Destination Branding

This paper identifies the impact of movie induced tourism on the branding of areas, which have become popular tourist destinations as a result of their featuring in a movie or television series (O’Connor, 2000). The paper outlines some of the benefits of tourism branding that accrue to a destination based on an area’s image as moulded by a number of television series. The researcher’s hypothesis is that a brand based on the image derived from the television series may be a strong means of marketing the area and harnessing tourism. The study area is the Yorkshire region in the North of England which has been the subject of a number of popular English television series’ and is already the subject of much research in the tourism and destination management field; Mordue (1996), Riley and Van Doren (1992) and Tooke and Baker (2002).

In order to test this hypothesis, a survey of visitors to Yorkshire over a seven day period in July 2003 was carried out. The main aim of the survey was to assess the linkages between movie induced tourism and branding and to identify research issues in relation to destination branding and management. Surveying a sample of the general tourist population completed this. The initial part of the paper outlines the concept of destination branding and the embryonic yet evolving area of movie induced tourism. This review of existing literature identifies a gap in previous research, which shows that there has been little research on the impacts of television on general tourist perceptions of an area or region. The survey undertaken by the researcher and outlined in the methodology section is an initial attempt to fill this gap. The findings of this survey are outlined in the remaining sections of the paper and have a number of implications for the future branding of destinations based on television and film imagery.

The focus of this paper is to apply sensory branding to the case of Lego. Henceforth, the thesis question for my paper is the following: To what extent does Lego use sensory branding and what should the company do in the future in terms of utilizing sensory branding?

The reason for choosing this topic is first of all, that I myself grew up with Lego and as so many in my age range intuitively understand the sensory characteristics of the touch and look of the Lego brand. Second of all I chose this topic because Lego seems to be applying sensory branding only in a limited sense.

This is interesting first of all, because it indicates, that there is room for improvement in Lego’s overall branding strategy. Second of all, it is interesting because according to fellow Danish marketing guru Martin Lindstrom, the future belongs to companies who fully adopt sensory branding. This is particularly relevant for Lego considering they are in an industry where function is relatively easily copied. Therefore, if Lego does not improve its sensory branding efforts, the company risks being overtaken by competitors applying a more holistic sensory branding strategy.

In today’s globalisation, countries compete with each other in the same manner as the multinational corporations do. Recently, the term ‘nation-brand’ has appeared, together with a nation-brand index that tracks how a particular country's reputation responds to activities, promotions and events at home and around the world. Countries, like corporations and products have brand values and reputations. These ‘branding’ factors are analogous to identity formulation on a national and personal level. For example, visual motifs and icons have a dramatic impact on how successful that country is in attracting tourists, foreign investment, capital, talent, cultural relations and political allies. Such manifestations of identity are vital to the marketing of products and services abroad. In order for a country to develop itself as a competitive nation-brand, it needs to have a strong national identity. The paper will argue that in a same manner as the corporate identity, the national identity serves as a foundation on which the ‘brand image’ is built. The brand’s image is a representation of the brand’s culture (in this case the nation’s culture); therefore, how the image is formed and what kind of form it takes should be of concern to the government, the industry and the local communities. For that reason, strong interdisciplinary partnerships need to be established, as only then the communication of the country’s image can bring success in the above-mentioned areas of interest.

A historiographic and interpretative methodology will be used to present the analogous case of corporate and national identity formulation.  The current political situation in Macedonia will be used to exemplify the argument. This paper will address the subtheme ‘Identities/Subjectivities’ for the conference and will engage with activities in the boundaries of corporational-ism and nationalism.

Die Entwicklung einer stringenten Markenpolitik stellt eine der wichtigen Herausforderungen für jede einzelne Destination dar. Allerdings kann sich ein solcher Prozess nicht auf die Entwicklung von Wortbildmarken und Logos beschränken. Er muss auch in eine kohärente Produktpolitik integriert sein. Angesichts der Vielfalt des Angebotes in den meisten Gebieten stellt sich die Herausforderung, diesen Prozess in der Produktgestaltung und der Markenbildung konsequent umzusetzen. Um die Destination im Auge zu behalten und gleichzeitig Produktlinien entsprechend zu kommunizieren, erscheinen die Regionalmarken als mögliche Option für die weitere Markenpolitik.

Globally Tourism is the fastest growing industry for which competitive destinations are trying their best to promote their tourism products by developing appropriate brand strategies for marketing their products. Identification of Brand Personality is one of the strategies where Destination Marketing Organizations (DMOs) are focusing upon. This study aims to explore the brand personality traits of the first world heritage site of India i.e. Ellora caves situated in Aurangabad District of Maharashtra State of India. Though the site is having potential for Tourism, minimal efforts are taken by the stakeholders for branding Ellora. Primary data was collected using interview schedule and questionnaires from 23 tourism stakeholders of Aurangabad region and 90 domestic tourists at Ellora respectively. Factor Analysis is done to reduce the perceived brand personality traits and developing the most relevant ones. Further Cronbach's Alpha was used for testing the reliability. Factor Analysis is done to reduce the perceived brand personality traits and coming up with the most relevant ones. 18 new traits were identified which were not seen in marketing literature of Ellora like Intelligent, resourceful, Astute, Senile Surest, Shrewd, Hygiene etc. These identified new traits will help to target new segment of tourists like Millennial's, Eco Tourists etc. The implications of this paper are dual which are related to academic contribution and policy making for the stakeholders relating to branding of Ellora.

