Tourism Destination Brand Research Articles

The Symbolic Consumption of Cultural Quarters

Cultural tourism destinations, such as cultural quarters, have become an important part of postmodern society because tourists are more interested in cultural tourism than they have been in the past. The purpose of this research is to examine tourists' cultural quarters revisit or recommendation intentions. Building on self-congruity theory, this research incorporates a "cultural contact" variable into symbolic consumption in the tourism destination brands model to examine tourists' cultural quarters revisit or recommendation intentions. In total, 400 Taiwanese tourists were recruited. This study used structural equation modeling (SEM) to examine the proposed model. The results demonstrate that ideal self-congruence, brand identification, lifestyle congruence, and cultural contact influence tourists' satisfaction, which in turn affects their behavioral intentions. In addition, cultural contact positively moderates the relationship between satisfaction and intentions. The theoretical and managerial implications of this study are discussed in the context of the cultural tourism literature.

English

Due to the accelerated pace of modern life, consumers reduce time of purchase decisions and tend to choose services that match their own personality. The development of the brand of tourist destination needs to introduce new, appropriate extension to meet the needs of tourists in order to maintain exuberant vitality. So, what the perception of the brand personality of tourist destination is and whether it has an impact on the effectiveness of tourists’ evaluation of extended brand are needed to research. Based on a tourism website on visitors’ reviews and advertisements on scenic areas, this paper examined Shandong Province and discussed differences in regional tourism brands. Firstly, tourists’ comments were collected from the tourism website and high-frequency words that describe individual characteristics using the content analysis method were extracted. Secondly, the characteristics of vocabulary acquisition were summarized; the tourism brand personality dimension scale was used, put corresponding data into cross-contingency tables and obtains visitors’ destination personality perception differences. Thirdly, after using group discussions and the Delphi method to obtain the Shandong tourism projected brand personality and this was compared with tourists’ brand personalities, it was revealed that the perception of Shandong promulgated by its marketers differs from visitors’ perceptions. Finally, the paper proves that tourism destination brand has a personality feature and the measurement of tourism brand personality dimensions should consider regional culture and resource advantages. Also, project brand personality is based on tourism’s market supply and perceived brand personality is based on tourism’s demand market, either on tourists’ experiences or on information acquired from actual travel. Key words: Perceived brand personality, projected brand personality, content analysis method, tourism destination brand, Shandong Province.

THEORETICAL BASES OF TOURISM BRANDING

The emergence of a brand is a consequence of the idea of identifying a particular product. Its beginnings are related to craftsmanship and the desire of every master to make his work recognizable and memorable. The brand can be perceived as the distinctive feature of the subject that will make the audience choose it for others in the same field. The brand can be a megabrand, an international brand, a national and a local brand. From the level of his development stems also the specifics of his elements - name, visual, verbal and sound symbols, etc. The smart management of the brand gives a number of advantages to the company, assists in building a positive image of the brand that they associate with the company and its production. Branding helps consumers orient themselves in the huge flow of information, discover the products and services of companies that have built up their preferences. Companies are given the opportunity to launch new products / services at lower costs and thus increase revenue ratios. A tourist brand is a slogan and a logo of a city, region, or country for the exit of that territory into the tourist services market. The territory or region is seen as a product that, like others, has its significant elements.The tourist destination brand has its own specificity. It can not be created in "green" and is associated with the main assets of the destination: landscape, people, culture and history. The brand must be consistent with a complex set of factors and elements that determine the quality of the tourist product, its accessibility and consumer interests. Its features are the creation of an experience like the product being sold, and the experience is hard to sell. Branding has to wrap up the experience as something that can be easier on the market. The destination brand is capturing the distinctive elements of the destination within the brand and transmitting these elements through the brand's components: identity, personality, image, character and culture.

