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

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

Author: Doreen Kupke

Publisher: GRIN Verlag

Published: 2014-06-24

Total Pages: 163

ISBN-13: 3656677883

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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. [...]


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 163 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. [...]

Destination Marketing

Destination Marketing

Author: Steven Pike

Publisher: Routledge

Published: 2015-12-14

Total Pages: 367

ISBN-13: 1317430921

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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.


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

Strategic Marketing in Tourism Services

Author: Rodoula H. Tsiotsou

Publisher: Emerald Group Publishing

Published: 2012-05-10

Total Pages: 418

ISBN-13: 1780520700

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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.


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.

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

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

Author: Julia Weis

Publisher: GRIN Verlag

Published: 2017-10-24

Total Pages: 115

ISBN-13: 3668555788

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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.


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

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

Author: Julian Michael Hodson

Publisher: Springer Nature

Published: 2021-04-23

Total Pages: 376

ISBN-13: 3658330570

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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.


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.

Destination Branding

Destination Branding

Author: Nigel Morgan

Publisher: Routledge

Published: 2007-06-07

Total Pages: 328

ISBN-13: 1136411097

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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.


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 328 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.

Handbook on Tourism Destination Branding

Handbook on Tourism Destination Branding

Author:

Publisher: World Tourism Organization (Unwto)

Published: 2009

Total Pages: 0

ISBN-13: 9789284413119

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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.


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.

The Branding of Tourist Destinations

The Branding of Tourist Destinations

Author: Mark Anthony Camilleri

Publisher: Emerald Group Publishing

Published: 2018-12-04

Total Pages: 264

ISBN-13: 1787693732

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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.


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.

Tourism Branding

Tourism Branding

Author: Liping Cai

Publisher: Emerald Group Publishing

Published: 2009-12-21

Total Pages: 312

ISBN-13: 184950721X

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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.


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 312 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.

Destination Brands

Destination Brands

Author: Nigel Morgan

Publisher: Routledge

Published: 2012-05-23

Total Pages: 393

ISBN-13: 1136346635

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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.


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 393 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.