Proceedings of the Third Annual Conference of the International Place Branding Association (IPBA)
Hosted by the Destination Branding & Marketing Group (DBM-VI)
Institute for Tourism Studies, Macao Macao S.A.R., China 5-7 December 2018
Leonardo (Don) A.N. Dioko, Phd. Editor
Organized by:
Sponsor and support:
PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
Proceedings of the Third Annual Conference of the International Place Branding Association (IPBA)— Hosted by the Destination Branding and Marketing Special Interest Group (DBM-VI)
Editor: Leonardo (Don) A. N. Dioko
Published December 2018 by the Institute for Tourism Studies, Macao © Copyright Institute for Tourism Studies, Macao 2018
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher.
Cover photo courtesy of Mr. Window Leong.
Macao SAR, China, December 2018
ISBN 978-99937-51-43-4
PAGE 2 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
Leonardo (Don) A.N. Dioko, Phd. Editor
Welcome from the Chairman of the International Place Branding Association (IPBA) ...... 8 Dr. Robert Govers
Welcome from your Host ...... 9 Dr. Fanny Vong
Welcome from your Co-host ...... 10 Dr. Haemoon Oh
Foreword from the Co-Founders of DBM ...... 11 Rich Harrill and Nigel Morgan
Foreword from the Chair ...... 12 Leonardo (Don) A.N. Dioko
Organization
Programme and paper review committee
Local organizing committee
With special appreciation for….
Lo Ka Man, Mary ...... 16 Gu YuJun, Gracia ...... 16 Huang Ning Yu, Anny ...... 16
Keynote Speakers
Dra. Helena de Senna Fernandes ...... 18 Mr. Brett Free ...... 19 Mr. Grant R. Bowie ...... 20 Dr. Andrea Insch ...... 21
Programme Overview
Doctoral colloquium Arranged by first author’s last name. Titles with * indicate full paper contributions.
Unlocking the garden of Eden: A postcolonial reading of tourists and locals’ image of the Seychelles ...... 25 Hervé Atayi
“Cool Japan” as a place branding strategy: Differential understandings and ambivalent results ...... 26 Paul Capobianco
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When the map is not the territory: Brand concept maps revisited ...... 28 Guido van Garderen
Multifaceted nation branding: Azerbaijan is the West in the East and the East in the West* ...... 30 Magsud Mammadov
Place branding for small places and surrounding areas: Interdependence of time and place brands ...... 40 Tatiana Polyakova
Collaborative visual narratives as a place-based, inclusive and transformative approach ...... 41 Catia Rebelo
Main sessions Arranged by first author’s last name. Titles with * indicate full paper contributions.
The factors creating affinity between destinations and target audiences in tourism ads: Towards a conceptual model* ...... 44 Eli Avraham
Place branding: A Nordic perspective ...... 61 Cecilia Cassinger, Andrea Lucarelli, and Szilvia Gyimothy
Mediatization of terror attacks and city brand image: A study of the Stockholm attack and the ’Last Night in Sweden’ event ...... 63 Cecilia Cassinger, Jorgen Eksell, Maria Mansson, and Ola Thufvesson
The marginalized sounds of Peru: Peruvian music diplomacy* ...... 64 Jose Castillo
National stereotype effects on high- versus low-contact service expectations: Branding Indonesia* ...... 73 Michael Chattalas and Irawati Priyanti
Cognitive appraisal of city image and its effect on visit intent: An analysis built on the stereotype content model ...... 78 Jingjing Chen, Mingyang Yu, and Ke Xue
How do residents and tourists think each other? Construal, projection, and perception in destination image of Macao ...... 79 Suh-Hee Choi, Yeongbae Choe, and Song Ee Hahn
Political animosity effect on cognitive and affective perception of Europe and on attitudes towards the Made in EU label—a comparative study between Italy and Poland ...... 81 Alessandro De Nisco and Magdalena Florek
From creative industries to the creative place brand - some reflections on city and regional branding in Poland ...... 83 Sylwia Dudek-Mańkowska and Mirosław Grochowski
The complexity in place branding research and practice ...... 84 Hong Fan and Kabelo Botlhe Dikobe
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Towards structured city brand experience ...... 85 Magdalena Florek
The practices of city brand performance evaluation - implications for the city brand effectiveness measurement system ...... 86 Magdalena Florek, Marta Herezniak, and Anna Augustyn
Branding, misbranding, and rebranding Thailand, past and present: International, interdisciplinary perspectives ...... 88 Gerald Fry
The wine sector in marketing communication of Polish regions ...... 90 Jakub Gazda
Negative MWOM and value co-destruction for destinations ...... 91 Alkmini Gkritzali, Eleni Mavragani, and Dimitris Gritzalis
Marketing the city: An examination of precinct marketing programs and retail resilience ...... 93 Louise Grimmer
Perceptions of intra-national exotic destinations in the Greater Bay Area ...... 95 Cheong Hin Hong, Henrique Fátima Ngan, Ying Zhao, Chung-En Yu, and Jinpeng Liang
Not just the icing on the cake: Examining the role of creativity and innovation in place branding strategies .. 97 Andrew Hoyne
Understanding travel characteristics of Mainland Chinese casino tourists to Macao: Who are they?* ...... 98 In Mei Iao, Christina
Made in Japan or Made in Kyoto? Branding with place in Kyoto’s traditional crafts ...... 114 Adam Johns
The significance of respondent’s age in city branding ...... 116 Ole Have Jørgensen
An analysis of travel blogs on Malaysian Borneo and implications for destination image formation* ...... 121 Balvinder Kaur Kler and Siao Fui Wong
“This is innovation”: Analysis of new trends in Swedish branding strategy ...... 130 Anna Kobierecki
The Olympic Games as a public diplomacy and nation-branding platform ...... 131 Michał Kobierecki
A ‘bottom-up’ place marketing initiative: Destination Lund Sweden* ...... 132 Olga Rauhut Kompaniets
Destination campaigns as strategic brand building tools: The multi-case study of four Indian states ...... 143 Gurpreet Kour and Mihalis Kavaratzis
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Creative sensory landscapes in the realm of place marketing: A case study in the city of Volos, Greece ...... 145 Sotiria Katsafadou, Georgia Lalou and Alex Deffner
Destination branding in Haute-villégiature – A practitioners’ perspective ...... 147 Anne-Flore Maman Larraufie and Angela Sargeni
Brand recognition of traditional and regional products among students in Poland – the case of beer market ...... 149 Marcin Lewicki
The impact of brand revitalization strategy on stereotype of city image: Examples from Nanjing and Shenzhen ...... 151 Chao Liu, Minlin Deng, Yachen Qin, and Fang Rao
Reconsideration of the positioning of Macao’s city brand: Based on the perspective of the strategy of Guangdong, Hong Kong and Macao Bay Area ...... 153 Yanping Liu
Internal place branding: a study about residents’ involvement and perceptions of Porto city brand* ...... 155 Patrícia Monteiro and Beatriz Casais
Place identity and why it matters in place branding ...... 162 Jessica Oliver, Greg Kerr and Rodney J Clarke
Value dimensions of a GPT: An empirical study of outbound tourists in Taiwan* ...... 164 Ying Jen Pan, Felicitas Evangelista, and Lancy Mac
Vlogging and place branding: A narrative analysis of popular travel vlogs about the Philippines* ...... 174 Rachel Luna Peralta
Czechia – Investment as a topic for its future brand?* ...... 188 Jana Peterková
Only in Japan? Issues in cuisine in cultural diplomacy and destination marketing ...... 196 Christopher Pokarier
Place branding in the Russian context ...... 197 Tatiana Polyakova, Mihalis Kavaratzis, and Mike Saren
Experiencing critical regionalism as cultural heritage expressions in tropical urbanism: Reimagining the place and placelessness in hospitality design* ...... 198 Stephen Poon
“See the death bodies change their clothes”- Dark tourism in Indonesia case study in North Toraja* ...... 211 Hikmah Nurul Qamar and Nurul Ilmi Sudirman
Research on the city brand personality of ancient capitals under the background of Internet news media* .. 219 Gill Ren and Hong Fan
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Customer-based brand equity for small tourist destination: The case of Soca valley ...... 225 Maja Konecnik Ruzzier, Mojca Smrekar, andMitja Ruzzier
A place brand management cycle: Bridging academics and practitioners in place branding ...... 226 Viriya Taecharungroj
Can hotel websites influence destination image? The case of Macao* ...... 230 Thea Vinnicombe and Hio Kuan Kay Wong
City image advertising in China: A review of the Chinese-language literature ...... 237 Dian Wang
Measuring the effectiveness of place advertisements - From the perspective of place branding* ...... 238 Chunying Wen and Yingying Wu
An empirical study on the mechanism of negative event restoration strategy on the quality of city brand relationship ( ...... 247 Wenxin Yu, Chao Liu , Siyao Sun, and Jinping Li
New sales and promotion channels for traditional and regional products: The example of gas stations in Poland* ...... 249 Tomasz Zawadzki
Understanding Chinese place branding from government perspective: A case study of Chongqing ...... 261 Bowen Zhang and Ying Song
Monitoring changes of destination image representations through mega sports events ...... 262 Andreas Zins, Arno Scharl, and Astrid Dickinger
Index by author last name
Index by subject
Thanks to our supporting organizations and sponsors
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Welcome from the Chairman of the International Place Branding Association (IPBA)
Dr. Robert Govers Author, advisor, and speaker in Antwerp, Belgium rgovers.com
n behalf of the board of This is a long tradition indeed. their relentless support to IFT over the International Place IPBA members and delegates that these many years. O Branding Association remember how we started with the (IPBA) I would like to extend a IPBA conference series in London s we have come to expect of warm welcome to The Third two years ago, will recall that we IFT, the institute has once Annual IPBA Conference, hosted merged several existing initiatives; A again put together a great by the Destination Branding and one of which being the DBM series. conference programme with top Marketing (DBM) Special Interest The others were: the International keynote practitioner speakers from Group in Macao. With this we are Colloquia on Place Brand the Macao Government Tourism continuing a great tradition as this Management (London and Aosta) Office, Hong Kong SAR conference merges the annual IPBA with its first meeting at Brunel Government and MGM China conference with the sixth University in 2009; the City Holdings. It promises to be a Destination Branding and Branding Symposia (Stockholm wonderful event. Most of the IPBA Marketing Conference (DBM). 2012 and Tsinghua University board members and delegates have Beijing 2013); and the Poznan Best also attended and/or supported Hence, it is a great honour to be Place Summit of 2014. DBM in the past, so from an IPBA here. The DBM series is by far the perspective I expect this conference longest running conference series in ith the DBM series to be a grand celebration. As a the history of the wider place launching four years community coming together I wish branding field. The first DBM W before anyone else and in you all a wonderful stay in Macao, conference was held in Macao in its third edition when other full of inspiration, friendship and 2005, followed by bi-annual initiatives started to emerge, we are fun. conferences, all in Macao at the clearly profoundly indebted to IFT Institute for Tourism Studies (IFT), and the team in Macao. Thank you Best regards, apart from 2012, when it was held Fanny Vong, Don Dioko and On behalf of the IPBA board in Cardiff, thanks to Nigel Morgan, everyone in the IFT team. Thank a long term supporter of the DBM you also to Nigel Morgan (now at series (as is the University of South Swansea University) and Rich Carolina). Harrill and Brian Mihalik of the Robert Govers University of South Carolina, for IPBA Chairman
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Welcome from your Host
Dr. Fanny Vong President Institute for Tourism Studies (Macao)
