Components of destination image and sample research procedures
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Destination brand
Destination brand – Key points:
• A destination brand is the place’s competitive identity. It makes the destination distinctive and differentiates it from all others.
• A destination brand refers to the enduring essence, or core characteristics, of the destination, which comprise its personality and make it distinctive and different from all its competitors.
• A destination brand exists in the eyes of the beholder: it is a dynamic relationship between the destination and how it is perceived by potential customers and visitors.
• A destination brand is the fundamental building block from which all marketing communications and behaviour should flow.
• To be truly effective, there must be harmony between the perceptions of both visitors and residents regarding the destination brand, in terms of the destination’s key assets and the way in which it is presented in marketing communications.
The difference between a destination product and a destination brand
Destination branding
Morrison and Anderson (2002) |
a way to communicate a destination’s unique identity by differentiating a destination from its competitors |
Blain et al. (2005) |
the set of marketing activities that (1) support the creation of a name, symbol, logo, word mark or other graphic that readily identifies and differentiates a destination; (2) consistently convey the expectation of a memorable travel experience that is uniquely associated with the destination; (3) serve to consolidate and reinforce the emotional connection between the visitor and the destination; (4) reduce consumer search costs and perceived risk. Collectively, these activities serve to create a destination image that positively influences consumer destination choice’. |
Developing a branding strategy Branding Process
Step 1. Defining Branding Objectives
• to differentiate the destination from its competitors__________________________
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• to increase awareness and recognition, and therefore, memorability of the destination over time amongst potential visitors______________________________
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• to create a positive image for the destination that makes people responsive to the NTOs marketing message and therefore more likely to visit_____________________
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• to give the destination a strong and compelling brand identity__________________
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Step 2. Brand Positioning is about:
understanding what target markets think of your destination and ensuring you occupy the most positive position in their perception compared to your competitors.
ensuring that they understand what your destination stands for, what its strengths are and where it outstrips its competitors.
Step 3. The Branding Process
Destination audit |
What are the destination’s main assets in terms of its visitor appeal? |
How powerful are these compared to other destinations? |
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How accessible are these assets/experiences for visitors? |
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In order of priority, which assets are the strongest and most appealing for visitors? |
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Segmentation analysis |
Identify key market segments. |
Prioritise them |
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Identify the main target of the key segments |
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SWOT analysis |
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Stakeholder engagement |
Include key stakeholders from the beginning of the brand development process. |
Develop a core group of stakeholders who will participate in the development of the brand. |
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Explain the purpose and value of a brand to stakeholders, and the importance of their eventual contribution as brand advocates. |
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Consult with key stakeholders to obtain their perceptions of the destination. |
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Keep this core stakeholder group engaged and informed on progress throughout the brand development process, seeking their input at key stages. |
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Provide stakeholders with a simple, comprehensible toolkit containing key brand messages that enables them to convey clear and consistent messages about the destination. |
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Communicate with a wider group of stakeholders. |
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Ensure that all stakeholders are engaged with on an ongoing basis and with appropriate messages. |
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Consumer perception research |
Research amongst consumers to understand how people view destination. |
Qualitative research of people’s motivation and how your destination satisfies, or falls short of satisfying, this deeper psychological need. |
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Consumer focus groups usually elicit the best insights. |
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Focus on key target segments. |
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Include both previous visitors and ‘non-visitors’. |
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Probe for true motivation. |
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Appoint an experienced research agency with experience of eliciting consumers’ deep-seated motivations. |
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Observe the early focus groups. |
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Interview outbound tour operators who sell destination in key source markets. |
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Competitor Analysis
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What are visitors from your core market segments looking for? |
What are your destination’s main assets? |
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How competitive are they? |
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Where is the destination situated in relation to your competitors? |
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Brand-building Models |
Brand Pyramid |
Brand Wheel |
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Integrating the Brand into Marketing Activities |
Create a strategic message. |
The strategic message needs to be interpreted and projected through creative marketing execution in order to excite its target audience.
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The destination’s brand values, which underpin the strategic message, should run through all marketing activities, no matter how small.
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