Destination Branding In The Tourism Industry

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Introduction In tourism industry, the term "destination" and the distance between destination and the origin have been remaining unclear, and each person may have different calculation and definition. Furthermore, the destination branding theories and models are originally developed base on marketing or branding context. These theories and models appear to show the limitations when they were employed to explain highly complexity situation, such as destination management issues. The study aims to identify the limitations and anomalies of current destination branding theories and models, and intends to suggest a replacement model. Then, uses Sabah as an example to test the context validity of the new model via adopting qualitative data analysis…show more content…
The idea of destination branding is collectively dealing with the destination image that positively influences consumer destination choice (Qu et al., 2011; Garcia et al., 2012). The tourism industry itself is becoming increasingly complexity in terms of more usage of jet aircraft (budget airlines), privatization and the outsourcing of government services (e-visa), the demise of communism, global recognition of sustainability issues, explosion in media channels, globalization, disintermediation and online distribution, information communications technologies (ICT) and social media networking, the decline of the traditional passive all-inclusive coach tours and the rise of independent travellers and travel packages, the rise of short breaks and emergence of low-cost carriers and last minute discount pricing, and resurgence of cruising, backpackers, adventure travellers and ecotourism, dark tourism and medical tourism; and the rise of terrorism and ensuing security measures and so on (Pike & Page, 2014:…show more content…
The brand associations could be classified into three categories: Attributes, benefits and attitudes. Attributes explains the objects that are visually observable. An attribute is how a consumer's expectation a brand. Benefits represent what the consumers think they would receive from the brand. Brand Attitudes are the evaluation from the consumers based on their pre-purchase expectation and the purchasing

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