Tourism Brand Research Articles

A ‘New India’ for the Arab World

Abstract This article investigates the formations of ‘Brand Modi’ and ‘Brand Bollywood’ and their strategic and overlapping foray into the United Arab Emirates, considering it a pivotal moment in contemporary transregional media production. Two branding campaigns form the basis of my analysis: Indian Prime Minister Narendra Modi’s highly mediatized 2015–2018 U.A.E. visits and Shah Rukh Khan’s 2016–2019 ‘#BeMyGuest’ campaign for Visit Dubai (the Emirate’s official tourism brand). Attending to questions of branding techniques, diasporic identity and historical imagination, I examine how these campaigns play on notions of the common man or aam aadmi and the upwardly-mobile and cosmopolitan ‘New Indian’ through the celebrity personas of Modi and Khan. I argue that this creation of a ‘New India’ for the Arab world seeks to efface down class connotations of India and Indians in Arab imaginaries by re-framing India as a key diplomatic and cultural-infrastructural partner of the Emirates.

Evaluation of Tourism Recovery Innovations in D.I. Yogyakarta based on Data Analytics

Sector tourism is one of the sectors hardest hit by the Covid-19 pandemic. To accelerate recovery tourism, D.I. Yogyakarta stakeholder collaboration a series of innovations. From the supply side, D.I. Yogyakarta is trying to improve attractions and amenities, following the shifting in preferences of tourists. For increasing demand side, collaboration to intensified promotion healthy tourism. This study trying to measure how effective the innovation efforts to tourism recovery and identifying factors that affect them. Furthermore, efforts necessary to conduct could accelerate the satisfaction level of tourists and increase D.I. Yogyakarta tourism branding power, leading to an increase in the quantity and quality of visit travelers to the D.I. Yogyakarta territory. This study has a combined approach, both qualitative and quantitative. Primary data was obtained from Focus Group Discussions with tourism stakeholders. Secondary data mainly used is the unstructured data obtained from TripAdvisor, Twitter, and Instagram. Analysis tools are used based on sentiment analysis, deep learning, and social network analysis. Generally, the innovations made by D.I. Yogyakarta have an positive impact to the satisfaction traveler and strengthen the D.I. Yogyakarta tourism brand. Even in 2021, when the Covid case reach the peak, the rating even reach the highest rating value. Increasing of the satisfaction, as an impact from the improvement of service, comfort, and cleanliness objects and amenities. Meanwhile strengthening brand and image of D.I. Yogyakarta tourism also tends to increase except for some conditions.

The Practice and Innovation of Energizing the Competitiveness of Brand of County by the IP of Culture and Tourism at Zigui

The integration of culture and tourism makes the interaction between culture and tourism deeper and closer. After years of vigorous development, the tourism of county is no longer like before building infrastructure in the entire scenic area, and the economy of county no longer relies on hardware construction and a large investment. And now a new focus is needed to promote the economy and brand competitiveness of the county. Combining the IP (intellectual property) construction method in the Internet era with regional brands with local cultural characteristics, an innovative form of IP for county cultural and tourism brands at present is created, the Zigui County of Yichang City is the practical example of the innovative form. Combine with the unique culture of Qu Yuan, the Dragon Boat Festival, and navel orange specialty of Zigui, the IPs of brand of the county that are called “one da three xiao”, which are Qudafu, Chengxiaozi, Zongxiaogui, and Zhouxiaolong, were created. The IPs are deeply loved by tourists, and quickly stand out in the competition of tourism spread in the surrounding counties and cities. By energizing the competitiveness of brand of the county through IP, the new appearance of county brand of the Zigui, which effectively attracts traffic and drives the economic promotion of Zigui County, is displayed with affinity, sustainability and influence.

Digital Storytelling in Cultural Tourism: A Sustainable Communication Approach at the Lasem Heritage Foundation

