The Management of Destination Branding: Applying Tourist-Based Brand Equity to Utah as a Tourist Destination

Huo, Yang Hwae

doi:10.15640/jthm.v5n2a10

Cited by 4 publications

(3 citation statements)

References 14 publications

(22 reference statements)

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“…H5: There is positive correlation between the image of and respondents' loyalty to Prolom Banja as a destination specializing in spa tourism. For the purpose of the research, a literaturereview-based questionnaire was created [32], [34], [74], taking into account the specificities of Prolom Banja. The questionnaire contains 16 open-ended and closedended questions, divided into three segments.…”

Section: H3: the Level Of Loyalty Respondents Show Towards Prolommentioning

confidence: 99%

Challenges in tourist destination branding in Serbia: The case of Prolom Banja

Perić¹,

Mandarić²

2020

Ekonomika preduzeća

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Competition among tourist destinations is becoming more prevalent as many destinations offer the same or similar attractions, which is why destination branding is becoming one of the primary goals of destination management and marketing. A brand has also become an important factor because it gives added value and commits to providing potential tourists with experience of something special in a specific destination. Therefore, it is important to create a perception of distinctiveness of a destination in the minds of tourists. Branding allows a tourist destination to achieve numerous economic effects, primarily reflected in the increase in the number of tourists, development of business, as well as in attracting new investments. Previous research conducted in our country has not sufficiently addressed tourist destination branding, which directed this research paper toward the challenges of branding tourist destinations in Serbia, with special reference to Prolom Banja - one of the destinations specializing in health tourism. This research aims to determine tourist perception of Prolom Banja, as well as to identify key elements that can influence the branding of Prolom Banja as a destination specializing in health tourism. The study was conducted in February 2019 using the survey method - questionnaire technique. The study sample consisted of 195 respondents. Using optimal statistical methods, the collected data were analyzed and the results of the research were presented. The findings show that tourists have a positive perception of Prolom Banja, while the healing Prolom water, employees, undisturbed natural beauty, wellness, and treatment center offer have been identified as significant elements that can influence the branding of Prolom Banja. Implications, research limitations and suggestions for future research were also presented.

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Section: H3: the Level Of Loyalty Respondents Show Towards Prolommentioning

confidence: 99%

Challenges in tourist destination branding in Serbia: The case of Prolom Banja

Perić¹,

Mandarić²

2020

Ekonomika preduzeća

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“…Every national tourism organization's purpose is to find and bring out a destination's most attractive characteristics (features, attributes) and to build up an image based on a positive, well-deserved reputation (brand equity) (Vazou, 2014). What is more, destination branding becomes a fairly active area of NTO/DMO (Huo, 2017). It is even stated that the DMO is an organization that is perceived as conducting local branding initiatives associated with a given place (Hanna and Rowley, 2015).…”

Section: National Tourism Organizations and Brandingmentioning

confidence: 99%

Branding as an Essential Element in the Creation Process of the Image of the Brand in National Tourism Destinations

Marczak¹,

Borzyszkowski²

2020

ERSJ

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Purpose: Presentation of branding as an important element in the creation process of the brand image of national tourism destinations on the example of the operation of 39 National Tourism Organizations (NTOs) in Europe. Design/Methodology/Approach: For the selection of NTOs the following criteria were taken into account. 1. The functional criterion: the main functions attributed to NTOs were accepted as the grounds for the verification, firstly, it was considered whether the promotion of a given country on foreign markets is included among these tasks. 2. The economic criterion: possession of an autonomous financial budget by a given organization (regardless of the percentage share of funds from the budget of the state or from the private sector, or from any other sources) was accepted as the grounds for verification. 3. The organizational criterion: a separation of a given organization in the structure of a superior body was accepted as the grounds for verification. The research methods used include a method of diagnostic survey including a questionnaire technique, a direct interview and a statistical analysis. Findings: The analysis demonstrated among others that the vast majority of the NTOs examined (92.3%) implement the objectives of branding in practice. At the same time, a significant part of these organizations (86.1%) recognized the activities taken within branding to be very effective. Moreover, the vast majority of the NTOs analysed (91.7%) undertake the initiatives realized as part of branding on the global tourist market. Practical Implications: The conclusions following the study can be used by various entities which are responsible for an effective realization of the management process of the brand of tourism destinations on the different levels of administration. Originality/Value: The study constitutes an entirely new insight into the functioning of NTOs while presenting a substantially broader spectrum of the areas of interest for this type organizations as compared to those presented in the source literature till now.

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“…Dengan demikian, strategi dalam destination branding haruslah mengusung ciri khas dan diferensiasi yang dimiliki oleh sebuah destinasi sehingga label tersebut dapat melekat di benak masyarakat (Ermilova & Andreeva, 2017). Penyusunan strateginya pun harus disesuaikan dengan kondisi lapangan agar proses pengimplementasiannya dapat berjalan dengan sistematis (Huo, 2017).…”

Section: Pendahuluanunclassified

Destination Branding Pantai Blimbingsari Sebagai Sentra Kuliner Ikan Bakar Di Kabupaten Banyuwangi

Putra

Purwaningtyas

Pertiwi³

2020

j. sos. hum. pend.

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Blimbingsari beach is one of a kind of Banyuwangi’s beach that have a high potential on grilled fish special culinary aspect This beach became the pioneer of Banyuwangi’s very first seafood and grilled fish restaurant with ‘lesehan’ type, and that was the brand was formed ever since. Thus also makes the image of Blimbingsari skyrocket and built perspective of tourists for years and the paradigm brings many people to come and try the dish by themselves. However, Blimbingsari beach has not optimalize the brand identity they have and has no tagline or destination icon to increase the branding yet. The main purpose of this research is to formulate of priority strategies of Blimbingsari destination branding as a grilled fish culinary center which lies in Banyuwangi.This research is using qualitative descriptive with SWOT analysis and AHP for making desicion in a path of top priority strategies. And the result itself, shows that the culinary potential has been being built by brand and long-journey tourist perspective, the taste of the grilled fish itself, best price dishes and comfortable ambiance. The highest strenght factor owned Blimbingsari beach is having a strategic location, the main weakness factor is inadequate food utensils. The major opportunity of factor is the sinergy between to communities to increase regional profit and the main threat factor is the emergence of new competitors. In addition, this research also produced five priority strategies.

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The Management of Destination Branding: Applying Tourist-Based Brand Equity to Utah as a Tourist Destination

Cited by 4 publications

References 14 publications

Challenges in tourist destination branding in Serbia: The case of Prolom Banja

Challenges in tourist destination branding in Serbia: The case of Prolom Banja

Branding as an Essential Element in the Creation Process of the Image of the Brand in National Tourism Destinations

Destination Branding Pantai Blimbingsari Sebagai Sentra Kuliner Ikan Bakar Di Kabupaten Banyuwangi

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