destination branding and marketing

1. DESTINATION
BRANDING &
MARKETING
THC 3107- SC 1327 13:36 pm, 04/06/2022
Module 7

2. Knowledge Objectives 13:36 pm, 04/06/2022
RESTATE THE IMPORTANCE OF
DESTINATION BRANDING.
EXPLAIN THE DEVELOPMENT OF A
BRAND IDENTITY.
DISCUSS THE IMPACT OF FILM TOURISM
IN DESTINATION BRANDING AND
MARKETING.
IDENTIFY THE FOUR BROAD STRATEGIES
FOR ATTRACTING VISITORS.
EVALUATE HOW THE PHILIPPINES IS
FARING IN THE AREA OF TOURISM
DEVELOPMENT COMPARED TO ITS
SOUTHEAST ASIAN NEIGHBORS.
Objectives

3. According to the United Nations World Tourism
Organization (UNWTO) Tourism Highlights 2013,
international tourist arrivals (overnight visitors)
worldwide exceeded the one billion mark for the
first time ever in 2012, with 1,035 million tourists
crossing borders, up from 995 million in 2011. Asia
and Pacific recorded the strongest growth with a
7% increase in arrivals, followed by Africa (+6%) and
the Americans (+5%).
Introduction 13:36 pm, 04/06/2022
INTRODUCTION

4. Destinations have become the world’s biggest
brands. Popular destination such as France and
the United States have established themselves as
must see destination that are in every tourist’s
bucket list of places to see. France ranks first
obtaining the highest number of international
visitors, with a total of 83 million tourists in 2012
and international tourism receipts of $53.6 billion.
The United States of America, on the other hand,
has received 66.7 million international visitors and
ranks first in international tourism receipts at
$126.2 billion.
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DESTINATION AS BRAND

5. Asia and the Pacific has recorded the strongest
growth in tourism arrivals and receipts, with
Southeast Asia posting the highest growth among
the sub-regions due to strong intra-regional
demand. Malaysia, Thailand, Singapore, Indonesia,
and Vietnam are the top five SEA destinations. The
Philippines received a measly 4.2 million
international visitors compared to Malaysia’s 25
million visitors in 2012. It is important to assess
how Southeast Asia, particularly the Philippines,
can get a portion of the expanding market.
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6. 13:36 pm, 04/06/2022
Malaysia is leading the Southeast Asia region as
the top tourist destination with a total of 25
million international tourists in 2012.
Destinations offer an amalgamation of tourism
product and services which are consumed under
brand name of the destination providing tourist
with an integrated experience. It is a place where
people want to travel to with specific images,
feature and characteristic in mind as perceived
from external and internal sources.

7. 13:36 pm, 04/06/2022
BRANDING
the process of creating a slogan from a message and the
designing a symbol, logo; that together will communicate to
potential visitors the image of the city along with the benefits,
features and the values it has to offer. Branding is about
establishing the identity of a tourism offering in the minds of
consumer or visitor. It is a distinctive name or symbol which
identifies a product or a set of product which differentiates it
from its competitor. Destination branding helps create a
superior proposition that is distinctive from competitors.

8. It helps build awareness by communicating a
consistent message.
There is clarity of messaging which is important in
ensuring that purchase risks of consumers are
reduced
By associating the destination with a unique
identity, a clear image is created in the minds of
potential, current, and repeat customers.
A clear branding also encourages repeat visits
which in turn builds customer loyalty.
Consumers can easily identify with a destination
that has a clear branding.
There are many benefits of branding destination
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9. The tourism marketer should also keep in mind that
the potential tourist should be able to easily
understand what the brand symbol and message
are communicating. They should balance creating a
clever message that is not dull but rather
memorable. Today’s consumers have more product
choices but less decision time than ever before.
Brands should help simplify decisions, reduce
purchase risks, and create and deliver expectations.
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10. Published research on branding of tourism
destinations have been relatively sparse, especially
since the future of marketing is predicted to be a
battle of the brands competing for brand dominance.
Attributes that make a brand successful (Kolb
2006)
•Authentic
•Understandable
•Memorable
•Usable
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11. Welcome Message 13:36 pm, 04/06/2022
The Importance of Hospitality
Branding in the Travel and
Tourism Industry

12. Luxury and boutique hotels need to integrate
external partnerships and provide guests with
important, social media worthy sights, and
activities that will have them coming back for
more. We’ve moved into a gig economy, which
means shared experiences, resources, and ideas
are what is most important today. Hotels used to
be a “one-size” fit all approach to service; but
today, they are moving towards offering varied
experiences that come through different
partnerships.
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Rebranding Hotel Partnerships

13. 13:36 pm, 04/06/2022
Rebranding Hotel Connections
with the Community
Hotel rebranding effort needs a person
responsible for community integration by
connecting people views with the hotel setting as
one that is fluid, with interchanging elements that
come from each person. The brand needs to
evolve with the people and create a culture that
is conducive to new ideas and changes as they
pop up.

