role of the attributes in shaping the intentions of medical tourists is also examined. In this study, both qualitative and quantitative approaches were used to create and verify five attributes. Structural equation modeling showed that the relationships between the proposed variables have a significant effect. This study, using the Korean market as a case study, provides valuable insight into the process of forming tourists’ intentions and encouraging them to repeat business.

Tourists’ locus of control impact on destination brands online reviews: Destination employees’ efficiency as a mediator

Tourist behavior is crucial when studying tourists’ reviews. Fleeting but powerful, greedy behavior drives tourists to exaggerate negativity while reviewing tourism destination brands. To date, however, the current studies on tourism have not considered the role of greed to harm destination reputations. To address the issue, this study relies on locus of control theory as one of critical theories that treat consumer behavior. The study investigates the correlation between tourists’ locus of control and their review of tourism destinations in terms of the employees’ efficiency at destinations. The study uses a distributed survey among 230 frequent travelers using STATA software to analyze regressions for data analysis and mediation analysis. The study uses different measurement scales with 17 items to ensure the reliability and validity of the research. The results revealed that tourists who attribute the holiday success to their choices of destinations, provide positive reviews of those destinations and do not exaggerate negative feedback in the reviews. The study also shows that employees’ efficiency at the destination plays a crucial role as a mediator between tourists’ locus of control and their reviews. Theoretical and managerial implications are discussed.

旅游目的地品牌延伸对游客行为意向的影响——以故宫博物馆为例

旅游目的地品牌延伸对游客行为意向的影响——以故宫博物馆为例

Towards Establishing Zimbabwe Tourism Destination Brand Equity Variables through Sustainable Community Involvement

The study investigated the contribution of local communities to Zimbabwe tourism destination brand equity through sustainable tourism practices, with a view of developing a model. A comparative investigation of two popular resorts in Zimbabwe which are Victoria Falls and Domboshava Curves was carried out. A sequential mixed method was used to get research data. Results from in-depth interviews showed that sustainable brand equity through community involvement can be developed from the following: maintaining culture; attractive traditional villages; traditional music and dances; unique traditional dressing; provision of indigenous food and drinks; guiding tourists and provision of transport and accommodation. A further survey then produced variables that were used to construct a community based sustainable brand equity model for the study. These variables were then grouped into two that is, household activities and service provision. Household activities included: providing indigenous food and drinks; attractive homesteads; and unique dress code. The service provision was discovered as guiding tourists in their activities and provision of transport. The study then recommended local eco-responsibility, destination manager partner with locals, cultural tourism focus and customisation of sustainable tourism.

Research on Brand Marketing Based on Ukrainian Tourist Destination

Tourist destination is a place to attract tourists to make a short stay and visit here. The competition of tourism is increasing day by day, and the competition between tourist destinations has turned to brand competition. Tourism destination brand marketing refers to the brand marketing activities that take the government departments and tourism enterprises as the marketing subject and take the cultural resources, natural landscape and tourism services of the tourism destination as the marketing content. Brand marketing plays an important role in tourism destination marketing, but the current research on the related problems of brand marketing is still relatively shallow, lack of theoretical and empirical research on the characteristics of tourism destination brand marketing. The brand marketing system of tourism destination based on the overall interests of the region has important guiding significance to the marketing practice of tourism destination. Based on the theory of marketing, this paper constructs the brand marketing theory system of tourism destination based on the overall interests of the region. This paper introduces the brand marketing of tourism destination in Ukraine as a case study, Starting from the status quo of tourism brand marketing in Ukraine, this paper expounds the existing problems of tourism in Ukraine, and finally puts forward some countermeasures to improve the brand marketing of tourism destination in Ukraine.And tries to apply the conclusion of brand marketing of tourism destination based on the overall interests of the region to tourism practice. Key words: Ukraine ,TourismDestination, Integrated marketing ,New media marketing, Internet plus ,Tourism Brand, Brand Marketing.

