The importance of brand architecture in business networks

Abstract

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Tourists' destination image through regional tourism: From supply and demand sides perspectives

“…Additionally, it adds to the discussion of the phenomenon from both supply (brand administrators) and demand sides (brand targets) (Bramwell and Rawding, 1994;Braun, 2012;Hultman et al, 2016). This perspective in line with scholars (Aureli and Forlani, 2016;Zenker et al, 2017) opinion that place brand conceptually required aligned multiple stakeholders' views, nevertheless, little research looked beyond tourists' perspective (i.e. Hankinson, 2004;Kotsi et al, 2016) and more studies of this kind are need (Hultman et al, 2016;Martinez, 2016).…”

“…A qualitative approach was adopted to evaluate the multifaceted phenomenon of place identity and place brand from both the 'supply' and 'demand' perspectives using various stakeholders (Aureli and Forlani, 2016;Hultman et al, 2016). The study was conducted between June 23 and September 30, 2015 in the Republic of Tatarstan by using a qualitative multi-method data collection procedure.…”

“…Academics have well recognized the significance of place brands, as an intangible resource that contributes to the growth of a place (Aureli and Forlani, 2016;Baker and Cameron, 2008;Buhalis, 2000;Hankinson, 2007;Hultman and Hall, 2012;Qu et al, 2011), a unique asset in tourism (Balakrishnan, 2009;Che-Ha et al, 2016) and a source of competitive advantage (Aureli and Forlani, 2016). This study adopts the definition of place brand from Zenker and Braun (2010) and Zenker et al (2017) which is rooted in the Keller's (1993) notion of brand knowledge.…”

“…A place brand refers to the particular geographical area which contains a promise to all of the current and potential stakeholders, including citizens, public bodies, companies, investors, and tourists (Aureli and Forlani, 2016;Kavaratzis, 2004;Hanna and Rowley, 2015). Scholars (Aureli and Forlani, 2016;Zenker et al, 2017) suggest that the development of a place brand requires the incorporation and involvement of multiple stakeholders' views (i.e. residents, companies and tourists), however, in reality very few studies have focused beyond tourists' perspective (Hankinson, 2004;Kotsi et al, 2016).…”

“…Place image and identity have developed as a domain of research to address a rapidly rising global competition of places (cities, regions, countries) for tourists, companies, investors, and highly-educated residents, and to assist practitioners in developing efficient tourism strategies (Gertner, 2011;Hanna and Rowley, 2015;So et al, 2017;Zavattaro et al, 2015;Zenker et al, 2017). Places are aiming to improve their image to enhance tourist visitation, increase business activities and investment (Aureli and Forlani, 2016;Hultman and Hall, 2012;Kotler et al, 1999;Papadopoulos, 2004;Qu et al, 2011). The way to construct a strong and favorable place brand has been a recent point of discussion in the marketing (i.e.…”