14. 13:36 pm, 04/06/2022
Hotel Rebranding within their
local neighbourhoods
Travelers demand authenticity today. That starts
with integration into the local neighbourhoods.
The Community Member works to bring local
culture, events, and ideas right into the hotel for
patrons to observe and consider when exploring
the nearby area. They are also responsible for
identifying key events and upcoming activities
that will make the hotel a desirable destination
for savvy travelers.

15. 13:36 pm, 04/06/2022
Eye-catching Rebranding
Architecture
Thearchitect works to identify which kinds of
events and partners could come into the
hotel and utilize the space in a way that is
imaginative and valuable to guests. Back
to the isolation point, this is an excellent way to
integrate outside players into the
ongoing activities at the hotel. In turn, the hotel
can share its facility with more guests
who may consider staying there as a patron
someday.

16. That leaves one last person: the coordinator of
everything but physical space and people. The
conductor works on the flowing motions and
shifting culture as it relates to services, digital
offerings, and logistics. Without the rebranding
conductor, everything wouldn’t be able to come
together in a perfect dance by the end. This
person ensures that everything stays on track
and matches perfectly with what’s happening on
thephysical end of the spectrum.
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Hotel Rebranding Conductor

17. Welcome Message 13:36 pm, 04/06/2022
DESTINATION IMAGE AND
BRANDING

18. 13:36 pm, 04/06/2022
According to Dr. Glenn McCartney,
image formation is at the core of
branding. Creating an image of a
destination is very challenging, given the
nature of destination, which are volatile
due to political and environmental
conditions as well as cultural
differences. The various stakeholders of
the tourism industry contribute how
images are formed. These stakeholders
usually have preset images in their
minds.
Destination image is
commonly defined as
“ the sum of the benefits
,ideas, and impressions that a
person has of a destination."

19. 13:36 pm, 04/06/2022
Baloglu and McCleary (1999) defined image
as “an individual’s mental representations of
knowledge (beliefs) feelings and global
impressions about destination”. Echtner and Ritchie (1993), destinations image
studies have further defined destinations image as a
dimensional construct, comprised of a cognitive
(perceptual) domain and an affective (evaluative)
Domain
Kotler e Gertner (2004) define the destination image as «the sum
of beliefs and impressions people hold about place. Images
represent a simplification of a larger number of associations and
pieces of information connected to a place. They are a product of
the mind trying to process and pick out essential information from
huge amounts of data about a place

20. According to Blain, Levy & Ritchie , destination
branding is the set of marketing activities that....
(1) support the creation of a name, symbol, logo,
word mark or other graphic that readily identifies
and differentiates a destination; that
(2) consistently convey the expectation of a
memorable travel experience that is uniquely
associated with the destination; that
(3) serve to consolidate and reinforce the
emotional connection between the visitor and the
destination; and that
(4) reduce consumer search costs and perceived
risk.
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Destination Branding

21. 13:36 pm, 04/06/2022
Airken and Campelo (2011) argue that a
place brand by nature belongs to the place
and it’s people, emphasizing the role of co-
creating meaning and the collective
experiences of stakeholders in the
development of the brand identity. Marzano
and Scott (2009 ) observe that by using
their powers of persuasion and authority,
stakeholders can have a positive outcome
on the branding process.
Development of a Brand
Identity

22. 13:36 pm, 04/06/2022
Brand Identity is the central aspect of the
Branding process; it defines how the
stakeholders want the place to be
perceived. (Hannah & Rowley, 2013)
Identify the basis on which to create a
platform to develop a recognized
differentiation. (Aitken and Campelo, 2011)

23. 13:36 pm, 04/06/2022
Four Stages of
Destination Brand
Identity Development

24. 13:36 pm, 04/06/2022
01
Appointment of a brand
champion. A brand champion
is someone from the
community who is a leader and
is responsible and accountable.
02
Identification of brand
community. The destination
brand community is as
important a brand
communication medium as any
advertising campaign since it
must deliver the brand promise.
A strong brand can be a
unifying force for increased
cooperation by all stakeholders.

