A Closer Look at Destination: Image, Personality, Relationship and Loyalty

Ching Fu Chen, Phou Sambath, Don Jyh Fu Jeng

研究成果: Chapter


As the tourism marketplace is becoming more highly competitive, destination marketers are adopting branding techniques to craft an identity which focuses on the uniqueness of their products —their tourism destinations. Similar to those marketing consumer products, destination marketers have had to turn to branding to distinguish their “products” and to convey a positive message that will motivate the tourists (Roodurmun & Juwaheer 2010). Using a combination of destination image and destination personality as a strategy to differentiate their destination brands from other competing destinations has been necessary for destination marketers (Ekinci & Horsany 2006; Usakli & Baloglu 2011). In addition, the creation of brand saliency—the development of an emotional relationship with the consumer—can hold the key to destination differentiation (Morgan & Pritchard 2010). Successful destination branding involves establishing a mutual relationship between destinations and tourists by satisfying their emotional (i.e. relaxing, pretty) and basic needs (i.e. eating) (Ekinci 2003).

主出版物標題Developments in Marketing Science
主出版物子標題Proceedings of the Academy of Marketing Science
發行者Springer Nature
出版狀態Published - 2015


名字Developments in Marketing Science: Proceedings of the Academy of Marketing Science

All Science Journal Classification (ASJC) codes

  • 行銷
  • 策略與管理


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