Destination Branding An Analysis Of The Swedish Destination Image Representation And The Perception On The German Market
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| Author | : Doreen Kupke |
| Publisher | : GRIN Verlag |
| Total Pages | : 163 |
| Release | : 2014-06-24 |
| Genre | : Travel |
| ISBN | : 3656677883 |
Master's Thesis from the year 2013 in the subject Tourism - Miscellaneous, 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. [...]
| Author | : Steven Pike |
| Publisher | : Routledge |
| Total Pages | : 367 |
| Release | : 2015-12-14 |
| Genre | : Business & Economics |
| ISBN | : 1317430921 |
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.
| Author | : Nigel Morgan |
| Publisher | : Routledge |
| Total Pages | : 328 |
| Release | : 2007-06-07 |
| Genre | : Business & Economics |
| ISBN | : 1136411097 |
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.
| Author | : Rodoula H. Tsiotsou |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 418 |
| Release | : 2012-05-10 |
| Genre | : Business & Economics |
| ISBN | : 1780520700 |
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.
| Author | : Nigel Morgan |
| Publisher | : Routledge |
| Total Pages | : 394 |
| Release | : 2012-05-23 |
| Genre | : Business & Economics |
| ISBN | : 1136346627 |
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.
| Author | : |
| Publisher | : World Tourism Organization (Unwto) |
| Total Pages | : 0 |
| Release | : 2009 |
| Genre | : Business & Economics |
| ISBN | : 9789284413119 |
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.
| Author | : T. Moilanen |
| Publisher | : Springer |
| Total Pages | : 212 |
| Release | : 2008-12-14 |
| Genre | : Business & Economics |
| ISBN | : 0230584594 |
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.
| Author | : Youcheng Wang |
| Publisher | : CABI |
| Total Pages | : 380 |
| Release | : 2011 |
| Genre | : Business & Economics |
| ISBN | : 1845937627 |
This book offers a comprehensive understanding of the concept and scope of the tourism industry in general and of destination marketing and management in particular. Taking an integrated and comprehensive approach, it focuses on both the macro and micro aspects of destination marketing and management. The book consists of 27 chapters presented in seven parts with the following themes: concept, scope and structure of destination marketing and management, destination planning and policy, consumer decision-making processes, destination marketing research, destination branding and positioning, destination product development and distribution, the role of emerging technologies in destination marketing, destination stakeholder management, destination safety, disaster and crisis management, destination competitiveness and sustainability, and challenges and opportunities for destination marketing and management.
| Author | : Liping Cai |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 306 |
| Release | : 2009-12-21 |
| Genre | : Business & Economics |
| ISBN | : 184950721X |
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.
| Author | : Leo P. Chall |
| Publisher | : |
| Total Pages | : 900 |
| Release | : 1993 |
| Genre | : Sociology |
| ISBN | : |
CSA Sociological Abstracts abstracts and indexes the international literature in sociology and related disciplines in the social and behavioral sciences. The database provides abstracts of journal articles and citations to book reviews drawn from over 1,800+ serials publications, and also provides abstracts of books, book chapters, dissertations, and conference papers.
