The Place of Heritage and Identity in the Marketing Strategy of Destinations: a Worldwide Approach Based on Dmo Slogans

Séraphin, H., Platania, M., & Pilato, M. (2018). The Place of Heritage and Identity in the Marketing Strategy of Destinations: a Worldwide Approach Based on Dmo Slogans. CACTUS Tourism Journal, 17 (1).

Based on the official APA guide. Review the full set of examples.

Licensed under CC BY-NC 4.0

Abstract

In the tourist industry destinations are competing against each other to attract visitors. In this race to seduce visitors, cultural tourism (based on heritage and identity) appears as a very popular form of tourism used by destinations. Because branding plays a major role in attracting visitors, this paper therefore examines the slogan of 139 destinations around the world. Findings reveal that slogans tend not to use heritage but instead adopt a neutral position, this is to be explained by the fact that destinations want to appeal to maximum of visitors and also because they appeal to the emotions (as opposed to a cognitive strategy).

Keywords

Branding, DMO, world, heritage, identify

JEL Classification

M3, Z3

References

Aaker, D. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.

Ashley, C., De Brine, P., Lehr, A., & Wilde, H. (2007). The role of tourism sector in expanding economic opportunity (Corporate Social Responsibility Initiative Report No. 23). Kennedy School of Government, Harvard University.

Avraham, E. (2016). Destination marketing and image repair during tourism crises: The case of Egypt. Journal of Hospitality and Tourism Management, 28, 41–48.

Blain, C., Levy, S. E., & Ritchie, J. B. (2005). Destination branding: Insights and practices from destination management organizations. Journal of Travel Research, 43(4), 328–338.

Bucheli, M. (2008). Multinational corporations, totalitarian regimes and economic nationalism: United Fruit Company in Central America, 1899–1975. Business History, 50(4), 433–454.

Cashmore, E. (2006). The black culture industry. Routledge.

Clarke, J. (2000). Tourism brands: An exploratory study of the brands box model. Journal of Vacation Marketing, 6(4), 329–345.

Cros, H., & McKercher, B. (2015). Cultural tourism. Routledge.

Dubesset, E. (2013). Penser autrement l’identite regionale caribeenne. Etudes Caribeennes, 21.

Echtner, C., & Ritchie, J. B. (1991). The meaning and measurement of destination image. Journal of Tourism Studies, 2, 2–12.

Egypt Travel. (n.d.). Egypt Travel. http://www.egypt.travel

France.fr. (n.d.). France.fr. https://www.france.fr/en

Galí, N., Camprubí, R., & Donaire, J. A. (2016). Analysing tourism slogans in top tourism destinations. Journal of Destination Marketing & Management, 6(3), 243–251.

Gartner, W. C. (2009). Deconstructing brand equity. In L. A. Cai, W. C. Gartner, & A. M. Munar (Eds.), Tourism branding: Communities in action (pp. 52–64). Emerald Group Publishing.

Gilmore, F. (2002). A country—Can it be repositioned? Spain—The success story of country branding. The Journal of Brand Management, 9(4), 281–293.

Gold, J. R., & Ward, S. V. (1994). Place promotion. John Wiley & Sons.

Gopalan, S. (2013). Mapping India-EU tourism flows (CARIM-India Research Report No. 2013/15). Robert Schuman Centre for Advanced Studies, European University Institute.

Green, J. W. (1972). Culture and colonialism in the West Indies. Journal of Interamerican Studies and World Affairs, 14(4), 489–495.

Hammond, M., & Wellington, J. (2013). Research methods: The key concepts. Routledge.

Hankinson, G. (2004). Relational network brands: Towards a conceptual model of place brands. Journal of Vacation Marketing, 10(2), 109–121.

Hankinson, G. (2005). Destination brand image: A business tourism perspective. Journal of Service Marketing, 19(1), 24–32.

Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Prentice Hall.

Kerr, G. (2006). From destination brand to local brand. Brand Management, 13(4–5), 276–283.

Knox, S. (2004). Positioning and branding your organization. Journal of Product & Brand Management, 13(2), 105–115.

Lee, G., Cai, L., & O’Leary, J. (2006). WWW.Branding.States.US: An analysis of brand building element in the US state tourism websites. Tourism Management, 27, 815–828.

Malik, S., Chaudhry, I. S., & Sheikh, M. R. (2010). Tourism, economic growth and current account deficit in Pakistan: Evidence from co-integration and causal analysis. European Journal of Economics, Finance and Administrative Sciences, 22, 21–31.

Mihalache, M., & Mihalache, O. R. (2016). Organisational ambidexterity and sustained performance in the tourism industry. Annals of Tourism Research, 56, 128–163.

Park, C. W., Eisingerich, A. B., Pol, G., & Park, J. W. (2013). The role of brand logos in firm performance. Journal of Business Research, 66(2), 180–187.

Park, H. Y. (2014). Heritage tourism. Routledge.

Pike, S. (2005). Tourism destination branding complexity. Journal of Product & Brand Management, 14(4), 258–259.

Reyes-Santos, I. (2013). On Pan-Antillean politics: Ramon Emeterio Betances and Gregorio Luperon speak to the present. Callaloo, 36(1), 142–157.

Saint-Hilaire, B. (2005). La marque: Creer et developer son identite. Vuibert.

Séraphin, H., Ambaye, M., Gowreesunkar, V., & Bonnardel, V. (2016). A marketing research tool for destination marketing organizations’ logo design. Journal of Business Research, 69(11), 5022–5027.

Sirgy, M. J., & Su, C. (2000). Destination image, self-congruity, and travel behavior: Toward an integrative model. Journal of Travel Research, 38(4), 340–352.

Smith, S. (2017). Organisational ambidexterity: Welcome to paradox city. Human Resources Management International Digest, 25(1), 1–3.

Spain.info. (n.d.). Spain.info. https://www.spain.info

Supphellen, M., & Nygaardsvik, I. (2002). Testing country brand slogans: Conceptual development and empirical illustration of a simple normative model. The Journal of Brand Management, 9(4), 385–395.

Thano, R. (2015). The impact of tourism on the balance of payments. American Journal of Economics, Finance and Management, 1(5), 529–536.

United Nations World Tourism Organization (UNWTO). (2016). Tourism highlights. http://www.e-unwto.org/doi/pdf/10.18111/9789284418145

UNWTO/GTERC. (2016). Annual report on tourism trends: 2016 edition, executive summary. UNWTO.

Woodside, A., & Lysonski, S. (1989). A general model of travel destination choice. Journal of Travel Research, 27, 8–14.

World Economic Forum (WEF). (2015). The Global Competitiveness Report 2015–2016. http://reports.weforum.org/global-competitiveness-report-2015-2016/

YourSingapore. (n.d.). YourSingapore. http://www.yoursingapore.com/