Destination branding and its significant need to iran tourism marketing
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[1] AZAD University. Tehran - Iran
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- Localización: Destination branding heritage and authenticity / Rubén Camilo Lois González (ed. lit.), Francisco Dias (ed. lit.), Xosé Manuel Santos Solla (ed. lit.), Pilar Taboada De Zuñiga (ed. lit.), Joao Paulo Conceição Silva Jorge (ed. lit.), 2012, ISBN 978-84-695-3961-3, págs. 1048-1063
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
A destination brand obviously differs from regular product brands given that it is a composite product, rather than a single one, that comprises a bundle of different components (Morgan, Pritchard and Piggott, 2002). On the other hand, the tourism industry is considered one of the largest and fastest growing industries in the world. The development of transport and technology increasingly allows access to more markets, resulting in progressive competition between tourism destinations. Brand management in relation to destinations is thus receiving greater attention and there is now a universal agreement among professionals that destinations need to be branded similarly as consumer goods. The objectives of this study are as following: evaluating destinations branding and related concepts; Reviewing the literature of tourism marketing and related concepts; Study for Iran tourism marketing need to destination branding; The design of this paper is mainly based on desk research on destination branding and tourism development and its impacts, including an overview of researches, studies, books, and other relevant publications. Therefore, with a qualitative approach this paper concluded that, the real competition between tourism destinations based on intangible tourism services such as providing tourists expectation, security, satisfaction and positive image, which happens by branding the destination image as a safe and hospitable location. Besides, branding is at the very heart of marketing strategy, and so the purpose of all destinations marketing activity must be to enhance the value of the brand.
