Tourism Destination Brand Research Articles

문화마케팅이 관광지 브랜드 자산 및 브랜드 태도에 미치는 영향

문화마케팅이 관광지 브랜드 자산 및 브랜드 태도에 미치는 영향

How Potential UK Tourists Perceived South Korea as a Tourism Destination Brand

Recently, tourists often consider travel destinations to be ‘brands’, which has a significant effect on their future destination choices. Indeed, famous destinations already have a personality that is more or less embedded in the minds of consumers. For this reason, destination marketing organizations have begun embracing various branding techniques that were previously only utilized for product brands. In this context, the paper strived to ascertain the destination brand personality with South Korea in mind. The paper employed a survey research method with both quantitative and qualitative aspects among UK respondents in order to measure the brand personality of South Korea as a tourism destination. The findings reveal ‘competence’ and ‘excitement’ were the two dominant personality dimensions that participants perceived with regard to South Korea as a travel destination. Moreover, analyzed unstructured questions identified the influential factors determinants on the overall image of South Korea's destination brand, and provided useful branding insights by showing low brand awareness and lack of information in the UK as well as associated negative perceptions, such as ‘dangerous’, ‘threatened’, ‘undeveloped’, which can hinder building a favorable and strong destination brand.

Factors Affecting Tourist Destination Choice: A Survey of International Travelers to Hanoi, Vietnam

The study enhances tourism destinations’ competitiveness from the tourist’s perspective. Departing from the concept of customer-based brand equity (Keller, 1993; Aaker, 1991), our purpose is to construct a linkage between customer-based brand equity for a tourism destination (destination image, destination awareness, quality of destination and destination loyalty) and behavioral intentions for selecting a tourist destination (revisit and/or recommendation to other people), in order to better understand the role of tourism destination branding. This paper carried out a survey of international tourists who selected Hanoi - Vietnam as their holiday destination and our findings show that brand image and brand loyalty play an important role on tourist’s decision of returning or recommendation to others while brand awareness and quality have no impact.

STRATEGI PENGUATAN KAMPUNG GLINTUNG GO GREEN (3G) SEBAGAI DESTINATION BRANDING OBYEK WISATA EDUKASI DI MALANG

This study aimed to strengthen Kampung Glintung Go Green (3G) as a brand destination of an educational tourism object in Malang – East Java.
 
 Employing a qualitative approach,the primary data were collectedthrough in-depth interview, observasion, and FGD with Community Unit (RW) managements,Neighborhood Unit (RT) managements, and 3G management. While the secondary data were collected fromrelated documents.
 
 The research findings showed that Kampung Glintung residents have developed 3Gmanagement to manage kampung educational tourism ; created short-term roadmap in three years; formulated vision and mission; anddeveloped an education tourism destination brand. Yet, thefindings indicated that the brand destination they created needed to be reinforced to get more visitors. Therefore, the researcher workedtogether with 3G management and residents representatives carried out the following steps: (1) reformulating brand elements by designing new vision and mission, developing brand essence and brand image; (2) designing new logo based on conceptsproposed by thecommunity ; (3) creating tagline based on the proposed concept; (4) developing an alternative campaign media using video profile and internet-based media.

Developing a brand equity model for tourism destination

This paper aims to explore the specific dimensions of destination brand equity and their casual relationships to develop a model for tourism destination brand equity. For this purpose, two studies were conducted. A preliminary study was to identify the dimensions of tourism destination brand equity and the main study was conducted to test the proposed model among the tourists who visited Isfahan. The preliminary study identified eight dimensions for destination brand equity including destination brand awareness, perceived uniqueness, perceived quality, perceived brand value, destination brand image, reputation, destination brand satisfaction, and brand loyalty. The results indicated that with regard to the destination brand 1) brand awareness influences its perceived image significantly; 2) perceived uniqueness influences destination brand image significantly; 3) perceived value influences destination brand loyalty and satisfaction significantly; 4) perceived quality influences perceived value, satisfaction, and destination brand loyalty significantly; 5) destination brand image influences destination brand loyalty and destination brand value significantly; 6) destination brand reputation influences destination brand image and loyalty significantly; 7) and finally destination brand satisfaction influences destination brand loyalty significantly.

