Destination Branding An Analysis Of The Swedish Destination Image Representation And The Perception On The German Market

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Destination Branding: An Analysis of the Swedish Destination Image Representation and the Perception on the German Market

Author : Doreen Kupke
Publisher : GRIN Verlag
ISBN 13 : 3656677883
Total Pages : 160 pages
Book Rating : 4.6/5 (566 download)

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Book Synopsis Destination Branding: An Analysis of the Swedish Destination Image Representation and the Perception on the German Market by : Doreen Kupke

Download or read book Destination Branding: An Analysis of the Swedish Destination Image Representation and the Perception on the German Market written by Doreen Kupke and published by GRIN Verlag. This book was released on 2014-06-24 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2013 in the subject Tourism, grade: 1,0, University of Applied Sciences Heide, language: English, abstract: Destinations are one of the tourism industries biggest brands. Nowadays, travelers are overwhelmed with places, which fit in their holiday scheme. The tourism market is crowded by destinations and the outcome is the substitutability of places. (Pike, 2005) Destination branding is a way to differentiate a destination from its existing competitors. Branding a country is a complex and multilevel business. One of the core aspects in destination branding is to identify and differentiate a destination through to a positive destination image. The destination image is a crucial part in the travelers' decision making process and verifiable influence the tourist behavior. Therefore the destination image has become one of the major concepts in destination marketing. Special focus is given to the destination image theory, which is a major aspect in destination branding. (Echtner & Ritchie, 2003; Qu et al., 2011; Wang & Pizam, 2011) Just as product brands, destination brands are living entities. They have to be managed continuously and changed over time, to ensure a fit to environmental changes. (Wang & Pizam, 2011) Sweden has therefore developed a national branding and sales strategy for the tourism industry to implement until 2020 and fully launched in 2013. (Gaßmann, 2013) A part of this strategy is the creation of special themes to present a holistic Sweden image and destination brand. (Communication Guide, 2013) Among others, this strategy will be used to compare the presented and advertised Sweden image with the image perception on the German source market, to analyze compliance or incongruity. Germany is an interesting and important source market for the Swedish tourism industry. According to the research of the UNWTO, Germany is one of the biggest spenders in the tourism industry in 2011 (UNWTO, 2012). Based to the results from IBIS, the Swedish Border Survey about foreign visitors in Sweden, Germany hold the fourth place, after Norway, Finland and Denmark considering the amount of travelers to the country in 2011, with 1.796.016 visitors (IBIS, 2012). Taking this into account, presenting a positive, fitting and attractive country image has to be one of Sweden's main aims. [...]

Destination Marketing

Author : Steven Pike
Publisher : Routledge
ISBN 13 : 1317430921
Total Pages : 367 pages
Book Rating : 4.3/5 (174 download)

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Book Synopsis Destination Marketing by : Steven Pike

Download or read book Destination Marketing written by Steven Pike and published by Routledge. This book was released on 2015-12-14 with total page 367 pages. Available in PDF, EPUB and Kindle. Book excerpt: Destination Marketing offers the reader an integrated and comprehensive overview of the key challenges and constraints facing destination marketing organisations (DMOs) and how destination marketing can be planned, implemented and evaluated to achieve successful destination competitiveness. This new second edition has been revised and updated to include: new slimline 15-chapter structure new chapters on Destination Competitiveness and Technology new and updated case studies throughout, including emerging markets new content on social media marketing in destination marketing organisations and sustainable destination marketing additional online resources for lecturers and students including PowerPoint slides, quizzes and discussion questions. It is written in an engaging style and applies theory to a range of tourism destinations at the consumer, business, national and international level by using topical examples.

Strategic Marketing in Tourism Services

Author : Rodoula H. Tsiotsou
Publisher : Emerald Group Publishing
ISBN 13 : 1780520700
Total Pages : 418 pages
Book Rating : 4.7/5 (85 download)

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Book Synopsis Strategic Marketing in Tourism Services by : Rodoula H. Tsiotsou

Download or read book Strategic Marketing in Tourism Services written by Rodoula H. Tsiotsou and published by Emerald Group Publishing. This book was released on 2012-05-10 with total page 418 pages. Available in PDF, EPUB and Kindle. Book excerpt: Focuses on marketing strategies implemented in tourism services firms and includes a collection of papers related to specific marketing strategies. This title presents the application of specific marketing strategies such as experiential marketing, branding, target marketing, relationship marketing and e-marketing in tourism.