Responsible cultural tourism requires a sustainable approach that includes preserving cultural values while promoting economic and environmental sustainability. This study examines why the Lasem Heritage Foundation chose digital storytelling as a form of sustainable communication for managing cultural tourism and how it aligns with sustainable communication principles. Using a case study approach and qualitative methods, data were collected through interviews, observation, and literature review. Findings indicate that digital storytelling is an effective approach to managing cultural tourism for the Lasem Heritage Foundation, as it provides lasting impact and message amplification. Their Instagram and Website with "Kesengsem Lasem" as tourism branding have helped the foundation communicate and amplify their cultural values to the public and promote sustainable tourism practices to wider audiences. Furthermore, The foundation's use of digital storytelling as a sustainable communication approach in managing cultural tourism effectively conveys lasting messages and helps reinforce the cultural values and environmental sustainability of the destination. These include (1) Ecological Trust in their website articles, (2) ecological access in their Social Business Programs, (3) ecological disclosures in the use of Instagram and Website as the leading platform of digital storytelling & communication tools with all stakeholders, and (4) ecological dialogues in their preservation class, series of learning clinic, and a particular program called to travel for all. Future research should expand the number of informants and consider additional data collection methods such as focus group discussions and content analysis of digital platforms.

Topical Symbols of Kyiv as a Tourism Brand

The attention to branding, from theorists as well as from practitioners, had remained at a very high level for the 2000s and 2010s. Many new branches of branding theory have emerged, and place branding was among them. Actually, place branding has become an umbrella term, a generic definition for three areas of study and practice: nation branding, region branding, and city branding. Every year, new scientific, journalistic, business articles, and books on place branding emerge, there are even several specialized periodicals devoted to this field of branding. This study aims to identify the most relevant and effective symbol of the Ukrainian capital city Kyiv as a tourism brand. Questionnaire surveys and the content analysis of literature and mass media are used. Key segments and sub-segments of the target audience of Kyiv tourism branding are determined, as well as the key factor of influence on the formation of the opinion regarding the tourism symbols of Kyiv. The most common popular symbol is compared with the real resources of the city. Thus, a set of relevances is found appropriate for the development of effective branding of Kyiv.

Activation of Business Processes in Service Cooperation of Rural Territories of Ukraine

The attention to branding, from theorists as well as from practitioners, had remained at a very high level for the 2000s and 2010s. Many new branches of branding theory have emerged, and place branding was among them. Actually, place branding has become an umbrella term, a generic definition for three areas of study and practice: nation branding, region branding, and city branding. Every year, new scientific, journalistic, business articles, and books on place branding emerge, there are even several specialized periodicals devoted to this field of branding. This study aims to identify the most relevant and effective symbol of the Ukrainian capital city Kyiv as a tourism brand. Questionnaire surveys and the content analysis of literature and mass media are used. Key segments and sub-segments of the target audience of Kyiv tourism branding are determined, as well as the key factor of influence on the formation of the opinion regarding the tourism symbols of Kyiv. The most common popular symbol is compared with the real resources of the city. Thus, a set of relevances is found appropriate for the development of effective branding of Kyiv.

HUDUDLARDA ZIYORAT TURIZMINI RIVOJLANTIRISHDA TURISTIK BRENDLARNING AHAMIYATI

The article deals with the creation of a tourist image and brand of regions in order to increase the potential of pilgrimage tourism in Uzbekistan. The historical and cultural objects of the Kashkadarya region were studied from the point of view of the potential for creating a tourist brand. A SWOT analysis of the temple complex of Abu Muin an Nasafi in the Karshi region was carried out.

PENINGKATAN PENGETAHUAN DANKETERAMPILAN PEMANFAATAN MEDIA SOSIAL UNTUK BRANDING DESA WISATA

People are increasingly interested in visiting tourist attractions, including nature tourism. Thus, it is urgently needed to be innovative in promoting it with tourism village branding. The potential of a tourist village can boost the economy of local residents whose marketing can reach foreign countries. Social media can be used by the community to develop their business, one of which is by increasing branding. Community service methods use preparation, observation, counseling, training, pre-test and post-test. The results obtained show an increase in knowledge about environmental changes causing a change in the marketing system from 30% to 60%, knowledge of consumer characteristics from 24% to 43.33%, knowledge of consumer culture from 56% to 67%, knowledge of matters affecting consumer purchases from 56% to 66%, knowledge about telling experiences using products from 33.33% to 50%, knowledge about the function of campaigns on social media in building branding from 70% to 83%, knowledge about the # symbol on social media to mark topics from 67 % to 73%, knowledge about the use of captions on Instagram from 86% to 97%, the presence of subscriber features from 76% to 87%. The recapitulation shows an increase in knowledge and skills in using social media for tourism branding in Kabandungan Village from 56.43% to 70.93%.
 Keywords: social media, branding, tourism village

Analisis Kinerja Dinas Kebudayaan Dan Pariwisata Bengkulu Dalam Pengembangan Objek Wisata Pantai Laguna

