dmm

22問 • 1年前

問題一覧

it is about identifying the destination's strongest and most competitively appealing assets in the eyes of its prospective visitors, building a story from these that makes the destination stand out above its competitors, and running this narrative consistently through all marketing communications.

DESTINATION BRANDING

DESTINATION BRANDING IS INFLUENCED BY THREE PRIMARY FACTORS THAT CONSTITUTE THE BRAND'S FUNDAMENTALS:

reputation, identity, and perception.

it is the total sum of the destination's beliefs or opinions; it must be established. preserved, maintained, and modified as necessary over time.

REPUTATION

it has to be driven by authenticity, unique selling points of the destination, consistency and strong personality.

IDENTITY

it is mostly composed of immaterial experiences, while material ones are also significant, and it is subjective in the minds of consumers.

PERCEPTION

The five-step strategy to place branding outlined here was initially created by _____.

ROBERT GOVERS, ERIK VAN 'T KLOOSTER, and GERARD VAN KEKEN

It aims to provide professionals with practical guidance on branding cities, regions, destinations, neighborhoods, and countries.

FIVE-STEP STRATEGY TO DESTINATION BRANDING

FIVE STEPS CONSTITUTE THE KEY FACETS OF THE PLACE BRANDING PROCESS:

1. Formulate project goals 2. Analyze current place brand 3. Design place brand essence; 4. Implement new place brand; 5. Monitor the place brand.

STEP 1: FORMULATE PROJECT GOALS

vision mission objectives

STEP 2: ANALYZE CURRENT PLACE BRAND

perceived identity perceived image projected image

STEP 3: DESIGN PLACE BRAND ESSENCE

brand identity value match experience concept

STEP 4: IMPLEMENT NEW PLACE BRAND

construction cooperation communication

STEP 5: MONITOR THE PLACE BRAND

awareness perceived image/loyalty projected image

VICE acronym

VISITORS: INDUSTRY AND GOVERNMENT. COMMUNITY: ENVIRONMENT:

Every destination must welcome, involve and satisfy __.

VISITORS

In a successful destination, the industry (tourism sector) must be prosperous and profitable. Government agencies should be effective in implementing their tourism policies as well.

INDUSTRY AND GOVERNMENT

: Tourism and DMOs must engage and benefit local community residents.

COMMUNITY

: The local _ must be protected and enhanced.

ENVIRONMENT

it refers to the specific characteristics and meanings that define a place and its culture at a certain moment in time. Historical, economic, political, religious, social, and cultural discourses all contribute to the construction of the features.

place identity

it refers to a set of impressions that a visitor has of a particular place or 'reputation'.

place image

it refers to the proportion of respondents in target groups that know of the brand's existence.

Brand awareness

COMMUNITY RELATIONSHIPS AND INVOLVEMENT PLANNING

1. Analyzing community residents' attitudes and perceptions 2. Communicating with the local community 3. Educating the community 4. Involving and engaging with the community 5. Listening to the community 6. Lobbying for tourism 7. Gaining community support 8. Representing tourism in the destination 9. Evaluating community relationships and involvement

mix festival

F - Robles, Jorelyn · 25問 · 1年前

mix festival