This exploratory research examines how corporate communications can influence stakeholder perceptions to enhance or detract from the city as a brand. It uses the UK city of Bradford as a case study and adopts theoretical concepts of product and corporate branding. Balmer's AC2ID test of corporate identity is applied to identify gaps in the City's official communications strategy, revealing conflicting messages between local government policy and different stakeholder groups. This analysis points to the need for positive visual evidence of change, such as an improved built environment in the city centre. The analysis may have value for policy‐makers in the UK and elsewhere who seek to improve community and stakeholder relationships. This research may also help to promote an honest approach towards branding cities as well as providing the potential for an enhanced brand value.
Ethnic minority groups are usually seen as part of the tourism product rather than as purchasers of holidays for themselves. Consequently, little is known about the number and type of holidays taken by this growing segment of the U.K. population. This study considers the attitudes of an ethnic minority to mass-market holidays in the light of the ethnicity and marginality hypotheses, as well as notions of acculturation and ethnic identity. A survey of Bradford (U.K.) citizens of Asian origin revealed that the frequency of holiday taking and the holiday preferences of this group were not substantially different from the British population as a whole. The main finding of the study was that the promotional methods and selling techniques of travel businesses such as major tour operators and chains of travel agents were perceived as negative toward this ethnic group.
This paper is an investigation of the competitive strategies of British tour operators and their impact on the image and quality of tourist destinations. The strategies considered are the vertical integration of tour operators with travel retailers and airlines, pricing and contracting systems in the resort, and developments in market segmentation. The authors also consider the rationale, development and impact of tour operator branding, a strategy that has accelerated the trend towards standardised holiday products. The study concludes by outlining policies to counteract the negative effects of tour operator strategies and work towards a more fruitful partnership between mass market tour operators and tourist destinations.
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