The Bengkulu City, The Tourism and Culture Office is a government entity with the jurisdiction and obligation to administer and manage the tourist and cultural sector to assist regional revenue. The Department of Tourism and Culture is responsible for creating new tourist attractions, which must be maintained. This study aims to analyze and determine the performance of the Tourism Office in developing Laguna Beach Tourism Objects in Bengkulu Province, using four tourism development components: Promotion Tours, Information Services, and Accessibility. The research method uses a qualitative descriptive approach. Data collection techniques are carried out with social media data and news media, which are then captured through the Nvivo 12 Plus feature to capture news mass media content with the keywords Laguna Beach, Twitter social media, and Instagram social media Laguna Beach tourism office related to Tourism Branding Lagoon Beach. The results of the study show tourism development in Laguna Beach. The strategy implemented by the government, such as tourism promotion, is a good step in increasing tourism; as we know, in promoting a tourist spot with social media and mass media, the impact is very effective, as well as for quality and Content-based and international-standard content-based tourism HR professionals need to be further improved so that they can compete with other tourist destinations throughout Indonesia

Merre tovább a vízszintszabályozás után? – Gazdaságfejlesztési lehetőségek a Szigetközben

The water regulation of the Danube in the border area of Szigetköz in Hungary and Csallóköz in Slovakia opened new economic opportunities for the region. Recent research aims to identify the economic opportunities that may arise as a result of the planned interventions or that have been latent in the socio-economic life of the region so far. The research method is based firstly on the detailed analysis of strategic documents containing findings on the economic aspects of Szigetköz–Csallóköz, and secondly on in-depth interviews with the decision-makers and institutional leaders of the municipalities concerned (N = 22). As a result of the research proposals besides infrastructural improvements, economic improvements such as the creation of a unified tourism brand similar to the Slovakian “Kukkonia our golden garden” brand, could result in a rise in quality and development of the tourism destination.

Local Wisdom Based Tourism Branding Efforts on the Site of Orang Kayo Hitam Jambi

Local Wisdom Based Tourism Branding Efforts on the Site of Orang Kayo Hitam Jambi

Madura Tourism Branding Through Literature

Literary Tourism is closely related to the contribution of literature to the development of tourism. The efforts to brand a place by maintaining the existence of culture and nature have been quite a challenge due to cultural and natural changes of globalization which is increasingly eroding the traditional culture of a place. However, Madura with its traditions, cultures, and beautiful nature make Madura different and unique from other regions. This study displays branding on Madura tourism thus the readers get to know Madura in literary works and become travel and tourism references to visit. This research focuses on how tourism branding exists in Madura poetry by D. Zawawi Imron. Therefore, this study uses a qualitative descriptive method to determine the setting of place and culture in the poetry by D. Zawawi Imron as a Madurese writer and its potential for developing Madura tourism. The results of this study figure out that the inspiration for D. Zawawi Imron's poetry was Madura as his birthplace. In his poems also found the potential for cultural and natural tourism such as Kerapan Sapi and Saronen, as well as village circumstances, Kalianget, Sumenep, and some vocabulary that reflects Madurese characteristics such as Nira and siwalan. Hopefully, Literary Tourism will make a new contribution to multidisciplinary dynamics in applied literary studies.

Research on Spatial Form of Cultural Tourism Based on Big Data Resources Construction

Cultural space represents the spatial dimension of the human world, which is symmetrical with time, that is, cultural space must be extended and developed vertically through time. The spatial form of cultural tourism belongs to the concept of multi-scale. Relevant studies analyze the philosophical significance of the spatial form of cultural tourism and define it as the exclusive attribute of intangible cultural heritage. Use big data to actively interact with cultural tourism brands, optimize brand design, promote brand awareness and promote brand image communication. Improve the quality of tourism products through the cross-language big data platform of cultural tourism, and improve the awareness and recognition of tourism enterprises "going out"; As the most important spatial form, cultural field is the real scene of production, life and service in tourist destination, which embodies the social and cultural relationship between people and tourist landscape.

