Destination Branding - Tracking Brand Equity for a Competitive Set of Near-Home Destinations

In the emerging literature related to destination branding, little has been reported about performance metrics. The focus of most research reported to date has been concerned with the development of destination brand identities and the implementation of campaigns (see for example, Crockett & Wood 1999, Hall 1999, May 2001, Morgan et al 2002). One area requiring increased attention is that of tracking the performance of destination brands over time. This is an important gap in the tourism literature, given: i) the increasing level of investment by destination marketing organisations (DMO) in branding since the 1990s, ii) the complex political nature of DMO brand decision-making and increasing accountability to stakeholders (see Pike, 2005), and iii) the long-term nature of repositioning a destination’s image in the market place (see Gartner & Hunt, 1987). Indeed, a number of researchers in various parts of the world have pointed to a lack of market research monitoring destination marketing objectives, such as in Australia (see Prosser et. al 2000, Carson, Beattie and Gove 2003), North America (Sheehan & Ritchie 1997, Masberg 1999), and Europe (Dolnicar & Schoesser 2003)..

Tourism Destination Branding Complexity

Prior to completing a tourism marketing PhD the author spent almost two decades working in the tourism industry, mostly in destination marketing organisations (DMOs). In this paper he laments a significant gap in the literature in the area of tourism destination branding, a field that has only attracted academic attention since the late 1990s. While interest in applications of brand theory to practise in tourism is increasing, there is a paucity of published research with which to guide DMOs. There has been relatively little discussion on the complexity involved in capturing the essence of a multi-attributed destination with a succinct and focused brand position, in a way that is both meaningful to the multiplicity of target audiences of interest to stakeholders and effectively differentiates the destination from competitors. The paper summarises six issues that make the application of branding theory to destinations a complex undertaking

Destination brand positioning slogans - towards the development of a set of accountability criteria

A significant gap in the tourism and travel literature exists in the area of tourism destination branding. While interest in applications of brand theory to practise in tourism is increasing, there is a paucity of published research in the literature to guide destination marketing organisations (DMOs). In particular there have been few reported analyses of destination brand positioning slogans, which represent the interface between brand identity and brand image. Brand positioning is an inherently complex process, exacerbated for DMOs by the politics of decision making. DMOs must somehow capture the essence of a multi-attributed destination community in a succinct and focused positioning slogan, in a way that is both meaningful to the target audience and effectively differentiates the destination from the myriad of competitors offering the same features. Based on a review of the brand positioning literature and an examination of destination slogans used in the USA, Australia and New Zealand, the paper proposes a set of slogan criteria by which a DMO’s marketing manager, political appointees and advertising agency could be held accountable to stakeholders

Destination Brand Positioning Theme Development Based on Consumers’ Personal Values

© The Author(s) 2020. This research note reports an investigation into the personal values that are salient to consumers when considering stopover destinations during long-haul travel. The findings, from personal interviews using the Repertory Test and laddering analysis, present destination marketers with potential brand positioning themes based on personal values. One of the greatest challenges facing destination marketers is developing a succinct brand positioning theme representative of a multiattributed entity that effectively differentiates from competing places offering similar attributes and benefits. It is argued that the development of a brand identity based on personal values, which subsume a myriad of attributes and benefits, has the potential to appeal to a broader range of travelers. This study, in the context of international stopover destinations for Greek travelers, replicated a similar investigation undertaken in the context of Australian domestic short-break holidays. The commonality between the findings of the two studies supports the development of a proposition that a relatively small number of personal values are relevant across different destination travel contexts. This could represent a solution to the challenge of developing a brand positioning theme that will be relevant across different markets and will appease the diversity of stakeholders at the destination

Stopover destination image - Using the Repertory Test to identify salient attributes