n behalf of the Organising Rich Harrill of the University of heartfelt thanks and appreciation to Committee, it is my great South Carolina, Prof. Nigel Morgan our IFT colleagues and staff O pleasure to welcome you all of the University of Swansea, and members for their collective and to the 3rd Annual Conference of Dr. Robert Govers, Chair, and team effort in organizing and the International Place Branding Members of the Board of the IPBA. overseeing the many details involved Association (IPBA), which is being in ensuring that we have a hosted this year by the Destination Our great appreciation extends to productive and meaningful meeting. Branding and Marketing all presenters and speakers, who Conference Group (VI), and which have come from different parts of acao recently became part was founded here at the Institute the world to join us. We look of the newly established for Tourism Studies in 2005. forward to listening and sharing M Guangdong-Hong Kong- with you the many ideas and Macao Greater Bay Area (GBA) We at the Institute for Tourism examples that we hope will and, as I write this, colleagues from Studies, Macao, are very pleased to stimulate our thinking about this IFT are currently undertaking a be hosting this meeting. Not only important and relevant area in joint destination branding study has the DBM Conference Series tourism. In particular, I’d like to with partners from Hong Kong and become internationally recognized thank our honorable keynote Guangdong. It is very opportune for its contribution to this field of speakers, Dra. Helena de Senna therefore that the IPBA-DBM study in tourism, but it has become Fernandes of MGTO, Mr. Grant Conference is taking place this year a close partner with IPBA, thus Bowie of MGM China Holdings, in the new Greater Bay Area . expanding and strengthening the Mr. Brett Free of ISD, Government network of scholars and pratitioners of the Hong Kong SAR, and Dr. I hope that your experience at the of place and destination branding. Andrea Insch. IPBA-DBM Conference will be a productive as well as enjoyable one! I would like to express our heartfelt wish to also thank the generous appreciation to the co-organisers for support extended by the Macao the support and assistance they have I Government Tourist Office provided. I would like to specifically (MGTO), A.J. Hackett Macao, and thank our valued partners in this Palgrave Macmillan. Last but not Fanny Vong effort, Dean Haemoon Oh and least, I would like to express my President, IFT
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Welcome from your Co-host
Dr. Haemoon Oh Dean University of South Carolina, HRSM
n behalf of the College of DBM Conference Series has started only kick off this conference, but we Hospitality, Retail, and to work together with the recently also inaugurate the International O Sport Management established IPBA to advance the Conference on Tourism and Retail (HRSM) at the University of South field further. Management (TRMC) 2018 back to Carolina (USC), I welcome you all back as a hosting partner to IFT. to this 3rd Annual Conference of My special thanks to President the International Place Branding Fanny Vong at the Institute for I sincerely hope you will have a Association (IPBA) and the 6th Tourism Studies (IFT) for having productive conference and a Destination Branding and my college and Swansea University wonderful time in Macao. Marketing Conference (DBM-VI)! partner in this long-standing venture. I also want to thank the We are honored to have been Organizing Committee led by Drs. partners with IFT in advancing the Don Dioko (IFT) and Rich Harrill field of destination branding and (USC-HRSM) and its members Mr. marketing since 2005. I am very Patrick Lo (IFT), Ms. Wendy Tang Most warmly, pleased to have seen its fruits (IFT), and Virginia Hong (IFT) for multiply over the years, especially in their exceptional workmanship. strengthening our links with the our Haemoon Oh partners in the Asia-Pacific region. Thank you all for attending. This is Dean This year is extra special in that the an exciting week in Macao as we not
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Foreword from the Co- Founders of DBM
Rich Harrill University of South Carolina, HRSM
Nigel Morgan Swansea University (Co-host of IPBA-DBM)
e are honored that you nonetheless still passionate about DBM Conference (which now are spending this place and destination marketing partners with the IPBA), has W sometimes frenized time and branding. remained an intact community, or of the year with us in Macao. We even a family, of faculty, students, are always excited to return to We think what makes this practitoners, and interested Macao, and always greatful for the conference special is that it is a observers that are passionate about generosity and nurturing role of the tightly knit community studying, how the best places and destinations Institute for Tourism Studies (IFT) investigating, and examining are built and function, and dating back to the inaugural communities., Whereas you might marketed and branded. conference of the Destination and have a rather diverse group of Branding Marketing Conference scholars and practitioners studying a Welcome home! (DBM) in 2005. Looking back over narrowly conceived subject, or some of the old photos from conversely, a well defined group of previous conferences it appears scholars and practitioners studying a Rich Harrill and many of us are a bit grayer, but wide variety of related topics, the Nigel Morgan
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Foreword from the Chair
Leonardo (Don) A.N. Dioko Institute for Tourism Studies (Macao)
ery excited to welcome you all (2014) noted that four of the 11 Most crucially, the Conference is to Macao! IFT is where the notable international conferences powered by an “army of the few” V Destination Branding and held on the topic of destination who work tirelessly in the Marketing Conference Series began, branding and/or marketing since background. Their names are in the more than a decade ago in 2005. 1990 are from the DBM series.1 It is following pages. Please extend your This year’s conference is special as it humbling therefore to see that this appreciation to them in person at is the first time we are hosting the field of study and practice continues the conference. International Place Branding to thrive and foster. Association (IPBA) conference and Linus Pauling (Nobel prize winner the first time IPBA is holding a Such continuity is owed to the in chemistry) once said: “The best meeting in the Asia-Pacific region. numerous assistance and support of way to have a good idea is to have lots individuals and organizations. IFT, of ideas.” We hope the Conference As you browse through the contents and its President, Dr. Fanny Vong, we have put together fills your mind of this Proceedings, you will notice have been the staunchest supporters with numerous ideas and that at the usual inclusion of some of the of this endeavor, with the strong least one of them leads you to foremost names of scholars and backing of USC and Swansea greater things. practitioners in place branding and University in the persons of Rich destination marketing, and in Harrill and Nigel Morgan, particular the notable addition of a respectively. Robert Govers, number of exciting papers and Chairman of the IPBA has been presentations from the Asia-Pacific instrumental in expanding our region. Sometime back, Pike & Page collaboration and network. Don Dioko
1 See Table 2 in Pike, S. and Page, S.J., of the literature, Tourism Management, Destination marketing organizations and Volume 41, April 2014, Pages 202-227. destination marketing: A narrative analysis PAGE 12 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
Organization
We thank and acknowledge the immense contributions provided by the following individuals in providing the overall strategic direction and ensuring the success and continuation of the conference.
CHAIRS SCIENTIFIC COMMITTEE University of Leicester, UK
• Chiara Mauri • Don Dioko, Chair • Per-Olof Berg Università della Valle d'Aosta, Stockholm University, Sweden • Robert Govers, IPBA Italy • Erik Braun • T.C. Melewar Erasmus University Rotterdam, IPBA COMMITTEE Middlesex University UK The Netherlands
• Nigel Morgan • Don Dioko Chair • Charles Dennis Swansea University, Wales, UK IFT Institute for Tourism Middlesex University,UK Studies, Macao SAR, China • Annette Pritchard • Keith Dinnie Cardiff Metropolitan • Nigel Morgan University of Dundee,UK University, UK Swansea University, Wales, UK • Don Dioko • Heather Skinner • Magdalena Florek IFT Institute for Tourism Place Branding SIG at The Poznan University of Studies, Macao SAR, China Institute of Place Management, Economics and Business and • Hong Fan UK Best Place Institute, Poland Tsinghua University Beijing, • Sebastian Zenker • Hong Fan China Copenhagen Business School, Tsinghua University Beijing, • Magdalena Florek Denmark China Poznan University of
• Mihalis Kavaratzis Economics and Business and SECRETARIAT Best Place Institute, Poland University of Leicester, UK • Chiara Mauri • Rich Harrill • Wendy Tang Università della Valle d'Aosta, University of Southern IFT Italy Carolina, USA • Virginia Hong • Andrea Insch IFT University of Otago, New • Patrick Lo Zealand IFT
• Mihalis Kavaratzis
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Programme and paper review committee
We thank and acknowledge the tremendous effort and assistance provided by the following individuals in ensuring the quality of presentations and taking care of the conference delegates and their needs.
• Ali Bavik • Ksenia Kirillova • Rami Isaac IFT The Hong Kong Polytechnic NHTV Breda University of University, Hong Kong Applied Sciences, The • Balvinder Kaur Kler Netherlands Universiti Malaysia Sabah, • Laurie Malungu Malaysia IFT • Rich Harrill University of Southern • Chin Yi Fang • Lianping Ren Carolina, USA National Taiwan Normal IFT University • Robert Govers • Loretta Tou IPBA • Cindia Lam IFT • Saloomeh Tabari IFT • Louis Tze-Ngai Vong Sheffield Hallam University, IFT • Eli Avraham UK University of Haifa, Israel • Magdalena Florek • Sandeep Basnyat Poznan University of • Elizabeth Cheng IFT Economics, Poland IFT • Suh-Hee Choi • Martin Boisen • Fiona Yang IFT University of Groningen, The IFT Netherlands • Thea Vinnicombe • Florian Kaefer IFT • Massimo Giovanardi
University of Leicester, UK • Tuan Phong Ly • Henrique Fátima Boyol Ngan IFT IFT • Max Zhao IFT • Ubaldino Couto • Hong Fan IFT Tsinghua University Beijing, • Mihalis Kavaratzis China University of Leicester, UK • Veronica Lam IFT • José Fernández-Cavia • Nuri Hermawan Universitat Pompeu Fabra, Podomoro University, • Xiangping Li Spain Indonesia IFT
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Local organizing committee
We thank and acknowledge the following IFT colleagues, friends, or students for the numerous and various tasks or roles contributed toward ensuring the smooth running of the conference.
• Ali Bavik • Lianping Ren • Suh-Hee Choi • Cindia Lam • Loretta Tou • Thea Vinnicombe • Elizabeth Cheng • Louis Tze-Ngai Vong • Tuan Phong Ly • Fiona Yang • Max Zhao • Ubaldino Couto • Henrique Fátima Boyol Ngan • Patrick Lo • Veronica Lam • John Ap • Qi Xiaotong • Xiangping Li • Jose But • Sandeep Basnyat • Laurie Malungu • Selina Xie
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With special appreciation for….
Lo Ka Man, Mary
Mary graduated from the Institute for Tourism Studies, Macao, in 2017 and majored in Hotel Management. She learnt to play guzhen, a traditional Chinese musical instrument, since her early childhood. She won an outstanding award in one of the performances in 2013 and has been one of the guzhen players in The Macao Cheong Hong Orchestra since 2016. She is currently developing her budding career in music. Mary will be regaling conference delegates with her talent at the gala dinner on December 6.
Gu YuJun, Gracia
Gracia is currently a third year student at the Institute for Tourism Studies, Macao, and is majoring in Heritage Management. She started learning the bamboo flute, which is also know as zhudi, in China from her primary school years. She has preformed many times in school performances in her hometown of Jiangsu. Playing the bamboo flute continuously is Gracia’s personal hobby. Gracia will be regaling delegates with her talent during the welcome reception at the Military Club on December 5, with Anny (below).