Flusty, Steven & Pauliina Raento (2010). Imagineered worlds: The design  of Las Vegas resort-casinos. In Rappaport, N., B. Denison & N. Hanna (eds.): Learning in Las Vegas: Charles Atwood/David M. Schwartz, 52–71. Yale School of Architecture, New Haven & W. W. Norton, New York.

A brand is a way a product, state, nation, company, or individual is perceived by those who experience it. Much more than just a name or a logo, a brand is the recognizable feeling these assets evoke. A brand is an identifying symbol, mark, logo, name, word, and/or sentence. A combination of one or more of those elements can be utilized to create a brand identity. Legal protection given to a brand name is called a trademark. A brand is defined as a distinguishing symbol, mark, logo, name, word, or sentence -or a combination of these items. The Niger State, Nigeria Logo Brand is the State’s creation of the positive perception combining such elements as logo, design and visual identifier.
Keywords:
Niger state logo, Brand manual, Brand architecture, Collateral materials, Brand visual identifier, Brand security grid, Brand elements, Colour palette, Brand essence.

A city is seen as a "special product" at the same time a place to stay in, or passing by, but always a place to be lived by residents, visitors and investors.
And because cities, countries and regions are perceived as products, ready to be sold, they are considered tourism products with which their public create emotional bonds for its unique attributes of identity, character and personality,
This means that policy makers should recognize the role of the city brand as a tool for marketing and strategic management of the city, and should be aware that this is a long-term process, difficult and complex.

Kīlauea Volcano has attracted visitors to Hawaiʻi throughout the history of Hawaiʻi's tourism industry. From the 1870s to the 1910s, Kīlauea offered the experience of using volcanic heat and molten lava to cook food, melt postcards onto cavern walls, enflame items, and obtain souvenirs including scorched postcards, rocks, olivine, and Pele's hair. Writers shared their experiences in publications, and traveling presentations showed American audiences images of visitors scorching postcards at Kīlauea. Marketing campaigns on the U.S. Mainland promoted Hawaiʻi as a tourist destination and promoted cooking with Kīlauea's heat. In 1907, U.S. Congressmen toured Kīlauea Caldera, ate dinner cooked with Kīlauea's heat, and learned about Kīlauea's geodiversity. These experiences likely influenced Congress to establish the Kīlauea, Haleakalā, and Mauna Loa Volcanoes as the Hawaii National Park (now known as the Hawaiʻi Volcanoes National Park). Today, the U.S. National Park Service maintains the Hawaiʻi Volcanoes National Park, and it offers geological, biological, and cultural resources for recreation and education. For destination marketing, Kīlauea provided Hawaiʻi a comparative advantage for tourism.

One of the most popular topics in the tourism literature in the past 30 years has been destination image measurement. The purpose of this paper is to enhance understanding of potential limitations inherent in the development of tourism destination brand image questionnaires. A review of 262 studies published between 1973 and 2007 was undertaken to identify key characteristics of the measurement approaches used, for which structured questionnaires were by far the most common method. One of the outcomes of the review was the identification of five key limitations of the structured questionnaires. Rationale for consideration of these by marketing researchers is offered. The paper will be of interest to tourism practitioners and marketing researchers with a vested interest in the marketing of a destination, as well as research students and supervising academics interested in destination branding and marketing.

This paper identifies the impact of movie induced tourism on rural destinations, which have become popular tourist destinations as a result of their featuring in a movie or television series. The purpose of this paper is to consider the influence of movie induced tourism on small rural based communities in Ireland and the UK. The paper outlines some of the costs and benefits of movie induced tourism that accrue to such a destination based on their use as a movie (Braveheart, The Quiet Man) and or television series (Ballykissangel, Braveheart) filming location. These areas are already the subject of much research in the tourism and destination management field; Mordue (1996), Riley and Van Doren (1992), Tooke and Baker (2002), Bolan and Davidson (2005) and O’Connor (2000, 2005).

The initial part of the paper outlines the evolving area of movie induced tourism. This review of the existing literature identifies that there is little in the way of academic publication, which deals with the effect of television film on the popularity of film locations as visitor destinations. However, there is some relevant material about the effects of movies on tourism and how integrated planning can in fact assist in the development of the tourism product in an area (which often is the result of location filming) (Tooke and Baker, 1996). Hence, this paper surveys material drawn from academic research, journals and newspapers about the effect of both television film and movies, on visitor numbers.

