experience solutions
Branding Experiences
Tomorrow's successful tourist destinations must stand out from their competators by creating emotional connections with their customers through brand image and identity. Branding strategies are used to communicate what is unique about an attraction or destination and what it stands for. Branding is the key element in the effective development of expectations and images about your attraction and therefore represents a critical element in communication the benefits of your product to the consumer.
Organic or Induced Image
Tourism products and services require creative communication strategies in order to develop a positive perceptual entity or brand. Organic images of destinations or attractions are developed over a long period and are largely independent of the destination managers control. The function of branding is to replace organic images with induced images formed by exposure to a symbol, name, term or design or combination of these elements. Branding tourism destinations involves communicating the destinations unique identity to potential tourists while simultaneously differentiating the destination from its competitors.
Recent research has demonstrated that repositioning strategies based solely on the promotion of positive images of the destination or attraction may not be sufficient to achieve desired outcomes and that a more holistic approach which takes into account the evolution of organic images in terms of history, heritage and culture are required.
Our approach to destination/attraction branding involves a recognition that the marketing of any destination does not start from a zero base and that prior to the development of any "repositioning strategy" there needs to be a comprehensive investigation of the role organic images play in establishing perceptions of the destination/attraction in the minds of potential consumers.
tourism21
branding
www.tourism21.com
Email: enquiries@tourism21.com
tourism21 P.O. Box 3169 CH 2001 Switzerland