Huang Ning Yu, Anny
Anny is a fourth year student at the Institute for Tourism Studies, Macao and is majoring in Tourism Business Management. As a young child, she learnt to play pipa, a Chinese traditional instrument, in her hometown of Shandong. She has achieved a level ten certificate for pipa which was presented by the Shanghai Conservatory of Music. When Anny was in Weihai, Shandong province, she attended a lot of traditional instrument performances and has gained plenty of performance experiences. Anny will be performing with Gracia (above) for conference delegates during the welcome reception at the Military Club on December 5.
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Keynote Speakers
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Dra. Helena de Senna Fernandes
Director Macao Government Tourism Office
ra. Maria Helena de Senna involved in the marketing and SAR Government and is member of Fernandes came on board promotion of Macao as a tourism the Tourism Development D the Marketing Department destination. Ms. Fernandes was Committee, Economic of the Macao Government Tourism appointed as Director of MGTO in Development Committee, Cultural Office (MGTO) in 1988, and December of 2012. In 2016, Ms. Advisory Committee, Committee of throughout the years organized Fernandes was awarded the Medal Cultural Industries, Urban many local and overseas tourism of Merit – Tourism by the Macao Planning Committee, Investment exhibitions, conferences, seminars, Special Administrative Region Committee, among others, of the marketing, and promotional Government. Macao SAR Government. In May activities of different scale. She 2018, Director Senna Fernandes became one of the two Deputy She concurrently serves as was elected as Pacific Asia Travel Directors in September of 1998, Coordinator of the Tourism Crisis Association (PATA) where she continues to be highly Management Office of the Macao Secretary/Treasurer 2018/2020.
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Mr. Brett Free
Deputy Director Information Services Department Hong Kong SAR Government
rett Free has worked in the video services. Since September Commendation from the Royal media and public relations 2014, Brett has been Deputy Hong Kong Police in 1997 for his B fields for 38 years. He joined Director with oversight of both the work in police public relations. He ISD in 1993 after a 13-year career as Publicity and Promotions Division, won the Kevin O’Donohue a journalist in Australia, the UK and the Public Relations Outside Memorial Award for cadet and Hong Kong. From October Hong Kong Division responsible for journalists in Queensland, 2007 Brett led ISD’s Publicity and monitoring and promoting Hong Australia, in 1982. He is a Senior Promotions Division responsible for Kong’s image overseas, in the Executive Fellow of the Kennedy major publicity campaigns, local Mainland and Taiwan. Brett was School of Government at Harvard publicity and promotions, awarded Chief Executive’s University. A native of Brisbane, international promotions, Commendations for Government Australia, Brett is married with two publishing, book and photo sales, Service in the 2010 and 2009 daughters. advertising, Internet resources, as HKSAR Honours Lists, and well as design, photography and received a Commissioner’s
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Mr. Grant R. Bowie
Chief Executive Officer and Executive Director MGM China Holdings, Ltd.
r. Bowie is responsible for senior positions in gaming, general American Chamber of Commerce the overall management, finance and hotel operations. His in Macao, a Member to Advisory M strategic development and last position held was Area Senior Board of the Institute for the Study expansion of the Company Vice President for Park Place of Commercial Gaming at including the direction and Entertainment Corporation University of Macau and an adjunct operations of MGM MACAU and overseeing their Australian professor of Tourism and Leisure MGM COTAI, the latest addition operations. Mr. Bowie was Management at University of to the MGM portfolio in China. educated in New Zealand and Queensland. Previously, he was a Mr. Bowie joined MGM Grand obtained a Bachelor’s degree in member of Australian Federal Paradise in August 1, 2008 as Commerce from the University of Government’s Tourism Forecasting President. Prior to this, he was Otago in 1980. He was recognized Council, Chairman of Queensland’s President and General Manager of by leading financial publication Responsible Gambling Advisory Wynn Resorts (Macau) S.A. from “Institutional Investor” as “Best Committee and a member of the 2003 to 2007. Before coming to CEO” in the All-Asia Executive National Advisory Body on Macao, Mr. Bowie spent 16 years Team survey for three consecutive Gambling. with Park Place Entertainment years from 2015 to 2017. He is Corporation in Australia, holding currently a Governor of the
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Dr. Andrea Insch
Senior Lecturer Department of Marketing University of Otago
r Andrea Insch’s research equity in New Zealand’s cities and Dunedin community, as part of a expertise is focused on regions and hopes to extend this larger collaborative, international D place-based marketing, with research to other countries. She was research project. The model was an emphasis on understanding and recently awarded a School of recently presented at an measuring the ways that place Business Emerging Researcher international conference and won identity can create stakeholder Award. Andrea plans to use the the best paper award. value. Currently she is working on award to test a model of place defining and measuring place brand satisfaction among residents in the
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Programme Overview Subject to last minute changes. Please consult latest version with conference organizers.
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December 5, 2018 December 6, 2018 December 7, 2018 December 8, 2018 Time Wednesday Thursday Friday Saturday Dress code: Smart casual Dress code: Business Dress code: Smart casual Dress code: Casual 8:30 AM Bus departs from Royal Hotel for IFT
9:00 AM Registration + coffee Bus departs from Royal Hotel for IFT
9:30 AM Opening and welcome remarks Keynote 1 & Keynote 2 Concurrent Session 3 Venue: Grand Hall Post-conference tours 11:00 AM IPBA Board Meeting Details to be confirmed shortly. Venue: IFT Library Meeting Rm B Coffee Coffee Please standby for announcements. (Bus pickup from Royal Hotel for Board 11:30 AM Members at 9:30 AM.) Concurrent Session 1 Concurrent Session 4 12:30 PM
1:00 PM Lunch at IFT Educational Restaurant (For Doctoral Colloquium participants. Bus pickup from Royal Hotel at 12:00 PM.) Group photo Delegates wishing to attend/participate Lunch at IFT Educational Restaurant Lunch at IFT Educational Restaurant in the Doctoral Colloquium sessions are welcome. Please sign up here: https://bit.ly/2z2EmDC on or before 28 November. Limited seats available. First come, first served.
2:30 PM Keynote 3 & Keynote 4 Doctoral Colloquium 1 Concurrent Session 5 Venue: Grand Hall
4:00 PM Coffee Coffee Coffee
4:30 PM Concurrent Session 2
Doctoral Colloquium 2 Concurrent Session 6 5:30 PM Bus departs from IFT to take ALL delegates to Grand Coloane Hotel for Gala Dinner 6:00 PM Bus #1 departs from IFT (for Doctoral Colloquium participants) to Military Club Bus departs from IFT to take delegates to Albergue 1601 for Closing Remarks Bus #2 departs from Royal Hotel to and Farewell Reception Military Club (for all other conference delegates) 6:30 PM Welcome reception for ALL delegates Gala dinner Farewell reception Military Club Grand Coloane Hotel Albergue 1601
7:30 PM No shuttle back to Royal Hotel. No shuttle back to Royal Hotel. (Royal Hotel is walking distance from (Royal Hotel is walking distance from Military Club. Delegates may wish to Albergue 1601. Delegates may wish to sample the many nearby dining options sample the many nearby dining options available for own dinner.) available for own dinner.)
8:30 PM Bus departs from Grand Coloane Hotel back to Royal Hotel. Optional bus drop-off for delegates at COTAI strip (the Parisian Eiffel Tower replica) for night out.***
***Delegates wishing to be dropped off at COTAI strip for night out are advised to pack and change into comfortable attire before leaving the Grand Coloane Hotel.
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Doctoral colloquium Arranged by first author’s last name
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Unlocking the garden of Eden: A postcolonial reading of tourists and locals’ image of the Seychelles
Hervé Atayi University of Leicester UK
Abstract
here is a growing interest in understand destinations’ image the Seychelles is represented by destinations’ image formation in third world countries. tourists and locals. T formation and in particular However, none of them have how third world countries and their examined, in-depth, the Indian sing photo-elicitation, hosts are represented in tourist Ocean, thus making the region combined with in-depth brochures. under-studied, in particular the U interviews and from post- It has been argued that brochures island of the Seychelles. Moreover, colonial perspective and reading, influence tourists’ decisions by the formation of the image of a this paper seeks to understand how appealing to their presuppositions, destination is consistently tourists and locals experience the beliefs and expectations using well- represented through tourist image of the Seychelles. By doing so, crafted wordings evoking paradise, brochures and the media, thus the researcher will attempt to bridge exoticism and the surreal. neglecting the lived experience of the gap between what is marketed in tourists and locals alike. brochures and the actual lived heoretical frameworks drawn The main objective in this research experience in the Seychelles using a from the social sciences have is to understand how the image of phenomenological approach. T been used to explain and
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“Cool Japan” as a place branding strategy: Differential understandings and ambivalent results
Paul Capobianco University of Iowa US
Abstract
n the early 2000s, the Japanese Japan, and renewed faith in enhanced by understanding government launched a “Cool Abenomics-backed government Japan’s efforts. I Japan” initiative aimed at policy, it begs the question whether developing Japan as a “national or not these policies have truly (3) I argue that critiques of “Cool brand” and marketing positive failed to enhance Japan’s value as a Japan” have failed to account images of Japan abroad. Drawing on destination. for large systemic changes in Japan’s cultural and technological travel and tourism from the resources that experienced Arguments consumer perspective, which popularity overseas, “Cool Japan” has yielded problematic and uses public-private partnerships to (1) I will show how, contrary to insufficient understandings of project a specific image of Japan’s much social scientific critique, Japan’s branding effort. identity on a global stage. To date, “Cool Japan” may have in fact Considering these issues from a academic coverage of “Cool Japan” worked to enhance Japan’s place branding perspective, I has been limited in scope. Branding value as a tourism, educational, suggest we can better scholars have not covered this effort and cultural destination in ways understand the interconnected in any significant capacity despite its that have long-term actions of macro- and micro- direct relevance to destination implications. level forces to more branding and place marketing. On comprehensively make sense of the other hand, social scientists (2) I demonstrate how “Cool “Cool Japan” and its outcomes. have critiqued these initiatives on Japan” engages place branding economic, cultural, and political (Anholt 2007; Kotler and will make these arguments grounds, and have deemed them Gertner 2004; Papadopoulous using primary data collected failures (Daliot-Bul 2009; Iwabuchi and Heslop 2002) and I from foreign tourists and 2002; Valaskivi 2013). marketing literature in practice, foreign residents in Japan, and and how “Cool Japan” can through an extensive literature here is thus a considerable advance understandings of review of extant scholarship and dearth of literature exploring these theoretical concepts. official documents. T the ways these efforts have Specifically, I examine how the succeeded and what implications Japanese government has This presentation shows that despite these efforts have on how Japan is utilized place branding receiving only scant and critical perceived. Given Japan’s recent strategies and I raise several scholarly attention, “Cool Japan” tourism boom, record numbers of points concerning how place efforts need to be considered within foreigners studying and working in branding theories can be a wider framework of global
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systemic changes in tourism and and Regions. Hampshire: Palgrave Elsevier, pp. 40-56. consumer behaviors to capture their Macmillan. true impact and implications. It also Iwabuch, K. (2002). “Soft” shows that the ultimate outcomes of Daliot-Bul, M. (2015). Japan Brand Nationalism and Narcissism: “Cool Japan” are much more Strategy: The Taming of ‘Cool Japanese Popular Culture Goes ambiguous than scholars have Japan’ and the Challenges of Global. Asian Studies Review, 26(4), previously suggested. In doing so, I Cultural Planning in a Postmodern pp. 447-469. demonstrate the ways that “Cool Age. Social Science Japan Journal, Japan” relates to contemporary 12(2), pp. 247-266. Papadopoulos, N. and Heslop, L. destination branding theory and (2002). Country Equity and makes use of different strategies Kotler, P. and Gertner, D. (2004). Country Branding: Problems and proposed by branding scholars. Country as Brand, Product, and Prospects. Journal of Brand Beyond: A Place Marketing and Management 9(4): 294–314. References Brand Management Perspective. In N. Morgan, A. Pritchard, and R. Valaskivi, K. (2013). A Brand New Anholt, S. (2007). Competitive Pride, eds., Destination Branding: Future? Cool Japan and the Social Identity: The New Brand Creating the Unique Destination Imaginary of the Branded Nation. Management for Nations, Cities, Proposition, 2nd ed. Amsterdam: Japan Forum, 25(4), pp. 485-504.