Personal interviews and surveys were undertaken by the researchers and outlined in the methodology section is a preliminary attempt to fill this gap. This paper found that there was strongly held opinions on the varying benefits and costs of increased tourism to the community from being featured in a popular television series or movie. The findings of this survey are outlined in the remaining sections of the paper and have a number of implications for the future of movie induced tourism. The paper concludes that an increase in visitors inevitably has an effect on the destination’s economic, sociocultural and environmental balance. However, where the results of the research come into their own is as a planning tool for future filming locations, hence it is imperative that the key players consider this.

El turismo es a menudo el aspecto promocional más visible en el proceso de creación y proyección de una determinada imagen territorial. Esto es debido a que la actividad turística acumula un amplio bagaje en aspectos vinculados a la comercialización de espacios geográficos, y esta circunstancia incide, por ejemplo, en la presencia de numerosa literatura relacionada con la promoción, el marketing y el branding de espacios turísticos. A nivel metodológico, se ha optado por un análisis de fuentes documentales, que ha servido para fijar los cimientos de la evolución de la comunicación de los espacios turísticos mediante el uso de marcas. Se concluye que el registro de la comunicación turística ha experimentado una clara mutación en base a una doble dualidad: de la información a la persuasión y de la promoción a la emoción. Asimismo, el traba jo en cuestión muestra de qué forma la estrategia comunicativa transcurre nuevamente en torno a las necesidades emocionales del potencial turista y/o visitante en detrimento de las necesidades de información subyacentes al propio destino turístico.

L'étude de la mise en marque de la Bretagne est intéressante en ce qu'elle est la seconde région en Europe à utiliser le branding jusque là réservé aux (plus grandes) villes. Le branding est une manière de penser le marketing des territoires en plaçant l'image de marque par dessus les autres leviers du marketing que sont les projets urbains, les événements, les actions culturelles, les politiques touristiques, les aides fiscales... La partie visible de l'iceberg est souvent un slogan accompagné d'un logo mais le branding est, en tant que démarche de marketing territorial, un travail analytique, stratégique et opérationnel complexe qui implique les acteurs locaux vers une quête de cohérence de message entre tous. En France, le branding peut être vu comme une nouvelle manière de relancer le marketing territorial depuis le milieu des années 2000, avec l'utilisation de marques ombrelles pour promouvoir un territoire dans sa globalité, associées à des marques produits qui promeuvent des aspects spécifiques (cluster, site géographique d'excellence, manifestation phare…) (Maynadier, 2009).

W literaturze przedmiotu można spotkać się z szerokim opisem wydarzeń jako nowoczesnej (współczesnej, atrakcyjnej, skutecznej) formy promocji, ale także niektórzy autorzy  starają się przedstawić wydarzenie jako atrakcyjny produkt organizatora, czy też produkt destynacji , który wymaga dobrze zorganizowanego zarządzania marketingowego i może być sukcesem rynkowym przy zwróceniu szczególnej uwagi na pewne elementy kluczowe dla osiągnięcia postawionych przed wydarzeniem celów. Autor tej publikacji przyznaje, że i jedno i drugie podejście jest właściwe, jednak z uwagi na fakt, że każdy produkt (także materialny, czy też usługowy) jest swego rodzaju nośnikiem informacji wykorzystywanej w procesie komunikacji (promocji) to dla pokazania marketingowych aspektów zarządzania wydarzeniami, wydarzenia zostaną przedstawione jako rozbudowane produkty (destynacji, obiektów, jak i przedsiębiorstw czy też organizacji-non profit) spełniające dla tych interesariuszy ważne funkcje: źródło różnych korzyści ekonomicznych, rozbudowy i/lub poprawy infrastruktury specjalnie dedykowanej dla realizacji wydarzeń jak i ogólnej (np. komunikacyjnej) w destynacji, poprawy lub utrwalenia pozytywnego wizerunku (np. miasta czy też zaangażowanych podmiotów), czy też możliwości nawiązania nowych relacji z różnymi podmiotami o podobnych zainteresowaniach i wymiany wiedzy – a zatem swego rodzaju źródło do kreowania innowacji (produktowych, procesowych, marketingowych).
Celem opracowania jest przedstawienie specyfiki zarządzania marketingowego wydarzeniami i identyfikacja krytycznych (istotnych) dla osiągniecia sukcesu rynkowego decyzji zarządczych na poszczególnych etapach tego procesu.
Zakłada się, że istnieją pewne powtarzalne elementy sukcesu wydarzeń bez względu na to, jakie wydarzenie jest przygotowywane, jak również, że znaczenie wydarzeń jako atrakcyjnego produktu (miast oraz przedsiębiorstw) i skutecznej formy promocji zaangażowanych w wydarzenie podmiotów, będzie rosło wraz rozwojem gospodarczym regionów i będzie wymagało strategicznego zarządzania marketingowego tymi wydarzeniami.
Dla przygotowania tego opracowania zastosowano metody analizy, obserwacji i syntezy z wykorzystaniem szerokiej literatury przedmiotu jak i wielu źródeł wtórnych (w tym szczególnie raportów i analiz) oraz opracowań własnych Autora przygotowanych dla wybranych miast w Polsce.
Przedstawione opracowanie składa się z wstępu, czterech rozdziałów, suplementu i zakończenia. Dodatkową wartościową częścią pracy, do której Autor odwołuje się często w treści opracowania, są załączniki.
W pierwszych dwóch rozdziałach (I i II) odniesiono się głównie do teoretycznych aspektów zarządzania marketingowego wydarzeniami jako produktem na różnych rynkach, a w dalszej części (rozdziały III i IV oraz suplement) przedstawiono, po wprowadzeniu teoretycznym, kilka przykładów kluczowych decyzji w procesie zarządzania wydarzeniami biznesowymi, sportowymi, jak i kulturalnymi i zastosowania wydarzeń w marketingu wewnętrznym jak i zewnętrznym.

