Destination Branding

Definition
• A name, symbol, logo, word mark or other graphic
that both identifies and differentiates the destination;
furthermore, it conveys the promise of a memorable
travel experience that is uniquely associated with the
destination; it also serves to consolidate and reinforce
the recollection of pleasurable memories of the
destination experience. (Ritchie and Ritchie (1998))
• To understand the definition lets look at few
Destinations and identifiers and differentiators
associated with them
– Malaysia- Truly Asia
– Incredible India
– Kerala-Gods Own Country
– Viva Las Vegas
Destination Branding as Relational
Brand Networks
• According to Hankinson Place (destination) Branding
performs following 4 functions
1. Brands as communicators, where brands “represent a mark of
ownership, and a means of product differentiation manifested in
legally protected names, logos, and trademarks”;
2. Brands as perceptual entities, “which appeal to the consumer
senses, reasons, and emotions;
3. “Brands as Value enhancers”
4. “Brands as Relationship” where brand is construed to have a
personality which enables it to form relationship with
consumer.
Place as Relational Brand Network
Destination Image
 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”
 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)
Destination Branding redefined
The marketing activities
• That support the creation of a name,
symbol, logo, word mark or other graphic
that both identifies and differentiates a
destination;
• That convey the promise of a memorable
travel experience that is uniquely associated
with the destination
• That serve to consolidate and reinforce the
recollection of pleasurable memories of the
destination experience, all with the intent purpose
of creating an image that influences consumers’
decisions to visit the destination in question, as
opposed to an alternative one.
 Destination Branding Success:
Courtyard By Marriott
•The brand was always meant to target
business travellers who wanted quality
service at affordable prices.

•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".

•Compare the name and the logo of the

similarly priced Hotel Namely Hilton Garden
inn.
• As a tourist destination Nepal has a unique mix of experiences to offer
• 8 of the ten highest mountain peaks are in Nepal which also
includes Mt Everest all of them above 7500 meters.
• It is the Birth Place of Lord Buddha hence one of the most
important centre of pilgrimage for Buddhists
• Because of being totally in Himalayas it should be a Mecca for
Adventure activities like rafting, mountaineering, trekking .
• One of the highest bio-diversities in world
• More than 2,000 years of history and culture
 Switzerland
• The highest peak is Monte Rosa at 4,634 meters above sea level.
• Culturally almost similar to it’s neighbors Germany, France and Italy.
• Famous for being the premier destination for skiing, snowboarding and mountaineering.
So what are the number of tourist
arrivals in these 2 countries?
 Switzerland :Tourist arrivals at national borders in
2008-> 8,608,000
 Nepal: Tourist arrivals at national borders in 2008
->500,000
WHY SUCH A HUGE GAP????????

Source:United Nations Statistics

Division(http://data.un.org/)
The reason:

According to a survey Switzerland ranks 5th in

2010 country brand index according to futurebrand
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.
References
 http://jtr.sagepub.com/content/43/4/328.full.pdf+ht

ml
 2010 Country Brand Index
http://www.futurebrand.com
/wp
 http://en.wikipedia.org/wiki/Pla
ce_branding