Branding a Tourist Destination
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Transcript of Branding a Tourist Destination
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BRANDING A TOURISTBRANDING A TOURISTDESTINATIONDESTINATION
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What is a Brand?What is a Brand?
A Brand can be :
A symbol A product A representation
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Can A Country Be Branded?Can A Country Be Branded?
Branding involves creating mentalstructures and helping consumersorganize their knowledge aboutproducts and services in a way thatclarifies their decision making and, in
the process, provides value to thedestination (country)
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What is a Destination Brand?What is a Destination Brand?
It is the places
reputation or image orimpression or perception
among those people that cares aboutit,
such as citizens, potential investorsand visitors
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What is a Destination Brand?What is a Destination Brand?
Under thedestinationbranding comes:
Image building
Imagemanagement
Publicity
management Projecting
destinationimage
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FACTORS INFLUENCINGFACTORS INFLUENCING
BRANDING A NATIONBRANDING A NATIONNatural
Resources
Nature
Resources
Culture
Education Industries
Economy
Geography
Cities
Politics
Economy Political Structure
Soc. System
People
History Education
Culture
Etiquette
Character
Nation
Brands
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Importance of brandingtoImportance of brandingto
tou
rismtou
rism Brand serves to differentiate a destination
from competing destinations
Strong brand has an attractive appeal toconsumers
Image puts a destination on the consumer's"shopping list" and creates an emotional
appeal, which enhances that destination'schances of being chosen over others.
Brand Recognition and recall
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Tourism MalaysiaTourism Malaysia
Malaysia is an oldplayer in thetourism sector
From 5.5 millionarrivals in 1998,tourist arrivals in
Malaysia havemore thanquadrupled to 22million in 2008
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Tourism Malaysia :GlobalTourism Malaysia :GlobalBrandingCampaignBrandingCampaign
Campaign objectives:Increase brandvisibility globally by
showcasingMalaysias uniqueness
Encourage potentialtourists to visitMalaysia
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Tourism Malaysia :GlobalTourism Malaysia :Global
BrandingCampaignBranding
Campaign
Malaysia truly Asia
(showcasing culture) A shopping paradise drive(entertainment)
Grand prix formula one Various awe-inspiringtourist locations
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Tourism Malaysia : OnlineTourism Malaysia : Online
Glo
bal BrandingCampaignGl
obal Branding
Campaign
Online tools used:
MSN / Windows Live
Platform which includes:MSN Homepage
Windows Live Hotmail
Windows LiveMessenger
Windows Live Agent
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Targets
Destinations
Opportunities
20% Families32% Leisure18% Organised Tours
Kualalumpur,Borneo wildlifesafari,Kota Kinabalu,Langkawi,Penang,
Genting highlands
Independent Traveller;Flexible travel packages toAustralia & New Zealand
Malaysias tourism strategyMalaysias tourism strategy
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Challenges of DestinationChallenges of Destination
MarketingMarketing
Complexity of thetourism product
Destinationmarketer as littlecontrol over thecomponents of the
product Diverse views of
stakeholders
Selecting keyattributes torepresent thebrand
Building a unified,meaningful
representation ofthe destinationscore values
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Brandingofa NationBrandingofa Nation
Due to the complexity andsophistication of competition betweennations, mostly derived from
globalization, countries are tirelesslyleveraging their desired brand imagesthrough communicating theiradvantages, attitudes, history,culture endowments and assets
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