Assesses the relative saliency of image attributes associated with history, heritage and culture in shaping the perceptions of places as tourism destinations. Such images tend to…
Abstract
Assesses the relative saliency of image attributes associated with history, heritage and culture in shaping the perceptions of places as tourism destinations. Such images tend to have been formed over a long period of time and result from exposure to communication processes largely outside marketing's core sphere of influence such as education, literature and the arts. Images formed in this way are referred to in this paper as organic images. The research used the repertory grid technique developed by George A. Kelly in the context of Personal Construct Theory combined with depth interviews to elicit the attributes associated with the images of 25 destinations in the UK. The study identified 11 categories of image attribute. Those associated with a destination's history, heritage and culture were found to be the second most salient category. The implications of these findings are discussed.
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Most studies of destination brand images have been conducted from the perspective of the leisure tourist. This study identifies brand images from a business tourist perspective…
Abstract
Purpose
Most studies of destination brand images have been conducted from the perspective of the leisure tourist. This study identifies brand images from a business tourist perspective (people visiting destinations for business meetings, incentive events, conferences and exhibitions) and tests their relationship with perceived quality and commercial criteria.
Design/methodology/approach
Data on the brand image attributes associated with 15 UK destinations promoting themselves as business tourism centres were collected via repertory grid analysis from a sample of 25 organisations using business tourism facilities. A self‐completion questionnaire was used to measure managers’ ratings of the perceived quality of each destination and the commercial criteria used to select a destination. The data were analysed using content analysis, exploratory factor analysis and correlation analysis.
Findings
The content analysis identified eight clusters of brand image attributes. Subsequent factor analysis identified three underlying dimensions – overall destination attractiveness, functionality, and ambience. While all three were correlated with perceived quality, commercial criteria were dominated by a destination's functional rather than ambience attributes.
Originality/value
The results of the study provide a more informed and systematic basis on which to develop a destination's business tourism positioning strategy by providing a framework for selecting relevant brand image attributes.
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Abstract
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The purpose of this paper is to outline the articles presented in the Special Issue on the topic of “Marketing and flexibility”, and to discuss key issues associated with major…
Abstract
Purpose
The purpose of this paper is to outline the articles presented in the Special Issue on the topic of “Marketing and flexibility”, and to discuss key issues associated with major debates relating to flexibility in order to position the articles within a wider context and highlight some key issues for further research.
Design/methodology/approach
Themes in prior research relating to “Marketing and flexibility” are documented and the growth of research interest into strategic flexibility is tabulated. The contributions of each article are briefly discussed.
Findings
There has been a steady growth of research interest into flexibility. To provide an example of this growth, the increase in the number of articles published on the topic of strategic flexibility in scholarly journals is highlighted over a 20‐year period. Key issues in prior research such as alternative definitions and the different postulated relationships between market orientation and strategic flexibility are revealed, as are issues for future research.
Originality/value
Key issues relating to research into flexibility for marketing scholars are revealed.
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Suggests, with statistics, that a substantial part of any software development budget is spent on revisions and maintenance. Argues that systems are long overdue to measure the…
Abstract
Suggests, with statistics, that a substantial part of any software development budget is spent on revisions and maintenance. Argues that systems are long overdue to measure the quality of software applications rather than focusing on the quality of the procedures and management approach. Feels the quest for software quality must not be held up by standards debates or management philosophies and that investment in CASE tools or 4GLs, though valuable, simply puts the majority of software budgets into areas where the smallest productivity improvements are to be made. Arguest that as only a tiny percentage of the money spent on software tools is devoted to products for application testing, yet test and maintenance consume over half the development effort, it is time this imbalance was rectified.
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Veronica I. K. Lam and Leonardo (Don) A. N. Dioko
Destination brand personality has been considered as an emotional relationship between a branded destination and its visitors (Ekinci, 2003). Previous studies exclusively focused…
Abstract
Destination brand personality has been considered as an emotional relationship between a branded destination and its visitors (Ekinci, 2003). Previous studies exclusively focused on the match between visitor’s personality and destination personality (Sirgy & Su, 2000; Usakli & Baloglu, 2011). However, there is a lack of investigation centered on tourism industry professionals (TIPs). This chapter is to assess the congruity between TIPs’ self-assessed personality, their perceived brand personality of Macau as a destination as well as the brand personality of their tourism/hospitality-related organizations. Findings of this study reveal that TIPs’ perceived Big Five dimensions of self, Macau, and organization tend to match with each other in certain dimensions. Neither their own nor their organizations’ Big Five dimensions “Openness” and “Conscientiousness” matches their perceived brand personality of Macau. This chapter provides empirical evidence which may suggest to Macau policy makers to further develop branding strategies through strengthening its brand personalities.
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Melodena Stephens Balakrishnan, Ramzi Nekhili and Clifford Lewis
This study matches destination brand components with motives and identifies those components that are most important for the consumer during various stages of the decision…
Abstract
Purpose
This study matches destination brand components with motives and identifies those components that are most important for the consumer during various stages of the decision process. This study also aims to classify various functional and symbolic brand components. The findings take the customers' point‐of‐view in identifying those descriptors that affect consumer choice preference and create destination loyalty.
Design/methodology/approach
The research is exploratory. Through a detailed literature review, destination brand components are identified, simplified and then classified as symbolic or functional. They are also classified by motive. The review is followed by a quantitative study that uses open‐ended questions to find the relationship between destination brand components and the stage of decision making. This study also presents a conceptual model with taxonomy of brand components.
