Branding a Tourist Destination

8/8/2019 Branding a Tourist Destination

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BRANDING A TOURISTBRANDING A TOURISTDESTINATIONDESTINATION


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What is a Brand?What is a Brand?

A Brand can be :

A symbol A product A representation


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Can A Country Be Branded?Can A Country Be Branded?

Branding involves creating mentalstructures and helping consumersorganize their knowledge aboutproducts and services in a way thatclarifies their decision making and, in

the process, provides value to thedestination (country)


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What is a Destination Brand?What is a Destination Brand?

It is the places

reputation or image orimpression or perception

among those people that cares aboutit,

such as citizens, potential investorsand visitors


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What is a Destination Brand?What is a Destination Brand?

Under thedestinationbranding comes:

Image building

Imagemanagement

Publicity

management Projecting

destinationimage


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FACTORS INFLUENCINGFACTORS INFLUENCING

BRANDING A NATIONBRANDING A NATIONNatural

Resources

Nature

Resources

Culture

Education Industries

Economy

Geography

Cities

Politics

Economy Political Structure

Soc. System

People

History Education

Culture

Etiquette

Character

Nation

Brands


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Importance of brandingtoImportance of brandingto

tou

rismtou

rism Brand serves to differentiate a destination

from competing destinations

Strong brand has an attractive appeal toconsumers

Image puts a destination on the consumer's"shopping list" and creates an emotional

appeal, which enhances that destination'schances of being chosen over others.

Brand Recognition and recall


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Tourism MalaysiaTourism Malaysia

Malaysia is an oldplayer in thetourism sector

From 5.5 millionarrivals in 1998,tourist arrivals in

Malaysia havemore thanquadrupled to 22million in 2008


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Tourism Malaysia :GlobalTourism Malaysia :GlobalBrandingCampaignBrandingCampaign

Campaign objectives:Increase brandvisibility globally by

showcasingMalaysias uniqueness

Encourage potentialtourists to visitMalaysia


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Tourism Malaysia :GlobalTourism Malaysia :Global

BrandingCampaignBranding

Campaign

Malaysia truly Asia

(showcasing culture) A shopping paradise drive(entertainment)

Grand prix formula one Various awe-inspiringtourist locations


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Tourism Malaysia : OnlineTourism Malaysia : Online

Glo

bal BrandingCampaignGl

obal Branding

Campaign

Online tools used:

MSN / Windows Live

Platform which includes:MSN Homepage

Windows Live Hotmail

Windows LiveMessenger

Windows Live Agent


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Targets

Destinations

Opportunities

20% Families32% Leisure18% Organised Tours

Kualalumpur,Borneo wildlifesafari,Kota Kinabalu,Langkawi,Penang,

Genting highlands

Independent Traveller;Flexible travel packages toAustralia & New Zealand

Malaysias tourism strategyMalaysias tourism strategy


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Challenges of DestinationChallenges of Destination

MarketingMarketing

Complexity of thetourism product

Destinationmarketer as littlecontrol over thecomponents of the

product Diverse views of

stakeholders

Selecting keyattributes torepresent thebrand

Building a unified,meaningful

representation ofthe destinationscore values


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Brandingofa NationBrandingofa Nation

Due to the complexity andsophistication of competition betweennations, mostly derived from

globalization, countries are tirelesslyleveraging their desired brand imagesthrough communicating theiradvantages, attitudes, history,culture endowments and assets


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Documents

Branding a Tourist Destination