25. 13:36 pm, 04/06/2022
03
Conduct of a destination
audit. Host community’s values
and sense of place,
community’s view of the
essence of the visitors
experience, and the destination
tourism resources
04
Production of a brand charter.
Elements include a brand
mission, brand identity or
essence, statement, brand
values and guidelines for
implementation and auditing

26. 13:36 pm, 04/06/2022
Brand identity refers to the essence of the
brand, the characteristics that make “it”
what it is. Brand Identity is the central aspect
of the branding process; it defines how
stakeholders wants the place to be perceived.
To define the brand identity there is a need
for stakeholders discussions to surface
shared values and meanings that create a
sense of purpose for stakeholders and thus,
harness commitment. Identity provides for
overall coherence and therefore, serves as a
platform for monitoring means of expressions
and unity.
Brand Identity
Hence, for the Philippine campaign, “It’s
More Fun in the Philippines “to be
successful, the local community needs to
buy into the idea.

27. 13:36 pm, 04/06/2022
Film Tourism (New Zealand , Ireland etc)
Celebrity Endorsement ( Psy of
“Gangnam” Fame )
Hosting of Mega Events (Summer
Olympics , Beauty Pageants etc )
Participation in Trade Fairs ( World
Expo )
Catchy Promotional Gimmicks (
Australia’s “ Best Job in the World “ )
TV , Radio and Internet Commercial
1.
2.
3.
4.
5.
6.
Strategies for
Promoting Destination

28. 13:36 pm, 04/06/2022
IMPACT OF FILM TOURISM IN
DESTINATION BRANDING AND
MARKETING

29. According to Morgan and Pritchard (2002),
placing a destination in a film is the ultimate
tourism product placement. Film is
considered to be the most effective Imaging
medium.( Croy 2010 ). This new phenomenon
has been labeled by scholar as a film tourism
film Induced tourism or movie induced
tourism. This refers to visitation of sites when
movies and television programs have been
filmed as well as tours to production studios
and film related theme parks.
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Film Induced Tourism

30. 13:36 pm, 04/06/2022
Universal studios can be considered as the
pioneering film related theme park. A
number of destinations have become
popular because it has been featured in
popular television series and box office
movies. Recently, there has been a surge of
interest on research that dealt with how
films actually influence destination image
and choice among its audience, as well as
it’s socio-economic impact on the place.
Films and television series shot on location
have piqued the interest and desires of
viewers to visit destination.

31. 13:36 pm, 04/06/2022
STRATEGIES FOR
ATTRACTING VISITORS

32. Projecting an image that is both believable
and realistic has been a challenge to the
Philippines. In 2012 , the Aquino
administration launched a new slogan, "It's
more fun in the Philippines" and hopes to
achieve 10 million foreign visitors by 2016.
Slogan alone though, cannot achieve this
target. It should be a combination of a
larger marketing strategy that will allow the
Philippines to provide what the slogan
promises.
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1. IMAGE MARKETING

33. Countries Slogan/Taglines
●Argentina. Beats to your rhythm
●Austria. Arrive and Revive
●Cambodia. Kingdom of Wonder
●Denmark. Happiest place on Earth!
●Georgia For the best Moments of your Life
●Germany. Simply Inspiring
●Israel Land of Creation
●Myanmar. Let the Journey Begin
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Tourism Slogan/Taglines of
Countries

34. Countries Slogan/Taglines
●Nigeria Good people, great nation
●Philippines. It’s more fun in the Philippines
●Poland Move your imagination
●Qatar. Where dreams come to life
●Serbia Life in the Rhythm of the Heartbeat
●Taiwan. The Heart of Asia
●Zimbabwe A world of wonders
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Tourism Slogan/Taglines of
Countries

35. Overly attractive image refers to places that need
little marketing and might need a little demarketing
to avoid overcrowding.
Positive image refers to places that do not require
an image change but rather a strategy to highlight
the positive characteristics and deliver them
effectively to the target market.
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Five image situations where a
destination may find itself:

36. Weak image, on the other hand, refers to places that
do not have a clear message. They may possess
attractive features but lack a messaging of what
makes them stand out amidst competition.
Contradictory image refers to places that have both
positive and negative images. These opposite views
lead to contradicting views among potential visitors.
Negative image is probably the most difficult to
address.
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Five image situations where a
destination may find itself:

37. 13:36 pm, 04/06/2022
The Philippines has often been referred to negatively. In
the 1980's, it has been referred to as the "sick man of
Asia." Despite attempts to revive our image as the "tiger
economy of Asia," the Philippines has been projected as
a haven for corrupt government officials and terrorists.
Until now, we suffer this negative image that has made
the Philippines linger at near bottom as far as tourist
arrivals are concerned.

