The role of brand elements in destination branding

Kladou, Stella; Kavaratzis, Mihalis; Rigopoulou, Irini; Salonika, Eleftheria

doi:10.1016/j.jdmm.2016.06.011

Cited by 106 publications

(96 citation statements)

References 54 publications

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“…Brand image rises as customer perception of the price fairness of products and services [26,[33][34][35][36]. Ooi [35] proposed that the function of tourism destination branding is to create public recognition of a destination, to commercialize that location, to allow that location to compete with other destinations in the market, and to help form tourism experiences.…”

Section: Brand-related Components In a Tourist Destinationmentioning

confidence: 99%

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Brand Equity of a Tourist Destination

Kim

Lee

2018

Sustainability

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In the current climate of severe competition among tourist destinations, the importance of brand equity in tourism marketing is increasing. This study looks at the impact of branding in relation to the largest group of inbound overseas tourists to South Korea, the Chinese. Data for the current study were obtained from a survey of tourists visiting Seoul from the Greater China region, including Mainland China, Hong Kong, Macao, Taiwan, and the Chinese living in Southeast Asia. The survey was conducted in popular sightseeing spots, four and five-star hotels in the Seoul Metropolitan Area, and the Incheon International Airport. The respondents were selected randomly, with effort expended to avoid any potential bias in the composition of the sample. Out of a total of 385 distributed questionnaires, 350 (China 191, Hong Kong 71, Taiwan 68, others 20) were selected as valid and finally used in the analysis. The results of this study suggest that price and word of mouth have beneficial effects on perceived quality, publicity, and brand awareness, and advertisement has beneficial effects on brand image. We also found that brand awareness and perceived quality have impacts on brand image, and brand image is related to brand loyalty. This is a pioneering study on the relationships between influencing factors, destination brand equity and its elements, and brand loyalty, with respect to Seoul, South Korea, as a tourism destination for tourists from China.

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Section: Brand-related Components In a Tourist Destinationmentioning

confidence: 99%

“…Researchers have investigated a diverse range of aspects of Chinese tourists overseas including their tourist behaviors [20,21], economic impacts and tourism policies [22,23], their package trips to overseas destinations [24,25], and their future demand for tourism [26][27][28].…”

Section: Introductionmentioning

confidence: 99%

Brand Equity of a Tourist Destination

Kim

Lee

2018

Sustainability

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“…It represents the "objective knowledge, impressions, prejudice, imaginations, and emotional thoughts an individual or a group might have of a particular place" (Jenkins, 1999, p. 1), so it is a mental picture of the tangible and intangible characteristics of a place. According to Kladou, Kavaratzis, Rigopoulou, and Salonika (2016), place identity and place image influence each other, if only because place identity tries to leave impressions on others, whereas place image mirrors external impressions and expectations. Integrating place identity and place image perspectives allows us to define place brands as a dense network of associations in the minds of consumers that are based on the visual, verbal, and behavioral expression of a place, as embodied through the aims, communications, values, behaviors, and general culture of stakeholders and overall place design (Braun, Kavaratzis, & Zenker, 2013).…”

Section: Place Brandingmentioning

confidence: 99%

Stakeholder engagement in green place branding: A focus on user‐generated content

Acuti

Laura

Mazzoli

et al. 2018

Corp Soc Responsibility Env

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The purpose of this research is to investigate how the green image of a city can affect potential visitors' attitude toward the city in the context of user-generated content.The study adopts a 2 × 2 experimental design in which the greenness of the city image and the social distance between the users and the authors of social media content are examined. The results demonstrate that green image has a significant effect on attitudes toward cities. Moreover, the effects of social media content vary according to the perceived social distance between the author of the post and potential visitors. This study contributes to the literature by assessing the role that social media content plays in place branding and communication. Furthermore, it provides relevant insights on how institutions should enhance the sustainable resources of cities with their environmental policy and encourage the generation of content from various stakeholders to contribute to the development of a city's image.

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“…Baker, 2012;Beritelli & Laesser, 2016;Kladou, Kavaratzis, Rigopoulou, & Salonika, 2016;Pawaskar & Goel, 2014) and destination development literature (e.g. Bassols, 2016;Dinnie, 2015;Zenker & Jacobsen, 2015).…”

Section: Destination Branding (Marketing and Developing Places)mentioning

confidence: 99%

“…Similarly, corporations use branding to attract customers using recognizable logos. Destination branding therefore, according to Kladou et al (2016), refers to naming or developing recognizable logos or taglines. Beritelli and Laesser (2016) add that particular logos can help detail particular experiences to help visitors identify a destination.…”

Section: Destination Branding (Marketing and Developing Places)mentioning

confidence: 99%

Interpreting Media Content Post-Conflict: Communications of 'Travel' and 'Bosnia and Herzegovina' in U.S. Newspapers, 20 Years Post-Dayton

Wise

2017

Drustvena istrazivanja

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The role of brand elements in destination branding

Cited by 106 publications

References 54 publications

Brand Equity of a Tourist Destination

Brand Equity of a Tourist Destination

Stakeholder engagement in green place branding: A focus on user‐generated content

Interpreting Media Content Post-Conflict: Communications of 'Travel' and 'Bosnia and Herzegovina' in U.S. Newspapers, 20 Years Post-Dayton

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