Development of Kampung Komet Ectourism with Application of Smart Tourism 4.0 in Punjul Village, Kediri District

Punjul village is one of the villages in the plosoklaten sub-district which is included as the outermost village of the sub-district. This village has a lot of natural potential because of its location close to Mount Kelud, the natural potential includes products from agriculture, plantations and animal husbandry. Starting from food to complete side dishes in Punjul Village. The results of his farm such as cows, goats, and chickens. While the highest yields from agriculture are rice and corn. Interestingly, agriculture in Punjul Village is not only for planting plants, but there is also a fish farm. One of the potential villages in Kediri Regency is famous for its ornamental fish such as tilapia, koi, and the most common is comet fish. In order to be better known by the people of Kediri and raise the economy of the residents, this village has a goal to establish a tourist village, the potential that will be appointed to be used as a branding for this village is "Comet fish". Through this program the UNESA BK PHP2D Team has the same goal, which is to help Punjul village to innovate in the ecotourism sector based on smart tourism in order to maximize the natural potential that exists to become a tourist village. In this program the PHP2D BK Unesa Team aims to carry out training related to the strategy for developing MSMEs based on ornamental fish cultivation as well as marketing which will be given to residents to understand more and can help the economy. Community needs include conducting initial surveys, socialization, mentoring, development, monitoring and evaluation. The results achieved are in the form of physical development, namely food courts, gazebos, fish therapy pools, and photo spots, as well as debriefing and training for the Punjul Village tourism awareness group (POKDARWIS) and promoting tourism branding through social media and websites.

Exploration of the Advantages of Tourism Branding in Bali, Indonesia

Purpose: This research tried to find a short-term solution by designing an itinerary model for Bali tourism destinations. This model was believed to be able to help travel entrepreneurs choose the tourism branding to take to their tourist destinations advantages.
 
 Theoretical framework: Destination quality and marketing in the marketing mix, there is a set of marketing tools known as the 4P mix, namely Product, Price, Place, and Promotion, whereas tourism marketing has several additional marketing tools that are broken down or developed from product elements such as attraction, accessibility, convenience, and ancillary, which hereinafter known as 4A + 3P mixture. So the tourism marketing mix includes 3P namely: Price, Place, and Promotion, and added 4A namely Attraction, Accessibility, Amenity, and Ancillary
 
 Design/methodology/approach: This study uses a desk research method by conducting studies and comparisons of several theories and secondary data from a couple of official reports then compared with the development of Bali tourism destinations. The Bali tourism destination consist of 8 regencies namely Badung, Gianyar, Bangli, Klungkung, Karangasem, Tabanan, Jembrana, and Buleleng, and 1 city that namely Denpasar.
 
 Findings: All regencies and cities in Bali, it can be explained that Bali Tourism has branding strength in nature, heritage, and culture. The provincial government must be able to make a joint consensus to determine development priority scales based on the advantages of each region, who is the center of tourism, and who is the supporter of tourism. more importantly, what is the ideal distribution system, and determines the composition of the allocation of tourism's contribution to regional development in the Province of Bali.
 
 Research, Practical & Social implications: All the tourist attractions in all regencies and cities in the Province of Bali, it seems that they have the same category, except for the City of Denpasar. As a result, a joint promotion program through the promotion of the Province of Bali, will be able to become a more effective, and efficient promotion program.
 
 Originality/value: The value of the study is finding the advantages of tourism branding in Bali can be determined in real-time.

ANALYSIS OF THE ROLE OF MARKETING PUBLIC RELATIONS IN THE QUEEN OF MALL APPLICATION IN CREATING BRAND AWARENESS ON SOCIAL MEDIA

Queen of Mall is a tourism brand engaged in the mall and retail sector. One of the ways Queen of Mall is doing this is by creating an application that contains information about retail and malls in Indonesia in one container. The purpose of this study is to explain and analyze the role of Queen of Mall's Marketing Public Relations in creating brand awareness through the presence of a Queen of Mall application on social media. This study uses several supporting concepts, namely Public Relations, Marketing Public Relations, brand awareness, and social media. The author also adds the theory of Integrated Marketing Communication (IMC). The author uses a qualitative approach and case study methods. The authors used data collected using in-depth interviews with five informants, observation, documentation, and literature study to get the study results. This study indicates that the role and activities of Marketing Public Relations are mainly carried out through publications through social media and halal certification programs, making the Queen of Mall application better known by malls, retailers, the government, and some people. The obstacles faced by Queen of Mall in carrying out its role are the lack of public knowledge of the Queen of Mall application and the inhibition of content from the mall and retail. Based on the results of this study, the role of Marketing Public Relations in the Queen of Mall application on social media should be intensified with the aim that malls, retail, tenants, government, and the public are more aware of the emergence of the Queen of Mall application through social media.

