It creates customer loyalty and trust, rendering travellers an everlasting impression that could make or break a brand, and in turn, it provides jobs to the workforce. Particularly, those in the front-line service industry, which is why the tourism industry is so vital to the economy. It also means that people in the destination play a part in contributing to the tourism brand values, experience, reputation, and mindset. It is up to tourist boards and destination marketing organisations to identify their destination’s best assets in order to invoke certain feelings, values, cultures, and the overall mindset that people experience when visiting a place. In other words, a destination brand cannot be created. “Destination branding is about identifying the destination’s strongest and most competitively appealing assets in the eyes of its prospective visitors, building a story from these that makes the destination stand out above its competitors, and running this narrative consistently through all marketing communications.” What is destination branding, and why is it vital to the economic growth of a place?Īccording to Tom Buncle, former Chief Executive of Visit Scotland and current Managing Director of an international tourism consultancy: The city’s destination brand is universally strong and recognisable. You don’t need to have visited London to know which city I was describing. The air is just a bit damp from the rain, and the smell of fish and chips wafts through the air. You have tickets to a show at the West End later that evening, but you stop by for a pint of beer at one of the many pubs named after William Shakespeare. You take a black cab to Mayfair for afternoon tea at Claridge’s. Imagine you’ve just spent the day shopping on Oxford High Street.
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