By: SaurabhDaga<br />MBA 4thSem<br />Department of Management Studies-School Of Management<br />Pondicherry University<br />Destination Branding<br />
Definition<br /><ul><li>A name, symbol, logo, word mark or other graphic that both identifies and differentiates the destination; furthermore, it conveys the promise of a memorable travel experience that is uniquely associated with the destination; it also serves to consolidate and reinforce the recollection of pleasurable memories of the destination experience. (Ritchie and Ritchie (1998))
To understand the definition lets look at few Destinations and identifiers and differentiators associated with them
Viva Las Vegas</li></li></ul><li>Destination Branding as Relational Brand Networks<br /><ul><li>According to Hankinson Place (destination) Branding performs following 4 functions</li></ul>Brands as communicators, where brands “represent a mark of ownership, and a means of product differentiation manifested in legally protected names, logos, and trademarks”;<br />Brands as perceptual entities, “which appeal to the consumer senses, reasons, and emotions;<br />“Brands as Value enhancers”<br />“Brands as Relationship” where brand is construed to have a personality which enables it to form relationship with consumer.<br />
Destination Image<br />The concept of destination Branding is very much related with concept of destination branding.<br />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”<br />
What do tourists benefit from Destination Branding?<br />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.<br />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<br />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)<br />
Destination Branding redefined<br />The marketing activities <br /><ul><li> That support the creation of a name, symbol, logo, word mark or other graphic that both identifies and differentiates a destination;
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.</li></li></ul><li>Destination Branding Success: Courtyard By Marriott<br /><ul><li>The brand was always meant to target business travellers who wanted quality service at affordable prices.
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. </li></li></ul><li><ul><li>As a tourist destination Nepal has a unique mix of experiences to offer
8 of the ten highest mountain peaks are in Nepal which also includes Mt Everest all of them above 7500 meters.
It is the Birth Place of Lord Buddha hence one of the most important centre of pilgrimage for Buddhists
Because of being totally in Himalayas it should be a Mecca for Adventure activities like rafting, mountaineering, trekking .
More than 2,000 years of history and culture</li></li></ul><li> Switzerland<br /><ul><li>The highest peak is Monte Rosa at 4,634 meters above sea level.
Culturally almost similar to it’s neighbors Germany, France and Italy.
Famous for being the premier destination for skiing, snowboarding and mountaineering.</li></li></ul><li>So what are the number of tourist arrivals in these 2 countries?<br />Switzerland :Tourist arrivals at national borders in 2008-> 8,608,000<br />Nepal: Tourist arrivals at national borders in 2008 ->500,000<br /> WHY SUCH A HUGE GAP????????<br />Source:United Nations Statistics Division(http://data.un.org/)<br />
The reason:<br />According to a survey Switzerland ranks 5th in 2010 country brand index according to futurebrand<br />
Conclusion<br />A destination can have everything to cater to a tourist but it can be a favored destination only if it is able to conjure up certain images which are only identifiable with that place.<br />