Credibility to the Police Institution as a Factor of the Tourist Branding Formation of the Volgograd Region

Branding of tourist territory is one of the most promising tools for effective management of the regions development of the Russian Federation. Strategic planning of the tourism industry development, having solved part of the tasks of forming positive tourist brands and creating tourist passports of the regions, faced with the need to identify specific components of the branding. One of the most important components of a positive branding of tourist destinations is the formation of a system of credibility and security to the territory. The study of the areas of security in tourism is one of the most important global megatrends in the development of the tourism industry, as recorded by the scientific community. Based on these premises, the authors describe a system of conceptual interconnection of sources of danger, the subjective position of users of tourist practices and branding of tourist destinations, where the influence of public opinion on the police institution activities on the perceived security in the region plays a special role.The study interpreted data from a survey conducted in 2018 by the Department of Philosophy of the Volgograd Academy of the Ministry of Internal Affairs of Russia (the survey method was a formalized interview, the sample type was random, stratified, mechanical selection method, n = 321). According to the survey, it was concluded that a significant number of citizens who participated in the survey, give a negative assessment of the activities of the police, which is manifested in reducing the sense of personal security among respondents. Using the results of the assessment system of the internal affairs agencies based on departmental and non-departmental indicators, as well as regular sociological research data, the authors, using the example of the Volgograd region, substantiate the dependence of positive branding of a tourist territory on public opinion about police activities, which make up a sense of security in the region.

Odrednice odanosti lokalnog stanovništva prema marki turističke destinacije

Uspješan razvoj turističke destinacije determiniran je proaktivnim djelovanjem svih njenih dionika. Ključni dionici turističke destinacije su, pored turista, zaposlenici u turizmu, poslovni subjekti u turizmu kao nositelji turističke ponude, lokalna samouprava, investitori u turističke sadržaje i lokalno stanovništvo. U radu se polazi od postavki da je lokalno stanovništvo zaposleno u turizmu ključni čimbenik koji pridonosi izgradnji prepoznatljivosti destinacije i njene diferencijacije u odnosu na druge turističke destinacije. Na osnovi rezultata prošlih istraživanja i istraživanja na terenu ispituje se kojim mehanizmima lokalno stanovništvo, a posebno oni koji djeluju i zaposleni su u turizmu, pridonose izgradnji marke turističke destinacije. U tu svrhu provedeno je ispitivanje putem anketnog upitnika na namjernom uzorku u više turističkih destinacija u Hrvatskoj. Utvrđeno je da svijest o marki turističke destinacije pozitivno utječe na percipiranu vrijednost marke turističke destinacije te da percipirana vrijednost marke turističke destinacije pozitivno utječe na odanost prema marki turističke destinacije, što u konačnici utječe na razvoj marke destinacije. Rad nije istražio sve utjecajne veličine na stvaranje marke turističke destinacije, u čemu je njegovo ograničenje, ali je ukazao na nova područja istraživanja i potencijal ponuđenih rezultata za upravljačke strukture u turizmu u izgradnji marke turističke destinacije.

Complementary Effects of Agricultural Tourism and Tourist Destination Brands in Preserved Scenic Areas in Mountain Areas of China and Europe

Abstract Many scenic areas in mountain regions have attained preservation status, which enhances strategies to attract tourists based on its unique natural or cultural resources and its original brand. It is a particular challenge for plant-dependent assets how tourist attraction for the scenic areas could be increased in the off-season, taking account of the strong seasonal fluctuations. The paper focuses on lessons from a specific case of preserved scenic area, the area of rhododendron (“Dujuan” in Chinese) and compares it with several European examples. As indicated in the denomination of “Baili Dujuan” Scenic Area, a National Park in Guizhou Province in China, this plant is the leading asset in that area. The characteristics of the seasonal flowering of rhododendrons causes Baili Dujuan serious problems of a seasonal tourist offer. For several years Baili Dujuan has been promoting complementary activities of agricultural tourism and developing a brand of flower-enjoying destinations, by supporting the local farmers to grow also other economic flowers and fruit trees that bloom in different seasons. Such instruments have contributed to extend the flow of tourists for longer periods of the year, generating also substantial benefits to farmers and other local industries. Based on the emerging initiatives in Baili Dujuan and interesting experiences from protected mountain areas in Europe, the complementary effects of agritourism and tourist destination brands in Preserved Scenic Areas will be explored for further development.

