The Importance of Branding on Tourism Destination Image

• 발행기관: 세계문화관광학회
• 저자명: Marzieh Khanmohammadi
• 간행물 정보: 『Conference Proceedings』11th International Joint World Cultural Tourism Conference 2010, 375~385쪽, 전체 11쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.11.30

영문 초록

The tourism industry generates many jobs which in they turn generate revenue for the destinations. But in order to take part of this revenue, destinations must first attract the tourists. This is done with destination branding and destination imaging which means that the image and the brand of a destination are playing a significant role. 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. As tourism destinations become more substitutable due to increasing competition in global tourism markets, destination personality and positive image which is seen as an important factor for building destination brands and crafting a unique identity for tourism places. The study aims to discuss the following objectives:  Reviewing the literature of branding destinations and related concepts;  The advantages of branding the city as a destination as a means of promoting the city‘s features and benefits by giving an example of successful destinations in branding management process.  The elements of brand identity and branding destination management.  The role of destination image on tourism industry and tourists behaviour;  The importance of creating branding in distorted destination like Iran for removing and changing the negative image of visitors; The result of the study shows that the real competition between tourism destinations based on intangible tourism services such as providing tourists expectation, security ,satisfaction and positive image which happens by branding the destination image as a safe and hospitable location. Besides, branding is at the very heart of marketing strategy, and so the purpose of all destination marketing activity must be to enhance the value of the brand. Therefore, brandig with long time marketing process is essential for enhancing destination image among visitors and assists DMOs in measuring achievements. So branding strategies finalized to growth the competitive of the tourist destinations image.

목차

Abstract

INTRODUCTION

Branding

Brand identity

The importance of branding to tourism

Destination brand

Destination Brand management

Destination Image

The examples of branding in some destinations

The need for branding in Iran‘s tourism destination image

Conclusion

References

키워드

branding destination management destination image marketing Iran