Destination Branding

Destination Brand Effectiveness: An analysis of 10 years of research

by Antonios Giannopoulos

Kladou, S., Giannopoulos, A.A., Mavragani, E.P., and Chytiri, Alexandra-Paraskevi (working paper to be submitted for review)

Destination branding is a relatively new field in the tourism marketing discipline. The study seeks to provide a... more Destination branding is a relatively new field in the tourism marketing discipline. The study seeks to provide a review in the developments in destination brand effectiveness literature published since 2001. A multi-source search resulted in the identification of 43 relevant papers. Content analysis using multiple classifier variables was conducted providing further insights into specific conceptual and methodological aspects. Conclusions drawn from descriptive analysis pertain to the multidimensional character of the construct, the methodology and context in which destination brand effectiveness has been developed. Through an iterative search, destination branding effectiveness appears as a rapidly conceived concept, borrowed from the traditional branding theory, while the discussion on its definition and operationalization is still in progress and has yet to mature in a multi-disciplinary context. Finally, research outcomes offer DMOs a better understanding on how they should use them in order to evaluate the effectiveness of their destination brand efforts.

Destination Branding: Qualitative Insights from the Hotel Industry

by Antonios Giannopoulos

Piha L.P., Giannopoulos, A.A., and Avlonitis, G.J. (working paper to be submitted for review)

Destination branding has lately been introduced in the marketing literature based on terms and notions from... more Destination branding has lately been introduced in the marketing literature based on terms and notions from traditional branding theory. Given the current status of relevant research, scholarly works reflect little effort to develop a framework that embodies all prerequisites that a destination should satisfy in order to build and maintain a successful brand over time. The authors synthesize previous knowledge on the subject and provide a foundation for future research by presenting a coherent branding strategy framework for destinations. To accomplish their purpose, they draw on the occasional writings on the subject over the last 15 years, work in related disciplines, and 37 in-depth interviews with key-informants in the hotel industry. Key findings are outlined and research implications are finally addressed to both the private and public sector in the tourism industry.

Podcasting and Tourism: An Exploratory Study of Types, Approaches and Content

by Alan A. Lew

Research note with Philip Feifan Xie (2008) In " Information Technology & Tourism" 10: 173-180 (pre-publication version)

This research note explores the current issue of using podcasting as a resource for tourismmarketing. It investigates... more This research note explores the current issue of using podcasting as a resource for tourismmarketing. It investigates the websites of Convention and Visitors Bureaus (CVB) in US cities for the use of podcasting to promote tourism. The findings show that only five CVBs currently use the technology of podcasting and the application is varied in form, approach and content. Many more travel and destination podcasts exist separate from CVB sponsorship. The conclusions suggest that podcasting will become an important marketing tool for tourist destinations and merits study by tourism researchers and practitioners.

Keywords: podcast, iPod, tourism, marketing, convention and visitors bureaus

Do brands really add value to real estate developments? (II)

by Alvaro HIDALGO

Branded Residences, Branding Tourism facilities & Condominiums Branded Residences, Branding Tourism facilities & Condominiums

Do brands really add value to real estate developments and travel destinations? ( and III)

by Alvaro HIDALGO

Critical analysis of the Branded Residences concept Critical analysis of the Branded Residences concept

7 words and a logo: Does a brand shape a destination?

by Alvaro HIDALGO

Branding Tourism destinations Branding Tourism destinations

How Luxury & Tourism transform economic unsettlement into steady growth

by Alvaro HIDALGO

Luxury, Tourism & Economic growth Luxury, Tourism & Economic growth

If Small is Beautiful.....Exclusive beats it.

by Alvaro HIDALGO

Luxury as a factor to set carrying capacity .TALC Luxury as a factor to set carrying capacity .TALC

Why Luxury brands aim non-core sectors?

by Alvaro HIDALGO

Extension of Luxury brands to Tourism facilities Extension of Luxury brands to Tourism facilities

Luxury, Sports and Developments

by Alvaro HIDALGO

Luxury, Sports and Residential Tourism Developments Luxury, Sports and Residential Tourism Developments

