Transcript Ch 9 Marketing and Branding the Contemporary Destination

Contemporary Tourism
Marketing and Branding the
Contemporary Destination
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,
Lecture Objectives
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Understand the process and outcomes of contemporary destination marketing
Appreciate the importance of engaging with all stakeholders in contemporary
destination marketing
Understand the formation and characteristics of the destination image
Be aware of strategic approaches to contemporary destination marketing
Understand the formation and characteristics of destination brands
Recognise the role that technology, particularly the Internet, can play in
contemporary destination marketing
Appreciate the structure and roles of destination marketing organizations
Recognise that destination marketing is surrounded by a range of issues and
questions relating to the ability of a destination to be marketed as the
equivalent of a product or brand
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,
Destination Marketing
• A process and outcome
• Many stakeholders
• Marketers must
– Manage stakeholders
– Formulate and manage the brand
• Dates back to mid 19th century
• Branding is the glue that holds destination
marketing together
• Operates at a variety of scales
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,
Destination Image
• ‘The attitude, perception, beliefs and ideas
one holds about a particular geographic area
formed by the cognitive mage of a particular
destination’ (Gartner, 2000)
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,
Benefits
• Securing the emotional link to, and loyalty of,
visitors;
• Coordination of the private sector and other
stakeholders through cooperative marketing;
• Acting as a base for promotion of other products
such as investment, economic development, film,
and TV;
• Facilitating and encouraging the use of local
products and design; and
• Facilitating seamless market communication of the
destination.
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,
Destination Image
• A simplified version of reality
• Critical due to:
– Intangible nature of the destination
– Inseparable nature of consumption
• Components
– Cognitive
– Effective
– Conative
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,
Destination Image
• Formation
– Induced agents
– Organic agents
– Autonomous agents
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,
Images Achieve:
1. C ommunicate messages about destinations.
2. Redefine and reposition destinations.
3. C ounter negative, and enhance positive, perceptions about destinations.
· T a r g e t key market areas.
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,
Aims of DMOs
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Enhancing destination image;
Increasing industry profitability;
Reducing seasonality; and
Ensuring long-term funding.
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,
Destination Strategy
• Gilbert’s commodity/status approach
• Cooper/Jain’s strategic life cycle
approach
• Positioning
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,
Destination Branding
• Art and cornerstone of marketing
• Approaches
– Product plus
– Holistic
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,
Designing the Brand
• Blueprint for branding developing and
marketing the destination
– Positioning
– Product formulation
– Nesting the brand
– Communication strategy
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,
Designing the Brand
• 4 Steps
– Brand assessment
– Brand promise
– Brand architecture
– Internalizing the brand
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,
Technology and DMOs
• Save on print and distribution costs;
• Directly target and manage customers through
email; and
• Provide content of great depth and visual quality.
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,
Destination Web Sites
• Structure of destination web sites varies
according to:
– Destination factors
– Technological factors
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,
Technology
• Destination web sites evolve according to the
eMICA model
• Assessment of destination web sites done
according to:
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Access
Identity and trust
Customization
Navigation
Search engines
Technical performance
Services offered
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,
Destination Management
Organizations
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Vulnerable to disintermediation
Provide leadership
Structures vary
Strategy acts as umbrella marketing
agency
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,
Issues
• Role of the public sector
• Role of destination stakeholders
• The nature of the destination
© Chris Cooper & C M Hall 2016
Contemporary Tourism 3e,