The aim of this research article is to examine the effectiveness of the tourism branding campaign “Oman: beauty has an address” within the destination branding context. Cross-examination and gap analysis tools were used to determine the possible existence of any gaps between the brand image that brand Oman is trying to portray against the brand image from the recipient’s i.e. tourist perspective. The case study approach was found the most suitable to address the research aim(s); because it is an empirical inquiry that examines a contemporary phenomenon within a real-life context. As for the data collection methods, in addition to secondary sources, a qualitative primary method was adapted in the form one-on-one in-depth interviews, where officials from the Ministry of Tourism were interviewed to gain an understanding of Oman’s destination branding strategy, to be used as a comparison benchmark against the interview responses received from tourists in Oman. The research article has found that “Oman: beauty has an address” has had a success in communicating Oman’s brand identity to its audience. Research findings, however, suggest a gap in communicating Oman’s brand logo and slogan to the target audience. Essentially, research analysis has concluded that Oman’s brand has been successful in communicated its distinct identities. The gap however, is found when attempting to establish a link between the brand’s identities and their visual representations i.e. logos and slogan, both of which play a vital role in brand awareness, brand recognition, brand differentiation and building a brand image. Using Oman as the case study subject, this article also aims to make a contribution to the destination branding literature within the Middle Eastern context.

The role of sports events has been evolving over time. If events are still planned to bring people together and to generate economic benefits, they are increasingly used as marketing strategies to help promote, position, and brand destinations in a similar fashion that events contribute to corporate brand development through sponsorship activities. This aspect of the role of special events has only been examined recently in the literature. The purpose of this paper is to show how sports events contribute to a city’s or a country's marketing and branding strategies. More specifically, the paper proposes that destinations should have event sponsorship strategies to help raise their brand equity.

Findings demonstrated that certain differences and similarities exist in the Serbia brand
image perceptions between Serbian residents and diaspora. The first difference is reflected in the
number of brand identity elements identified by each of the two examined groups. Diaspora identified
four brand identity elements which are marked as mild nostalgia, business and pleasure destination,
great cuisine and negative media bias; whilst residents identified six elements: people, obsolescence,
negative media bias, cultural uniqueness, tourist destination and national treasure. The second
difference, reflected in the mere content of the brand elements, is mainly determined by the fact that
diaspora’s perception is mainly influenced by the nostalgia, whilst residents’ perception is mainly
influenced by national pride. These elements constantly interact to fulfil country brand promises to
stakeholders.

In recent years, city branding has become a global trend. Cities all over the world are promoting themselves as desirable destinations to investors, tourists, and prospective residents. In their efforts to do so, many of them commission logo designs and captivating slogans, that feature on promotional websites and advertising campaigns in national and international media. While this concept aligns with the basic philosophy that is usually found in corporate branding, most of these cities fail to develop their brand to its full capacity. After all, cities are not products, and a distinct form of branding for cities is needed—one driven by ideology rather than marketing.

The following text has been published as a 5-part series by the Asia Pacific Design Library in their Design Online Blog.