КОНЦЕПТУАЛЬНІ ЗАСАДИ БРЕНДМЕНЕДЖМЕНТУ ТА ЙОГО ВПЛИВ НА РОЗВИТОК ТУРИСТИЧНОЇ ДЕСТИНАЦІЇ

Goal. The purpose of this article consists in analyzation and systematization of the leading conceptual framework of brand management as well as in additional investigations of its influence on tourist destination development. Method. The methodological basis of the research is the basis of scientific dialectics. The main methods of research are the method of formalization, algorithm development, descriptive, analytical and synthetic. Results. Brand management is an actual area of scientific researches in the context of its role in tourism. The brand creates a difference of a trademark or service from competing ones, helps to increase sales and generally increases profits in the long-term perspective. Therefore, the formation of the brand requires the serious approaches and the involvement of skilled managers. The practice of tourist centers or territories brands creation is widely used now, which is fully justified, as the positive image of cities or regions contributes to the creation of additional profits from attracting new tourists. The main functions of the tourist destination brand are related to: - the formation of an individual image (image) of the destination, which distinguishes it from its competitors; - ensuring its recognition by choosing a market position for the tourist product of the destination; - confirmation of the quality of the tourist product of the destination; - a positive influence on the formation of corporate consciousness of the population of the tourist territory (region, destination). The key task of branding the tourist destination is to establish position and strengthen its strengths, which should serve as the basis for the formation of the brand. Specificity of branding of tourist territories as a complex of marketing actions undertaken by their management in cooperation with stakeholders (various stakeholders) for the creation and promotion of the brand is that: - the product of the destination is multifaceted, including a number of goods and services of various industries; - the management of the destination does not have full control over the marketing complexes (marketing mix); - teamwork is required taking into account the interests of all stakeholders; - significant influence is rendered by the policy of the country / region in the field of tourism. Practical significance. But the creation of the city's tourist brand is not chaotic. The process of its formation is under the influence of a number of regularities and principles that are considered in the article. Scientific novelty. Modern ways of promoting tourism product take place in the context of globalization and information society development and also increase competition for consumers. Crucial conditions for survival on rigid travel market are the need for concentration on a high-quality tourism product, able to satisfy the highest demands of modern tourism consumer, and promote itself to the market. Therefore, the process of creating a brand of tourist destination as well as investigations of its influence on positioning, identity and development of tourism destinations are represent the maim scientific novelty of this article.

Measuring Customer-based Brand Equity of Tourism Destinations: Just a Matter of Scale?

An increasing number of measurement scales has been developed in order to measure the customer-based brand equity of tourism destination (CBBETD) brands. However, there is a lack of theoretical development about the measurement of brand equity in such a context. A review of recent approaches shows that most contributions selectively focus on specific cases and tourists as stakeholders, while most articles demonstrate little methodological or conceptual reflexivity. Considering the variety and complexity of places, the paper argues that measuring place brand equity requires an inductive exploration of the construct's dimensionality for the specific place under consideration. Research can then focus on comparing multiple places associated with similar product or service offerings. Cross-place assessments should compare similar territorial entities, but include more destinations located in different spatial-cultural contexts. Furthermore, the inclusion of more stakeholders (e.g.,local residents) and more longitudinal comparisons are required to make the findings more meaningful.