Destination Branding

Author : Nigel Morgan
Publisher : Routledge
ISBN 13 : 1136411100
Total Pages : 327 pages
Book Rating : 4.1/5 (364 download)

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Book Synopsis Destination Branding by : Nigel Morgan

Download or read book Destination Branding written by Nigel Morgan and published by Routledge. This book was released on 2007-06-07 with total page 327 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product. By focusing on a range of global case studies, Destination Branding demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time.

Credibility and perception of green branding in destinations. A case study of Switzerland

Author : Julia Weis
Publisher : GRIN Verlag
ISBN 13 : 3668555788
Total Pages : 115 pages
Book Rating : 4.6/5 (685 download)

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Book Synopsis Credibility and perception of green branding in destinations. A case study of Switzerland by : Julia Weis

Download or read book Credibility and perception of green branding in destinations. A case study of Switzerland written by Julia Weis and published by GRIN Verlag. This book was released on 2017-10-24 with total page 115 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2016 in the subject Tourism, grade: 1,5, Oxford Brookes University, language: English, abstract: Green marketing and branding is not a widely researched topic in a destination context. Therefore, this dissertation uses Switzerland and the new sustainable tourism campaign in 2017 as a case study to explore the field in terms of credibility and perception. The research is based on a document/website analysis, expert interviews and tourist questionnaires to explore and analyse opinions and views on the topic.

Connecting Brand Identity and Consumer-Based Brand Equity for Tourism Destinations

Author : Julian Michael Hodson
Publisher : Springer Nature
ISBN 13 : 3658330570
Total Pages : 376 pages
Book Rating : 4.6/5 (583 download)

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Book Synopsis Connecting Brand Identity and Consumer-Based Brand Equity for Tourism Destinations by : Julian Michael Hodson

Download or read book Connecting Brand Identity and Consumer-Based Brand Equity for Tourism Destinations written by Julian Michael Hodson and published by Springer Nature. This book was released on 2021-04-23 with total page 376 pages. Available in PDF, EPUB and Kindle. Book excerpt: The study proposes and empirically validates an integrated model of leisure visitors’ destination brand associations that can guide destination marketing and branding activities for both, the brand identity and the consumer-based brand equity (CBBE) perspective. A ten-phase empirical research design is established and data is collected from a sample of German leisure visitors to the Balearic Island of Mallorca, Spain. Structural equation modeling (SEM) provides empirical evidence of construct validity and reveals strong support for the validity of the proposed structural theory of leisure visitors’ destination brand associations. Results also demonstrate that the structural model possesses excellent levels of predictive power and validity. Importantly, the model performs very well in the overall prediction of consumers’ destination brand attitudes and loyalty.

The Branding of Tourist Destinations

Author : Mark Anthony Camilleri
Publisher : Emerald Group Publishing
ISBN 13 : 1787693732
Total Pages : 264 pages
Book Rating : 4.7/5 (876 download)

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Book Synopsis The Branding of Tourist Destinations by : Mark Anthony Camilleri

Download or read book The Branding of Tourist Destinations written by Mark Anthony Camilleri and published by Emerald Group Publishing. This book was released on 2018-12-04 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: The marketing of tourist destinations requires continuous strategic planning and decision making. This book provides researchers and practitioners with an in-depth understanding of different tourism products, marketing strategies and destination branding tactics, as well as useful insights into sustainable and responsible tourism practices.

Handbook on Tourism Destination Branding

Author :
Publisher : World Tourism Organization (Unwto)
ISBN 13 : 9789284413119
Total Pages : 0 pages
Book Rating : 4.4/5 (131 download)

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Book Synopsis Handbook on Tourism Destination Branding by :

Download or read book Handbook on Tourism Destination Branding written by and published by World Tourism Organization (Unwto). This book was released on 2009 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tourism has become one of the world's fastest growing economic sectors in recent years. Governments around the world are increasingly recognising the power of tourism to boost their nation's development and prosperity. As more tourism destinations emerge and competition for visitors becomes more intense, a destination's ability to project itself on the world stage and differentiate itself from others is ever more important. Recognising the value of successfully building and managing a destination's brand, the European Travel Commission (ETC) and World Tourism Organization (UNWTO) have commissioned this Handbook to provide a useful and practical guide for both marketing novices and experienced destination managers. The Handbook on Tourism Destination Branding provides a step-by-step guide to the branding process accompanied by strategies for brand management. Case studies are featured throughout the Handbook to illustrate the various concepts, present best practices from destinations around the world and provide fresh insight into destination branding. The Handbook concludes with a section on evaluating brand impact and a set of practical recommendations.