Περίληψη

Η παρούσα διπλωματική φιλοδοξεί να εξετάσει τα ιδιαίτερα χαρακτηριστικά της Νάξου, που συναποτελούν το τουριστικό προϊόν της και την δυνατότητα που έχει η ίδια ως τουριστικός προορισμός να τα αξιοποιήσει αυτόνομα ή συνδυαστικά, ώστε να εμπλουτίσει το υπάρχον πρότυπο ή να δημιουργήσει ένα νέο εναλλακτικό μοντέλο, το οποίο θα βασίζεται στα συγκριτικά πλεονεκτήματα της. Η σημασία του θέματος σχετίζεται με την ανάγκη μιας διαφορετικής οπτικής στην φιλοσοφία της τουριστικής ανάπτυξης των ελληνικών προορισμών και ιδιαίτερα των νησιωτικών περιοχών με εναλλακτικές και ήπιες μορφές τουρισμού, που δίνουν αξία στον ταξιδιώτη αναδεικνύοντας κάθε φορά τα ποιοτικά στοιχεία του τόπου και των ανθρώπων του.
Η Νάξος ως ένας αναπτυσσόμενος τουριστικός προορισμός μπορεί να αποτελέσει το πεδίο έρευνας μιας τέτοιας μελέτης, καθώς έχει κοινά χαρακτηριστικά σε σχέση με τα υπόλοιπα νησιά του Αιγαίου, αλλά και ιδιαιτερότητες, που χρήζουν διερεύνησης και ανάλυσης. Η ανάπτυξη εναλλακτικών μορφών τουρισμού είναι ένα σημαντικό κίνητρο για τους τουρίστες που θέλουν να βιώσουν την κουλτούρα του τόπου, αναζητώντας την διαφορετικότητα μέσα από την εμπειρία. Είναι όμως εξίσου σημαντικό για τους προορισμούς όσο και για τις τουριστικές επιχειρήσεις, προτάσσοντας την ανάγκη του ανταγωνισμού, όχι σε επίπεδο τιμών αλλά στην αξία των υπηρεσιών που τελικά προσφέρονται στον τουρίστα. 
Η διπλωματική εργασία χωρίζεται σε τρία επίπεδα. Το πρώτο αφορά την υφιστάμενη κατάσταση του προορισμού, αναφέροντας τα ιδιαίτερα χαρακτηριστικά του και τις εναλλακτικές μορφές τουρισμού. Το δεύτερο αναλύει το συνολικό τουριστικό προϊόν της Νάξου, εμβαθύνοντας σε θέματα αξιολόγησης και δυνατοτήτων του προορισμού. Το τρίτο και τελευταίο μέρος αφορά την συζήτηση επί των ευρημάτων και την διατύπωση διοικητικών προτάσεων σχετικά με το μοντέλο τουριστικής ανάπτυξης της Νάξου, όπου προτείνεται η πιλοτική εφαρμογή ενός διαδικτυακού μοντέλου συγκεντρωτικής διαχείρισης του τουριστικού προϊόντος της με στόχο την καλύτερη αξιοποίηση του. 

Λέξεις – Κλειδιά : Νησιωτικοί Προορισμοί, Εναλλακτικές Μορφές, Ειδικές Μορφές Τουρισμού, Καινοτομία, Τουριστικό Μάρκετινγκ, Μοντέλο Ανάπτυξης

The aim of this study is to identify the image of Indonesia through ‘Wonderful Indonesia’ campaign. The projected image of Indonesia through the ‘Wonderful Indonesia’ campaign is compared with the perceived image among its potential international visitors. Three different techniques are utilized: Two techniques to measure the projected image (interview and content analysis) and one to measure the perceived image (online survey). The finding shows that almost all components of the projected images are confirmed by the respondents of the survey. The only image attribute that needs to be addressed due to the negative perception is tourism infrastructure. This study investigates whether the socio-demographic characteristics influence the formation of the image. Level of education, country of origin, annual income and gender indicated as influencing factors on the perceived image of Indonesia. The overall results of the study show that Indonesia already applied the concept of destination marketing strategies to project the images through ‘Wonderful Indonesia’ campaign. The proper application influences the well-received perceived image among the potential international visitors thus it is now in a good position in the competition with other tourism destinations.

This paper deals with the registrability of non-conventional marks after the EU reform of trade marks and some technological developments, including the Internet of Things (IoT). Even if olfactory marks (scents or smells) are the chosen prism, most considerations apply also to other non-conventional marks, such as holograms, movements, and tastes. In the UK, whereas in theory olfactory trade marks can be registered, there have not been successful applications since the EU Court of Justice's decision in Ralf Sieckmann v Deutsches Patent- und Markenamt. This paper suggests that scents may be more easily registered in the near future as a consequence of the EU reform of trade marks and of technological innovation. The impact of Brexit is critically assessed and the implementation of the EU reform is foreseen.
The yet-to-be-transposed Trade Marks Directive introduces a new definition of trade marks where the graphic representation of the mark is no longer required. Under the new regime, those who want to register a smell will only need to represent it ‘in a manner which enables the competent authorities and the public to determine the clear and precise subject matter of the protection afforded to its proprietor’ (art 3(b)). Some difficulties may remain because the Trade Marks Directive incorporated the so-called Sieckmann criteria, that the (then graphical) representation must be ‘clear, precise, self-contained, easily accessible, intelligible, durable and objective’ (recital 13). However, even not going as far as arguing that ‘the amendments will abolish the Sieckmann judgement’ (Sahin 2016, 513), it is not excluded that the seven criteria may be interpreted differently in the future, for example as meaning that a combination of description, chemical formula and sample may meet the new requirements for registration. Indeed, with the new definition of trade marks there is a shift from the ‘how’ to the ‘who’. It is immaterial how the trade mark is represented (whether graphically or otherwise), as long as the competent authorities and the public can determine the subject matter of the protection. Arguably, the said combination of description, chemical formula, and sample may suffice from the authorities’ perspective. When it comes to the public, it is likely that this requirement will be absorbed by the distinctiveness. An unusual scent used consistently on a range of products or services of a single undertaking and accompanied by heavy advertising would easily put the public in the position to determine the subject matter of the protection, especially if distinctiveness is acquired through use; thus, the requirement could be easily made out. One could foresee a return to the case law ante Sieckmann that valued the customers’ viewpoint and stated, for instance, that an olfactory mark described as freshly cut grass will be recognised immediately by anyone, reminding ‘of spring, or summer, manicured lawns or playing fields, or other such pleasant experiences’ (Senta Aromatic [14]). The customers’ scent-related power of imagination cannot be underestimated. A number of scents can evoke clear memories and feelings.