관광목적지 브랜드 자산과 장소애착이 지각된 적합성 및 행동의도에 미치는 영향

This study examines how Gangwon-do secures its competitive position through the cultivation of brand equity as a MICE destination by investigating the relationship between the tourism experience, tourism destination brand equity, place attachment, and behavioral intention, while adopting perceived fit based on the theoretical background of “brand extension.” The findings show that visitors’ tourism experience had a positive effect on tourism destination brand equity and place attachment, and that tourism destination brand equity had a positive influence on place attachment. In addition, tourism destination brand equity and place attachment had a positive effect on perceived fit, but both elements indirectly influenced behavioral intention by fully mediating perceived fit. These results suggest that effective brand equity management at a tourism destination can improve a MICE destination’s positive image. The results also emphasize the need to manage tourism resources that are replaceable and complementary to distribute MICE resources given that perceived fit is the essential mediating factor.

RESIDENTS’ ENGAGEMENT IN TOURISM DEVELOPMENT: SELF-CONGRUITY AND WORD-OF-MOUTH BEHAVIOUR

Destination Marketing Organisations (DMOs) are facing the dilemma: on one hand, communicating branding messages effectively to target markets all over the world requires abundant resources, while stakeholders within the destination have different (sometimes even conflicting) interests in destination branding on the other. Specifically, residents of a tourism destination have great potential in helping the place by being involved in tourism development and destination branding, due to the development of information technology. To investigate how self-congruity influences residents’ evaluation on the place, as well as their voluntary WOM behaviours, this article proposes self-congruity as a key construct affecting residents’ place satisfaction and expectation, and further influencing residents’ place related behaviours, such as word-of-mouth (WOM). An empirical study was conducted in Ljubljana, Slovenia, with 309 questionnaire collected. Via a structural equation modelling analysis, this study finds that variation of self-congruity in the impacts on place satisfaction and expectation, as well as two types of WOM behaviours, namely one-to-one WOM and one-to-many WOM. This provides evidence to support the standpoint that different WOM are motivated by different factors via different psychological mechanisms. Specifically, (1) actual self-congruity and place satisfaction (reflecting an evaluation of past of current performance of the place) only affect one-to-one WOM, suggesting that this type of WOM is mainly motivated by one’s current state; (2) ideal self-congruity was found to affect place expectation, suggesting a consistency in the expectation of one’s self image and the place; (3) one-to-many WOM has two indicators of ideal self-congruity and place expectation, implying publishing one’s opinions and thoughts is driven by expectation rather than current state. In general, the results add detailed and in-depth findings on distinguishing the motivations of different types of WOM in WOM literature.

BUILDING TOURISM DESTINATION BRAND FROM THE RELATIONAL VIEW PERSPECTIVE: THE ITALIAN PROJECT “RETE DESTINAZIONE SUD”

The paper deals with a case study regarding an Italian tourism project analyzed through the lens of a multiple perspectives framework based on Relational View (RV), Stakeholder Engagement (SE), and Value Co-creation (VCc). The proposed theoretical framework helps to interpret a true phenomenon regarding the development of a tourism destination brand in Southern Italy. The qualitative approach adopted is suitable for the confirmatory nature of this paper. The project named “Rete Destinazione Sud” is a building experience of tourism destination brand using the relational view as cultural way capable of maximizing the value co-creation though the stakeholder engagement. Results that emerged from the case study are discussed with both referring to relational view, stakeholder engagement, and value co-creation. The work concludes with the implications and further research related to the proposed framework.

Am I Ibiza? Measuring brand identification in the tourism context

Abstract Understanding brand identification is critical when developing successful relationships between tourists and the destinations they visit. Nevertheless, there is an absence of academic work that measures tourist destination brand identification. The purpose of this study is to develop a scale to measure brand identification within the context of tourism. The study develops 24 measurement items to construct a survey instrument. The instrument is then administered to collect data from a sample of 308 Ibizan tourists. Following a rigorous scale development process, a one-dimensional brand identification model is identified. Finally, a refined scale consisting of seven measurement items is developed. This scale is validated with a new sample of 126 Ibizan visitors. Multi-step psychometric tests verify that the new brand identification scale is reliable and valid. Destination managers could use this scale to evaluate and identify highly acknowledged tourist segments, and more accurately implement the corresponding promotional strategies to this target.