An Analysis on International Tourists' Perceptions towards Destination Branding:“Visit Indonesia 2008” Marketing Campaign

by Fanggy Sumaco

Destinations’ guide to Industrial Tourism

by Niels C. Nielsen

A review of  INDUSTRIAL TOURISM, Opportunities for City and Enterprise. Alexander H.J. Otgaar, Leo van den Berg, Christian Berger and Rachel Xiang Feng (Eds.) Ashgate, Farnham, 2010. ISBN: 978-1-4094-0220-6.
Manuscript accepted by Tourism Geographies

Industrial tourism, or travel to a certain location or destination with the specific purpose of visiting active or... more Industrial tourism, or travel to a certain location or destination with the specific purpose of visiting active or historical production facilities has a place within urban tourism, incorporating elements of cultural and learning tourism as well as business and conference travel and MICE activities. Alternatively it can be viewed as a subset of both. In this book, the focus is clearly on company tours.  If visits to factory outlets are included in industrial tourism, there is clearly a big overlap with shopping tourism.
The book is the result of an international study, comparing six cases: Wolfsburg (Germany), Cologne (Germany), Pays de la Loire (France), Turin (Italy), Shanghai (China) and Rotterdam (Netherlands). The study was carried out by the European Institute for Comparative Urban Research, with assistance from local experts, except for the case of Cologne, but in all cases involving local discussion partners (informants).

Pike, S. (2012). Destination positioning opportunities using personal values elicited through the Repertory Test and Laddering Analysis. Tourism Management. 33(1): 100-107

by Steven Pike

While in many travel situations there is an almost limitless range of available destinations, travellers will usually... more While in many travel situations there is an almost limitless range of available destinations, travellers will usually only actively consider two to six in their decision set. One of the greatest challenges facing destination marketers is positioning their destination, against the myriad of competing places that offer similar features, into consumer decision sets. Since positioning requires a narrow focus, marketing communications must present a succinct and meaningful proposition, the selection of which is often problematic for destination marketing organisations (DMO), which deal with a diverse and often eclectic range of attributes in addition to self-interested and demanding stakeholders who have interests in different market segments. This paper reports the application of two qualitative techniques used to explore the range of cognitive attributes, consequences and personal values that represent potential positioning opportunities in the context of short break holidays. The Repertory Test is an effective technique for understanding the salient attributes used by a traveller to differentiate destinations, and Laddering analysis enables the researcher to explore the smaller set of consequences and personal values guiding such decision making. A key finding of the research was that while individuals might vary in their repertoire of salient attributes, there was a commonality of shared consequences and values. This has important implications for DMOs, since a brand positioning theme that is based on a value will subsume multiple and diverse attributes. It is posited that such a theme will appeal to a broader range of travellers, as well as appease a greater number of destination stakeholders, than would an attribute-based theme.

Pike, S. (2007). Repertory grid analysis in group setting to elicit salient destination brand attributes. Current Issues in Tourism. 10(4): 378-392.

by Steven Pike

Pike, S. (2008). Five limitations of destination brand image measurement. Tourism Recreation Research. 33(3): 361-363.

by Steven Pike

One of the most popular topics in the tourism literature in the past 30 years has been destination image measurement.... more One of the most popular topics in the tourism literature in the past 30 years has been destination image measurement. The purpose of this paper is to enhance understanding of potential limitations inherent in the development of tourism destination brand image questionnaires. A review of 262 studies published between 1973 and 2007 was undertaken to identify key characteristics of the measurement approaches used, for which structured questionnaires were by far the most common method. One of the outcomes of the review was the identification of five key limitations of the structured questionnaires. Rationale for consideration of these by marketing researchers is offered. The paper will be of interest to tourism practitioners and marketing researchers with a vested interest in the marketing of a destination, as well as research students and supervising academics interested in destination branding and marketing.

Pike, S., & Scott, N. (2009). Destination brand equity among the host community - a potential source of competitive advantage for DMOs: the case of Brisbane, Australia. Acta Turistica. 21(2): 160-183.

by Steven Pike

Since the emergence of the destination branding literature in 1998, there have been few studies related to performance... more Since the emergence of the destination branding literature in 1998, there have been few studies related to performance measurement of destination brand campaigns. There has also been little interest to date in researching the extent to which a destination brand represents the host community’s sense of place. Given that local residents represent a key stakeholder group for the destination marketing organisation (DMO), research is required to examine the extent to which marketing communications have been effective in enhancing engagement with the brand, and inducing a brand image that is congruent with the brand identity. Motivated by conceptual and practical aims, this paper reports the trial of a hierarchy of consumer-based brand equity (CBBE) for a destination, from the perspective of residents as active participants of local tourism. It is proposed that a strong level of CBBE among the host community represents a source of comparative advantage for a destination which the DMO could proactively develop into a competitive advantage.