© 2016 Elsevier Ltd. This paper reports a rare investigation of stopover destination image. Although the topic of destination image has been one of the most popular in the tourism literature since the 1970s, there has been a lack of research in the context of stopover destinations. The purpose of this study was to identify attributes deemed salient to Australian consumers when considering stopover destinations during travel to Europe. Underpinned by Personal Construct Theory, the study used the Repertory Test to identify 21 salient attributes, for use in the developing a survey measuring the attractiveness of a competitive set of stopover destinations. While the list of attributes shared some commonality with general studies of destination image reported in the literature, the elicitation of a relatively large number of stopover context specific attributes highlights the potential benefit of engaging with consumers in qualitative research, such as using the Repertory Test, during the questionnaire development stage

A model of destination image for transformative travel

The uniqueness of transformative travel lies in its subjective, enduring, and personal growth-oriented nature. Despite this uniqueness and the role the place/setting play in triggering transformations, there is a lack of academic focus on destinations and relevant traveller perceptions as viewed from a transformative lens. Therefore, we use a destination image perspective to propose the notion of transformative destinations (i.e., places that have the potential to trigger transformations by creating a sense of otherness) and to present a conceptualisation of the transformative destination image. Accordingly, based on Fishbein’s theory of attitude-behaviour relations and considering the importance of novelty, a willing and open mindset and subjectiveness for transformative travel, we posit that destination familiarity, perceived cultural distance, travellers’ personal values, and the degree of mindfulness during an experience influence the transformative destination image which then induces behavioural intentions

Stopovers as valued-based experience: A conceptual model

This study on stopovers, defined as consisting of a one to three-night transition to a destination featuring value-based experiences, uses a multi-site data collection approach of focus groups in six cities to examine stopovers during long-haul air travel in Dubai and Abu Dhabi, Singapore and Hong Kong. It contributes to the literature on stopovers by defining and conceptualizing the term and identifying the key influences of stopover choice and value experiences of travelers from distant geographic areas, namely, the United Kingdom, France, Australia, and New Zealand. The proposal of the conceptual model on stopovers offers a basis for destination marketers a greater understanding of stopover travelers and facilitates the destination\u27s promotion from a practical perspective

Destination image: A comparison of French and Australian consumers stopover destination preferences for long-haul travel

In the first forty years of destination marketing literature there has been little research published in relation to stopover destination image. While destination image represents an important and popular research stream, most studies to date have not been context-specific. That is to say the image of a destination has commonly been measured without reference to the travel situation. The aim of this research was to identify attributes of destinations deemed salient to consumers when considering a stopover during long haul travel. Underpinned by Personal Construct Theory, the study used the Repertory Test in personal interviews with French consumers. The findings are then compared to attributes elicited from Australian consumers to identify any differences in attribute salience between these northern hemisphere and southern hemisphere travellers. The commonality of stopover destination attribute salience between the two samples will enable the development of a questionnaire to measure stopover destination image. A number of stopover destination attributes were identified that have not been commonly used in generic destination image studies. The study highlights the value of engaging with the consumer in the questionnaire design stage, and goes some way to support the proposition that due to the short stay nature of stopovers during long haul travel destination attribute salience might differ to that for other travel situations

Stopover destination attractiveness: A quasi-experimental approach

© 2020 Elsevier Ltd This study contributes to the emerging field of stopover destination attractiveness. There has been a paucity of published research around the phenomenon of stopovers, including stopover destination image, during long-haul international air travel. This is surprising given long-haul commercial flights date back to the 1930s, and that destination image has been the most popular topic in the tourism marketing literature since the 1970s. A quasi-experimental research design with samples of consumers in the UK and Australia was used to test aspects of a proposed model of stopover destination attractiveness. The results highlight the influence of perceived airport ambience and positive user-generated content on social media on enhancing attitudinal destination loyalty for Dubai as a stopover destination. The study also highlights the positive influence of previous visitation on attitudinal destination loyalty for a destination located in the Middle East, a region with a history of negative media publicity around conflicts. It is proposed these findings have practical implications for emerging stopover destinations, and for other destinations in conflict-ridden regions such as the Middle East