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When the map is not the territory: Brand concept maps revisited
Guido van Garderen University of Cape Town South Africa
Abstract
eveloping nations, many of respondents. The suggested revision seven associations, plus or minus which are in Africa, often ensures the measurement of two, for high interest categories D suffer from a poor brand associations held in memory (Keller (Miller 1956). The BCM on the image. Their respective brands are 2003) rather than opinions. Mayo Clinic (John et al 2003: figure made up of negative, general or no 3) featuring no less than 13 core associations, while positive brand BCM is flexible in the elicitation and 6 non-core associations can’t be associations can enhance tourism, phase, as demonstrated by the a reflection of the “brand trade and investment (Baker & authors, who used associations from associations in memory” (Keller Cameron 2008). How do we previous consumer research in 2003). identify, measure and map the combination with suggestions by the associations of nation brands and marketing department. I argue that revised BCM method, guide their development? the elicitation process is key in based on the mapping of determining brand equity. A A free associations, will correct ‘Brand Concept Maps’ (BCM) is comparison between methodologies the inflated sense of brand equity well-referenced methodology to will demonstrate the accuracy of the places might think they have. We identify and map brand associations revised BCM method. A randomly now accurately measure the number (John et al 2003). It has been selected sample of 100 visitors at a and strength of brand associations applied to places, such as Liege, three-day Holiday Fair will be held in memory, instead of Hamburg and Seoul (Brandt & de divided at random into four groups soliciting an opinion from Mortanges 2011, Zenker & of 25 individual respondents. Two respondents. Beckmann 2013, Ci & Choi 2016), groups will use the original BCM improved upon (Schnittka et al method and two will use the revised References 2012, Divakaran 2014, Böger et al BCM method, in order to ascertain 2017) and subsequently used in the place brand equity of France Baker, M. and Cameron, E. (2008) place branding (Zenker 2014). and Liberia. I expect that the use of “Critical success factors in free associations and elicitation- destination marketing”, Tourism he accuracy of a ‘Brand based mapping will result in a BCM and Hospitality Research, volume 8, Concept Map’ can be that represent the brand equity, in number 2, page 79-97. T improved by using free terms of (fewer) brand associations, associations of respondents and more accurately and consistently. Böger, D., Kottemann, P., Meissner, mapping, based on frequency and M. and Decker, R. (2017), A salience, instead of using a Our capacity for processing mechanism for aggregating prompted and potentially leading information limits us to association network data: An set of brand associations mapped by remembering a maximimum of application to brand concept maps”,
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Journal of Business Research, John, D., Loken, B., Kim, K. & evaluating the favorability of brand volume 79, page 90-106. Monga, A. (2006) “Brand Concept association networks”, Intern. J. of Maps: A Methodology for Research in Marketing, Volume 29, Brandt, C. & de Mortanges, C. Identifying Brand Association pp 265-274. (2011) “City branding: A brand Networks”, Journal of Marketing concept map analysis of a university Research, Volume 43, Issue 4, pp Van Garderen, G. (2012) “How to town”, Place Branding and Public 549-563. Re-Brand a State”, Master Diplomacy, Volume 7, Issue 1, pp dissertation University of 50-63. Keller, K. (1993), “Conceptualizing Amsterdam. Measuring, and Managing Ci, C. & Choi, S. (2016) “How to Customer-Based Brand Equity,” Zenker, S. & Beckmann, S. (2013) manage a city’s image using the Journal of Marketing, Volume 57, “My place is not your place, brand concept map and network Issue 1, pp 1-22. different place brand knowledge by analysis: a case of Seoul” Qual different target groups”, Journal of Quant, Volume 51, pp 2441-2456. Miller, G. 1956. The magical Place Management and number seven, plus or minus two: Development, Volume 6, Issue 1, Divarkan, P. (2015) “Community- Some limits on our capacity for pp. 6-17. aided brand concept maps: A new processing information. The approach for eliciting brand Psychological Review, Volume 63, Zenker, S. (2014) “Measuring place association networks”, The 8th pp 81-97. brand equity with the advanced International Days of Statistics and Brand Concept Map (aBCM) Economics. Schnittka, O., Sattler, H. and method”, Place Branding and Public Zenker, S. (2012) “Advanced brand Diplomacy, Volume 10, Issue 2, pp concept maps: A new approach for 158-166.
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Multifaceted nation branding: Azerbaijan is the West in the East and the East in the West
Magsud Mammadov School of Oriental and African Studies (SOAS), University of London UK
Abstract
his paper attempts to analyze Solidarity Games 2017, style architectural looks, calling the how Azerbaijan has been International Jazz Festival (2005- capital the Paris of the Caucasus. T utilizing international sport, 2018), International Shopping cultural and political events to form Festivals (2015-2018) etc. Parallel to This paper attempts to examine how a nation brand for different hosting events of modern Popular Azerbaijan started to brand itself purposes (political and economic) Culture, the country gathered world when sporting, cultural, and by highlighting its various Identities former and current leaders to its political events with physically (European, Muslim, Turkic, capital city Baku through changed capital city put Azerbaijani Oriental) toward various targeted International political summits and on spotlights providing access to audiences (Western countries, and forums, such as the World Forum broad global audience. More the rest, namely the middle east). on Intercultural Dialogue (2011, specifically, it looks closer how Starting 2008 the country began to 2013, 2015, 2016, 2017), Baku Azerbaijan has started to highlight accumulate vast amount of wealth International Humanitarian Forum its multi-layer cultural identities from exporting its natural resources (2011-2014, 2016, 2018), and Baku (claiming to be crossroad of to world market, which allowed Global Forum (2013-2018). civilization where it belongs to both Azerbaijan to launch nation western and eastern civilizations) branding and country promoting n addition to hosting and unique geographic location internationally. international popular cultural (claiming to be part of both Asia I and political events, the capital and Europe) have been utilized for Given that the country was little city of Azerbaijan went through nation branding purposes. unknown globally due to being part drastic makeover, turning itself from of the Soviet Union for 70 years, a typical soviet city to both a he paper argues that Azerbaijan, as an independent state, modern and high-cultured city. Azerbaijan has brand itself as not only aimed to put itself on the While modern city claim has been T a secular Muslim (culturally) global map but it also wants to be backed by building futuristic and Asian (geographically) country affiliated with positive images and architectural buildings of World toward western audience for reputation. Began by hosting famous architectures’ masterpieces, diplomacy and soft power purposes, Eurovision Song Contest in 2012, calling the capital city the Dubai of while at the same time it has the country continually started the Caucasus, the high-cultured branded itself as a European hosting international sport and look of the city is backed by (culturally and geographically) cultural events such as European covering surface of soviet buildings, toward the non-western audience Games 2015, Azerbaijani Formula 1 streets, and parks with to French- for economic purposes namely to (2016, 2017, 2018), Islamic attract tourism and investment.
