Tourist destination branding has to be the primary concept conforming to tourism branding according to Pike (2009) as the core of tourism branding is to develop a vibrant image that uniquely identifies the positivity of tourist destination with a consistent brand element mix because the perceptions of the place is reflected by the connotations seized in the tourist commemoration. And based on this model Baloglu and Magaloglu (1996) suggested that the tourism brand associations should include both cognitive and affective visual components which are hugely influential indicators of tourist destination branding. And as per Anderson & Morrison (2002) tourism destination branding should be defined as a way to communicate the tourists’ unique identity
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This theory also projects that an ultimate brand identity is combined of all features and activities that helps it to differentiate from other competitions from a sender’s perspective and the receiver’s perceive the image of brand which is formed and placed in his/her top of mind. Brand image and brand identity is reciprocal to each other as brand image plays a crucial role in brand building activity and brand identity is reflected by brand image according to Cai (2002). Consumers positioned a brand image in their mind based on the perceived brand identity projection and tourist destination marketers always focus to develop and enhance brand identity based on the consumer’s brand image perception regarding the particular tourist destination. And also consumers perceive positive brand image which is associated with strong, favorable, distinctive and unique brand association as brand associations are developed to disseminate benefits of acquiring the service of the particular tourist …show more content…
In the current marketing scenario, it is highly competitive and expensive to continuously invest behind tourism branding and attract new tourists as they have multiple option to decide where they want to spend vacation on. Harrison-Walker (2001) perfectly explained the word-of-mouth’s importance by defining it as the informal, person-to-person communication between two peers for a perceived non-beneficial communicator and the receiver for a brand, product, service, organization
This theory also projects that an ultimate brand identity is combined of all features and activities that helps it to differentiate from other competitions from a sender’s perspective and the receiver’s perceive the image of brand which is formed and placed in his/her top of mind. Brand image and brand identity is reciprocal to each other as brand image plays a crucial role in brand building activity and brand identity is reflected by brand image according to Cai (2002). Consumers positioned a brand image in their mind based on the perceived brand identity projection and tourist destination marketers always focus to develop and enhance brand identity based on the consumer’s brand image perception regarding the particular tourist destination. And also consumers perceive positive brand image which is associated with strong, favorable, distinctive and unique brand association as brand associations are developed to disseminate benefits of acquiring the service of the particular tourist …show more content…
In the current marketing scenario, it is highly competitive and expensive to continuously invest behind tourism branding and attract new tourists as they have multiple option to decide where they want to spend vacation on. Harrison-Walker (2001) perfectly explained the word-of-mouth’s importance by defining it as the informal, person-to-person communication between two peers for a perceived non-beneficial communicator and the receiver for a brand, product, service, organization