A Study on Effect of Tourism Storytelling of Tourism Destination Brand Value and Tourist Behavioral Intentions

Objectives: This study targeted foreigners who have visited key tour destination in Seoul and surveyed. With surveyed date, regression analysis is used to find out the effects. Methods: To find out effectiveness of tourism storytelling influencing on destination brand value and tourist behavioral intentions. Findings: The result of regression analysis showed that tourism storytelling has positive effects on tourism brand value in understandability, interestingness, educability, uniqueness and sensibility. It also showed that the tourism brand value has effects on tourist behavioral intentions. As drawn out, tourism storytelling have positive effects on tourist behavioral intentions in understandability, interestingness, educability, uniqueness and sensibility. Applications: These finding concluded that it is important to tell a story such as culture and history of tourism destination to foreigner tourist to make the destination attractive.

New Trends in Tourism Destination Branding by Means of Digital Marketing

Abstract Contemporary business is largely based on digital information. Traditional media forms lose battle in a new global surrounding. Therefore, knowing specific terminology and postulates of new conditions in the digital information market is essential. Globalization is an inevitable process overtaking all economic activities, including tourism sector intertwined with various advertising activities in order to place and sell its products and services. Digital marketing is thus more and more used. In that context, world tourism organizations and national tourist agencies play a role of communicator, trying to create desired mental image of a specific country as a tourism destination in the minds of final consumers. They use branding to make one country uniquely recognizable in the market. The aim of this paper is to present new trends in tourism destination branding process by using the means of digital marketing. The main purpose of this research was to analyse marketing activities and communication strategies of European countries, perceived as the largest tourism market, and compare them with the tourism promotion of Croatia in various markets. The results of the analysis of Croatian activities in promoting its tourism destinations imply there is still a large potential to improve implementation of digital marketing means by preparing the strategy of integrated market communication. The analysis of marketing activities of tourism developed countries shows trends in digital marketing that can serve as a model for development of Croatian tourism brand in global digital surrounding.

Consumer Value and Brand Value: Rivals or Allies in Consumer-Based Brand Equity?

Both consumer value and brand value are two components of consumer-based brand equity (CBBE); however, consumer value has attracted most empirical efforts, and its relation to its fellow—brand value—has been a void in literature thus far. The current study investigated the relations between consumer value and brand value as well as other related concepts, such as nonmonetary costs and perceived price for some tourism destination brands—namely, Orlando and its competitors. Also, the significance of brand value and consumer value is investigated in comparison with other components of CBBE. Results indicated a negative relationship between consumer value and brand value overall, minimal influence of consumer value on consumer loyalty, and no influence of brand value on consumer loyalty for destination brands, except for negligible anomalies.

Tourist Activity and Destination Brand Perception: The Case of Cape Town, South Africa

A respondent-completed questionnaire in Cape Town, South Africa was used to check how the activities that tourists enjoyed in Cape Town relate to how they perceive this destination using brand descriptive variables (brand essence, brand image and brand loyalty). 200 questionnaires were received for bivariate and multivariate analyses. This study finds that although tourists found most activities in Cape Town enjoyable; nature and outdoor, food and wine, and shopping enjoyment have more impact in determining the general experience satisfaction of tourists, than beach, and surprisingly, history and cultural activities. Nonetheless, tourists generally perceive Cape Town quite positively. From analyses, this study strongly suggests that the brand position statement for Cape Town should revolve around unique and diverse tourists' attractions in Cape Town, and the memorable experience with which tourists go home from Cape Town. The brand position statement should be linked to Cape Town tourism integrated marketing communications. This study can assist tourism business owners in Cape Town to evaluate and improve tourism offerings to meet the expectations of visitors, contributing to visitors forming a positive perception towards Cape Town. The findings have implications for similar destinations in the developing economies.

