Urban branding : an analysis of city homepage imagery

This paper examines a practically ubiquitous, yet largely overlooked, source of city marketing, the official city homepage. The extent to which local governments use the Web as a marketing tool is explored through a comparative analysis of the images featured on the city, convention, and visitors bureau homepages in large and medium-sized U.S. cities. The article goes on to analyze the ways in which the city homepages reflect the population, geography, and built environment of a city and, through a typology of marketing themes found on the city homepages, to suggest the range of ways they may package images of city spaces to communicate a brand identity. The research contributes to an understanding of the ways in which municipalities may attempt to represent the city and suggests that most city homepage imagery is oriented toward marketing goals of tourism and attracting and retaining residents and businesses.

Experiential brand deployment : improving tourism brand evaluations

This article examines the use of an experiential branding process to help leisure resort businesses evaluate their brand. We integrate experiential marketing and the quality function development approach in combination to help understand the brand from the perspectives of both the consumer and firm, to help resort service businesses build their experience-oriented competitive brands. The value of this study is that it provides a real-world brand framework, especially those resorts with limited resources. Much is spoken about the influence of the brand and why it is important, but little is known about decisions related to developing a brand, especially for firms that have limited resources such as resort tourism operators. Tourism operators tend to be small-to-medium enterprises that do not necessarily have the capacity to do everything suggested. Therefore, we explore how firms assess the critical elements of their brand by using an integrated approach. For example, the study finds that, first, by using the quality function development method resorts can identify the most critical brand elements, and second, we identify the associated strengths of each brand element and confirm the identified resort’s critical brand elements for investment. Results show the potential strategies to create a more holistic set of experiences.

Australian waterfalls as tourism attractions

For a largely arid country with generally low relief, Australia has a remarkably large number and variety of waterfalls. Found mainly near the coast, close to where most of the population lives and near the major tourist resort areas, these landscape features have long been popular scenic attractions. As sights to see and places to enjoy a variety of recreational activities, waterfalls continue to play an important role in Australia’s tourism, even in seaside resort areas where the main attractions are sunshine, sandy beaches and surf. The aesthetic appeal of waterfalls and their value as recreational resources are recognized by the inclusion of many in national parks. Even here, demands of visitors and pressures from developers raise serious problems. This paper examines the way in which waterfalls have been developed and promoted as tourist attractions, demonstrating their importance to Australian tourism. It considers threats to the sustainable use of waterfall resources posed by power schemes and, particularly, by the tourist industry itself. Queensland’s Gold Coast is selected as a case study, and comparisons are made with other areas in which waterfalls have played important roles as tourist attractions, especially the Yorkshire coast of northeast England. The discussion draws largely on an examination of tourist literature from the nineteenth to the twenty-first century, including holiday brochures and guide books, as well as other published sources, together with field observation in various parts of the world

Visitor Relationship Management (VRM) - Repeat Visitation Opportunities for Destination Marketing Organisations

In competitive tourism markets the consumer-traveller is spoilt by choice of available destinations. Successfully differentiating a destination and getting noticed at decision time is arguably the focus of activities by destination marketing organisations (DMOs). In pursuit of differentiation, three emergent themes in the marketing literature during the past decade have been branding, integrated marketing communications (IMC), and customer relationship management (CRM) a fundamental goal of each being stimulating customer loyalty. However there has been little attention given to destination loyalty in the tourism literature. The purpose of this paper is to report an exploratory investigation of visitor relationship management (VRM) by DMOs. Based on interviews with the management of 11 regional tourism organisations (RTO) in Queensland, Australia, the opportunities for, and immediate challenges of, VRM are discussed. While each RTO recognised the potential for VRM, none had yet been able to develop a formal approach to engage in meaningful dialogue with previous visitors from their largest market.

Tourism Destination Preferences: A Longitudinal Analysis of Consumer Decision Sets

There have only been a small number of applications of consumer decision set theory to holiday destination choice, and these studies have tended to rely on a single cross sectional snapshot of research participants’ stated preferences. Very little has been reported on the relationship between stated destination preferences and actual travel, or changes in decision set composition over time. The paper presents a rare longitudinal examination of destination decision sets, in the context of short break holidays by car in Queensland, Australia. Two questionnaires were administered, three months apart. The first identified destination preferences while the second examined actual travel and revisited destination preferences. In relation to the conference theme, there was very little change in consumer preferences towards the competitive set of destinations over the three month period. A key implication for the destination of interest, which, in an attempt to change market perceptions, launched a new brand campaign during the period of the project, is that a long term investment in a consistent brand message will be required to change market perceptions. The results go some way to support the proposition that the positioning of a destination into a consumer’s decision set represents a source of competitive advantage.