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Full paper
zerbaijan is the West in the of Multiculturalism simultaneously, international stakeholders, East and the East in the Azerbaijan has adopted multi- including people, place, cultures, A West! Welcome! This is layered branding identities as an language, histories, regional foods, how Azerbaijan declares its alternative to the traditional fashions, famous people and/or geographic and cultural identity on approach of finding a single certain brands (Fan, 2010). For its official tourism website, which competitive identity. In addition, some states, image cultivation aims to provide incoming tourists the paper analyses the different ways entailed reshaping or rehabilitating with all the information they need in which Azerbaijan has positioned an existing image and reputation, about the country (Azerbaijan.travel, its brand identity before different such as the US, Germany, UK, 2017). This country that claims to audiences, and with different Japan. Other countries, such as the span Western and Eastern purposes. More specifically, former Yugoslavia, African or the civilisations has only existed as an Azerbaijan has positioned itself as a post-Soviet republics, had to create, independent country since 1991, Western/European country to develop and manage a new image following the collapse of the Soviet attract tourism from the East largely from scratch in order to gain Union. Through the exploitation of (namely from the Gulf States), while the attention and respect of other its natural resources (Caspian oil positioning itself as an governments, the corporate world, and gas), Azerbaijan transformed Eastern/Muslim country toward the and ordinary people. For many itself from being a war torn country world political community. countries, image cultivation and 2 into one of the fastest growing management became part of economies in the world in the Literature review national policy (Szondi, 2007). 2000s (The Economist, 2007). As Countries such as Hungary, Poland, the energy export revenues money he rapid advancement of and Latvia established special state flowed in, Azerbaijan gained globalization and modern institutions to carry out research confidence and sought to place itself T information technology and evaluate current images across on the world map. Branding itself as following the end of Cold War has different target countries; to develop a prosperous, glamorous, fast- widened the range of stakeholders external communication/marketing developing, good-will, multicultural engaged in transnational strategies; and to coordinate and tolerant country, Azerbaijan interactions beyond governments, campaigns and branding initiatives aims to build a positive leading to greater economic (Szondi, 2007). international image both for integration among states. In the political gain and economic context of these closely intertwined tarting in the late 1990s, benefits. political and economic relations, countries began consciously countries became aware of the S engaging in nation branding This article seeks to examine first of competition for shares of the toward their “consumers”, namely all how branding techniques have world’s consumers, tourists, the wider international been deployed to construct Brand investors, and entrepreneurial stakeholders, in order to create a Azerbaijan; and second, how that opportunities (Jansen, 2008). To positive image, or reshape an brand is utilised for economic and succeed in this environment, a existing image (Dinnie, 2008). political gains. The paper argues positive national image was crucial. Branding, according to American that by promoting itself Peter Van Ham has described this as Marketing Association, is a “name, internationally under slogans as a shift from the “modern world of term, sign, symbol, or design, or a wide ranging as the Land of geopolitics and power to the post combination of them, intended to Tolerance, the Dubai of the modern world of image and identify the goods and services of Caspian, the Paris of the East, the influence” (Ham, 2001). Fan posits one seller or group of sellers and to European Charm of the Orient, the that the international image of a differentiate them from those of Bridge of Civilisations, The Address country is considered as the sum of competition” (American Marketing all perceptions of a nation held by
2 The Azerbaijan-Armenia Nagorno- for four years (1988-1992), and it was not considered as one of the four frozen Karabakh conflict broke out after the until 1994 that a ceasefire was signed conflicts in the post-Soviet space along with collapse of the Soviet Union. The war lasted between two states. Now the territory is Abkhazia, South Ossetia, and Transnistra. PAGE 31 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
Association, 1960). The concept of encouraging emotional attachments Silicon Valley of Europe as well as a branding has emerged in the to their country, government, popular a tourist destination disciplinary discourse of marketing, people, products, and geography (Jansen, 2008). However, it is less originally referring to product through popular culture (Saunders, common to see nation branding branding, corporate branding, and 2016). based on multiple identities, with destination branding and the term these identities deployed for “nation branding” was first used in he Baltic states, Estonia, different purposes across various in 1998 in an academic article Latvia and Lithuania, are target audiences. Hence, this paper published in the Journal of Brand Tclear examples of countries will explore the unconventional Management by Simon Anholt that used nation branding for nation branding approach of (Anholt, 1998). Anholt has defined political purposes immediately after Azerbaijan, which does precisely this nation branding as a marketing gaining independence from the in order to reach its economic and technique to create a unique and Soviet Union in early 1990s. Szondi political goals. competitive identity for a state argues that for the Baltics, nation based on its history, culture, branding played a critical role as Economic branding: “Azerbaijan is landscape and people and attempt they were trying to gain membership the West in the East…. Welcome!” to differentiate and highlight the within Euro-Atlantic institutions concerned country’s exclusive such as the European Union and he paper argues that qualities (Anhold, 2007). NATO (Szondi, 2007). All three Azerbaijan has branded itself countries engaged in sophisticated Tas part of Western In academic literature and corporate nation branding together with civilisation, with an emphasis on practice, there is broad consensus public diplomacy, focusing on European high culture, lifestyle, over the purpose of nation cultural features such as language progressive values, and modernity: branding: attracting tourism (Spain, and ethnicity to highlight their aimed at attracting tourists from the Malaysia); bringing in FDI similarities with Europe. Estonia Gulf States. Yet, at the same time, (Macedonia, UAE, Qatar); or branded itself under the “Estonia: Azerbaijan also defines itself as a increasing exports (Canada, China, Positively Surprize” slogan, part of Eastern Civilisation, Chile). For some states it is identifying itself as a Scandinavian positioning itself as part of the combination of all these state. Neighbouring Latvia chose to Muslim and Asian continent for motivations (Turkey, India, Japan) market itself as “Latvia: the Land political purposes, in order to create (Dinnie, 2008). As nation branding that Sings” referring to its rich folk a positive image among European became the norm, the practice music traditions and peaceful politicians and at international expanded beyond economic society, offer further harmony as an institutions. This section explores purposes, and has evolved to serve EU member (Saunders 2016). the former, and the second section political goals as well. In particular, Lithuania, on the other hand, explores the latter. nation branding has been used as a deployed the slogan “Lithuania the political tool to enhance and Brave”, focusing on its medieval While the Azerbaijani economy support public diplomacy (Potter, heritage and resistance to the Soviet remains heavily dependent on the 2002). While the line between Union in the 1980s to reunite with energy sector, there have been public diplomacy and nation greater Western Europe (Saunders, consistent efforts to diversify the branding in academia remains 2016). economy, with particular emphasis undefined, both help create a more on the tourism sector. The country favourable and enduring image nce a state defines its first underwent a physical makeover, among international audiences, thus unique brand competitive transforming its capital to look like further enhancing soft power, O identity, it tends to utilize a cosmopolitan European city. influencing the preference and nation branding tactics for both Azerbaijan also began hosting behaviours of others by without political and economic purposes. international cultural and sporting using any force (Nye, 2009). For example, Estonia’s branding events to highlight its western Saunders argues that for states campaign served the political goal of orientation through international which lack the human and financial building a new geopolitical identity media in order to attract tourism resources to engage in public as a part of Scandinavia and particularly from the Gulf States. diplomacy, their best option is to Europe. At the same time, the The government redoubled its engage in nation branding: creating created brand identity helped efforts to improve its tourism an emotional appeal and Estonia to transform itself into the infrastructure when the oil price
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dropped to its lowest point in 2014, malls and iconic towers started to are located on one of the highest below 40USD per barrel. pop-up on the Bulvar. The Baku Eye points in Baku, home to a hotel, is a copy of the London Eye; the business centre and residence. It can A) Baku’s physical transformation Bulvar is home to Little Venice, be seen from every part of the city, featuring artificial channels and and has replaced Baku’s previous In order to eradicate the gondoliers; and the stores along the icon, the 12th century Maiden architectural heritage of Azerbaijan’s Bulvar are reminiscent of boutique Tower, on all tourism materials. Soviet past and increase its stores in Paris, Rome and Milan. The Heydar Aliyev Cultural Center, European appeal for Middle Eastern The Old Town, a UNESCO opened in 2012, is considered to be tourists, Azerbaijan undertook Heritage site, dates back to the 12th another pearl of the construction expensive construction work across century, featuring mosques, boom. It was designed by the world Baku. The transformation pursued hamams and caravansaries, is now famous British architect Zaha two parallel themes. As the “Dubai home to art galleries, restaurants, Hadid, and has won several of the Caspian”, the intention was wine-houses, souvenir shops, international prizes, including the to show Azerbaijan as forward- echoing old city of Prague, Munich Design of the Year Award in 2014 looking, progressive and glamorous and Brussels. The parks have been in London (Design Museum, 2014). side. The “Paris of the East” turned into Viennese-style parks, branding sought to showcase the London-style pedestrian tunnels B) International Cultural and Sport country’s European identity, have been built, and two metro Events affiliating itself with European stations along the airport route have culture and lifestyle. The former Louvre museum-inspired glass tarting with the 2012 entailed newly constructed ceilings, albeit containing Soviet Eurovision Song Contest, skyscrapers, residences, shopping trains and designs inside. S Azerbaijan has hosted a series centres and business centres of international cultural and inspired Dubai, New York and n parallel, Baku is pursuing sporting events. This has served two Shanghai (CNN Travel, 2018). The another look - the Dubai of the main functions. First, hosting physical change under the Paris of I Caspian, in order to showcase international events accelerates the East was driven by constructing its modernity, progressiveness, and Azerbaijan’s self-branding, providing Parisian-style buildings, or external glamour through post-modern and significant access to international cladding of the Soviet buildings into futuristic architecture, along with tourists and audiences. This is a Houssman’s style to make Baku shopping malls, cultural centres, common trend among emerging look like Milan, Paris, Vienna, or glinting skyscrapers, and luxury economies like China (Beijing Madrid. residences inspired by Dubai, New Olympics 2008), Russia (Sochi York, and Shanghai. Inside a Olympics 2014), South Africa aku’s makeover began a year decade, world-class five star hotels (World Cup 2010), and Brazil (Rio before the country was due such as Marriott, Four Seasons, Olympic 2016; World Cup 2014), B to host Eurovision Song Hilton, and Fairmount replaced India (Commonwealth Games Contest in 2012, as the country earlier symbols of Baku, such as the 2010) (Grix and Lee, 2013). Second, expected an influx of visitors during Intourist, Moscow, and Absheron Azerbaijan aimed to utilize these the competition. The Hotels (CNN Travel, 2018). The opportunities to position itself transformation gathered further Baku International Airport, toward Middle Eastern audiences momentum when Baku started inspired by the Chinese 2012 (Westland, 2015). Baku’s hosting Formula 1 from 2015, along Olympic Stadium, a modern Baku international cultural and sporting with European Games (2015) and Stadium, and the SOCAR Tower – events have targeted Middle Eastern Islamic Solidarity Games (2017); the tallest glass skyscraper in the audience, to raise awareness of the broadcasts of these events are Caucasus - are among the latest country and showcase its Western viewed by millions of people both in architectural additions. The look. More specifically, the and outside the country. Baku’s highest-profile architectural projects Eurovision Song Contests, the corniche on the Caspian Sea, the are the Flame Towers and the European Games, Formula 1, and Bulvar, symbol of Soviet times, and Heydar Aliyev Culture Center, UEFA Cup, the annual Tour de the Old Town both underwent which have become symbols of Azerbaijan (cycling tournament), the drastic changes in order to resemble Baku and Azerbaijan around the International Jazz Festival, and the a European city similar to Nice or world. The Flame Towers, three biannual Shopping Festival are all Barcelona. New parks, shopping gigantic flame-shaped skyscrapers, focused at showcasing Azerbaijan’s
