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Destination branding
- 1. By: SaurabhDaga MBA 4thSem Department of Management Studies-School Of Management Pondicherry University Destination Branding
- 3. To understand the definition lets look at few Destinations and identifiers and differentiators associated with them
- 8. Place as Relational Brand Network
- 9. Destination Image The concept of destination Branding is very much related with concept of destination branding. According to Echtner and Ritchie (1991),destination image is “not only the perceptions of individual destination attributes but also the holistic impression made by the destination”
- 10. What do tourists benefit from Destination Branding? Assurance of Quality example visitors will likely expect high-quality facilities and customer service at an upscale internationally recognized chain (brand) of hotels. At the same time, visitors can also expect to pay a premium for this assurance of quality and reduction of perceived risk. Reduction of Search Costs: A high and positive destination brand awareness reduces the need for detailed information search and contributes toward a destination ultimately becoming the destination of choice for the visitor Destination Differentiation: Many destinations promote similar attributes such as scenery, history, and culture. However, effective destination branding requires a unique selling proposition that is sustainable, believable, and relevant and that “the competition wants and is maybe able to copy but which they cannot surpass or usurp” (Morgan, Pritchard, and Piggott 2002)
- 12. That convey the promise of a memorable travel experience that is uniquely associated with the destination
- 14. Courtyard by Marriott is designed for business travellers. Its rooms feature large desks, couches, free high speed Internet access, and "big" breakfasts. The majority of locations have full-service restaurants, and all have 24-hour "mini-marts," called "The Market".
- 16. 8 of the ten highest mountain peaks are in Nepal which also includes Mt Everest all of them above 7500 meters.
- 17. It is the Birth Place of Lord Buddha hence one of the most important centre of pilgrimage for Buddhists
- 18. Because of being totally in Himalayas it should be a Mecca for Adventure activities like rafting, mountaineering, trekking .
- 19. One of the highest bio-diversities in world
- 21. Culturally almost similar to it’s neighbors Germany, France and Italy.
- 23. The reason: According to a survey Switzerland ranks 5th in 2010 country brand index according to futurebrand
- 24. Conclusion A destination can have everything to cater to a tourist but it can be a favored destination only if it is able to conjure up certain images which are only identifiable with that place.
- 26. References http://jtr.sagepub.com/content/43/4/328.full.pdf+html 2010 Country Brand Index http://www.futurebrand.com/wp http://en.wikipedia.org/wiki/Place_branding