Reasons for Branding a Destination

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  1. Change the perception of unfavourable stereotypes of a destination

2.. Create a common vision for the future of the community and its potential as a tourist destination

  1. Provide a consistent representation of the destination
  1. Make a destination more appealing

There are many reasons why destinations wish to brand themselves, including the need to enhance their competitiveness in the global marketplace

Since many products and services are intangible purchases, image and reputation plays a crucial part in attracting visitors

Re-branding a destination (changing the brand association) can help overcome any negative stereotypes and increase a destination´s appeal to different target markets

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Reputation can affect a destination´s ability to attract a broader target market (narrow the appeal of a destination to other visitor type)

For example: Costas began only to appeal to families, Paris began to appeal only to couples

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This involves regular communication between tourism providers and local authorities within the destination

(sustainability and responsibility)

Important: that host population understand and accept the reasons for creating a brand identity (local people, travel and tourism providers and representatives from tourism authorities)

If not - Destination is not likely to succeed

  • Locals must be able to identify with brand identity
  • Must also understand the likely costs and benefits associated with brand development

Local people need to recognise the part they play in implementing tourism development strategies

If not consistent - May result in a decrease in visitor numbers, as neither market segment would want to visit

Consistency is important for destinations wanting to attract repeat customers (loyal customers) - will look for the same brand representation and to satisfy needs

Consistency is important as there are many different tourism providers in all destinations and it would be very confusing for visitors and potential visitors if destination tried to market itself with many different brand messages

Brand representation from marketing materials will be an influence in decisions - If not consistent, visitors will be disappointed when visiting destination

  1. Enhace local, regional, national and/or global awareness

Important that destinations considers as many different target audiences as possible and establishes its name and reputation across all markets

Advisable to start by enhancing awareness at more manageable scale (national level..)

Raising awareness - Adds value to a destination (important with competition)

Takes a lot of investment and time

raising awareness with local, regional and national markets is important, as these are source of domestic tourism

Branding and rebranding has been described as "changing the wrapping" on a product

Tourism authorities are trying to change our perceptions of that destination by attaching a new brand identity to make it seem more appealing

If customers do not find destination appealing they will not go