Destination Marketing: A Tool for Creating and Marketing Tourism Destination Image.
Loading...
Date
2016
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Banking, Finance, Management and Development Studies
Abstract
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.
Description
Keywords
Branding, Image Creation, Destination, Marketing
Citation
Aina, O.C and Abiola-Oke, E. (2016) Destination Marketing: A tool for creating and marketing tourism destination image. International Journal of Banking, Finance, Management and Development Studies, Vol.2, No. 1 p. 139-151