A measure of medical tourism destination brand equity

Purpose Given the increasing dominance of medical tourism on the service economy of some of the developing nations, as a pioneering attempt, this study aims to develop a consumer-based brand equity (CBBE) measurement scale for the medical tourist destinations (city/hospital). Design/methodology/approach Following the traditional marketing construct development process (qualitative study, purification study and validation study), in the present study, two sets of large and independent samples were assessed to judge the dimensionality of the measure. Findings A well-validated measurement scale was developed as an amalgamation of four dimensions, namely, awareness, perceived quality, brand loyalty and authenticity to assess CBBE of medical destinations. Practical implications To reduce the financial and physical risk associated with the purchase of treatment, the customers may rely on “authenticity” of the service providers to select a treatment destination. The outcomes would help medical administrators/managers to focus more on developing “assurance” by increased reliability, responsiveness and tangibles to attract the medical tourists to a large extent. Originality/value The study is a pioneering attempt to develop a scale for measuring CBBE for medical tourist destinations. The study aligns with earlier CBBE scales in terms of the first three elements, namely, brand awareness, loyalty and perceived quality. However, based on predictive validity, the study puts forth five interrelated first order attributes, namely, “trust”, “value for money”, “quality of residents”, reliability and soft issues (like friendliness and ease of process) as contributing factors to a so far unexplored dimension, “brand authenticity”.

Iconic culinary as an icon for tourism destination's branding

Iconic culinary as an icon for tourism destination's branding

Интеграция событийных мероприятий в продвижение туристских дестинаций на принципах ко-брендинга

The article focuses on event marketing potential in branding tourist destinations. It examines destination branding through new conceptualization - destination brand experience, which provides a more holistic view of the tourist destination brand. The study identifies events portfolio for a destination as a brand building tool and provides a conceptual model of creating a brand identity for tourist destination with the use of events.

Awareness Completes Brand Loyalty: Reality of Zimbabwe Tourism Destination

The study investigated the supremacy of raising tourism destination awareness in improving brand loyalty. This was based on the fact that Zimbabwe as a tourism destination has received global awareness through various campaigns but still failing to improve its tourism destination brand loyalty. Therefore the study applied both a positivists and interpretivist’s paradigm using quantitative and qualitative research designs respectively. Sequentially the research design started with a qualitative approach whereby senior managers in the tourism industry were interviewed and agreed that the most common sources of brand loyalty are brand awareness, brand image and perceived brand quality. These variables were then investigated on their relationship to brand loyalty using survey questionnaires that were distributed to the three main sectors of the tourism industry namely accommodation, travel and resorts. The results of the study showed that brand image is the most dominant variable which needs to be uplifted in order to improve Zimbabwe tourism destination’s brand loyalty. This is then followed by brand awareness and perceived brand quality. It is when there is an acceptable image of the Zimbabwe’s tourism brand that positive brand awareness will be created and perceived quality will be enhanced in moment of truth experiences. The study recommended an intensive media campaign to change the current negative perception on Zimbabwe as a tourism destination and sponsored familarisation tours. Also the study recommended an effective evaluation of the tourism products and services in order to see if they are of required quality and an intensive stakeholder involvement in brand formulation.

“Culture” a Panacea for Brand Survival: Feasibility Analysis of Zimbabwe Tourism Destination

The study investigated culture as one the strategies that can be used to enhance survival of Zimbabwe tourism brand. This is because like other African tourism destinations, Zimbabwe is rich in unique traditional culture but failing to improve its global tourism brand identity. The study was based on a mixed methods research design combining both quantitative and qualitative approaches in collecting data from respondents. The qualitative method was used to find out the most crucial variables that contribute to culture identity in Zimbabwe tourism destination. This was done through in-depth interviews with the experts and managers in the tourism industry. The responses showed that the most common sources of culture identity are beliefs and norms, national dress code, galleries and heritage, originality in values and language. These variables were then investigated on their effect to Zimbabwe tourism destination branding using survey questionnaires as quantitative research instruments. The respondents for the questionnaires were from the travel sector, accommodation sector, resorts, Ministry of Tourism and Hospitality, Zimbabwe Tourism Authority, Ministry of Culture and Ministry of Environment. The results of the study show that national dress code is the most important source for Zimbabwe tourism cultural branding followed by galleries and heritages and originality in values. The study therefore recommended these three as the most core source for branding Zimbabwe tourism destination using culture. The other variables which are language, beliefs and norms have been regarded as supporting cultural factors and a model was designed to show the relationships.

