Tourism Vacation spot Brand Identification: the Case of Slovenia

 Tourism Destination Brand Id: the Case of Slovenia Dissertation

Tourism destination brand id:

The case of Slovenia

Received (in revised form): 24th May, 3 years ago

MAJA KONECNIK

is Associate Professor in the Marketing Section of the Faculty of Economics at the University or college of Ljubljana (Slovenia). Her research fascination lies in the region of tourism marketing, especially destination logos.

FRANK MOVE

is Teacher of Tourism at the Erasmus University by Rotterdam (the Netherlands). His research pursuits include data and conversation technology and tourism, networks, community, globalisation and branding.

Keywords

Abstract

brand id; brand

idea; Slovenia;

travel and leisure destination

marketing; perception

This paper is exploring the concept of travel destination company identity in the supply-side point of view, in contrast to these studies which may have focused on the demand-driven, tourists' perceived travel and leisure destination company image. Equally researchers and practitioners have got concluded that an analysis of the branding strategy from both the identity and perceived-image perspective is essential and really should be connected, where appropriate. This research, however , states that investigations of travel and leisure destination personalisation have mostly been conducted from a perceivedimage point of view. Therefore , the dearth of studies giving an insight into the supply-side perspective may lead to an unbalanced watch, misunderstandings and oversights concerning the possibilities and limitations of tourism destination branding. That introduces a theoretical platform designed to review tourism destination identity, especially for the case research of Slovenia.

Journal of Brand Management (2008) 15, 177–189. doi: 15. 1057/palgrave. bm. 2550114; printed online twelve August 2007

INTRODUCTION

Maja Konecnik

Teachers of Economics,

University of Ljubljana,

Kardeljeva ploscad 18,

SI-1000 Ljubljana,

Slovenia

Tel: + 386 1 5892522

Fax: + 386 1 5892698

Email: maja. [email protected] uni-lj. dans le cas ou

Unlike the various scientific contributions

covering the concept of the product brands (and

rarely service and company brands), the

research brand of tourism vacation spot brands

is merely in its infancy. 1, 2 Inspite of earlier

scepticism about shifting the brand

idea to the travel destination circumstance, 3

that concept features definitely fascinated the

curiosity of tourism destination researchers

and experts of late. 4–8 Although destination branding is apparently one of the newest research areas, 9, 12 the topic continues to be

partly protected under the alternate label

of destination photo studies, eleven which has

recently been a subject of investigation for much more

than 30 years. 12–17 Ritchie and Ritchie, 18

nevertheless , stated the fact that development

of your coherent and commonly approved

framework is crucial for applying branding

theory in a tourism destination framework.

Although a tourism vacation spot can be

brand, considerable treatment should be used

in the copy of branding principles to a

tourism destination context. Mainly because its

program without sensitive inclusion

and consideration of the significance of

public space may result in a commercial

orientation, which operates the risk of ruining

the identity characteristics including social

human relationships, history and location and

by extension might destroy an area's feeling

of place. In turn, within a global circumstance

place id can lead importantly,

towards the creation and sustenance of any distinctive competitive edge. Increasing awareness of the historical nature of the concept of

culture in relation to the ‘extraordinary', 19

© 2008 PALGRAVE MACMILLAN LIMITED 1350-23IX $30. 00 MANUFACTURER MANAGEMENT VOLUME. 15, NO . 3, 177–189 JANUARY 08

www.palgrave-journals.com/bm

177

KONECNIK AND GO

that tourists will be in a search for, is relevant

inside the processes of identity creation at

both equally global and local levels. Consequently , it

is essential that the advancement a

tourism destination brand should adhere

to a coherent theoretical framework20 and

end up being jointly maintained its...

Referrals: (1) Cai, L. A. (2002) ‘Cooperative branding to get rural

destination', Annals of Tourism Exploration, Vol

(2) Morgan, N. and Pritchard, A. (2002) ‘Contextualizing destination branding', in Morgan, D.,

Pritchard, A

(2000) ‘Treating the nation being a brand: Some

neglected issues', Journal of Macromarketing,

(4) Curtis, J. (2001) ‘Branding a situation: The advancement

of Brand Oregon', Journal of Vacation Promoting,

(5) Anholt, S. (2002) ‘Foreword', Journal of Brand

Managing, Vol

(8) Olins, Watts. (2002) ‘Branding the nation—The

historical context', Journal of brand name Management,

(11) Ritchie, T. B. 3rd there’s r. and Ritchie, R. T. B. (1998) ‘The

personalisation of travel and leisure destination: Previous achievements

(12) Hunt, L. D. (1975) ‘Image as being a factor in travel and leisure

development', Diary of Travel and leisure Research, Volume

(13) Gartner, W. C. (1986) ‘Temporal influences

upon image change', Annals of Tourism Study,

(15) Baloglu, S. and McCleary, E. W. (1999) ‘A style

of vacation spot image formation', Annals of Tourism

(16) Konecnik, Meters. (2002) ‘The image as a possible

source of competitive advantage of the destination—The case of Slovenia', Tourism Review,

(2002) ‘Destination image: To a conceptual

framework', Life of Tourism Research, Vol

(19) Smith, V. L. (1989) ‘Hosts and Friends: The

Anthropology of Tourism', University of

(24) Echtner, C. M. and Ritchie, J. Ur. B. (1993) ‘The

measurement of destination image: An empirical

(27) Anholt, S. (2005) ‘Anholt Nation Brands Index:

How does the world observe America? ' Journal of

(29) Aaker, D. A. (1991) ‘Managing Brand Fairness:

Capitalizing on the cost of a Brand Name',

(30) Kapferer, J. -N. (1998) ‘Strategic Brand Management', Kogan Webpage, London.

(31) de Chernatony, L. (1999) ‘Brand managing

through reducing the space between company identity and brand reputation', Journal of Marketing

(32) sobre Chernatony, D. (2001) ‘From Brand Vision

to Manufacturer Evaluation', Butterworth-Heinemann,

(33) sobre Chernatony, D. and McDonald, M. (2001)

‘Creating Effective Brands in Consumer, Assistance

(35) Ind, N. (1997) ‘The Corporate Brand', New York

University Press, New York.

(38) Aaker, G. A. and Joachimsthaler, Elizabeth. (2000) ‘Brand

Leadership', The Free Press, New York.

(40) Konecnik, Meters. (2005) ‘Customer-Based Brand

Collateral for Travel and leisure Destination: Conceptual

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