Destination Branding: Insights and Practices from Destination Management Organizations

Abstract

Although the concept of branding has been applied extensively to products and services, tourism destination branding is a relatively recent phenomenon. In particular, destination branding remains narrowly defined to many practitioners in destination management organizations (DMOs) and is not well represented in the tourism literature. Consequently, this study has three goals. First, it attempts to review the conceptual and theoretical underpinnings of branding as conveyed by leading authors in the marketing field. Second, it seeks to refine and enhance the definition of destination branding (acceptable to and understood by tourism destination managers) to more fully represent the complexities of the tourism product. Third, and most importantly, it seeks to improve our understanding of current destination branding practices among DMOs. The findings indicate that although DMO executives generally understand the concept of destination branding, respondents are implementing only selective aspects of this concept, particularly logo design and development.

How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel

“…The overall attractiveness of any destination depends on how it is represented in the tourist's mind, as a summary mix of different components of destination brand (Blain, Levy & Ritchie, 2005;Pike 2004;Yang, Liu & Li, 2015). These brand components are integrated under the brand equity construct.…”

Brand Equity of Lahore Fort as a Tourism Destination Brand

“…However, in a few cases, brand awareness does not directly lead enhancing brand equity. In case of destination brands, this is attributed to low spending in brand promotions (Blain, Levy, & Ritchie, 2005). A lesser focus of destination marketers on promotion through brand activities such as events can also lead to lower levels of brand awareness, which can affect brand equity (Hudson & Ritchie, 2009).…”

“…The core of branding a destination lies in creating memorable service experiences for customers, reducing risk and motivating them to revisit the destination again and again (Blain, Levy, & Ritchie, 2005). Meeting customer expectations has been central to the creation of a memorable service experience which will further strengthen the brand equity of a destination (Im, Kim, Elliot, & Han, 2012).…”

A Critical Analysis on Evolution of Branding Destination in Langkawi Island

“…Destination branding is not new and the concept has been explored since in the 90s. More and more efforts with a significant amount of investment are putting into branding a destination to attract more visitors and investors to come [1]. Branding a destination is a complex process indeed and it is not simply developing brand slogans and logos as most of the destinations are currently doing [2].…”