Characteristics of destination image: visitors and non-visitors’ images of London

PurposeThis paper aims to explore the characteristics (i.e. complex, specific) of destination image as perceived by visitors and non-visitors to a tourist place.Design/methodology/approachOverall, 42 semi-structured interviews were conducted with Czech and Greek visitors and non-visitors to London, the UK. From the 21 interviews in each country, 11 conducted with visitors and 10 with non-visitors to London.FindingsA number of characteristics of the image of London were identified that differed across visitors and non-visitors, irrespective of respondents’ nationality, including accuracy, specificity, completeness and complexity.Research limitations/implicationsThe characteristics of image of different types of destinations (i.e. rural, seaside resorts) need to be assessed in the future, as this paper focused on a well-known urban destination.Practical implicationsThis paper provides support for effective and innovative solutions to place marketing and branding of tourist destinations. For example, greater complexity and more specific images should be used to attract the repeating visitors market.Originality/valueThe paper’s originality lies in providing a better understanding of the characteristics of destination image, as perceived by visitors and non-visitors to a tourist place.

Direct and indirect effect of tourist self-image congruence on the tourism destination brand loyalty

Tourist self-image congruence helps explain and predict different attitudinal and behavioural facets of tourists such as tourist loyalty to destination brand. Examination of the effect of tourist self-image congruence on tourist loyalty to destination can be helpful in tourism destination brand management. This is why the present study aims at investigating the direct and indirect effects of tourists' self-image congruence on their loyalty to destination brand. This study tests a model that includes self-image congruence, tourism destination image, satisfaction and loyalty. Path modelling was used to test the hypotheses using a sample of 200 inbound tourists who had travelled to Isfahan in the first season of 2016. The results of this study revealed that self-image congruence affects destination brand image significantly; self-image congruence affects destination brand satisfaction and brand loyalty significantly; destination brand image affects destination brand satisfaction and brand loyalty significantly; destination brand satisfaction affects destination brand loyalty significantly. Broadly speaking, the results of this study increase the understanding of tourists' self-image congruence and loyalty offering important practical and theoretical implications.

A Study on the Driving Factors of Tourism Destination Brand Equity Based on Internet Sharing Content: A Case Study of Shenzhen Happy Valley

Thanks to increasing mature tourists, continuous innovation on science and technology, improved accessibility of attractions, the destination has to confront the growing competition tourism destinations leading to the importance of consumer based brand equity. The paper, taking the tourists’ evaluation and sharing contents of Shenzhen Happy Valley obtained on Mafengwo website as the text material, constructs a tourism destination brand equity driving factor model with “product”, “experience” and “marketing” as the core category based on the grounded theory Through the study, the driving factors of brand equity of destination are identified, and corresponding suggestions are provided for the management of destination brand equity.

Direct and indirect effect of tourist self-image congruence on the tourism destination brand loyalty

Direct and indirect effect of tourist self-image congruence on the tourism destination brand loyalty

관광객 시선에 따른 관광지 정체성 및 브랜드 가치와 방문성과 연구

In order to understand the gaze more deeply, we want to explore the relationship between tourist destination identity and tourist destination brand value perceived by tourists. The scope and method of the study included three-stage surveys of Chinese tourists visiting major tourist destinations in Seoul. 465 valid samples were used for the final analysis. Frequency analysis, exploratory factor analysis, reliability analysis, and multiple regression analysis were performed using SPSS 23.0.The results of the study showed that the components of a tourists 'gaze were derived from seven factors: 1) Tourism resource activation, 2) Living environment development, 3) Local fashion and beauty sensitivity, 4) Traditional culture preservation, 5) Food diversity, 6) Service quality excellence and 7) Local residents' superiority. Also, it was proved that a tourist 's gaze had a significant effect on tourism destination identity, tourism destination brand value and tourism performance. This research was done to overcome limitations of qualitative research paradigms existing in current foreign tourist gaze research. The study also combined qualitative and quantitative research methodology to understand the intrinsic psychology of Chinese tourists and to improve the structure of the tourism industry at large and to develop symbolic tourism resources.

