Randall L. Fiveash
Published: 2018
Total Pages: 362
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The branding of destinations, for creating the positive perception of image, increasing tourism and visitation revenue and affecting economic development within a destination, is a relatively new concept. Branding in the private sector and service industries and product world, has been prevalent for many years. Companies like Coca Cola, Nike and Xerox, in the product world, and Disney and Marriott Hotels, in the services world, have been branding their products through brand marketing for decades. The purpose of this thesis is to examine the concept of destination branding and how the process and its successful execution, will result in long term positive results for the destination. This thesis examines and reviews research, literature, and case studies on the concepts and study of branding, and destination branding. The concept of destination marketing, as the means to accomplish destination branding, is also reviewed. A great deal of attention is paid to the literature as it relates to case studies which illustrate examples of destination branding, in countries, cities, states, and areas affected by visual media (TV and movies). The results of the literature review and study show that through dedicated, methodical and research-based development, and strategically planned marketing, destination branding does work in a very real sense, to increase revenue, change perception and drive economic development to the destination. In each of the case studies examined, positive financial, image and long-term development was seen, because of the efforts of those involved in the destination branding initiatives. The conclusion of the thesis is that destination branding, when done strategically, using research-based methods, gaining community and governmental support, and properly using destination marketing, will create long term success for the destination. Destinations should consider the destination branding concept to distinguish themselves from their competition. However, this path should only be taken when a destination can strategically mount the initiative with internal Destination Marketing Organization (DMO), community, and governmental inclusion and support.