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Destination Branding and Tourism Marketing - Essay Example

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As an industry, tourism has a lot of components consisting of the overall "tour experience." Together with transportation, it contains such things as housing, foodstuff and drink services, shops, amusement, aesthetics and exceptional events. It is uncommon for one business to offer the selection of activities or facilities travelers require or wish for…
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Destination Branding and Tourism Marketing
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Download file to see previous pages All these organizations and firms work together to market their products in a particular region and to encourage people to visit it again.
Even though the idea of branding has been used broadly to goods and services, tourism destination branding is a comparatively new phenomenon. In exacting, destination branding remains scarcely defined to a lot of practitioners in destination management organizations (DMOs) and is not sound signified in the tourism literature. Supported on an espousal of work by Aaker (1991), destination brand can be defined as:
"A name, symbol, logo, work or other graphic that both identifies and differentiates the destination, furthermore, it conveys the promise of a memorable travel experience that is uniquely associated with the destination; it also serves to consolidate and reinforce the recollection of pleasurable memories of the destination experience. (Ritchie and Ritchie, 1998, p. 103)
The first part of this definition talks about the uniqueness and commonness of the destination which may attract the tourists, however, the second part is emphasizing on the availability of entertainment and products for the travelers which may assure them a wonderful and memorable journey. The definition gives the idea of product and service brand, for instance, product as handicrafts, in which the people of a particular place are skilled and services as massage and hotels. After determining the position of the destination in the marketplace and the development has been made by providing a distinctive brand identity to distinguish it from competitors (Morgan et al., 2002), the senior policy makers and the management staff of the destination must make certain that they implement all the promises made about the destination must are being translated.
Destination branding is advantageous to attract more and more visitors. It directs the managers of the destination to provide advanced facilities to the visitors as they are becoming more and more perceptive, educated and technology addicted. Destination branding encourages the customer not just to visit the place again and again but also to inform others about the latest facilities and advancements in that particular area.
The marketing of a place and the facilities provided there draws the attention of tourists towards it. The location of the spot and the availability of proper transport, food and shelter are the important factors which need to bring in notice of the tourists. The tourism marketing provides a report of the overall structure of the spot. The marketing must not focus on a particular community but it must provide a complete and perfect view for people belonging to different cultures and tradition. Tourism marketing plan, if arranged properly, works fast and firm to increase the profits and also provides new ways towards the development of that area.
Symbiotic Relationship Between On and Offline Marketing
With the development of technology and advancement of every field, the means of marketing have also changed. The offline marketing is indeed a good way to introduce a new product or service, but, it is costly as compared to online marketing plans. The online marketing is economic but not very profitable as it provides a number of options to the consumer or customer, whereas, the offline marketi ...Download file to see next pagesRead More
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