Pike, S., Bianchi, C., Kerr, G., & Patti, C. (2010). Consumer-based brand equity for Australia as a long haul destination in an emerging market. International Marketing Review. 27(4): 434-449.

by Steven Pike

Although the branding literature emerged during the 1940s, research relating to tourism destination branding has only... more Although the branding literature emerged during the 1940s, research relating to tourism destination branding has only gained momentum since the late 1990s. There remains a lack of theory in particular that addresses the measurement of the effectiveness of destination branding over time. The purpose of the research was to test the effectiveness of a model of consumer-based brand equity (CBBE) for a country destination.
A model of consumer-based brand equity was adapted from the marketing literature and applied to a nation context. The model was tested by using structural equation modelling with data from a large Chilean sample (n=845), comprising a mix of previous visitors and non-visitors. The model fits the data well. Findings: This paper reports the results of an investigation into brand equity for Australia as a long haul destination in an emerging market. The research took place just before the launch of the nation’s fourth new brand campaign in six years. The results indicate Australia is a well known but not compelling destination brand for tourists in Chile, which reflects the lower priority the South American market has been given by the national tourism office (NTO). It is suggested that CBBE measures could be analysed at various points in time to track any strengthening or weakening of market perceptions in relation to brand objectives. A standard CBBE instrument could provide long-term effectiveness performance measures regardless of changes in destination marketing organisation (DMO) staff, advertising agency, other stakeholders, and budget.

Pike, S., & Mason, R. (2011). Destination competitiveness through the lens of brand positioning: the case of Australia's Sunshine Coast. Current Issues in Tourism. 4(2): 169-182.

by Steven Pike

The purpose of the paper is to provide a collaborative practitioner/academic interpretation of a destination’s... more The purpose of the paper is to provide a collaborative practitioner/academic interpretation of a destination’s competitiveness through the lens of brand positioning in the domestic short break drive market. A 173 item questionnaire, which was mailed to a systematic random sample of 3000 households in the target market, attracted a 17% useable response. The paper compares how one destination, the Sunshine Coast, is positioned in its most important market, in relation to the brand identity intended by the destination marketing organization (DMO). Key constructs were brand salience, brand associations and brand resonance. The Sunshine Coast was found to hold a leadership position in the minds of consumers, and the results indicated a strong level of congruence between actual market perceptions and the brand identity intended by the DMO. There were strong associations between brand salience, brand associations and brand resonance. The findings provided the destination of interest with both a measure of past marketing effectiveness as well as positive indicators of future performance. The paper represents collaboration between a tourism practitioner and tourism academic, and attempts a contribution to the emerging literature on destination competitiveness through the lens of positioning theory.

Pike, S. (2010).Destination branding: Tracking brand equity for an emerging destination between 2003 and 2007. Journal of Hospitality & Tourism Research.34(1): 124-139.

by Steven Pike

Place branding has become a major focus of operations for destination marketing organisations (DMO) striving for... more Place branding has become a major focus of operations for destination marketing organisations (DMO) striving for differentiation in cluttered markets. The topic of destination branding has only received attention in the tourism literature since the late 1990s, and there has been relatively little research reported in relation to analyzing destination brand effectiveness over time. This paper reports an attempt to operationalise the concept of consumer-based brand equity (CBBE) for an emerging destination over two points in time. The purpose of the project was to track the effectiveness of the brand in 2007 against benchmarks that were established in a 2003 study at the commencement of a new destination brand campaign. The key finding was there was no change in perceived performance for the destination across the brand’s performance indicators and CBBE dimensions. Due to the common challenges faced by DMOs world wide, it is suggested the CBBE hierarchy provides destination marketers with a practical tool for evaluating brand performance over time.

Pike, S. (2004). Destination brand positioning slogans–towards the development of a set of accountability criteria. Acta Turistica. 16(2): 102-124.

by Steven Pike