DESTINATION BRANDING AND
MARKETING
CHAPTER 12
OBJECTIVES
At the end of the chapter, the students should be able to:
1. restate the importance of destination branding;
2. explain the development of a brand identity;
3. discuss the impact of film tourism in destination branding and marketing;
4. identify the four broad strategies for attracting visitors; and
5. evaluate how Philippines is faring in the area of tourism development compared to its Southeast Asian
neighbors.
BRANDING
Branding is the process of creating a slogan from a message and then designing a symbol or logo; that
together, will communicate to potential visitors the image of the city along with the features, benefits, and
value it has to offer (Kolb 2006).
There are many benefits of branding destination:
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.
BRAND IDENTITY
Brand identity is the central aspect of the branding process; it defines how stakeholders want
the place to be perceived (Hannah & Rowley 2013).
Pike (2008) reinforces the importance of stakeholder engagement when he said, “There is a
fine balance between community consensus and brand theory… without buy-in from
stakeholders, the strategy will likely to fail.”
DEVELOPMENT OF A BRAND IDENTITY
Aitken and Campelo (2011) argue that a place brand by nature belongs to the place and its people,
emphasizing the role of co-creating meaning and the collective experience 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.
Destination brand identity development essentially involves four stages;
1. Appointment of a brand champion
2. Identification of the brand community
3. Conduct of a destination audit
4. Production of a brand charter
DESTINATION IMAGE AND BRANDING
According to Dr. Glenn McCartney, image formation is at the core of branding. One cannot bark on
branding without deliberately working on one’s image.
Destination image is commonly defined as “the sum of beliefs, ideas, and impressions that a
person has of a destination” (Crompton 1979).
For Echtner and Ritchie (1993), destination image studies have further defined destination image as a
bidimensional construct, comprised of a cognitive (perceptual) domain and an affective
(evaluative) domain.
STRATEGIES FOR PROMOTING DESTINATIONS
1. Film Tourism (New Zealand, Ireland, etc.)
2. Celebrity Endorsement (Psy of “Gangnam” Fame)
3. Hosting of Mega Events (Summer Olympics, Beauty Pageants, etc.)
4. Participation in Trade Fairs (World Expo)
5. Catchy Promotional Gimmicks (Australia’s “Best Job in the World”)
6. TV, Radio, and Internet Commercials
FILM-INDUCED TOURISM
According to Morgan and Prichard (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).
The Universal Studios can be considered as the pioneering film-related
theme-park.
A case in point of a successful film-induced tourism campaign is that of
South Korea and how the Hallyu Wave has caught on globally.
The New Zealand Tourism Board estimated that the exposure of New
Zealand in the Lord of the Rings film was worth over $41 million (New
Zealand Institute of Economic Research 2002).
FILM-INDUCED TOURISM IN CARAMOAN ISLANDS, CAMARINES SUR
The Caramoan Peninsula is a hidden paradise with
a long sandy beaches, hills, mountains, volcanoes
and lagoons – secret Eden at the south of
Camarines Sur. What used to be one of the
province’s poorest municipalities is now a second-
class municipality due to the economic activity
brought about by its rise to international fame
through the “Survivor” series.
STRATEGIES FOR ATTRACTING VISITORS
1) IMAGE MARKETING
There are thousands of competing destinations that attract potential buyers by projecting a strong image.
TOURISM SLOGAN/TAGLINES OF COUNTRIES
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
TOURISM SLOGAN/TAGLINES OF COUNTRIES
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
IMAGE SITUATIONS WHERE A DESTINATION MAY FIND
ITSELF
Overly attractive image refers to places that need little marketing and might need a little de-
marketing 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.
Weak image refers to places that do not have a clear message.
Contradictory image refers to places that have both positive and negative images.
Negative image is probably the most difficult to address.
STRATEGIES FOR ATTRACTING VISITORS
2) ATTRACTION MARKETING
Destinations need to invest in developing attractions, both natural and man-made. Bohol is one of the
Philippines’ top tourist destinations with its popular beaches, the Chocolate Hills, and its centuries old
churches.
STRATEGIES FOR ATTRACTING VISITORS
3) INFRASTRUCTURE MARKETING
Most important infrastructure that should be set in place
include streets, highways, effective transport systems,
airports and seaports, and telecommunications networks.
STRATEGIES FOR ATTRACTING VISITORS
4) PEOPLE MARKETING
Human capital is what the Philippines has. This is our
strength – our people.
CHALLENGES OF TOURISM BRANDING
Morgan and Pritchard (2002) suggest five key challenges faced by destination marketers as
follows:
limited budget,
politics,
external environment,
destination product, and
creating differentiation.
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:
Establishing a strong and unique positioning that is offering different kind of experience
compared to other destination.
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.
