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Destination logo recognition and implications for intentional destination branding by DMOs: A case for saving money
Journal
Journal of Destination Marketing & Management
ISSN
2212-571X
Type
journal article
Date Issued
2016
Author(s)
Abstract
Tourist destination branding has become a major element in tourism marketing. However, it could potentially be the case that tourists are unaware of brands intentionally constructed by destination marketing organzations (DMOs) because they do not even recognize the main identifier as represented by the destination logo. This paper tests the truth of this assumption for the cases of four supposedly well-branded Swiss destinations. The results show that destination logo recognition is, indeed, very limited. In addition, destination logos appear to be most effective when used for specifically branding the place right on the spot. In terms of the original meaning and aim of ‘branding,’ the results imply that branding (using the logo) is primarily useful for the product (i.e. the experience) in the destination rather than for destination communication. Since DMOs spend considerable amounts of money in branding processes, we conclude that the impact of branded communication and advertising campaigns is greatly overestimated.
Language
English
Keywords
Tourist Destination
Brand
Branding
Logo
Destination name
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Publisher
Elsevier
Publisher place
Amsterdam
Volume
in press
Start page
1
End page
13
Pages
13
Subject(s)
Division(s)
Contact Email Address
christian.laesser@unisg.ch
Eprints ID
250189