Aspects of Sustainability in the Destination Branding Process: A Bottom-up Approach

Zouganeli, Stathia; Trihas, Nikolaos; Antonaki, Maria; Kladou, Stella

doi:10.1080/19368623.2012.624299

Cited by 59 publications

(53 citation statements)

References 47 publications

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“…It is also similar to sample sizes in regional studies of this sort (for example, 12 and 15 experts in two phases [55], 25 interviewees [36]). The sample was expanded using the "snowball" sampling system.…”

Section: The Samplementioning

confidence: 63%

“…The concept of sustainability is based on the premise that the inhabitants of a destination are those that should be involved in the way this destination is being managed and promoted [36]. As with the measurement of nautical tourism, most studies on residents' attitudes analyze tourism in general and do not focus on specific touristic products [37][38][39].…”

Section: View Of Local Community and Practitionersmentioning

confidence: 99%

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Fostering Nautical Tourism in the Balearic Islands

Moreno

Otamendi

2017

Sustainability

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Abstract:The aim of this paper is to determine pillars for fostering nautical tourism based on the beliefs and attitudes that professionals in the sector have towards the particularities and difficulties that the market is going through. To achieve these goals, in-depth interviews structured around 37 questions were carried out with agents of associations and nautical firms, public institutions, and the Chamber of Commerce. The qualitative analysis program NVIVO 11 was used to analyze the content of the gathered data. The findings reveal that the main difficulties are related to normative issues and taxation, illegal supply, and a lack of definition of the nautical tourist profile. This absence of definition causes a vagueness when estimating the total number of nautical tourists that visit a destination. Thus, this affects evaluation of the economic, social, and environmental impact of nautical tourism.

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Section: The Samplementioning

confidence: 63%

Section: View Of Local Community and Practitionersmentioning

confidence: 99%

Fostering Nautical Tourism in the Balearic Islands

Moreno

Otamendi

2017

Sustainability

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“…Going one step forward to the analysis at a methodological level revealed that destination brands are mostly evaluated following a customer-side approach. In some cases, research follows destination branding developments (e.g., Piha et al, 2010;Zouganeli et al, 2012) and incorporates assessments from different stakeholders. An interesting part of this finding probably refers to the focus on potential rather than actual travelers, which is not followed by a comparison of pre-and postvisitation evaluations.…”

Section: Geographical Levelmentioning

confidence: 99%

Destination Brand Equity Research from 2001 to 2012

Kladou¹,

Giannopoulos²,

Mavragani³

2015

Tourism Analysis

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The present study delves into a review of the destination brand equity literature published since 2001, aiming to offer tourism researchers a reference guide to the general context, corresponding methods, and focus of previous works. A multisource search resulted in the identification of 64 relevant papers. Content analysis using multiple classifier variables provides further insights into specific geographical, conceptual, and methodological aspects. Conclusions pertain to the multidimensional character of the construct, the methodology, and context in which destination brand performance has been developed. Destination brand equity appears as a rapidly conceived concept, borrowed from traditional (corporate/product) branding theory, while discussion on its definition and operationalization is still in progress and has yet to mature in a multidisciplinary context. As the first attempt to review destination brand equity within the top tourism and marketing journals and relevant search engines, the study may contribute to a comprehensive overview of the field. The outcomes offer marketing scholars an in-depth view of the concept, providing an overall insight on the various ways destination brands might be evaluated.

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“…Finally they are citizens-in terms of an active part of the place-''who are vital for the political legitimization of place branding.' ' Zouganeli et al (2013) similarly argue that local people need to agree with the image projected of their place of residence, so that they ''live the brand.'' Otherwise, the gap between reality and induced image can create dissonance when tourists, investors, or prospective businesses discover that the projected image of a place does not correspond to reality.…”

Section: Discussionmentioning

confidence: 95%

Building a place brand from the bottom up

Hudson¹,

Cárdenas²,

Meng

et al. 2016

Journal of Vacation Marketing

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In an increasingly competitive global marketplace, the need for towns and cities to create a unique identity, to differentiate themselves from competitors, has become critical. Many places promote spectacular scenery, good quality of life, friendly people, and a sound business infrastructure. However, these factors are no longer differentiators, so places need a strong brand identity to stand out in order to attract people to live, work, and play. But brand development is often driven by short-term topdown approaches with limited community participation, where the primary tool of brand expression becomes the final marketing campaign. This article reports on a qualitative approach to build a place brand from the bottom up, with wide participation from all members of the community. With a methodology based on place brand-building theory, charettes and in-depth interviews were conducted with local stakeholders, resulting in a positioning statement that was used to develop brand communications materials. Based on the research process and results of the case study, the authors present a community-based place brand development model.

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Aspects of Sustainability in the Destination Branding Process: A Bottom-up Approach

Cited by 59 publications

References 47 publications

Fostering Nautical Tourism in the Balearic Islands

Fostering Nautical Tourism in the Balearic Islands

Destination Brand Equity Research from 2001 to 2012

Building a place brand from the bottom up

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