Increasing destination competitiveness: destination brands and their benefits For destination team members

Day, Jonathan, Cai, Liping, and Murphy, Laurie (2010) Increasing destination competitiveness: destination brands and their benefits For destination team members. Asian Journal of Tourism and Hospitality Research, 4 (2). pp. 1-13.

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Abstract

The purpose of the present study was to examine the impact of destination image and Destination Marketing Organizations (DMO's) branding activities on the marketing activities of two stakeholder groups, products in the destination and tour wholesalers marketing the destination. The study considered the destination image of Australia in the United States and examined the perceived value of the Australian Tourist Commission's destination branding in the United States. The study examined tour wholesalers selling Australian travel products and Australian tourism products including hotels, attractions, tour operators and others, promoting their products to markets in the United States. The study found that both tour operators and wholesalers leverage the destination image of Australia to promote their products. Results suggest that destination branding frees marketing resources that allow tour operators and wholesalers to focus on sales conversion activities. The researchers conclude that destination branding creates equity beyond the firm-consumer construct of traditional brand equity.

Item ID: 18355
Item Type: Article (Refereed Research - C1)
Keywords: destination branding, destination marketing, destination image, DMO, tourism product
Date Deposited: 30 Jan 2012 06:12
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150605 Tourism Resource Appraisal @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900399 Tourism not elsewhere classified @ 100%
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