Waterfalls : resources for tourism

While very few waterfalls may be regarded as tourism destinations, many are attractions. This paper discusses waterfalls within the theoretical frameworks developed by economists and geographers in the field of recreation and tourism. Examples are drawn from various parts of the world, including the United States, Canada, and the United Kingdom, with Jamaica examined as a case study. Here, as in many tourism areas, although visitors usually choose their destinations for reasons other than the appeal of waterfalls, these landscape features play important roles as attractions. Often associated with ecotourism, waterfalls help to diversify the tourism product and spread the benefits as well as some of the associated problems of tourism to less developed areas.

Augmenting competitiveness of cities through tourism planning : the role of collaborative decision support systems

Many cities around the globe are now considering tourism facilities and their remarkable revenues in order to become competitive in the global economy. In many of these cities a great emphasis is given to the cultural tourism as it plays an important role in the establishment of creative and knowledge-base of cities. The literature points out the importance of local community support in cultural tourism. In such context, the use of new approach and technologies in tourism planning in order to increase the community participation and competitiveness of cities’ cultural assets gains a great significance. This paper advocates a new planning approach for tourism planning, particularly for cultural tourism, to increase the competitiveness of cities. As part of this new approach, the paper introduces the joined up planning approach integrated with a collaborative decision support system: ‘the community-oriented decision support system’. This collaborative planning support system is an effective and efficient tool for cultural tourism planning, which provides a platform for local communities’ participation in the development decision process.

Creativity, culture and tourism : the case of Istanbul and London film industries

During the last decade many cities have sought to promote creativity as a driver for economic growth. They have done this by encouraging specific sectors of creative industries. This paper focuses on the film industry as one of these sectors which also has a high level of interaction with place. Film industry, has had an important role in incubating the creativity potential. It can be a powerful magnet for creative people, fostering indigenous creativity and attracting outside talent, and might thus contribute to the formation of creative cities. This recent research suggests that the film industry has positively effect on tourism by increasing place recognition through the locations used in films and for cities that host film festivals. Film festivals provide events, workshops and experiences that allow visitors to express themselves through interaction with the place and its living culture. This paper examines the importance of creative industries for both urban development and sustainable tourism. To explore the relation between creative tourism, culture and the film industry and its effect on successful tourism planning this paper presents the preliminary findings of case studies of the film industry in Beyo

How relevant is tourism research

One of the definitions of the term myth is ‘an unproved or false collective belief that is used to justify a social institution’ (see http://dictionary.reference.com/browse/myth). Before we are criticized for suggesting such an irreverent thought might apply to tourism academia, readers must recognize that organizations and industries often operate using shared collective myths (see Meyer and Rowan 1977). Institutionalized rules and processes function as myths that provide legitimacy. The question of interest in this paper is not in the context of the quality of tourism academic research output, which is addressed by other papers in this research probe section. Rather, of importance is enhancing understanding of the extent to which our collective knowledge, legitimized through publishing in peer reviewed academic publications, is proving of value to industry stakeholders, an axiom that appears to be largely unquestioned and unproven.

Destination brand equity among the host community : a potential source of comparative advantage for DMO's

Since the emergence of the destination branding literature in 1998, there have been few studies related to performance measurement of destination brand campaigns. There has also been little interest to date in researching the extent to which a destination brand represents the host community’s sense of place. Given that local residents represent a key stakeholder group for the destination marketing organisation (DMO), research is required to examine the extent to which marketing communications have been effective in enhancing engagement with the brand, and inducing a brand image that is congruent with the brand identity. Motivated by conceptual and practical aims, this paper reports the trial of a hierarchy of consumer-based brand equity (CBBE) for a destination, from the perspective of residents as active participants of local tourism. It is proposed that strong levels of CBBE among the host community representsa strong level of CBBE among the host community represents a source of comparative advantage for a destination, for which the DMO could proactively develop into a competitive advantage.