Destination Branding Identity from the Stakeholders’ Perspectives
DOI:
https://doi.org/10.11113/ijbes.v1.n1.58Abstract
In order to establish a strong destination branding, understanding the process of image in positioning the destination is crucial. Arguably, a brand identity for a tourist destination that makes up a name is often captured from the user point of view. However, little was understood as to how the stakeholders perceived image-making, and later, the branding of destination and their influence. In this context, brand identity through projection of Destination Management Organizations (DMOs), significantly contribute towards existing image. In other words, they are forcing the creation of branding using the vision of how the market and segmentation should perceive a brand. The question that may rise is how this branding process is truly acting as a catalyst of a production towards desirable destination. This paper addresses the following issues; (1) Stakeholders’ involvement particularly local community in tourism development and planning (2) previous studies in destination branding (3) the relationships between destination identity and destination brand. This paper also highlights the existing gaps in understanding destination identity from the stakeholders’ perspectives to the branding strategy. It also suggests the future studies.References
Aaker, D. A. (1991). Managing brand equity. New York: Free Press.
Aaker, D. A. (1996). Building strong brands. New York: Free Press.
Blain, C., Levy, & Ritchie, J. R. B. (2005). Destination Branding: Insights and Practices from Destination Management Organizations. Journal of Travel Research. doi:10.1177/0047287505274646
Bregoli, I. (2012). Effects of DMO Coordination on Destination Brand Identity: A Mixed-Method Study on the City of Edinburgh. Journal of Travel Research, 52
(2), 212–224. doi:10.1177/0047287512461566
Burmann, C., Hegner, S., & Riley, N. (2009). Towards an identity-based branding. Marketing Theory. doi:10.1177/1470593108100065
Cai, L. a. (2002). Cooperative branding for rural destinations. Annals of Tourism Research, 29(3), 720–742. doi:10.1016/S0160-7383(01)00080-9
Campelo, a., Aitken, R., Thyne, M., & Gnoth, J. (2013). Sense of Place: The Importance for Destination Branding. Journal of Travel Research, 53(2), 154–166. doi:10.1177/0047287513496474
Choo, H., Park, S.-Y., & Petrick, J. F. (2011). The Influence of the Resident’s Identification with a Tourism Destination Brand on Their Behavior. Journal of Hospitality Marketing & Management, 20(2), 198–216. doi:10.1080/19368623.2011.536079
García, J. a., Gómez, M., & Molina, A. (2012). A destination-branding model: An empirical analysis based on stakeholders. Tourism Management, 33(3), 646–661. doi:10.1016/j.tourman.2011.07.006
Kavaratzis, M., & Hatch, M. J. (2013). The dynamics of place brands: An identity-based approach to place branding theory. Marketing Theory, 13, 69–86. doi:10.1177/1470593112467268
Kim, S., & Lehto, X. Y. (2012). Projected and Perceived Destination Brand Personalities: The Case of South Korea. Journal of Travel Research, 52(1), 117–130. doi:10.1177/0047287512457259
Kneesel, E., Baloglu, S., & Millar, M. (2009). Gaming Destination Images: Implications for Branding. Journal of Travel Research, 49(1), 68–78. doi:10.1177/0047287509336474
Konecnik, M., & Go, F. (2008). Tourism destination brand identity: The case of Slovenia. Journal of Brand Management, 15(3), 177–189. doi:10.1057/palgrave.bm.2550114
Lin, Y.-C., Pearson, T. E., & Cai, L. a. (2010). Food as a form of destination identity: A tourism destination brand perspective. Tourism and Hospitality Research, 11(1), 30–48. doi:10.1057/thr.2010.22
Mak, A. K. Y. (2011). An identity-centered approach to place branding: Case of industry partners’ evaluation of Iowa's destination image. Journal of Brand Management. doi:10.1057/bm.2010.56
Marzano, G., & Scott, N. (2009). POWER IN DESTINATION BRANDING. Annals of Tourism Research, 36, 247–267. doi:10.1016/j.annals.2009.01.004
Morgan, N. J., Pritchard, a., & Piggott, R. (2003). Destination branding and the role of the stakeholders: The case of New Zealand. Journal of Vacation Marketing, 9(3), 285–299. doi:10.1177/135676670300900307
Pike, S. (2007). Consumer-Based Brand Equity for Destinations Consumer-Based Brand Equity for Destinations : Practical DMO Performance Measures, (November 2013), 37–41. doi:10.1300/J073v22n01
Pike, S. (2012). Destination positioning opportunities using personal values: Elicited through the Repertory Test with Laddering Analysis. Tourism Management, 33(1), 100–107. doi:10.1016/j.tourman.2011.02.008
Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32, 465–476. doi:10.1016/j.tourman.2010.03.014
Tasci, a. D. a., & Gartner, W. C. (2007). Destination Image and Its Functional Relationships. Journal of Travel Research, 45(4), 413–425. doi:10.1177/0047287507299569
Tasci, A. D. A., & Gartner, W. C. (2007). Destination Image and Its Functional Relationships. Journal of Travel Research. doi:10.1177/0047287507299569
Tasci, A. D. A., & Gartner, W. C. (2009). A PRACTICAL FRAMEWORK FOR DESTINATION BRANDING. In Bridging Tourism Theory and Practice (Volume 1., Vol. 1, pp. 149–158). Emerald Group. doi:10.1108/S2042-1443(2009)0000001013
Tasci, A., & Kozac, M. (2006). Destination brands vs destination images: Do weknow what we mean? Journal of Vacation Marketing, 12(4), 299–317. doi:10.1177/1356766706067603
Wheeler, F., Frost, W., & Weiler, B. (2011a). Destination Brand Identity, Values, and Community: A Case Study From Rural Victoria, Australia. Journal of Travel & Tourism Marketing, 28(1), 13–26. doi:10.1080/10548408.2011.535441
Wheeler, F., Frost, W., & Weiler, B. (2011b). Destination Brand Identity, Values, and Community: A Case Study From Rural Victoria, Australia. Journal of Travel & Tourism Marketing, 28(1), 13–26. doi:10.1080/10548408.2011.535441
Zouganeli, S., Trihas, N., Antonaki, M., & Kladou, S. (2012). Aspects of Sustainability in the Destination Branding Process: A Bottom-up Approach. Journal of Hospitality Marketing & Management. doi:10.1080/19368623.2012.624299
Downloads
Published
How to Cite
Issue
Section
License
Copyright of articles that appear in International Journal of Built Environment and Sustainability belongs exclusively to Penerbit Universiti Teknologi Malaysia (Penerbit UTM Press). This copyright covers the rights to reproduce the article, including reprints, electronic reproductions or any other reproductions of similar nature.
Authors who publish with this journal agree to the following terms:
- This Journal applies Creative Commons Licenses of CC-BY-NC-SA
- Authors retain copyright and grant the journal right of publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