Tourism Branding

Author : Liping Cai
Publisher : Emerald Group Publishing
ISBN 13 : 1849507201
Total Pages : 306 pages
Book Rating : 4.8/5 (495 download)

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Book Synopsis Tourism Branding by : Liping Cai

Download or read book Tourism Branding written by Liping Cai and published by Emerald Group Publishing. This book was released on 2009-12-21 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: Academic studies have predominantly treated destination branding as a marketing phenomenon that happens to involve tourists as customers in a marketplace. This title attempts to free branding research and practice in tourism from the shackles of marketing that are dominated by the conventional approach of product, price, place, and promotion.

A Brand Identity for the Frisian Wadden Sea. Destination Branding on the Basis of Destination Image Analysis

Author : Stefanie Schmaus
Publisher : Ibidem Press
ISBN 13 : 9783838204901
Total Pages : 126 pages
Book Rating : 4.2/5 (49 download)

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Book Synopsis A Brand Identity for the Frisian Wadden Sea. Destination Branding on the Basis of Destination Image Analysis by : Stefanie Schmaus

Download or read book A Brand Identity for the Frisian Wadden Sea. Destination Branding on the Basis of Destination Image Analysis written by Stefanie Schmaus and published by Ibidem Press. This book was released on 2013-04 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's globalized world, leisure tourism is an important economic factor for many regions and the number of travelers increases every year. Since the destination market in an increasingly internationalized world offers a plentitude of options and competition is high, travellers can choose from a wide range of places to visit, while at the same time destination selection has become an important lifestyle indicator, reflecting the visitors' motivations and self-image. The challenge every destination faces is to convince potential tourists that the experience at the destination will satisfy their motivations and provide them with the benefits sought. Thus, there is a need to credibly communicate what the destination stands for. This can be achieved through branding. How a destination is perceived by non-visitors and actual tourists constitutes an important indicator for its marketing strategy and brand building. Stefanie Schmaus has investigated the potential for the development of a destination brand identity for the Frisian Wadden Sea on the basis of the destination image held by its most important international source market. She conducted a survey revealing cognitive, affective, and unique image dimensions among actual and potential visitors from Germany. The results were subsequently translated into the brand values and essence of the future brand identity, thus creating a unique selling proposition (USP) for the destination. Schmaus' study not only addresses regional destination management organizations and other tourism suppliers in the destination, but also comprises valuable insights for tourism planners and promoters by combining academic theory on image analysis and branding with its implementation in the tourism industry.

Developing a Destination Branding Framework for Tourism Development in Zimbabwe

Author : Kumbirai Mirimi
Publisher : GRIN Verlag
ISBN 13 : 3668616604
Total Pages : 150 pages
Book Rating : 4.6/5 (686 download)

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Book Synopsis Developing a Destination Branding Framework for Tourism Development in Zimbabwe by : Kumbirai Mirimi

Download or read book Developing a Destination Branding Framework for Tourism Development in Zimbabwe written by Kumbirai Mirimi and published by GRIN Verlag. This book was released on 2018-01-19 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2016 in the subject Tourism, grade: 2.1, , course: Tourism Management, language: English, abstract: It is widely agreed that the recent history of economic crisis in Zimbabwe had negative effects on tourism in the country. Soon after a decade of political and economic instability, Zimbabwe is faced with several challenges to position the destination in an increasingly competitive global marketplace and to create a unique identity to differentiate itself from competitors. Thus destination branding can be a strategic marketing component with considerable importance in promoting the discovery of the country severely impacted by a volatile economic and political environment. This study sought to develop a destination branding framework for tourism development in Zimbabwe based on stakeholders’ perspectives. The underpinning objectives were, to determine the nature of Zimbabwe’s tourism destination brand, to establish the tourism destination branding process in Zimbabwe, to identify the benefits of destination branding for tourism stakeholders in Zimbabwe, to identify the development preferences about destination branding in Zimbabwe and to determine the destination branding support strategies for tourism development in Zimbabwe. A positivist philosophy was adopted for the study with a quantitative approach. The study made use of a cross-sectional survey design with a sample of 417 randomly selected tourism stakeholders. Data were analysed in SPSS with AMOS for structural equation modelling. Major findings indicate that, the nature of a tourism brand, destination branding process and branding benefits have a positive influence on stakeholder preferences about destination branding. Ultimately stakeholder preferences about destination branding have a positive influence on support strategies for destination branding. A framework was proposed basing on these findings. This framework may contribute to creating and integrating a value added destination brand to enhance tourism development in Zimbabwe. More importantly, the research findings may help Destination Management Organisations, tourism planners and policy-makers to understand what tourism stakeholders prefer in developing the country’s brand and to plan and implement sound destination branding strategies.