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western characteristics in order to ithin the scope of its Tourism and Culture who was attract tourists from the Middle overall branding project, interviewed added that, “people East, especially the Gulf States. W Azerbaijan’s main tourist from Gulf states want to see Europe Further to this aim, Azerbaijan has target is the Middle East, especially when they travel, not what they deployed Western popular culture, the Gulf countries. Given its have at home…. Hence it is no by bringing in Western singers such geographic location, Azerbaijan has accident that within ten years, we as Lady Gaga, Shakira, Beyoncé, targeted the Muslim travel market as have opened franchises of European Jenifer Lopez, and Enrique Iglesias one of the fastest-growing segments hotels, restaurants, shopping to perform either at international in the global travel industry, a centres, and hosting European events or solo concerts (En.apa.az, strategic move considering that events to attract the visitors…It is 2012). The Formula 1 Azerbaijan Muslims represent nearly one-fourth unsurprising that the first Overseas Grand Prix, which Baku has hosted of the world’s population. Last year, Representative office of the Ministry since 2015, has been widely covered Muslim travellers spent around of Culture and Tourism of the mainly in the Arab media, especially $155 billion, approximately 13 Republic of Azerbaijan was opened in the United Arab Emirates, Egypt, percent of total global travel in Dubai, UAE in 2011” Saudi Arabia and other Arab expenses, according to the Global (Interviewee 2 at Ministry of countries (Azertag.az, 2018). Muslim Travel Index (GMTI) Culture and Tourism, 2018). In (Halalmedia.jp, 2018). The GMTI fact, when Azerbaijan launched C) International Media Coverage predicted that the Muslim travel electronic visa system, first it was market will be worth $220 billion by offered to Gulf countries - even International sponsored media 2020, and $300 billion by 2026, before its close political, cultural coverage of Azerbaijan by the spurred by Muslim-friendly and economic ally Turkey. As of 15 Ministry of Culture and Tourism amenities and easy access to travel May 2018, of the 15 countries has also focused on its Western information. The number of whose citizens may obtain characteristics: the country’s best- Muslim tourists today is 108 Azerbaijani visas at the airport upon known slogan is “The European million, and this figure is projected arrival, six of them are Gulf Charm of the Orient” positioning to rise to 150 million in 2020 countries: Bahrain, UAE, Kuwait, itself as a European country located (Halalmedia.jp, 2018). Qatar, Oman, and Saudi Arabia in Asia (YouTube, 2013). The (Asan.gov.az, 2018). visuals that accompany tourism he main reason Azerbaijan advertisements and videos tend to has targeted the Gulf State he frequency and routing of feature Western parks, futuristic T tourists is because of their daily flights out of Baku is architecture, and Western-styled wealth and geographic proximity. T yet another indication of residents strolling through Baku. The average flight time from the Azerbaijani’s target market. While One of the most popular advertising Gulf States to Azerbaijan is about there is no direct flight to Europe’s clips of Azerbaijan, broadcast on three hours. During one of the main capitals, such as Brussels, CNN International, runs under the interviews with senior officials from Madrid, and Geneva, there are daily tagline, “Where in the world are the Ministry of Culture revealed flights from all the Gulf States, you?” (Youtube, 2012). The video that Baku prefers Arab tourists on except Oman. Currently between compares Azerbaijan to various the basis that “Europeans are Baku and the UAE (Dubai and Abu Western capitals in order to instil a demanding, but less willing to pay Dhabi) there are four different sense of Azerbaijan’s Western more, while Arab tourists willing to airlines running several flights per identity in the eyes of the audience. spend more with lower day (Azerbaijan Airlines, FlyDubai, The video shows Baku’s imported expectations…. Also, while Western, AirArabia, Etihad). Between London cabs, the metro station or Russian tourists are interested in Azerbaijan and Qatar, Kuwait, modelled on the Louvre, Barcelona- cheaper all-inclusive packages, Arab Bahrain, and Saudi Arabia there are style buildings, the national opera, tourists from Gulf States are usually daily flights with Qatar Airways, similar to that of Vienna, parks like high-spending tourists. As such, Jazeera Airways, and Azerbaijan those of Monte Carlo, and Azerbaijan positions itself as a Airways, and others (Gulfair.com, shopping malls inspired by Las European country increase its 2018). Vegas. appeal before this group..” (Interviewee 1 at Ministry of The fact that Azerbaijan has Target audience: Tourists from Culture and Tourism, 2018). The accorded particular attention to Gulf States second official of the Ministry of Halal Tourism in this context
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reveals another element of the enjoys a Western lifestyle and high The Baku Process was initiated in strategic targeting of Muslim culture, avoiding any emphasis on 2008 when the Azerbaijani tourists from the Gulf States. its differences with the West. In government hosted the conference Azerbaijan was included in top 10 other words, it benefits from the of Ministers of Culture of the best Islamic tourism destinations in characteristics of the West that Council of Europe member states. the Global Muslim Travel Index appeal to the Eastern countries. Yet, Although the conference was 2018 ranking, which reviews 130 when branding itself towards the organised in partnership with the countries (Halalmedia.jp, 2018). political decision-makers within Council of Europe, the Azerbaijani The study assesses evaluates ease of international institutions, especially government invited the Ministries obtaining a visa, access to prayer, those which are Western-centric, of Culture of Muslim countries to safe travel, accessibility and quality Azerbaijan has sought to create an attend the event, an unprecedented of halal products, terms and image of good-will eastern country. approach to building dialogue conditions in hotels. In 2016, the In fact, Azerbaijan highlights the (Bakuprocess.az, 2018). A year later, same Index placed Azerbaijan in negative stereotypes that have in 2009, the Azerbaijani 24th place (Azvision.az, 2018). dogged Muslim countries since government hosted the VI Annual Hence it is not surprising that the 9/11 in particular, and negatively Conference of the Ministries of number of Middle Eastern visitors affected the image of all the Muslim Culture of Islamic States. Again, the to Azerbaijan is rising year-on-year. countries. It positions itself as a rare Azerbaijani government invited The number of foreign citizens alternative - a Muslim country high-level officials and culture arriving in Azerbaijan increased by which appreciates and cherishes ministers from more than ten 12.6 percent in the first three cultural, religious and other European countries to participate in months of this year compared to the differences and closely works with order to facilitate cross-cultural same period in 2017, according to countries from all over the world, dialogue. Based on these two the Ministry of Culture and including the West. Ultimately, experiences, the Azerbaijani Tourism (AzerNews.az, 2018). while projecting the first image president took these events to the During the first quarter of 2018, the required virtually no additional United Nations General Assembly majority of foreigners who arrived efforts, significant extra work was in 2010, declaring Azerbaijan’s new in Azerbaijan were from Russia, required to make Azerbaijan stand initiative launch the first World Iran and Georgia (342,457 people out against the negatively Forum on Intercultural Dialogue, or 54.5 percent), followed by stereotyped Eastern countries. along with the Baku International Middle Eastern countries (166,976 Forum (Bakuprocess.az, 2018). people or 26.5 percent) and then ince 2008, Azerbaijan has Since 2011, Azerbaijan has hosted European countries (93,122 people hosted numerous four World Forums on Intercultural or 14.8 percent) (AzerNews.az, S international humanitarian Dialogue and six Baku International 2018). and cultural events under the Baku Forums. Process. These events offer an Political Branding: “Azerbaijan is international platform for Baku to he World Forum on the East in the West! Welcome!” brand itself firstly as an Intercultural Dialogue aims Eastern/Muslim country, and Tto enable and encourage hile Azerbaijan has secondly, as a good-will Muslim people, countries and organisations branded itself as a country that is ready to tackle world around the globe to take concrete W Western country among humanitarian problems and actions to support diversity, the Gulf States for economic intercultural conflicts. Along with dialogue and mutual understanding purposes, it is branding itself as a taking on major world challenges, among nations by raising awareness good-will Eastern country in its Azerbaijan is bringing Eastern on the importance of intercultural engagement with the international civilisations together with the West. dialogue worldwide (Bakuprocess.az, political community. The latter Through this branding strategy, 2018). The Baku International identity encompasses Azerbaijan’s Azerbaijan hopes to win the “hearts Humanitarian Forum positions place in the Muslim world and its and minds” of the international itself as an important event aimed at Islamic values and traditions. It political community. building dialogue through round must be noted that when targeting tables that provide the basis for the Gulf States for economic Baku Process constructive debate and discussion, purposes, Azerbaijan has carefully exchange of ideas, theoretical and created an image of a country that practical knowledge. These
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discussions intend to produce framework of the Baku Process n addition to positioning itself recommendations and appeals to (four from the World Forum on as part of the East/Muslim international organisations, Intercultural Dialogue and six from I world, President reiterates that governments and individuals the Baku Humanitarian Forum). Azerbaijan has made solving world regarding global humanitarian Narrative analysis shows that at each humanitarian and cultural conflicts development. hosted event, the President has one of its priorities. Azerbaijan is repeatedly identified Azerbaijan as a committed to bringing a range of he Baku Process has been Muslim country, an integral part of different countries together in Baku declared as “a very important the Islamic world, and upholding to engage in dialogue to combat T event in the modern world Islamic values. At the same time, he current global instability, racism, history and significant contribution emphasises that as a Muslim xenophobia, and terrorism to the world order” by the country, Azerbaijan is a forward- (En.president.az, 2016). Azerbaijani political elite looking, progressive, and secular (En.president.az, 2013) and “an state. At each event, Azerbaijan long with acting as a important contributor to the highlights its global firsts as an meeting point for key tradition of tolerance and inter- Eastern country; the country claims A European and Muslim civilizational dialogue to be the first democratic republic decision makers to solve global (Bakuprocess.az, 2018). One of the in the East/Muslim World, the first problems, from 2015 Azerbaijan has key brand ambassadors, the country to give women the right to emphasised its role as a unifying Minister of Foreign Affairs, Elmar vote in the East, to open an opera force within the Islamic world Mammadyarov, has made numerous house, and a girls’ school in the between the Sunni and Shia sects public comments on the function Muslim world (En.president.az, (News.az, 2016). With the major and impact of the political events 2015). political turbulence across the hosted by Baku: Middle East, especially in regard to “Azerbaijan is an integral part of the the fallout of civil wars in Iraq and “All these events serve the formation and Islamic world. Islam is our religion and Syria; the rise of religious extremists; recognition of a positive image of Islamic and national values are dear to and the confrontation between Azerbaijan in the international arena, us” (En.president.az, 2011) Islamic religious sects, Azerbaijan and at the same time contribute to the has redoubled its efforts to brand fight against discrimination, hostility, “Azerbaijan is part of the Muslim itself a reliable, stable Muslim and violence in the world. In this way World….. At the same time, there was a country in a troubling geography. we project a positive image of fairly strong European influence in The President of Azerbaijani Azerbaijan to the world and give our Azerbaijan at different times, especially describes Azerbaijan as the only support to fostering understanding and since the 19th century…. The Azerbaijan Muslim country in the world that dialogue at the international level.” Democratic Republic was the first unites Sunni and Shiites Muslim (AzerNews.az, 2016) republic in the Muslim world and followers at Friday prayer in a single essentially not only led to the mosque, where both religious sects Initiating and organising independence of the Azerbaijani people prays before one religious imam, international humanitarian and but also provided an impetus for the and where their religious holidays cultural events focused on development and spread of the republic co-exist in peace and harmony addressing international political system in the region and the Muslim (Trend.az, 2018). This peaceful co- issues not only highlights world” (En.president.az, 2013) existence remains a distant dream in Azerbaijan’s goodwill, but also many of its neighbours, and provides a platform for Baku to “Azerbaijan is a country which is part of Azerbaijan exploits this fact, brand itself. The Azerbaijani the Muslim world, and, at the same positioning itself as a unique President, Ilham Aliyev - who is the time, a country with strong connections country in the Islamic world. In his country’s ultimate decision maker with Europe. The first democratic speeches at Baku Process, the on brand identity and strategies - is republic in the Muslim world was President presents state policies and always the keynote speaker on the created in Azerbaijan in 1918. And events hosted by Azerbaijan; for opening day of each event. His immediately after that women were instance declaring 2017 as the Year speeches are always aimed at granted the right to vote much earlier of Islamic Solidary, and hosting the cultivating Azerbaijan’s image. This than in some of the European countries” 4th Islamic Solidarity Games. The paper includes a narrative analysis (En.president.az, 2015) President continues to position of the ten speeches given within the Azerbaijan as an important Muslim