POLA KOMUNIKASI PEMASARAN DINAS PARIWISATA DAN KEBUDAYAAN DALAM MEMBANGUN MEREK DESTINASI WISATA BAHARI DI KOTA PADANG

The research entitled Marketing Communication Pattern of the Tourism and Culture Office in Building a Maritime Tourism Destination Brand in Padang City intends to find out the patterns and marketing communication strategies carried out by the Tourism and Culture Office in Padang City in building their Maritime Tourism Destination Brand. This is motivated by the need for the Government Office, especially regarding tourism to be able to do marketing and promotion so that tourists who visit continue to increase. Coupled with an increase in the tourism sector is one part of President Joko Widodo's nawacita that must be realized. The city of Padang has amazing marine tourism destinations. For example, like Padang Beach, Air Manis Beach, Pasir Jambak Beach, Nirwana Beach and Caroline Beach..

Research on the Visual Interaction Design of Tourism Destination Brands Based on Regional Features

In the process of rapid development of my country’s tourism industry, there are serious problems in the homogeneity of tourist destinations and tourism projects, which will affect the brand building effect of tourist destinations to a certain extent. Through the analysis of the design theory and design model of tourism destination image in the current development process of tourism industry, we can find that regional brand is the main core in the design process of tourism destination. Visual design plays an important role in shaping the brand image of tourist destinations. Therefore, we need to pay attention to the effective connection between the image design of regional tourism destinations, and explore the methods and approaches of image design for regional tourism destinations. Only in this way can the brand design level of the tourist destination be improved.

Branding of Tourist Destinations

The objective necessity of an integrated approach to destination branding as a process of creating and managing a brand is substantiated. It is shown that the need to develop a strong and successful brand that enhances the image of a tourist destination is associated with fundamental changes in the nature of consumer behavior, due to the fact that for a potential tourist, choosing a vacation destination today is not only an indicator of lifestyle but also a certain status value.
 A cognitive analysis of the definitions of the concept of ''tourist destination brand" allowed formulating the authors' definition. According to the authors, a tourist destination brand is a combination of unique qualities, persistent universal values, reflecting the authenticity, unique and original consumer characteristics of this territory and community, which are widely known, gaining public recognition and enjoying stable tourist demand, contributing to the formation of preferences of this territory over others in a situation of choice.
 As a research method, modeling was used. Theoretically, it became possible to clarify the essence of the concept of "tourist destination brand" and systematically comprehend the technology of tourist branding by building the authors' model of the brand of tourist destinations.
 The authors of the article present the brand as the most important way to implement the competitive advantages of the territory, an instrument of competitiveness, differentiation, and uniqueness. Brands of tourist destinations are designed to emphasize the high quality of services not only in tourism and hospitality, restaurant business, but also in the use of public spaces.

Instagram as a Co-Creation Space for Tourist Destination Image-Building: Algarve and Costa del Sol Case Studies

Instagram is a popular social media platform. Its ability to convey feelings through photographs has become a valuable communication tool for tourism destination branding. The cases of two destinations in Southern Europe provide an understanding of how Instagram can be used to promote a destination’s image by Destination Management Organizations (DMOs). For this purpose, a content analysis is carried out, first of the official Instagram accounts of Algarve (Portugal) and Costa del Sol (Spain), and then of the most popular hashtags related to them, showing User-Generated Content (UGC) from the points of view of both destination managers and tourists. The results show that Instagram is a strategic social media platform for enhancing the brand image by engaging customers. Destinations seize content generated by tourists; therefore, the hermeneutic circle of representation is inverted, as photos taken by tourists aim to reproduce the perceived image of a destination and motivate tourists to capture their experiences with the best picture. Additionally, it is worth highlighting, as a main finding, the role of sustainability as a key factor in UGC for DMOs and for Instagram users. This research provides valuable information about designing promotion strategies for DMOs, in order to understand the potential of Instagram in building a destination’s image and inspiring tourism through images.