This study is to show how a place branding can be successful in today’s competitive globalized market. The goal is to evaluate the success factors which effect on place branding and how these factors can lend a hand to the country to stay competitive in today’s world market. To reach the purpose of the research, we developed a framework which defined some challenges in the country as mediators which has strong influence on competitive globalizing market. The focused country of study is Malaysia since it is a potential country in the aspect of tourist attraction and also Malaysia has a rapid growth in economic and aiming to become a global business center in Southeast Asia in early future.

Globalisation is dramatically changing the context of urban communities and the premises for urban development policy. In the context of global intercity competition, cities' major goal is to increase their competitiveness, in which the positioning and attractiveness of a city have a critical function. Attraction-oriented development strategies aim at effective absorption of external resources from the global space of flows. At the core of attraction strategy are business promotion activities with appealing incentives, but it is assumed that such a competition is risky and may lead to a race to the bottom. Therefore the emphasis is increasingly on less costly and more synergistic city marketing, which utilises city branding and “city profiling” that aim at attract high value-adding services or high-tech firms. This paper proposes a city attraction hypothesis that states that global intercity competition is essentially about a city's ability to attract the highest possible value from global flows of values in order to promote urban development. The result of such a global intercity competition determines cities' functions and positions in the global division of labour and thus in the global urban hierarchy, and ultimately determines their ability to increase prosperity and welfare in urban communities.

Turismo e terremoto: un tema poco considerato a livello nazionale, eppure si tratta di un argomento che dovrebbe essere centrale in una nazione come l’Italia, un territorio ad alta vocazione turistica, ma geomorfologicamente ad alto rischio sismico. L’assunto che si porta alla luce è il rapporto tra turismo e terremoto in una micro-realtà turistica, uno zoom che aiuta ad evidenziare l’importanza di attuare politiche governative e di Destination Management che considerino il forte legame, in alcune località, tra l’economia del turismo e la diseconomia del terremoto. Castelluccio di Norcia è un piccolo villaggio appenninico che si trova in Umbria. Luogo di contadini e di pastori transumanti, data alla sua conformazione geografica e alla fisica lontananza da altri borghi, questo borgo rimase isolato per molti secoli, mantenendo immutato il proprio Genius Loci, e riuscendo a tramandare, di generazione in generazione, il proprio modus vivendi. Tuttavia, l’economia castellucciana assistette ad una brusca trasformazione nel giro di soli 60 anni, passando dall’economia agricola a quella turistica. Case e stalle furono trasformate in strutture ricettive o di ristorazione; contadini e pastori, in imprenditori. Quando, il 24 agosto del 2016, il paese fu colpito dalla prima scossa sismica, la destinazione era al suo topos turistico: quasi tutti i settori pastorali-agricoli erano stati o completamente assorbiti dall’industria dei viaggi o erano fortemente complementari ad essa. Infatti, fino a quel giorno il 68% delle attività economiche castellucciane dipendeva direttamente dalle entrate monetarie del settore dei viaggi, mentre il restante 32% poteva contare sulla ricchezza indiretta o indotta proveniente da questa industria. Va da sé che, quando Castelluccio di Norcia venne distrutto dalla scossa del 30 ottobre 2016, insieme ai suoi edifici e alla sua storia crollarono anche l’economia e i flussi turistici. Questo è il secondo punto focale di questi elaborato, e cioè l’analisi degli impatti sismici sui flussi turistici in questa località. Dal 2010 ad oggi la storia turistica di Castelluccio è stata contraddistinta da 3 fasi: - quella ante-sismica, che coincide con una crescita della domanda e dell’offerta; - quella dell’anno del sisma, caratterizzata da danni turistico-economici contenuti e in cui si ha una piccola contrazione dei flussi; - quella post-sismica, caratterizzata da danni turistico-economici gravi dove i flussi turistici sono quasi inesistenti e dove le entrate monetarie sono scarse se non assenti. Partendo dal secondo punto elencato, quando la prima scossa ha colpito il paese i danni turistico-economici sono stati essenzialmente due: quelli correlati alla fuga turistica e alla successiva cancellazione delle prenotazioni da parte degli imprenditori locali. Tutto questo comportò un crollo della domanda e delle presenze, per il 2016, pari rispettivamente al 22% e al 32%, e una perdita economica minima pari a 36 mila euro. Lo scenario economico diventa più cupo con la scossa del 30 ottobre, i cui effetti sono tutt’ora visibili e tangibili. Per quanto riguarda il 2017, questa era la situazione in cui versava l’offerta turistica locale: l’82,2% delle strutture ricettive, il 95% dei ristoranti, il 71% delle attività agricole essenziali o connesse, e il 50% delle attività di leisure erano (e sono) inagibili. In termini economici questo significa una perdita annua oltre il milione e mezzo di euro lordi. Dal lato della domanda, vi è stato un crollo degli arrivi pari al 94% rispetto al 2016 (anno in cui vi era già stato un calo del -22% rispetto al 2015). La motivazione a queste cifre negative è da rintracciare, in primo luogo, nell’inagibilità delle strutture ricettive e alla conseguente mancanza di posti-letto, e in secondo luogo, al limitato numero di giorni lavorativi delle strutture, che sono stati 90. Secondo i 150 individui che hanno visitato Castelluccio nel primo anno post-sisma (2017), tra le maggiori problematiche turistiche figurano la chiusura delle strade, la mancanza di sicurezza, il ridotto numero dei posti-letto, la presenza delle macerie e la mancanza di un’area attrezzata per camper e roulotte. È su questi punti e su altri che si sono sviluppate le proposte per la ripartenza e la riqualificazione del settore in questo piccolo borgo che ha vinto il titolo di “piccolo Tibet Italiano”. Infatti, il terzo e ultimo obiettivo di questo elaborato è stato quello di tracciare 13 linee-guida di breve, medio e lungo termine che mitighino le criticità individuate nel ante e post sisma, e avanzino idee utili a sviluppare le opportunità non sfruttate.