38. Improving an image through marketing
communications efforts is not enough to
increase arrivals. Destinations need to invest
in developing attractions, both natural and
manmade. Bohol is one of the Philippines' top
tourist destinations with its popular beaches,
the Chocolate Hills, and its centuries old
churches. After being severely hit by a 7.2
magnitude earthquake in October 2013,
Bohol can still rise above the ruins and
bounce back as one of the country's most
visited places.
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2. ATTRACTION MARKETING

39. The Loboc Church became more popular
when the Loboc Children's Choir started
gaining international recognition. Then the
river beside it was developed with a River
Cruise wherein tourists can go around the
river while being treated to a sumptuous
buffet lunch Of native dishes and
serenaded by musicians on board a
colorful raft. The Loboc River Cruise has
been a popular attraction which is
included in almost every tourist's tour
itinerary.
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40. Infrastructure plays a crucial role in the
holistic development of a place. Most
important infrastructures that should be set
in place include streets, highways, effective
transport system, airports and seaports, and
telecommunications networks.
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3. INFRASTRUCTURE
MARKETING

41. Human capital is what the Philippines has.
We are a country Of smiles. Our people
speak English, the universal language. We are
touted as the world's most hospitable
people. Our overseas Filipino workers are
known as the best. Filipino nurses are chosen
over foreign counterparts. This is our
strength—our people.
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4. PEOPLE MARKETING

42. 13:36 pm, 04/06/2022
Other Destination
Marketing Strategies to
attract more Visitors

43. Arguably the single most important step for any
organisation engaging in destination marketing is to take
the time to clearly define what makes your destination
unique. There are a huge range of ways a destination can
standout, such as unique activities to offer visitors, or
unique natural features, like mountains, beaches or
volcanoes.
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1. Other Destination Marketing
Strategies to attract more Visitors

44. Another of the best destination marketing strategies
involves identifying your target audiences. Think about
who is likely to want to visit the destination and for
what reason. Often, you will need to break this down
into several different audiences, who each may have
different reasons for wanting to travel to your location.
For instance, it could be that your destination appeals
to youngsters on a gap year, and elderly couples
enjoying their retirement. It might be that it appeals to
people who enjoy outdoor sporting activities and
people who want to relax on the beach.
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2. Define Target Audience & Market

45. For instance, it could be that your destination appeals
to youngsters on a gap year, and elderly couples
enjoying their retirement. It might be that it appeals to
people who enjoy outdoor sporting activities and
people who want to relax on the beach. You also need
to consider the different groups, such as tourists,
business travellers and students.
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46. Destination marketing organisations can potentially
obtain and utilise vast amounts of data, for a number of
different purposes. As an example, the organization’s
website can allow you to use tools like Google Analytics
to find out about your visitors, who they are, where they
came from and what their motivation was.
Offline, you can find out information about existing
visitors, such as the average age, whether your
destination appeals more to men or women, and what
methods of transport they use.
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3. Utilize Data for Analytics

47. Once you have gathered sufficient data, you can
analyse it to identify the best people to reach out to,
the best ways to reach them and the best messages to
push.
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48. Branding is a technique used by businesses, in order to make
them easily identifiable. The concept of branding can include
logos, colour schemes and other design principles, as well as
slogans or repeated use of certain terminology. Ultimately,
branding is about being recognisable and standing out from
others.
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4. Brand Your Destination
Try to come up with a coherent colour scheme, use a tagline
that says something about the destination itself, create
hashtags for people to use on social media, and try to be as
consistent as possible with your promotional messaging, so
that people become familiar with it.

49. A significant component of destination
management involves looking out for the
interest of various stakeholders, in order to
establish trust and facilitate engagement.
The stakeholders might include officials
from your country, city, village or state, as
well as hotels, attractions, restaurant,
shopping venues, travel agents and tour
operators.
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5. Involve all stakeholders

50. Try to come up with destinations marketing
strategies that actually encourage these
various parties to participate and support
your destinations. See if you can get
stakeholders to agree to use some of your
wider destination branding, and to run their
own advertising or marketing campaigns, in
order to maximize visitor interest.
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51. 13:36 pm, 04/06/2022
The majority of travelers now use the
internet to research their destination for
booking. A destination website is the ideal
place to showcase unique selling points,
communicate directly with your target
audiences and promote your destinations
through images, videos and virtual reality
tours.
6. Create an Amazing
destination Website

52. You can use website to provide travelers
with all of the information's they need
ahead of their trip, and to promote
accommodations options, attractions,
events, places to eat and drink, and more.
It is important that your website is
optimized for mobile users, while an on site
blog can help to encourage people keep
coming back.
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53. 13:36 pm, 04/06/2022
When people use search engines like
google to loo for things related to your
destinations, or features that your
destinations can offer them, you want to
make your website is near the top of
those search engine results pages. The
best way to do this is to create a
comprehensive search engine
optimization strategy.
7. Search Engine
optimisation

