Explain the development of a brand identity Discuss the impacts of film tourism in destination branding and marketing Identify the four broad strategies for attracting visitors; and evaluate how the Philippines faring in the area of tourism development compared to its Southeast Asian neighbors. Destinations as brands
Destinations offer an amalgamation of tourism
products and services which are consumed under the brand name of the destination providing tourists with an integrated experience Branding
The process of creating a slogan from a message and then
designing a symbol or logo; that together, will communicate to potential visitors the image of the city along the features, benefits, and values it has to offer. Branding is about establishing the identity of a tourism offering in the minds of consumers or visitors Attributes that make a brand successful is that it should be authentic, understandable, memorable, and usable Benefits of branding destinations
It helps build awareness by communicating a consistent message.
There is clarity of messaging which is important in ensuring that
purchase risks of consumers are reduced.
By associating the destination with a unique identity, a clear
image is created in the minds of potential, current, and repeat customers.
A clear branding also encourages repeat visits which in turn builds
customer loyalty.
Consumers can easily identify with a destination that has a clear
branding. Destination Image and Branding
Destination image is commonly defined as "the sum of the
beliefs, ideas and impressions that a person has of a destination.
Image - An individual's mental representation of
knowledge (beliefs),Feelings, and global impressions about a destination Development of a Brand Identity
Appointment of a brand champion
Identification of the brand community Conduct of a destination audit Production of a brand charter Brand Identity
Refers to the essence of the brand, the
characteristics that make it what brand identity is the central aspect of the brand process; it defines how stakeholders want the place to be perceived. Image Marketing Image Situations
Overly attractive image
Positive Image Weak Image Contradictory image Negative image Attraction Marketing Infrastructure Marketing People Marketing CHALLENGES OF DESTINATION BRANDING