Tourism Destination Marketing

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.

Governance-Struttura-Sistema: un modello di management della comunicazione per il marketing territoriale

by Agostino Vollero

Nella letteratura di marketing viene spesso data per scontata l’analogia tra le attività di comunicazione d’impresa e... more Nella letteratura di marketing viene spesso data per scontata l’analogia tra le attività di comunicazione d’impresa e quelle relative ad una specifica area territoriale, attraverso una
semplificazione che pone l’equivalenza tra brand/prodotto e offerta territoriale. Si tende ad enfatizzare il ruolo dell’immagine, senza attribuire altrettanta considerazione al ruolo svolto dalla
reputazione del territorio. Tale prospettiva presuppone la possibilità di estendere le logiche del marketing e della comunicazione d’impresa ai contesti territoriali, portando a sovrastimare l’importanza delle componenti visive dell’immagine, espresse in primo luogo dal brand territoriale.
Essa, da un lato, trascura l’azione dei molteplici fattori esogeni ed endogeni, di tipo strutturale e sistemico, intervenienti nel determinare l’immagine e la reputazione di un territorio e, dall’altro, non favorisce la visione allargata e sinergica delle complesse e variegate attività di place communication,
indispensabile, invece, ai fini della corretta assunzione di decisioni in materia.
Obiettivo del presente lavoro è la proposta di un framework che, basato su una prospettiva sistemica, permetta la comprensione dei complessi meccanismi di funzionamento della comunicazione
integrata del territorio. Si propone un modello di management della comunicazione territoriale fondato sull’individuazione di un set di leve (strutturali e sistemiche) e sull’utilizzo selezionato delle stesse - da parte del decision-maker -, allo scopo di migliorare i risultati della comunicazione, in termini di place image e place reputation, e di rafforzare la competitività del territorio.

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

Luxury, Sports and Developments

by Alvaro HIDALGO

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

Managing destination competitiveness through Interaction Spatial Models: A tourist spatial behavior approach

by Frederic Dimanche

Co-authored with L. Andrades and presented at the Consumer Behavior in Tourism Symposium 2011 in Brunico, Italy

The purpose of this paper is to suggest how the “Interaction Spatial Models” (Nakanishi & Cooper, 1974) can be... more The purpose of this paper is to suggest how the “Interaction Spatial Models” (Nakanishi & Cooper, 1974) can be applied to evaluate tourists´ spatial behaviour (TSB) and as a result, to measure tourism destination competitiveness (TDC) by adopting an integrative and complete approach.

Customer Satisfaction In the Hotel Industry: A Case Study From Sicily

by Gandolfo Dominici

Dominici G. Guzzo R. 2010.Customer Satisfaction In the Hotel Industry: A Case Study From Sicily. International Journal of Marketing Studies, Vol 2, No 2, pp-3-12

In order to be successful in the market it is not sufficient to attract new customers managers must concentrate on... more In order to be successful in the market it is not sufficient to attract new customers managers must concentrate on retaining existing customers implementing effective policies of customer satisfaction and loyalty. In hotel industry customer satisfaction is largely hooked upon quality of service. A management approach focused on customer satisfaction can improve customer loyalty, thus increasing the positive image of the touristic destination. Hence, exploring the importance for customers of hotel attributes in hotel selection is indispensable.
Research on the topic of guest satisfaction, which translates into the consideration of whether or not customers will return to a hotel or advise it to other tourists, is pivotal to the success of the hospitality business. Neglecting to pay attention to those hotel attributes considered most important by guests, may lead to negative evaluation of the hotel, thus restricting the chance of repeat patronage. We perform a qualitative analysis of a large hotel in Sicily (IT), the Sporting Club Hotel in the town Cefalù, using the Critical Incident Approach (Hayes, 2008).
Through the analysis of this case we evaluate the overall customer satisfaction level for the hotel and for each service supplied. We conclude discussing the result and proposing improvement in customer satisfaction
management of the hotel.

LA SEGMENTACIÓN POR ACTIVIDADES COMO BASE PARA EL DESARROLLO DE PRODUCTOS TURÍSTICOS

by Lisandra Torres Hechavarría

The First Plymouth: Pictorial Element and Destination Image

by Graham Busby

Huang, R., Busby, G. & Bosdou, C. (2009) The first Plymouth: pictorial element and destination image, International Journal of Tourism Policy, 2 (4) 246-261.

