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CHAPTER 12

DESTINATION BRANDING & MARKETING


Objectives

Restate the importance of destination Branding


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

Limited budget
Politics
External environment
Destination product
Creating differentiation

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