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country which acts as a unifying Conclusion a focus on simplicity, highlighting force, bringing athletes from more the unique characteristics of the than 63 Muslim countries to “Azerbaijan is the West in the East and nation in question. By branding compete together in peace, the East in the West! Welcome!” A itself as part of two world regardless of religious differences at country with a very short diplomatic civilisations, not only does his every speech hosted under Baku history and limited international Azerbaijan generate a complex Process(En.president.az, 2017). exposure, Azerbaijan brands itself as image, it dilutes or even loses its an inclusive country to Eastern and uniqueness and authenticity. This is Targeted audience: World political Western audiences alike. As the especially true when it brands itself community paper has demonstrated, Azerbaijan as a European country to attract attempts to position itself as a tourists from the Gulf States, which lthough the names and the Western country toward Gulf States it does by highlighting its organisers of the various to gain economic benefits, while at similarities with European states. It Aevents under Baku Process the same time cultivating an image is true that when it comes to tend to differ, the invitees of events of an Eastern country toward the political branding toward the West, represents the same community: western dominant political Azerbaijan – as an Eastern country – world political community. The community. The nation branding seeks to distinguish itself from other World Forum on Intercultural literature, on the other hand, Eastern countries by emphasising its Dialogue has been supported and suggests that a successful tolerance, harmony, and goodwill. co-organised by international international image building However, in order to differentiate institutions, with close affiliation campaign requires a single, unified itself, it necessarily brands the East with Euro-Atlantic institutions such national image based on the in a less positive light. Hence, it is as UNESCO, the UN Alliance of country’s competitive identity and a still under question whether the Civilizations, World Tourism clear vision of how it wants to be West in the East and East in the West Organization, Council of Europe, known in the world (Olins, 2002; narrative has helped Azerbaijan to North-South Center of the Council Anholt, 2007). Azerbaijan articulate its competitive edge to its of Europe, as well as ISESCO. The challenges this idea, deploying an desired targeted audience as the list of attendees from the official overarching branding strategy that country tries to commercialize its website of the Baku Process entails various identities depending national identity for economic and illustrate that the World Forum on on the target groups. Hence, the for political purposes. Intercultural Dialogue attracts more country ends up cultivating multi- than 600 representatives from 115 layer and complex country images. Bibliography countries from all continents, These images are not always including heads of governments, complementary, and are indeed American Marketing Association. former presidents, minsters, mayors, frequently contradictory, leading to (1960). Marketing definitions: A international organisations, and confusion among the target glossary of marketing terms. Chicago: NGOs (Bakuprocess.az, 2018). audience. The simultaneous American Marketing Association. projection of multiple images can be The Baku International especially confusing for a country Anholt, S. (1998). Nation-brands of Humanitarian Forum was organised that is not well-known the twenty-first century. Journal of jointly by the Azerbaijani and internationally. If multi-faced nation Brand Management, 5(6), pp.395- Russian governments. The list of branding continues, as a newly 406. attendees on Baku Process website visible country on the international shows that more than 500 stage, Azerbaijan has yet to find a Anholt, S. (2007). Competitive participants representing the way to manage and control its identity. Houndmills, Basingstoke, political and cultural elites of world diverse images among the target Hampshire: Palgrave Macmillan. communities are invited to attend audiences. the Baku International Asan.gov.az. (2018). ASAN Viza Humanitarian Forum, including egardless of the branding Heydər Əliyev adına Beynəlxalq Hava well-known public and political dimension (culture, limanında fəaliyyətə başlayıb | Press figures, Nobel Prize winners, and R language, environment, reliz - ASAN. [online] Available at: leaders of influential international economy), a country focuses on https://asan.gov.az/az/media/press- organisations (Bakuforum.az, 2018). branding for positive image releases/asan-viza-heyder-eliyev- building. The usual practice entails adina-beynelxalq-hava-limaninda-
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fealiyyete-baslayib [Accessed 28 Jun. http://bakuforum.az/ [Accessed 13 En.president.az. (2015). Official web- 2018]. Sep. 2018]. site of President of Azerbaijan Republic - NEWS » Events. [online] Available Azertag.az. (2018). Azerbaijan Grand CNN Travel. (2018). How the oil at: Prix widely covered in Arab media. boom changed Baku forever. [online] https://en.president.az/articles/151 [online] Available at: Available at: 72 [Accessed 13 Sep. 2018]. https://azertag.az/en/xeber/Azerbai https://edition.cnn.com/travel/arti jan_Grand_Prix_widely_covered_in cle/baku-azerbaijan-oil-boom- En.president.az. (2016). Official web- _Arab_media-1158141 [Accessed 5 architecture/index.html [Accessed 1 site of President of Azerbaijan Republic - Jun. 2018]. Jun. 2018]. NEWS » Speeches. [online] Available at: Azvision.az. (2018). Azerbaijan in Design Museum. (2014). Beazley https://en.president.az/articles/212 TOP-10 among most popular Designs of the Year. [online] Available 34 [Accessed 5 May 2018]. destinations of Islamic tourism. [online] at: Available at: https://designmuseum.org/design/ En.president.az. (2017). Official web- https://en.azvision.az/news/85120/ beazley-designs-of-the-year [Accessed site of President of Azerbaijan Republic - azerbaijan-in-top-10-among-most- 18 Jun. 2018]. NEWS » Speeches. [online] Available popular-destinations-of-islamic- at: tourism.html [Accessed 5 Jul. 2018]. De Carvalho, B. and Sande Lie, J. https://en.president.az/articles/265 (2015). A Great Power 57 [Accessed 5 Jun. 2018]. AzerNews.az. (2018). Number of Performance: Norway, Status and tourists visiting Azerbaijan increases. The Policy of Involvement. In: I. En.apa.az. (2018). Azerbaijan provides [online] Available at: Neumann and B. de Carvalho, ed., financial aid for restoration of https://www.azernews.az/travel/13 Small States and Status Seeking: hurricane-damaged synagogue damaged 0114.html [Accessed 5 Jul. 2018]. Norway's Quest for Higher Standing, in U.S.. [online] Available at: 1st ed. London: Routledge. http://en.apa.az/azerbaijan- Azerbaijan.travel. (2017). About politics/foreign-news/azerbaijan- Azerbaijan | azerbaijan.travel. [online] Dinnie, K. (2008). Nation branding: provides-financial-aid-for-restoration- Available at: concepts, issues, practice. Oxford: of-synagogue-damaged-by-hurricane- http://azerbaijan.travel/en/azerbaij Butterworth-Heinemann. in-u-s.html [Accessed 6 Jun. 2018]. an [Accessed 5 Jun. 2018]. En.president.az. (2011). Official web- Eurasianet.org. (2016). Azerbaijan: Azerbaijan24.com. (2018). site of President of Azerbaijan Republic - Papal PR Pays Off. [online] Available Azerbaijan travel agency. [online] NEWS » Speeches. [online] Available at: Available at: at: https://eurasianet.org/s/azerbaijan- http://azerbaijan24.com/. https://en.president.az/articles/274 papal-pr-pays-off [Accessed 6 Jun. [Accessed 12 Jun. 2018]. 72 [Accessed 5 Jun. 2018]. 2018].
AzerNews.az. (2016). FM: Azerbaijan En.apa.az. (2012). Tickets for Jennifer Fan, Y. (2010). Branding the nation: is a strong, prestigious country in system Lopez, Rihanna and Shakira concerts in Towards a better understanding. of international relations. [online] Baku on sale - PHOTO. [online] Place Branding and Public Diplomacy, Available at: Available at: 6(2), pp.97-103. https://www.azernews.az/nation/10 http://en.apa.az/azerbaijan- 7009.html [Accessed 1 Jul. 2018]. culture/show-business-news/tickets- Grix, J. and Lee, D. (2013). Soft for-jennifer-lopez-rihanna-and- Power, Sports Mega-Events and Bakuprocess.az. (2018). About Process shakira-concerts-in-baku-on-sale- Emerging States: The Lure of the – Baku process. [online] Available at: photo.html [Accessed 1 Jul. 2018]. Politics of Attraction. Global Society, http://bakuprocess.az/baku- 27(4), pp.521-536. process/about-process/ [Accessed 9 En.president.az. (2013). Official web- Jun. 2018]. site of President of Azerbaijan Republic - Gulfair.com. (2018). Gulf Air to Fly NEWS » Speeches. [online] Available to Baku from June 2018. [online] Bakuforum.az. (2018). Baku at: Available at: International Humanitarian Forum. https://en.president.az/articles/840 https://www.gulfair.com/media- [online] Available at: 6 [Accessed 5 May 2018]. centre/press-releases/gulf-air-to-fly-
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to-baku-from-june-2018 [Accessed https://news.az/articles/society/10 https://www.economist.com/news/ 26 Jun. 2018]. 4396 [Accessed 11 May 2018]. 2007/03/08/boom-and-gloom [Accessed 5 May 2018]. Halalmedia.jp. (2018). Global Nizamiganjavi-ic.org. (2018). Nizami Muslim Travel Index 2018. [online] Ganjavi International Center – Just Trend.Az. (2018). Ilham Aliyev: Haji Available at: Nizami Ganjavi International Center Javad Mosque’s opening after https://www.halalmedia.jp/wp- site. [online] Available at: presidential election is clear example of content/uploads/2018/04/GMITI- http://www.nizamiganjavi-ic.org/ state-religion relations. [online] Report-2018.pdf [Accessed 27 Jun. [Accessed 5 Jun. 2018]. Available at: 2018]. https://en.trend.az/azerbaijan/polit Nye, J. (2009). Soft Power. New York: ics/2886278.html [Accessed 11 Jun. Ham, P. (2001). The Rise of the Brand PublicAffairs. 2018]. State. [online] Foreign Affairs. Available at: Olins, W. (2002). Branding the Westland, N. (2015). Azerbaijan: https://www.foreignaffairs.com/arti nation — the historical context. Land of Fire? It Is for Some. [online] cles/2001-09-01/rise-brand-state Journal of Brand Management, 9(4), HuffPost UK. Available at: [Accessed 17 Jun. 2018]. pp.241-248. http://www.huffingtonpost.co.uk/n aomi-westland/azerbaijan-human- Jansen, S. (2008). Designer nations: Participant A at Ministry of Culture rights_b_6455676.html [Accessed Neo-liberal nation branding – and Tourism (2018). Recent 15 Jun. 2018]. Brand Estonia. Social Identities, Development in the Tourism Industry of 14(1), pp.121-142. Azerbaijan, Baku, Azerbaijan May 29 Wohlforth, William C. and David Kang, 2009. Hypotheses on status Larson, D. and Shevchenko, A. Potter, E. (2002). Canada and the competition Paper presented at the (2010). Status Seekers: Chinese and New Public Diplomacy. International 2009 Annual Meeting of the Russian Responses to U.S. Primacy. Journal, 58(1), p.43. American Political Science International Security, 34(4), pp.63- Association, Toronto, Canada. 95. Saunders, R. (2016). Popular geopolitics and nation branding in the YouTube. (2013). Azerbaijan - Neumann, I. and de Carvalho, B. post-Soviet realm. New York: European Charm of the Orient. (2015). Introduction: Small States Routledge. [online] Available at: and status. In: I. Neumann and B. https://www.youtube.com/watch?v de Carvalho, ed., Small States and Szondi, G. (2007). The role and =c9CpP9_XbII [Accessed 10 Jun. Status Seeking: Norway's Quest for challenges of country branding in 2018]. Higher Standing, 1st ed. London: transition countries: The Central Routledge. and Eastern European experience. YouTube. (2012). Where in the world Place Branding and Public Diplomacy, are you? - Video (HD). [online] News.az. (2016). News.Az - Prayer of 3(1), pp.8-20. Available at: unity performed in Heydar Mosque on https://www.youtube.com/watch?v ‘Year of multiculturalism”. [online] The Economist. (2007). Boom and =5htDjjwOWPQ [Accessed 13 Jun. Available at: gloom. [online] Available at: 2018].