A discussion about the effectiveness of place "branding" and the disturbing habit of more and more governments to waste ever larger amounts of taxpayers' money on futile propaganda exercises. Some remarks on the dangers of transferring concepts and practices from the private to the public sector without due caution. The model of "substance, strategy and symbolic actions" is proposed as a more thoughtful alternative to mere messaging.

Special issue on Brand Management and Co-creation-lessons from tourism and hospitality
JOURNAL OF PRODUCT AND BRAND MANAGEMENT 30(1)
Guest Editors: Dimitrios Buhalis, Sangwon Park

https://www.emerald.com/insight/publication/issn/1061-0421/vol/30/iss/1

Buhalis, D., Park, S., (2021) Brand Management and Cocreation-lessons from tourism and hospitality: Editorial, Journal of Product & Brand Management, Vol.30(1). pp.1-11. https://www.emerald.com/insight/content/doi/10.1108/JPBM-10-2020-3158/full/html

Hussain, K., Jing, F., Junaid, M., Zaman, Q.U. and Shi, H. (2021), "The role of co-creation experience in engaging customers with service brands", Journal of Product & Brand Management, Vol.30(1), pp.12-27. https://doi.org/10.1108/JPBM-08-2019-2537

Cheung, M.L., Ting, H., Cheah, J.-H. and Sharipudin, M.-N.S. (2021), "Examining the role of social media-based destination brand community in evoking tourists’ emotions and intention to co-create and visit", Journal of Product & Brand Management, Vol.30(1), pp.28-43. https://doi.org/10.1108/JPBM-09-2019-2554

Yousaf, A., Amin, I., Jaziri, D. and Mishra, A. (2021), "Effect of message orientation/vividness on consumer engagement for travel brands on social networking sites", Journal of Product & Brand Management, Vol.30(1), pp.44.57 https://doi.org/10.1108/JPBM-08-2019-2546

Tjandra, N.C., Rihova, I., Snell, S., Den Hertog, C.S. and Theodoraki, E., (2021), “Mega-events brand meaning co-creation: the Olympic case", Journal of Product & Brand Management, Vol.30(1), pp.58-73 https://doi.org/10.1108/JPBM-08-2019-2539

Chung, S.-Y.(. and Byrom, J. (2020), "Co-creating consistent brand identity with employees in the hotel industry", Journal of Product & Brand Management, Vol. 30(1), pp.74-89. https://doi.org/10.1108/JPBM-08-2019-2544

Lee, S. and Kim, D.-Y. (2021), "Brand tourism effect in the luxury hotel industry", Journal of Product & Brand Management, Vol. 30(1). pp.90-103. https://doi.org/10.1108/JPBM-09-2019-2574

