A review of the Shannon Region’s, Ireland current tourism brand
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Sharon Kiely [1] ; Noëlle O'Connor [1]
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[1] Limerick Institute of Technology
Limerick Institute of Technology
Irlanda
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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. 1018-1029
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
This conceptual study focuses on the Shannon Region’s1 (Ireland) tourism brand, identifying the image that currently exists amongst the Region’s core tourism markets and determining how this image relates to the existing tourism product offering. Pike (2009) published a review of 74 destination branding publications by 102 authors from 1998-2007. He states common research themes include both the supply side interest in brand development and the demand side of market perceptions (Pike, 2009; 859). This research study will attempt to establish the brand strategy utilised by the Shannon Region’s and assess both supply and demand side perspectives of this brand. The Organisation for Economic Co-operation and Development (OECD)2 cites the work of Shannon Development3 who declares that the Shannon Region is a multi-purpose tourism location, in the centre of Ireland’s Atlantic seaboard, situated between major attractions such as Kerry and Connemara. The western seaboard has a distinct brand and identity, capable of appealing to international audiences. Collaboration by tourism interests along the western seaboard helps to create a critical mass, with strengthened access to major markets (OECD, 2010; 71). It is evident from this, that the Shannon Region has ample opportunity to attract more tourists to the area, due to its unique brand within the Atlantic seaboard. Morgan, Pritchard and Pride (2003; 11) state that branding is perhaps the most powerful marketing weapon available to contemporary destination marketers confronted by increasing product parity, substitutability and competition. It is for this very reason that destination branding must be constantly evaluated, therefore on-going research must be conducted in order to identify the current and future expectations of holiday makers to the Shannon Region.