A Data Mining Technique for Tourist Destination Brand Image Building

The destination image branding is the domain of tourism industry where the facts and information is collected and evaluated for finding the credibility of a target tourist destination. Manual collection and processing of collected information accurately is a complicated and time consuming task therefore a data mining model is suggested ,in this presented work that collect and evaluate the destination image accurately and based on evaluation can make the recommendations about visits of tourist. In order to perform this task data mining techniques are applied on text data source. In first the data is extracted from the Google search engine and it is preprocessed for make it impure. In further the data is labeled based on the positive and negative words available in the collected facts. Finally the clustering and classification of text is performed. For clustering of data FCM (fuzzy c means) clustering algorithm and for classification the Bayesian classifier is used. Based on final classification of text data the decision is made for the destination visits.

Toward a tourism destination brand equity of coastal tourism of Pangandaran Regency

Indonesia is one of the countries where tourism is the major contributors to the GDP. There are province and districts in Indonesia that mainly focused on the tourism business, Pangandaran is one of them. As a new district, Pangandaran is still trying to develop its brand as a tourist destination. This study aims to provide perceptual maps of Pangandaran as a brand compared to other coastal tourism destination. The study used Multidimensional Scaling (MDS), to inquire about the brand image of various coastal destination in Indonesia among domestic tourist. Two dimensions consisted of performance and value are used to measure the destination brand. More profound questions are also asked to inquire about factors that may influence tourist visitation. The result indicates that the Pangandaran brand as a tourism destination is perceived as a domestic oriented destination. A suggestion based on five steps of brand building is proposed to improve Pangandaran

TOURISM DESTINATION BRANDING: ANALISIS STRATEGI BRANDING WISATA HALAL “THE LIGHT OF ACEH” (Studi Kasus pada Dinas Kebudayaan dan Pariwisata Aceh Tahun 2015-2016)

Strategy of tourism destination branding is an important factor in the the process of tourism development of a region. As well as it happens in Aceh, which is the only province in Indonesia applying the islamic sharia. The purpose of this study is to determine and analyze the strategy of destination branding conducted by Department of Culture and Tourism in Aceh. The strategy is started from the vision and stakeholder management, target consumer and portfolio matching, positioning and differentiation strategies using brand components, communication strategies, feedback and response management strategies. The theory used to analyze this strategy is the theoretical principles of tourism destination branding. This study is qualitative descriptive with the case study method. Data collecting method is conducted through in-depth interviews with 8 informants coming from branding team, observations and documentation. The result shows that the strategy undertaken by Department of Culture and Tourism with the branding team of Aceh has been going well, especially in the marketing communication activity. It was marked with a plenty of program related to the implementation of marketing, either using print media, electronic media, billboards, and internet media, especially social media. However, in the branding activity, there are actually some obstacles should be faced, such as the industry player which is less cooperative to provide halal certification for an aprecondition for halal tourism, lack of budget allocation, and the low awareness of public participation. Therefore, more socialization is needed for the players of tourism industry and also the community to raise their awareness and responsibilty in order to jointly support the development of Aceh tourism.

Toward a “Beautiful Bangladesh”: the bleed-over effect of tourism advertising

This study explores the bleed-over effect of tourism advertising by measuring a sample of international respondents’ attitudes toward Bangladesh, its people, and its government before and after watching a television commercial. The commercial, “School of Life,” is part of the Bangladesh Tourism Board’s “Beautiful Bangladesh” campaign to promote the country as an international destination. Results indicate that this commercial did “bleed over” to create a more positive attitude among respondents in all three areas measured. It shows that a developing country like Bangladesh can successfully implement tourism advertising and destination branding as public diplomacy tools to better brand and promote itself among a variety of international stakeholders. These results support similar research that applied the bleed-over effect of tourism advertising among more developed and well-known countries.

Effect of social media sharing on destination brand awareness and destination quality

This study examines the effect of social media sharing on tourism destination brand awareness and destination natural and service quality and also examines the moderating roles of country of origin (COI; macro and micro) image on destination natural and service quality. Data were collected from 568 domestic and international tourists who have visited Alanya, Turkey. Relationships in the study were examined through structural equation modeling. As one of the components of social media sharing, participant sharing positively affects destination brand awareness, whereas any significant effect of nonparticipant sharing on destination brand awareness was not found. Destination brand awareness positively influences tourist perceptions of both destination service quality and destination natural quality. COI image moderates most of the relationships.

International visitor surveys

International visitor surveys