Visual Component of Destination Brands as a Tool for Communicating Sustainable Tourism Offers

Abstract

The starting point of the presented research is the theory of destination marketing, in which the concept of destination branding is the key element. Destination branding models include the idea of visual brand identity, which includes the logo as a crucial element. Since the 1980s, the concept of sustainable development has shaped the society and global economy, including tourism. Tourists are increasingly guided by the analysis of the tourist area in terms of the importance of nature and the possibility of spending free time responsibly. They look for a sustainable tourist offer. Therefore, the aim of this work is to evaluate the tourist offers of Polish territorial units in terms of visual message—logo and its content, and to examine whether they comprise design components that reveal the sustainable development of the destination. The research method was content analysis of promotional signs. Sustainable development in tourism focuses on three pillars: nature, responsible tourist activity, and the historical remains protected in a sustainable way. The authors search for such images in the logos. In the conclusion, the authors summarize that elements of nature and historical heritage are strongly present in the logos, which does not mean that the tourist offer is a balanced offer.

“The Yakut Cold” as a brand

“…In advertising, one in five of LGUs mainly use logos that depict nature and cultural heritage as a symbol of a tourist destination. [1] The issue of the presence of the developing brand in the information space is raised in the work of David Barros-Arrieta and Ernesto García-Cali, where the authors recommend promoting (implementing) internal branding in such communication channels as daily briefings, newsletters, corporate websites, meetings, brand guides, message boards, corporate videos, brand books and corporate magazines. [2] In the context of the current study, we can note the opinion of Russian researcher Diana Tymoshenko on the branding of Arctic tourist destinations in Russia, where the author rightly notes that for the Arctic zone of the Russian Federation (the AZRF) the problem of integrated tourism branding remains poorly researched and currently requires special attention.…”

Peculiarities of sensory marketing

“…Meanwhile, the effect of visual style on both consumers' brand attitudes and purchase intentions is determined by perceived self-service motives. Adamus-Matuszyńska et al (2021) argue that the purpose of this work is to evaluate the tourist offers of Polish territorial units in terms of the visual message -the logo and its content and to investigate whether they contain design components that reveal the harmonious development of the destination. The research method was a content analysis of advertising signs.…”

“…According toAdamus-Matuszyńska et al (2021), sustainable tourism development is focused on three pillars: nature, responsible tourism activities and sustainably protected historical remains. The authors conclude that logos with solid elements of nature and historical heritage do not mean the tourist offer is balanced Lupu et al (2021).…”

Design Thinking Method: A Case Study of Tourism Logo Development for Perak Tengah District Council

“…Logo is a crucial element for destination branding (Adamus-matuszynska et al, 2021). Furthermore, using graphic elements has been a key part of making tourism campaigns better (Ahmad et al, 2021).…”

“…In addition to conveying a message, a logo should also express cultural values, services, and engaging activities to the viewer. Other scholars also had mentioned that the success of logo and slogan on tourist perception is depends on the cultural conditions (Adamus-matuszynska et al, 2021).…”