Department of Tourism Studies and Hospitality Management

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Browsing Department of Tourism Studies and Hospitality Management by Subject "Branding"

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    Destination Branding by the Brand of Hotel
    (Journal of Tourism and Hospitality Management, 2020) Abiola-Oke, Elizabeth
    Most destinations around the world are alike in the services delivered to the tourists. Hence, it is becoming difficult for tourists to differentiate one destination from the other due to the similarity of resources, activities, and other services. Tourism destination, just like any other product, requires a distinguishing factor and that is where branding comes into play. Hence the aim of the study is to critically examine the impact of hotel brands on the branding of a destination.
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    Destination Marketing: A Tool for Creating and Marketing Tourism Destination Image.
    (International Journal of Banking, Finance, Management and Development Studies, 2016) Abiola-Oke, Elizabeth
    Destination branding is seen as a marketing tool as well as a tool for creating an image for the destination. In creating an image for the destination through branding, it is therefore important to have a differentiating element in the destination. Therefore, this research is focused on identifying the differentiating factor that would make a destination unique amongst others by examining the place of the hotel brand in creating this unique factor. In line with this, the research aimed to examine the influence hotel brands have on the choice of destination to visit. To achieve the aim, the researcher reviewed the literature on the topic to identify the available information on the topic. The researcher also collected empirical data on the topic using a questionnaire (Online). The data collected were analysed both quantitatively and qualitatively because the questionnaire was used to collect both quantitative and qualitative data using closed-ended and open-ended questions. Statistical package for social sciences (SPSS) was used to quantitatively analyse the data, while the content analysis method was used to analyze the qualitative data. Having researched as explained above, the findings showed that, although the availability of branded hotels in a destination could create an image for the destination, it is not the primary factor influencing the choice of destination to visit. A conclusion was reached based on the findings that, the major factor that influences the choice of destination is attractions and the others- accommodation, transportation, and other supporting services- are essential which cannot exist without the attractions in a destination.