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By: SaurabhDaga,[object Object],MBA 4thSem,[object Object],Department of Management Studies-School Of Management,[object Object],Pondicherry University,[object Object],Destination Branding,[object Object]
Definition,[object Object],[object Object]
To understand the definition lets look at few Destinations and identifiers and differentiators associated with them
Malaysia- Truly Asia
Incredible India
Kerala-Gods Own Country
Viva Las Vegas,[object Object]
Place as Relational Brand Network,[object Object]
Destination Image,[object Object],The concept of destination Branding is very much related with concept of destination branding.,[object Object],According to Echtner and Ritchie (1991),destination image is  “not only the perceptions of individual destination attributes but also the holistic impression made by the destination”,[object Object]
What do tourists benefit from Destination Branding?,[object Object],Assurance of Quality example visitors will likely expect high-quality facilities and customer service at an upscale internationally recognized chain (brand) of hotels. At the same time, visitors can also expect to pay a premium for this assurance of quality and reduction of perceived risk.,[object Object],Reduction of Search Costs: A high and positive destination brand awareness reduces the need for detailed information search and contributes toward a destination ultimately becoming the destination of choice for the visitor,[object Object],Destination Differentiation: Many destinations promote similar attributes such as scenery, history, and culture. However, effective destination branding requires a unique selling proposition that is sustainable, believable, and relevant and that “the competition wants and is maybe able to copy but which they cannot surpass or usurp” (Morgan, Pritchard, and Piggott 2002),[object Object]
Destination Branding redefined,[object Object],The marketing activities ,[object Object],[object Object]
That convey the promise of a memorable travel experience that is uniquely associated with the destination
That serve to consolidate and reinforce the recollection of pleasurable memories of the destination experience, all with the intent purpose of creating an image that influences consumers’ decisions to visit the destination in question, as opposed to an alternative one.,[object Object]
Courtyard by Marriott is designed for business travellers. Its rooms feature large desks, couches, free high speed Internet access, and "big" breakfasts. The majority of locations have full-service restaurants, and all have 24-hour "mini-marts," called "The Market".
Compare the name and the logo of the similarly priced Hotel Namely Hilton Garden inn. ,[object Object]

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Destination branding

  • 1.
  • 2.
  • 3. To understand the definition lets look at few Destinations and identifiers and differentiators associated with them
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. That convey the promise of a memorable travel experience that is uniquely associated with the destination
  • 13.
  • 14. Courtyard by Marriott is designed for business travellers. Its rooms feature large desks, couches, free high speed Internet access, and "big" breakfasts. The majority of locations have full-service restaurants, and all have 24-hour "mini-marts," called "The Market".
  • 15.
  • 16. 8 of the ten highest mountain peaks are in Nepal which also includes Mt Everest all of them above 7500 meters.
  • 17. It is the Birth Place of Lord Buddha hence one of the most important centre of pilgrimage for Buddhists
  • 18. Because of being totally in Himalayas it should be a Mecca for Adventure activities like rafting, mountaineering, trekking .
  • 19. One of the highest bio-diversities in world
  • 20.
  • 21. Culturally almost similar to it’s neighbors Germany, France and Italy.
  • 22.
  • 23.
  • 24.
  • 26.