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Susanne Mnzer

Brand Management & Communication

2013-05-11

IMPACT OF TOURISM MARKETING ON DESTINATION IMAGE: INDUSTRY PERSPECTIVES


Jonathon Day, Liping Cai and Laurie Murphy The article published by Day et al. (2012) is concerned with the topics of destination image formation and branding as well as with the role of the destination marketing organization (DMO) in those processes. There is great consensus among scholars that destination image positively contributes to the competitive advantage of a destination, while branding basically constitutes just a single part of the image formation process. Image creation is induced by three main agents, which are categorized as induced (travel advertisement, travel media), autonomous (news and popular culture) and organic (word-of-mouth). Although, the DMO (destination management organizations) is generally perceived as the responsible body for branding, in reality is has limited influence on the process as such. This is partially due to limited funds, but mainly based on the fact that many other stakeholders play an active role in designing the brand. Agencies like tour operators, travel agents and other wholesalers contribute to the image formation by promoting the destination, in a way they find appropriate to attract customers. Their approach must not implicitly support the brand identity proposed by the DMO. Based on the existing literature, the authors identified several interesting research areas, which were examined on the case of Australia. Research was conducted from the perspective of two commercial stakeholder groups: travel wholesaler operating in the US and companies offering Australian tourism products directly to the US market. First of all, the paper analyzes whether stakeholders selling tourism products perceive the destination image as an important component for attracting tourists. Secondly, the study looks at a set of image formation agents and how those relate to the various stages of the buying process (awareness, desire and travel). Lastly, the role of the DMO in the image formation process is assessed from the perspective of the two stakeholder groups. In total 100 major representatives of both stakeholder groups participated in the survey and filled out a sector-specific questionnaire. According to the consulted stakeholders, the image of a destination is perceived as important when selling tourism products to customers. Results from the study show, that word-of-mouth (WOM) is perceived as the most powerful tool in every step of the image formation process by the two stakeholder groups. This is followed by travel media and travel advertisement done by the DMO. These findings support the already existing opinion that the DMO only has partially encompassing power over the branding process. However, the marketing activities by the ATC (Australian tourism commission) are regarded as second influential when it comes to actual
MCI | Tourism & Entrepreneurship 1

Susanne Mnzer

Brand Management & Communication

2013-05-11

travel purchase. Furthermore, the examined stakeholders recognize the superior role of the DMO in regard to branding. Nevertheless, the DMO should not overestimate its importance in the image creation process, as it only constitutes a part of it. As opposed to this, the DMO should recognize the differing needs of the various stakeholders and provide a rather abstract version of the brand that can be suited to the distinct needs. Furthermore, more emphasis should be placed on monitoring and routing WOM. Online platforms for active consumer participation and recommendations could facilitate greater influence and control over this topic. The findings also support the public relations function of a DMO, which should therefore be sustained and developed in order to better communicate the brand to the stakeholders. Although, this study brought a variety of new insights, the results may not promiscuously be applied to other destinations. Australia, and its extensive relationship to the US, is a very special case that is hardly comparable to other destinations. However, the study clearly outlined the importance of word-of-mouth for the image creation process. Therefore, the Tyrolean tourism industry should be observant about the images tourists gather from the destination during their visitation. Additionally, findings suggest that increased engagement in social media platforms or on recommendation sites (e.g. TripAdvisor) is worthwhile doing. Such activities certainly enhance the ability of tourism authorities to control word-of-mouth. Besides, the Tyrolean tourism industry could invest in public relation activities that help to communicate their ideal picture of the brand to the stakeholders, selling tourism products. Thereby tourism product providers and wholesalers can be influenced to tailor their travel media according to the branding approach. One possible approach could follow the example of the Canadian Tourism Commissions (CTC) Signature Experience Collection Program. Only tourism products supporting the proposed brand identity and designed to attract the desired target segments, can apply for the program. As an incentive, those products are than exclusively marketed by the CTC and sold through foreign-based tourism wholesalers (CTC, 2009). This approach stimulates the development of tourism products that fit to the overall destination brand. On the other hand, tourism officials might consider involving the stakeholders in the branding process. Thereby, it might be easier for them to support the brand and communicate it to the customers. However, effective public relations are not only important for the stakeholders, but also for the potential consumers. Advertisement by the DMO has a significant importance for the whole buying process, especially in relation to actual travel purchase. By providing suitable advertising material, the Tyrolean tourism industry might be able to convert more potential tourists into actual.

MCI | Tourism & Entrepreneurship

Susanne Mnzer

Brand Management & Communication

2013-05-11

However, overall the study supports the general idea that destination branding is an effective destination-marketing tool. Therefore, Tyrol should heavily engage in brand building activities. Additionally, the DMO should constantly reinforce and strengthen the brand, in order to leverage the benefits of branding. References CTC. (2009). Canadian Signature Experiences | Canadian Tourism Commission. Retrieved May 11, 2013, from http://en-corporate.canada.travel/resources- industry/canadian_signature_experiences

MCI | Tourism & Entrepreneurship

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