Where are the Danish Tourists? - An Explorative Study of Destination Image and Target Group Awareness

Author : Peggy Huth
Publisher : GRIN Verlag
ISBN 13 : 3640223667
Total Pages : 126 pages
Book Rating : 4.6/5 (42 download)

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Book Synopsis Where are the Danish Tourists? - An Explorative Study of Destination Image and Target Group Awareness by : Peggy Huth

Download or read book Where are the Danish Tourists? - An Explorative Study of Destination Image and Target Group Awareness written by Peggy Huth and published by GRIN Verlag. This book was released on 2008-12 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2008 in the subject Tourism - Miscellaneous, grade: 2, University of Aalborg, language: English, abstract: In 2007, the biggest sea side resort of Mecklenburg Western Pomerania, the town of Kühlungsborn, welcomed circa 209 Danish visitors. Between January and April 2008, the number of Danish visitors had already doubled the above stated number. Consequently, this was attributed to the direct marketing activities of the destination's private tourism businesses on the Danish target market and had resulted in a sudden increase of bookings from potential Danish guests. Thus, this thesis takes its point of departure in the existence of an observable phenomenon of the tourism industry of Mecklenburg Western Pomerania (MV), namely the very low density and almost absence of Danish tourists at the MV Baltic coastline, although they present a highly profitable and potential target group. The main objective of the present thesis is the demonstration of an explorative insight view into the existing level of perceived destination image and awareness of Danish tourists in regard to their potential holiday destination at the Baltic coastline of Mecklenburg Western Pomerania (MV), in order to emphasise the enormous potential of the Danish target market for the tourist destinations at the MV coastline. Additionally, the lack of target group awareness by the MV destination marketeers will be demonstrated, as, presently, this potential seems to be rarely recognised and in particular, not fully utilised. The theoretical frameworks used in order to analyse the above stated phenomenon will derive from destination marketing theories and theories of destination image formation as well as destination brand image, also in a local and international context. Additionally, theories of general tourist behaviour and particularly the importance of target group awareness by destination marketeers will be discussed in the tourism context of the MV coastline. Following t

Destination Brands

Author : Nigel Morgan
Publisher : Routledge
ISBN 13 : 1136346635
Total Pages : 370 pages
Book Rating : 4.1/5 (363 download)

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Book Synopsis Destination Brands by : Nigel Morgan

Download or read book Destination Brands written by Nigel Morgan and published by Routledge. This book was released on 2012-05-23 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists. It asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts and challenges. It tackles how place perceptions are formed, how cities, regions and countries can enhance their reputations as creative, competitive destinations, and the link between competitive identity and strategic tourism policy making.

Destination Image - Do Berlin ́s tourist authorities have to consider cultural segmentation when developing marketing strategies relating to the place ́s image in an era that refers to the global tourist?

Download Destination Image - Do Berlin ́s tourist authorities have to consider cultural segmentation when developing marketing strategies relating to the place ́s image in an era that refers to the global tourist? PDF Online Free

Author : Wassim El Kadhi
Publisher : diplom.de
ISBN 13 : 383662057X
Total Pages : 163 pages
Book Rating : 4.8/5 (366 download)

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Book Synopsis Destination Image - Do Berlin ́s tourist authorities have to consider cultural segmentation when developing marketing strategies relating to the place ́s image in an era that refers to the global tourist? by : Wassim El Kadhi