Priority maps at wine tourism destinations: An empirical approach in five Spanish wine regions

Abstract This research analyzes wine tourism destination brand equity in five wine regions. A survey questionnaire was conducted with a sample of 598 visitors and the estimates of Partial Least Squares were used to develop priority maps with which to study the policies at the various wine destinations. This technique includes the impact of each component on brand equity formation and the evaluation of these dimensions. These priority maps were then used to address various questions such which determinants should have low priority and high priority. The findings show how the formation of brand equity contributes to successful wine tourism development by identifying the sector's main strengths and weaknesses, and provide useful information that can be used to create strategies based on the primary factors that influence the development of brand equity. The marketing implications for the wine destinations studied are discussed in relation particularly to destination branding and management practices.

Online brochures: relationship between message strategies and communicated attributes

This paper develops a theoretical model to define tourism destination brand’s online content. Message strategies and positioning attributes that brands want to communicate are the main inputs to develop communication content. However, the relationship between message strategies and attributes has not been studied in the literature. Our research examines this relationship, using 400 online brochures from around the world. Based on the positioning attributes and message strategies, a taxonomy is developed to analyse online brochures through content analysis. A comprehensive benchmark model was designed to assist tourism destination managers and advertisers while planning the concept and production of their online tourism brochures, and a new creative methodology based on several workable strategic alternatives are proposed.

The medical tourism index: Scale development and validation

Medical tourism is an estimated $100 billion dollar industry. Despite the increasing number of people, companies and countries involved in medical tourism, we know very little about the key drivers and how countries are perceived as medical tourism destinations. The purpose of this paper is to present the Medical Tourism Index, a new type of country-based performance measure to assess the attractiveness of a country as a medical tourist destination. We followed a rigorous multi-steps scale development procedure by using four empirical studies based on 4995 respondents. The MTI is a multidimensional construct with 4 dimensions (country, tourism, medical costs, medical facility and services) with 34 underlying items. Our results show the MTI allows to measure meaningful differences between countries, not only on an aggregated level but also on each sub-indexes. It provides a useful tool for the various stakeholders to measure and manage their medical tourism destination brand.

Experience-based Brand Personality as a Source of Value Co-creation: The Case of Lofoten

A tourist destination's brand personality (TDBP) can be measured by asking tourists which personality traits they associate with the destination. A tourist who experiences a TDBP that is in congruence with the tourist's self-image will favor the tourist destination. Such congruence between the tourist and the tourist destination facilitates co-creation of experiences during the holiday. This paper replicates and extends previous research by investigating the reliability and validity of a measurement instrument for tourist destination brand personality. It shows how this measurement instrument can assist firms and tourists in their co-creation of experience value by providing a foundation for dialogue, access, risk assessment and transparency. Questionnaire data were collected from a sample of 234 tourists on holiday in a nature-based tourist destination. The analysis shows that the measurement instrument works relatively well, and it indicates that the brand personality of this tourist destination consists of four dimensions: ruggedness, sophistication, naturalness and activeness. This study validates a measuring instrument for tourist destinations' brand personality using a sample consisting exclusively of tourists who are on holiday at the investigated destination. Implications and opportunities for further research are suggested.

A model of tourism destination brand equity: The case of wine tourism destinations in Spain

The extant tourism literature contains few studies that have examined brand equity and its determining factors in the wine tourism research area. This paper aims to address this gap in the existing literature by proposing a model for the influence of the designation of origin (DO) brand image and the destination image on the brand equity of wine tourism destinations and examining these effects on two stakeholder groups, winery managers and winery visitors. Using a survey questionnaire that was completed by 219 managers and 598 visitors and a partial least squares-based multi-group analysis, the results demonstrate that the effects of the two influential factors varied between the stakeholder groups. The research also confirmed that overall, managers evaluate wine tourism destination brand equity, DO brand image and destination image more positively than visitors do.

Developing a Tourist Destination Brand Value: The Stakeholders' Perspective

Many countries advertise their natural resources or other attractions, but differentiating one destination from others is also important. Destination brand value has been acknowledged as a crucial component tool for competitive advantage in tourist destination development. This paper investigates this issue in Southland, New Zealand. The methodology for this study employs a qualitative approach using face-to-face interview technique and a content analysis was used to analyse data. Results revealed that the key components to be considered for destination brand value development are a variety of products: services with high quality at the best price, convenience of consumption, interaction with ethnic groups and locals giving an insight into the destination's history and culture, and unique activities with memorable life-time experiences. The findings of this study provide the theoretical and managerial contributions of a destination brand value development.