Marketing Jordan as Tourism Destination to Europe

by Dr Salem Harahsheh

Exploring Destination Image, Experience and Revisit Intention: A comparison of sport and non-sport tourist perceptions

by Nan Chen

Pike, S., Murdy, S., & Lings, I. (2011). Visitor relationship orientation of destination marketing organisations. Journal of Travel Research. 50(4): 443-453.

by Steven Pike

The proposition underpinning this study is engaging in meaningful dialogue with previous visitors represents an... more The proposition underpinning this study is engaging in meaningful dialogue with previous visitors represents an efficient and effective use of resources for a destination marketing organization (DMO), compared to above the line advertising in broadcast media. However there has been a lack of attention in the tourism literature relating to destination switching, loyalty and customer relationship management (CRM) to test such a proposition. This paper reports an investigation of visitor relationship marketing (VRM) orientation among DMOs. A model of CRM orientation, which was developed from the wider marketing literature and a prior qualitative study, was used to develop a scale to operationalise DMO  visitor relationship orientation. Due to a small sample, the Partial Least Squares (PLS) method of structural equation modelling was used to analyse the data. Although the sample limits the ability to generalise, the results indicated the DMOs’ visitor orientation is generally responsive and reactive rather than proactive.

Bianchi, C., & Pike, S. (2011). Antecedents of attitudinal destination loyalty in a long haul market: Australia's brand equity among Chilean visitors. Journal of Travel & Tourism Marketing. 28(7): 736-750

by Steven Pike

Few, if any, previous studies have examined Latin American consumers’ perceptions of holiday destinations. This paper... more Few, if any, previous studies have examined Latin American consumers’ perceptions of holiday destinations. This paper reports an attempt to measure destination brand equity for Australia as a long haul destination in the emerging Chile market. The research adapted a model of consumer-based brand equity (CBBE) from the marketing literature, and selected attitudinal destination loyalty as the dependent variable. Antecedents of destination brand loyalty were tested using data from a sample of Chilean travelers, comprising a mix of previous visitors and non-visitors to Australia. The findings suggest that brand salience, brand image, and brand value are positively related to brand loyalty for Australia as a long-haul holiday destination. This demonstrates that while brand salience for Australia is strong, as a long haul destination the country faces significant challenges in converting awareness into intent to visit. Australia is a more compelling destination brand for previous visitors than non-visitors. This implies that a word of mouth recommendation from previous visitors, a key component of attitudinal loyalty, is a positive indicator of future growth opportunities for Australia’s destination marketers to capitalize on.

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. (2002). Destination image analysis: A review of 142 papers from 1973-2000. Tourism Management. 23(5): 541-549.

by Steven Pike

The analysis of destination image is relatively recent. However, in almost three decades since the first studies... more The analysis of destination image is relatively recent. However, in almost three decades since the first studies emerged, the topic has become one of the most popular in the tourism research literature. A review of 142 destination image papers, published in the literature during the period 1973 -2000, was undertaken to provide destination image researchers with a reference guide to the context, method and focus of previous studies.

Pike, S. (2002). The use of importance-performance analysis to identify determinant short break destination attributes in New Zealand. Pacific Tourism Review. 6(2): 23-33.

by Steven Pike

The paper presents results from the first formal investigation of domestic short break holidays in New Zealand.... more The paper presents results from the first formal investigation of domestic short break holidays in New Zealand. Importance-performance analysis (IPA) was used to identify the perceived strengths and weaknesses of five leading destinations. The results identified eleven attributes deemed determinant in the travel context. The graphical nature of the IPA also proved readily communicable to regional tourism organisations. However, while the technique proved useful at an individual destination analysis level, IPA proved cumbersome as a competitive positioning analysis tool.

Ryan, C., & Pike, S. (2003). Maori based tourism in Rotorua - Perceptions of place by domestic visitors. Journal of Sustainable Tourism. 11(4): 307-321.

by Steven Pike

This paper reports findings from a survey of 763 Auckland residents. The research examined attitudes toward Rotorua as... more This paper reports findings from a survey of 763 Auckland residents. The research examined attitudes toward Rotorua as a short break destination with specific reference to the role that Maori culture plays in the formation of perceptions of Rotorua. The Te Arawa Maori people have been closely associated with tourism for over 140 years and this is recognized by the domestic market. However, the Maori component of Rotorua is found not to be an attraction. Rather tourists are drawn to other facets of the product. While this is evidence for the fact that Rotorua is a multi-use product in tourism, given the role that travel is supposed to play in bridging gaps between cultures, tourism seems to be failing in this respect. It is suggested that an emphasis upon ‘traditional authenticities’ aimed at certain overseas segments misses the contemporary vibrant nature of Maori music and dance performance that might in fact have a wider appeal, including the domestic tourism market.

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