Download or read book Destination Image - Do Berlin ́s tourist authorities have to consider cultural segmentation when developing marketing strategies relating to the place ́s image in an era that refers to the global tourist? written by Wassim El Kadhi and published by diplom.de. This book was released on 2008-10-13 with total page 163 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Abstract: Destination image is considered as the key in attracting tourists. This thesis purported to scrutinise whether Berlin s tourist authorities have to consider cultural segmentation when developing marketing strategies relating to the place s image. As an exploratory study, it examined Berlin s image among youths from Arab-Islamic and Protestant European countries and confronted them. In an era that is subjected to globalisation and refers to the global tourist, it is vindicated to pose this question. Various scholars are convinced that the world tourism market may be treated as a homogenous one due to globalisation. However, the literature also provides some opposing bearings and discusses them. It further gives some background information on Berlin as a tourist destination, addresses destination image concerning influential cultural factors and the implications of globalisation on consumer behaviour. Finally, it studies the Arab-Islamic and Protestant European youth cultures in the light of globalisation and possible modifying effects. In response to the objectives of this study, primary research was conducted. It involved both quantitative and qualitative data collection methods. Field and online surveys enabled the researcher to collect 239 completed questionnaires (103 Arab-Islamic and 136 Protestant European youths). Besides semi-structured interviews and focus group discussions were carried out at EF Language School, Bournemouth. Following the completion of the survey, obtained data was entered into SPSS. Frequencies and means were calculated for each variable and several ANOVA tests and cross-tabulations conducted in order to stress destination image s specificity in terms of cultural background. Research findings revealed significant differences between the groups regarding their perception of Berlin. Arab-Islamic youths had a more negative stance towards Berlin than their counterparts. Not only did divergences occur between the groups, but also within the groups. Thus, destination image is culture-specific and may also vary across countries sharing similar cultural backgrounds. Overall, despite the effects of globalisation, cultural market segmentation still remains a vital element for a tourist place such as Berlin where the image management is concerned. The thesis provides recommendations for Berlin congruent with the outcomes and concludes with the provision of recommendations for further [...]

Where are the Danish tourists? - An explorative study of destination image and target group awareness

Author : Peggy Huth
Publisher : GRIN Verlag
ISBN 13 : 3640221842
Total Pages : 118 pages
Book Rating : 4.6/5 (42 download)

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Book Synopsis Where are the Danish tourists? - An explorative study of destination image and target group awareness by : Peggy Huth

Download or read book Where are the Danish tourists? - An explorative study of destination image and target group awareness written by Peggy Huth and published by GRIN Verlag. This book was released on 2008-12-02 with total page 118 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2008 in the subject Tourism, grade: 2, University of Aalborg, 44 entries in the bibliography, language: English, abstract: In 2007, the biggest sea side resort of Mecklenburg Western Pomerania, the town of Kühlungsborn, welcomed circa 209 Danish visitors. Between January and April 2008, the number of Danish visitors had already doubled the above stated number. Consequently, this was attributed to the direct marketing activities of the destination’s private tourism businesses on the Danish target market and had resulted in a sudden increase of bookings from potential Danish guests. Thus, this thesis takes its point of departure in the existence of an observable phenomenon of the tourism industry of Mecklenburg Western Pomerania (MV),namely the very low density and almost absence of Danish tourists at the MV Baltic coastline, although they present a highly profitable and potential target group. The main objective of the present thesis is the demonstration of an explorative insight view into the existing level of perceived destination image and awareness of Danish tourists in regard to their potential holiday destination at the Baltic coastline of Mecklenburg Western Pomerania (MV), in order to emphasise the enormous potential of the Danish target market for the tourist destinations at the MV coastline. Additionally, the lack of target group awareness by the MV destination marketeers will be demonstrated, as, presently, this potential seems to be rarely recognised and in particular, not fully utilised. The theoretical frameworks used in order to analyse the above stated phenomenon will derive from destination marketing theories and theories of destination image formation as well as destination brand image, also in a local and international context. Additionally, theories of general tourist behaviour and particularly the importance of target group awareness by destination marketeers will be discussed in the tourism context of the MV coastline. Following the theoretical considerations, a recent situation analysis of the MV tourism industry will be provided. The main problems of MV regarding its position on the international tourism market will be discussed including the crucial demand for the development of an international image and brand.

Destination Branding

Author : Nigel Morgan
Publisher : Routledge
ISBN 13 : 1136411097
Total Pages : 336 pages
Book Rating : 4.1/5 (364 download)

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Book Synopsis Destination Branding by : Nigel Morgan

Download or read book Destination Branding written by Nigel Morgan and published by Routledge. This book was released on 2007-06-07 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product. By focusing on a range of global case studies, Destination Branding demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time.

How to Brand Nations, Cities and Destinations

Author : T. Moilanen
Publisher : Springer
ISBN 13 : 0230584594
Total Pages : 202 pages
Book Rating : 4.2/5 (35 download)

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Book Synopsis How to Brand Nations, Cities and Destinations by : T. Moilanen

Download or read book How to Brand Nations, Cities and Destinations written by T. Moilanen and published by Springer. This book was released on 2008-12-14 with total page 202 pages. Available in PDF, EPUB and Kindle. Book excerpt: Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.