Findings
Functional brand components seem to play a major role in a consumer's description of place brands during the various decision making stages. This finding highlights the importance of stressing functional components in the destination's branding strategy.
Originality/value
This study is the first of its type and can serve as a platform for future research, practically helping destinations create more effective communication.
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Eirini Vlassi and Andreas Papatheodorou
While the value of stakeholder involvement in destination marketing and branding has been emphasized, little research has been conducted on the inner workings of collaborative…
Abstract
Purpose
While the value of stakeholder involvement in destination marketing and branding has been emphasized, little research has been conducted on the inner workings of collaborative initiatives. Based on the case of the Athens Tourism Partnership, Greece, this study aims to map the value co-creation process as it unfolds in joint destination marketing and branding initiatives.
Design/methodology/approach
To capture the way partners collaborated to create the brand of the city, this study collected data through participant observation and analyzed it using Classical Grounded Theory principles.
Findings
The study reveals the different types of relationships and their characteristics that develop when an airline-airport-destination authority partnership is established to enhance destination brand and the potential dynamics of the collaborative initiatives.
Originality/value
The FiNE framework has been developed and can guide stakeholders who wish to collaborate to co-create the destination brand. This study offers theoretical and practical implications for destination authorities and tourism stakeholders to initiate, manage and implement collaborative initiatives that may empower the destination brand and deliver win-win outcomes.
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Eduardo Henrique da Silva Oliveira
This paper aims to firstly depict the theoretical links between place branding and strategic spatial planning to provide further theoretical and conceptual foundations. Secondly…
Abstract
Purpose
This paper aims to firstly depict the theoretical links between place branding and strategic spatial planning to provide further theoretical and conceptual foundations. Secondly, it aims to explore the roots of place branding theory and practice in Portugal, as well as how place branding has been approached (or not) in spatial development plans, strategic initiatives and policy documents by stating the territorial, spatial-economic and sectoral development trajectories for the country and its northern region.
Design/methodology/approach
A content analysis of 20 spatial development plans, strategies and policy documents (of 30 identified), published by Portuguese authorities, the European Union (EU) and the Organisation for Economic Co-operation and Development, mainly for the period between 2014 and 2020, has been used.
Findings
Empirical evidence shows that tourism-oriented promotion initiatives, investment-oriented marketing campaigns and communication strategies uniquely supported by visual elements and aesthetic values (e.g. logos and slogans) deserve more attention from authorities in charge of spatial planning and policy-making. Place branding is an absent term. Moreover, there is inconsistency between current research and practice on place branding and how it has been incorporated in strategic spatial planning at EU, national and regional levels.
Research limitations/implications
Whilst some of the research findings are place-specific (Portugal and its northern region), this exploratory paper aims to present a better understanding of the way in which places and branding can be conceptually addressed, primarily by assigning a spatial dimension to the idea of branding places and its alignment with strategic spatial planning and spatial plan-making.
Originality/value
This paper critically explores the actual or potential roles of place branding as an instrument for the attainment of strategic spatial planning goals through its integration in plan and policy-making. By guiding the attention of academics, practitioners and policymakers towards a strategic spatially oriented approach to place branding, the paper brings an alternative view to the scholarly and professional debate on place branding.
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Deske W. Mandagi and Dave Centeno
Anchored in the theories of brand gestalt and stakeholder perspectives, this study aims to undertake a comprehensive examination of the brand gestalt concept, emphasizing its…
Abstract
Purpose
Anchored in the theories of brand gestalt and stakeholder perspectives, this study aims to undertake a comprehensive examination of the brand gestalt concept, emphasizing its multidimensional nature and the process of co-creation.
Design/methodology/approach
Focused within the context of the Wonderful Indonesia brand, the research draws upon a rich qualitative data set derived from in-depth interviews conducted with 18 international tourists, supplemented by netnography (or internet ethnography) of websites, social media and online articles related to Wonderful Indonesia. Using grounded theory methodology, the qualitative data undergo rigorous analysis to identify emergent themes and patterns.
Findings
The research elucidates the four dimensions (4S) comprising brand gestalt: storyscapes, sensescapes, servicescapes and stakeholderscapes. Each dimension is further delineated into essential categories, providing a comprehensive understanding of brand gestalt. This study highlights the collaborative nature of brand gestalt, emphasizing the involvement of multiple stakeholders in shaping the brand's identity and perception. Consumer perceptions of co-creation are identified as significant contributors to brand gestalt, enhancing the brand's value proposition.
Practical implications
Destination management and practitioners can use the insights from the research to refine their brand management and marketing strategies by leveraging the dimensions of brand gestalt. Recognizing the collaborative construct of brand gestalt can guide businesses in fostering meaningful relationships with stakeholders and aligning branding efforts with collective visions. Understanding the role of consumer co-creation in brand development can inform strategies aimed at enhancing brand equity and fostering consumer loyalty.
Originality/value
This study extends existing literature on brand gestalt by providing a comprehensive examination of its four dimensions and essential categories. By emphasizing the collaborative nature of brand gestalt, this study contributes to advancing the understanding of brand co-creation paradigms. The identification of consumer perceptions of co-creation as a significant factor in brand gestalt adds novel insights to the literature, offering valuable implications for brand management and marketing strategies.