Heritage tourism brand experiences: The influence of emotions and emotional engagement

Despite growing research on the role of emotions in tourist experiences, there is limited research on how emotional engagement enhances the brand experience at tourist heritage sites, in particular when negative or mixed emotions are involved. The aim of the research is to explore how emotional engagement influences heritage tourism brand experiences (HTBEs). This study provides an understanding of the type of mixed emotions that are experienced by visitors during heritage tourism brand engagement and how their emotional engagement influences HTBEs. Data for this study came from 36 interviews conducted with visitors who participated in an HTBE – the Australian New Zealand Army Corps (ANZAC) Gallipoli; and supported by other data triangulation methods including photos, journals and memo analyses. Findings not only reveal several mixed emotions that influence the heritage brand experience but also uncover the factors (such as story-showing) that elicit these mixed emotions. The research makes an explicit theoretical contribution through a heritage tourist brand framework that explains the process of emotional engagement during heritage tourist brand experiences.

The Effect of Destination Brand Identity on Tourism Experience: The Case of the Pier-2 Art Center in Taiwan

This paper examines the tourism destination brand identity and brand experiences which can influence visitors’ intention to recommend. The study of the importance of destination brand identity and brand experiences in the context of Taiwan has shaped some important insights with the potential to enhance the attractiveness of cultural and creative sectors. In this study, this paper explores perceptions of destination brand identity (tourism brand perception and tourism brand self-concept) and brand experiences. The analysis draws upon data collected at the Pier-2 Art Center in Taiwan in 2019, using a self-administrated questionnaire survey. Both confirmatory factor analysis (CFA) and structural equation modeling (SEM) were applied. It has been found that the role of various constructs of a brand perception and a brand self-concept of the tourism brand identity during a visit to cultural and creative parks is on top of the list of concerns associated with visitors’ brand experience. An examination of the research comments concluded that the cultural and creative tourism sector about consumer demands and update the development of appropriate marketing strategies, thereby providing visitors to experience the brand characteristics within the creative arts sector.

Promoting Geotourism in Dunhuang UNESCO Global Geopark

Geoparks in China have always overlapped with many other tourism branding schemes. It is unclear whether people are familiar with the UNESCO Global Geopark (UGGp) label in a place in which many tourism brands and abundant resources exist. This article relies on data collected and interviews conducted in the Dunhuang UGGp to focus on tourists’ cognition, perception and satisfaction and to analyse their understanding of geotourism and participation in tourism activities. We suggest that the administration of Dunhuang UGGp change the schedule of tour routes, highlight geotourism, and foster the popularization of science and technology (PST) through activities within the geopark that support inquiry-based learning and facilitate geointerpretation and lively learning.

Destination branding through social media: juxtaposition of foreign influencer’s narratives and state’s presentation on the event of Pakistan Tourism Summit 2019

PurposeThe purpose of this study is to discern the underlying dimensions of destination branding and social media in the socio-geographical context of Pakistan. The study while selecting an event – Pakistan Tourism Summit 2019 – has explored the narratives of foreign social media influencers (SMIs). These narratives and content of tourism website of Pakistan have been comparatively analyzed to disentangle the voluntary and involuntary branding eventualities.Design/methodology/approachQualitative research strategy has been adopted. Using the interface of NVivo 12, thematic analysis on the narratives of foreign influencers and content of tourism website has been performed. Eventually, influencer’s videos and website’s content have been transcribed and integrated into inductive themes.FindingsThe findings implies that multiple halt points exist in tourism branding of Pakistan. Stigmatized image as a dangerous place for visitation, superficial/exaggerated branding by the influencers, colonial mindset to marginalize the domestic influencers, domestic branding through foreign influencers and veiled tourism potential are the various dimensions emerged during analysis phase.Research limitations/implicationsGiven the limitations of the qualitative research approach, the current study lacks statistical avenues of quantitative or mix-method studies. Selection of a single event and website further limits this study and calls for the necessity of future studies having wider units of data collection and other portals of social media.Practical implicationsFor policy makers, academia and supply sector, this study offers touchpoints to be emphasized in the strategic, legal and theoretical fronts of destination branding.Originality/valueDespite the hegemony of SMIs in destination branding, there is scarcity of research on the paybacks of such branding campaigns. This endeavor in response to this call, accentuated the destination branding via foreign social media activists regarding the tourism potential of Pakistan. Findings provides novel insights and branding ethos deemed necessary to be considered in destination branding strategies/campaigns.