54. This involves researching keywords,
creating content that targets those
keywords, and using a range of other
techniques to improve your placement.
You can also use SEO principles to
promote videos and images too. An on
site blog can be beneficial here too, as it
will give you plenty of fresh content to
optimize with strategic keyword usage
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55. Most travelers are motivated by
experiences, so it makes sense to market
a destination this way. Instead of showing
attractions, use promotional material to
show how people experience them. One
way to do this is to stimulate the sharing
of user generated content, so that people
share their own moments on your website
and on social media.
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8. Experience Marketing

56. When you achieve this, you turn your own
visitors into ambassadors for your
destination. Word of mouth promotion
can be extremely successful, because it is
considered more trustworthy than hearing
from an organisation with a clear motive.
On top of this, VR 360 tours can be a
great way to allow online users to enjoy
their own experiences.
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57. 13:36 pm, 04/06/2022
Both video marketing and virtual reality
marketing can go a long way towards
boosting your destination marketing
efforts. Video content can be easily
shared across platforms like Facebook,
Twitter, Instagram and YouTube. These
videos can promote local places of
interest, or can feature local people
speaking about your destination.
9. Video and Virtual Reality
Marketing

58. Social media platforms like Facebook,
Twitter and Instagram serve as an ideal
means to reach people and promote your
destination. In truth, the destination
marketing strategies on offer here are
almost endless, from simple promotional
posts, images and video content, through
to competitions and even viral content or
memes.
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10. Social Media Strategies

59. Many modern internet users have a
natural distrust for direct advertising and
other overt marketing methods. However,
many of these people may be able to be
reached indirectly, through influencers. In
simple terms, influencers are people with
an established following on platforms like
Instagram, Twitter, YouTube, Facebook or
their own blog.
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11. Work with Influencers

60. Their followers tend to be loyal and tend
to trust the influencer’s opinions more
than they would trust an organisation. By
partnering with influencers, you can
promote your destination across different
platforms, even to niche audiences, who
are then significantly more likely to react
positively to the message that is being
promoted.
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61. 13:36 pm, 04/06/2022
In addition to having your own destination
website, it is important to be able to reach
people who do not have existing
awareness of your destination. Travel
websites provide a perfect solution and
this can include international travel
websites, such as TripAdvisor, as well as
local websites, or websites aimed at
specific demographics.
12.Promote Your Destination
on Travel Websites

62. There are various ways you can use travel
websites to promote your destination,
including posting images, publishing
stories, creating video content and even
promoting virtual reality tours. You can
also use travel websites to monitor
reviews, respond to criticism and improve
feedback over time.
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63. 13:36 pm, 04/06/2022
The information and data you have
gathered about your visitors and your
target audience can be used to inform
your online advertising. Using this
information, you can target search
advertising to specific regions, pay for
display advertising on the right platforms
and promote content on third-party
websites your target audience use.
13. Online Advertising
Strategies

64. In addition, re-marketing allows you to
reach out to people who have previously
engaged with your destination website, or
your DMO’s social media channels. This
gives you the ability to remind people of
your destination, knowing that they have
already previously shown interest, which
can be great for encouraging them to
commit to a visit.
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65. 13:36 pm, 04/06/2022
Once you know your target audience, what
they are looking for and where they are
coming from, you should also be able to
identify when they are likely to travel. For
instance, some destinations attract visitors
in the summer months, while others attract
people for winter sports. Some might hold
greater appeal at Christmas, or another
holiday. This then makes it easier to devise a
comprehensive offline promotional strategy.
14. Offline Promotional
Strategies

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CHALLENGES OF
DESTINATIONBRANDING

67. 13:36 pm, 04/06/2022
Morgan and Pritchard (2002)
five key challenged faced by
destination marketers at
follows:
limited budget
politics
external environment
destination product
creating differentiation.
1.
2.
3.
4.
5.
The Philippines struggle with
these key challenging so more
effort has to be placed in
overcoming them.

68. Establishing a strong and unique positioning that
is offering different kind of experience compared
to other destination, By developing destination’s
attractions and resources in a way that highlight
its unique characteristics.
Delivering excellent quality experiences and
superior value for money, by ensuring that all
aspects of the visitor experience are of the
highlight standard and are coordinate.
In this regard, Fabricius , Carter, and Standford
(2007) made the point that two requirements are
critical for destination to achieve competitive
advantage over their rivals, namely
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69. End Slide 13:36 pm, 04/06/2022
Thank You