The role of destination personality fit in destination branding: Antecedents and outcomes

AbstractDrawing from fit research in strategic management, this study develops and investigates a model predicting destination attitude and (re)visit intention. The study introduces the concept of destination personality fit on the basis of how well consumer perceptions of a tourist destination's brand personality fits that of what the destination brand manager wishes to convey. A model incorporating destination advertising awareness as an antecedent of destination personality and consumer‐manager destination personality fit is tested on international consumers with the destination personality of Switzerland as the study setting. Structural equation modeling results reveal that destination advertising awareness does indeed relate positively to both stronger perceived destination personality and destination personality fit in consumers’ minds. Interestingly, the subsequent destination personality–destination attitude relationship is moderated by consumer–manager destination personality fit in such a way that the link grows stronger in cases where fit is high. The results have important implications for destination brand managers in that they reinforce the importance of strong and distinct destination personalities. The findings also show the importance of actively communicating the destination brand to consumers since the positive outcomes of a strong destination personality increase in magnitude when successfully communicated, and the vision of the destination brand manager has been adopted by the consumer.

A RIDIT approach to evaluate factors influencing tourist destination brand selection behaviour pertaining to Indian tourism sector

PurposeThis paper aims to examine the components or factors influencing tourists’ destination brand selection behaviour in Indian context with evidence-based management modelling by using the Relative to an Identified Distribution (RIDIT) approach. This evidence-based tourism marketing research has contributed to enhance understanding the tourists’ motivation to support decision in tourism marketing domain. The present study has focused on identifying the most relevant factors in the order of priority that influence destination brand-choice behaviour pertaining to Indian tourism sector. The current research has also tried to arrange the different items relating to tourists preferences for better understanding the insight of potential tourists relating to Indian-tourist destinations.Design/methodology/approachA descriptive, survey research design was chosen to investigate and organize the different components or items in degrees of priority to explain the tourists’ destination brand selection behaviour. In total, 387 empirical tourist samples were collected across India covering both domestic and international tourist segments. An evidence-based management modelling with RIDIT analysis is done to examine the factors, which have influencing role on tourist-destination brand choice behaviour related to Indian tourism market.FindingsThe outcome of this research paper should enable the tourism marketers, tourism service providers, tourism brand managers and consultants to create better linkages between the prospective tourists’ preferences and the marketing mix of the destination brands by using evidence based management modelling.Originality/valueThe present research is an original and innovative thought process, trying to evaluate the components or factors influencing tourists’ destination brand selection behaviour pertaining to Indian tourism sector by using the RIDIT approach. Research undertaken so far in tourism marketing area has investigated the different components related to tourism behaviour and destination-brand selection intention of the potential tourists in an unintended and less organized manner. This study can be seen as the first empirical evidence in the domain of tourism marketing where evidence based management modelling with RIDIT approach is done.

Tourism destination brand dimensions: an exploratory approach

Recently, researchers have suggested using destination branding as a powerful marketing tool. Despite its apparent value, there appears to be little applied research on this subject that goes beyond the conventional destination brand image, especially regarding research that combines different brand equity dimensions. This study is designed to address this gap, using the islands of Madeira as a unit of research. For this purpose, a survey was undertaken of 321 tourists, in seven hotels at this destination. Respondents were requested to rate the factors for awareness, image, perceived quality, and loyalty, in a method consistent with the brand equity model, using descriptive analyses and a confirmatory factor analysis. The results show that these four dimensions are relevant for the composition of destination brand equity. Even though image shows the greatest impact, the outcome establishes the need to look beyond brand image.