Template-Type: ReDIF-Article 1.0
Author-Name: Hugues Séraphin
Author-Name-First: Hugues
Author-Name-Last: Séraphin
Author-Email: hugues.seraphin@winchester.ac.uk
Author-Workplace-Name: University of Winchester, Winchester, United Kingdom
Author-Name: Marco Platania
Author-Name-First: Marco
Author-Name-Last: Platania
Author-Email: marco.platania@unict.it
Author-Workplace-Name: University of Catania, Catania, Italy
Author-Name: Manuela Pilato
Author-Name-First: Manuela
Author-Name-Last: Pilato
Author-Email: manuela.pilato@winchester.ac.uk
Author-Workplace-Name: University of Winchester, Winchester, United Kingdom
Title: The Place of Heritage and Identity in the Marketing Strategy of Destinations: a Worldwide Approach Based on Dmo Slogans
Journal: CACTUS - The Tourism Journal for Research, Education, Culture and Soul
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
Classification-JEL: M3, Z3
Creation-Date: 2018
Year: 2018
Volume: 17
Issue: 1
File-URL: https://cactus-journal-of-tourism.ase.ro/Pdf/vol17/2.pdf
File-Format: Application/pdf
Handle: RePEc:bum:cactus:cactus-2018-2