Oh, H., Lee, M. and Lee, S.A. (2021), "Global or local brand? Hotel selection in global travel context", Journal of Product & Brand Management, Vol. 30(1), pp.104-117. https://doi.org/10.1108/JPBM-08-2019-2509

Micevski, M., Diamantopoulos, A. and Erdbrügger, J. (2021), "From country stereotypes to country emotions to intentions to visit a country: implications for a country as a destination brand", Journal of Product & Brand Management, Vol. 30(1), pp.118-131. https://doi.org/10.1108/JPBM-09-2019-2563

Quoquab, F., Mohammad, J. and Mohd Sobri, A.M. (2021), "Psychological engagement drives brand loyalty: evidence from Malaysian ecotourism destinations", Journal of Product & Brand Management, Vol.30(1), pp.132-147 https://doi.org/10.1108/JPBM-09-2019-2558

Giannopoulos, A., Piha, L. and Skourtis, G. (2021), "Destination branding and co-creation: a service ecosystem perspective", Journal of Product & Brand Management, Vol.30(1), pp.148-166. https://doi.org/10.1108/JPBM-08-2019-2504

Zelenskaya, E. and Elkanova, E. (2021), "Designing place brand architecture: the potential of a sub-brands strategy", Journal of Product & Brand Management, Vol. 30(1), pp.169-179. https://doi.org/10.1108/JPBM-08-2019-2551

Tran, P.K.T., Nguyen, V.K. and Tran, V.T. (2021), "Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam", Journal of Product & Brand Management, Vol.30(1), pp.180-194 https://doi.org/10.1108/JPBM-08-2019-2540

Communication tools are an important part of marketing activities for tourism brands positioning. The hereby article aims at examining the impact of slogans, which are part of the destinations‘ communication strategies, on the intensity of destinations’ visits. The subject of this study is to unveil the characteristics of the slogans of four receptive areas. The applied research methods used for achieving the goal are as follow: literature review, analysis and synthesis of secondary information sources. Statistics on the number of destination visits are used as a quantitative indicator to evaluate the effectiveness of the slogans

This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists.

It asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts and challenges. It tackles how place perceptions are formed, how cities, regions and countries can enhance their reputations as creative, competitive destinations, and the link between competitive identity and strategic tourism policy making.

El dossier tiene la intención de mostrar la importancia de las marcas territoriales en periodos crisis y/o eventos extraordinarios (desastres naturales, pandemias, crisis económicas y conflictos armados), en este caso, a través del recuento de las estrategias de comunicación, socialización, reactivación y posicionamiento que realizó la marca ciudad de carácter metropolitana: Guadalajara, Guadalajara durante la pandemia del COVID-19 causada por el virus SARS-COV-2 durante 2020 y 2021.

Para ello la publicación está dividida en tres momentos: 1) contextualización de los fenómenos extraordinarios, así como el enfoque de la atractividad territorial frente a dichos fenómenos naturales, de salud pública y económicos; 2) identificación y análisis de las estrategias que realizó la marca Guadalajara, Guadalajara durante el inicio y los primeros meses del COVID-19, así como el periodo de reactivación de la marca durante el transcurso de la nueva “normalidad”; 3) propuestas y sugerencias para posicionar al territorio del Área Metropolitana de Guadalajara mediante la marca Guadalajara, Guadalajara durante el periodo la de la postpandemia y a largo plazo.

La obra se realizó por especialistas, así como estudiantes de pregrado y posgrado interesados en la atractividad territorial, debido a ello se presenta como un semillero de investigación para la difusión y divulgación de dicha temática.

This paper investigates the branding activities and strategies of Emirates Airlines in scope of elements of brand concepts such as identity, image, personality etc. Through wider references, this study utilized varieties of theories and models by the earlier researchers.

Trong bối cảnh của thời đại hội nhập quốc tế và toàn cầu hóa hiện nay, vấn đề bảo tồn và phát huy bản sắc văn hóa quốc gia và hệ giá trị truyền thống của dân tộc luôn được lưu ý và xem trọng. Đông Nam Á từ lâu đã là một khu vực quan trọng với đặc trưng là tính "thống nhất trong đa dạng". Các quốc gia ASEAN đã trở thành những điểm đến hấp dẫn của khu vực Châu Á-Thái Bình Dương nhờ các đặc điểm lịch sử, tài nguyên tự nhiên, văn hóa độc đáo, đầy tiểm năng. Bài viết này tập trung phân tích những lý thuyết, khái niệm về bản sắc văn hóa dân tộc nhằm làm rõ các lợi thế và tiềm năng phát triển của một số địa phương, đặt trong mối liên hệ với hiện trạng đầu tư, khai thác và mục tiêu nâng cao hiệu quả của loại hình du lịch văn hóa. Qua đó, tác giả cũng đưa ra các đề xuất, góp ý cho chiến lược phát triển du lịch dựa trên bản sắc văn hóa truyền thống và sự tham gia của cộng đồng địa phương.