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Place branding for small places and surrounding areas: Interdependence of time and place brands
Tatiana Polyakova University of Leicester UK
Abstract
ue to global processes in representations (Kavaratzis and studying place brand as a time- international economies, Kalandides, 2015). related concept. Therefore, there is D territorial competition a question, how concepts of time between places has all over the Even though place branding is a and place are interconnected in world increased (Baker, 2012). It widely studied and implemented place branding theory and applied has resulted in searching for approach, there is very little into practice. The academic context marketing instruments and information and research on place provides the research questions. The solutions and influenced the branding at a small, local scale, central overarching question of the development of place marketing and especially for small cities and PhD research will be identifying the place branding techniques. A large surrounding or rural areas, where specificity of place branding for number of regions implement place large budgets are not available and small cities and rural areas in branding strategies in order to which suffer from the outflow of connection with the concept of time attract people or businesses to the young and skilled citizens (The – “What is the role of time in place place or to prevent migration out of Place Brand Observer, 2017). branding for small places and regions (Mikulcak et al, 2015). Consequently, all the places are surrounding areas”. different, and branding process and Today, literature links place its implementation substantially hus, this study aims at marketing and place branding. In depend on local conditions, investigating the two gaps in many research the definition and (Kavaratzis, 2008) that implies a T the literature mentioned terms of place branding is studied range of specific issues for branding above (i.e. branding for small places with the emphasis on the capacity of small cities and surrounding or and the relationship between time the brand to be differentiated and rural areas. Moreover, rural and branding). To answer the creating and promoting an external economies are usually cyclical, so research questions, a series of cases image aimed at attracting tourists, supply and demand there depends will be studied in Russia and two investors and creative people on a season or time of a year. European countries using preferably (Kavaratzis, 2005). Place brand is the methods based on the considered as a “network of n place branding literature some interpretative paradigm of social associations” and the process of emphasis is put on analyzing sciences. A series of interviews will place branding formation is seen as I attributes of places as a core be conducted with main places’ the interaction between associations element of place branding stakeholders. The results will be connected with places in people’s (Kavaratzis, 2015). However, very compared with the outcomes of minds, that are based on materiality, little attention is paid to the concept observations and secondary data practices, institutions and of time and time-related issues. analysis. Thus, there is a research gap in
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Collaborative visual narratives as a place-based, inclusive and transformative approach
Catia Rebelo Cardiff University UK
Abstract
n the last couple of decades, place branding, this paper purposes researcher to create insightful Place branding initiatives and a new framework that is place-based, narratives on the human-nature I strategies have been centred on inclusive and transformative. At the relationships that were converted discourses of competitiveness same time, it stimulates local into two documentaries. between countries and regions in communities’ support, engagement regards to attract investments, and empowerment by giving these earing in mind the businesses, visitors and residents communities the opportunity to importance of geographical (Morgan, et al., 2011). This focus on influence, be part of the process, B and sociological competiveness and market drive and communicate their perspectives contextualization in a place-based resulted in quick-fix initiatives, via their own stories and place approach, some reflections on the (Karavatzis, Giovanardi & Lichrou, values (visual narratives). discourses provided by the two 2017) which, therefore, failed to communities will be drawn. It address the geographical and socio- o test the framework, a intends to highlight the main political contexts that define places. collaborative multi-actor case commonalities and differences A growing number of critiques is T study was applied in two regarding what is valued by these pointing towards the “placelessness” different geographical and social communities in their respective (Gale, Bosak, & Caplins, 2013) of contexts. The first case study was place. It intends equally to reveal such approaches as well as the developed in a rather small and how the process of involvement and disregard of local communities deprived village in a rural area in cooperation was developed as well needs and views (Ahn, Hym & Kim, the interior of Portugal, whereas the as how the ownership and power 2015). Indeed, Karavatzis, second case study was applied in a over the visual narratives Giovanardi and Lichrou (2017) more affluent area which is part of a (documentary) was undertaken by reinforce these critiques stating that National Park, therefore, more the communities. place branding strategies cannot touristically developed. The groups continue to overlook the need for with whom we collaborated also References more responsible and socially differ in formation, in the sensitive approaches, which Portuguese case the people were Morgan, N., Pritchard, A., Pride, R. acknowledge the importance of gathered specifically for the research and Morgan, N. (2011). Destination resident participation in decision- intervention, while in Wales the brands. Oxford: Butterworth- making. group already existed, being Heinemann. established to promote tourism Therefore, aiming to contribute around the area. Both groups Karavatzis, M. (Ed.), Giovanardi, M. with novel and critical view over collaboratively worked with the (Ed.), Lichrou, M. (Ed.). (2018).
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Inclusive Place Branding. London: zones of Chilean Patagonia. Journal and Their Brand Citizenship Routledge. of Tourism and Cultural Change, Behavior: A Case Study of Busan, 11(4), 264-286. South Korea. Asia Pacific Journal of Gale, T., Bosak, K., & Caplins, L. Tourism Research, 21(3), 328–353. (2013). Moving beyond tourists’ Ahn, Y., Hyun, S. S., & Kim, I. http://doi.org/10.1080/10941665. concepts of authenticity: place-based (2015). City Residents’ Perception 2015.1050422. tourism differentiation within rural of MICE City Brand Orientation
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Main sessions Arranged by first author’s last name
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The factors creating affinity between destinations and target audiences in tourism ads: Towards a conceptual model
Eli Avraham University of Haifa Israel
Abstract
ost place advertisements increasing number of crisis events tourism marketers to achieve try to attract tourism and during the last two decades, place affinity in tourism ads. The model M investment, some attempt marketing has become more takes into account four factors used to repair an image, but all of them challenging. Marketers have begun to achieve campaign goals: the target try to create sympathy and build seeking new ways to create affinity audience (global, continent/area, relationships. Advertising, along with various target country, diaspora, domestic), with other marketing tools, audiences. Using qualitative spheres (national, geographical, contributes toward creating a content analysis of 108 case studies economic, cultural), appeal “projected image” of destinations. from around the world, this study strategies (rational, emotional), and In the face of growing competition develops a theoretical model tools (slogans, text, visuals, logos, in the tourism industry and an offering typologies of factors used by models).
Full paper
1. Introduction Asseraf & Shoham, 2017; Byun & Byun & Jang, 2015; Kim & Lihto, Jang, 2015; Hudson & Ritchie, 2013). Most studies of affinity have he growing competition 2009; Kim & Lehto, 2013). The evolved in the field of COO between tourism urgency of the destination (Country-of-Origin), were demand- T destinations, especially those marketers' need to create this driven, and did not seriously discuss perceived as providing "similar" affinity is growing with the the supply side for products, such as sea & sun or ski popularity of new media, which marketers/advertisers and what they destinations, and the frequent crises allow marketers to directly reach a should do to create the desired in tourism over the past two decades specific audience (Frochot & Batat, affinity (Asseraf & Shoham, 2017; pose many challenges for tourism 2013). However, there is very little Kim & Lehto, 2013; Byun & Jang, marketers. These marketers have research on the attempts of 2015; Souiden, Ladhari & been forced to seek creative marketers to create an affinity Chiadmi, 2017). marketing strategies, to brand between destinations and a variety destinations differently, and to of target audiences and the The objectives of this study were to search for more resilient target destinations’ "projected image" that develop a conceptual basis and audiences during crisis events, while they need to create in order to theoretical model that would offer a attempting to create an affinity with succeed (Asseraf & Shoham, 2017; typology of geographical target potential consumers (Aaker, 2010; audiences (global, continent/area,
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country, diaspora, domestic), increasingly use new concepts, such This allows people to attach the spheres (national, geographical, as “nation branding,” “destination traits to the destinations. economic, cultural), appeal branding,” and “brand identity” strategies (rational, emotional), and (Aaker, 2010). Although there are 2.2 Target Audience and means (slogans, text, visuals, logos, significant differences among them, Destination Personality models). To do this, the study these terms refer to a broad set of utilized qualitative content analysis activities undertaken by decision One main goal of creating a of 108 case studies, which were makers, marketers, and stakeholders projected image by means of the collected from four various sources. aimed at marketing and enhancing branding process is, as mentioned, As a result, this research established a place’s visibility (Frochot & Batat, to effect a specific target audience. a methodological framework that 2013). Baker (2007) defined The audience component in the could also become a practical tool “destination branding” as designing communication process is a well- for tourism-marketing organizations the experiences and meaning researched field. According to this in their efforts to create affinity with connected with a place so that they process, a source/sender encodes a various target audiences. Affinity are positive, attractive and unique. message to a specific recipient who research is especially important for According to Lee, Cai and O’Leary is supposed to decode it marketers and policymakers because (2012), any nation-branding strategy (Chaudhary, 2010). For example, if it can help them overcome a for tourism should start with a advertisers want to brand their negative image and negative selection of key dimensions of destination as suitable for a family attitudes toward destinations, as national identity that a country vacation they will add visuals or well as help restore destination wishes to emphasize for the target video of children playing with their image after crisis events (Asseraf & audience. happy parents in the playground. As Shoham, 2017; Bekk, Spörrle & we already know, not all customers Kruse, 2016; Oberecker & Destination-brand values are are alike, and different strategies Diamantopoulos, 2011; Souiden et principles, concepts, or themes that and approaches are needed for al., 2017). a destination wants to be associated different segments. Customers have with, such as fun, authenticity, different values, dreams, resources, 2. Theoretical Background environmental friendliness, green life style and preferences. In order spaces, history and tradition, safety, to convince them to buy a product, 2.1 Destination’s Projected Image and so on (Baker, 2007). Marketers there is a need to attach these and Branding invest serious effort in ensuring that preferences to the product (Cahill, when tourists hear the name of the 1997). For example, Chaudhary uthors distinguish between destination, they immediately think (2010) presented the cultural “destination image” (DI) about its “projected” values. The difference between Asian and A and “projected image” (PI). aim of many advertisements, press European tourists: Asians are more According to Stepchenkova and Li releases, and other events is to make oriented towards the group, with an (2014), a destination image includes sure that tourists will “assimilate” emphasis on sociability; Europeans the attributes of a destination and the destination values as part of the are more oriented towards the the perceptions that characterize it. place’s identity. When these individual, with an emphasis on The projected image, on the other tourists look for one of the privacy. It seems logical that hand, “is formed through destination’s values, fun for destination marketers who want to promotional activities of the DMOs example, they will be convinced that attract these two kinds of tourists and those in the tourist industry as they can find it (only) in this will use different strategies and well as news and information about destination. Northern Ireland’s emphasize the destination’s the destination from multiple marketing plan, for example, different characteristics. To gain a sources” (Kim & Lehto, 2013: 120). focused on its core brand values, competitive advantage, marketers The efforts of decision makers, using the elements of hospitality, need to define their target audience stakeholders and marketers to build friendliness, and humor to restore in order to fit its characteristics to a certain image and to attach values, its positive image (UNWTO, 2009). the “personality” of the marketed narratives, and perceptions to According to Souiden et al. (2017), product (Kim & Lehto, 2013). specific destinations are done using destinations, like people, need to various tools, such as ads, PR develop steady personality traits that esearch shows that using (public relations), and social media. describe and differentiate them. human traits improves the Recent decades have seen R marketers’ search for a target researchers and practitioners audience as well as their PAGE 45 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
understanding of the relationship buy foreign products. One of the toward a foreign country may do so between brands and potential concepts of the affinity theory is because they identify with the consumers (Aaker, 2010). that consumers are more attached country's culture, they consider the According to D’Astous and Boujbel to brands that they perceive as being country to be one of their in-groups (2007), the personality perspective similar to them. According to Bekk because they find it attractive, or fits well with the self-image et al. (2015), the self-congruence find that their identification with congruence theory, which proposes theory states that congruence the country contributes to their that people prefer objects whose between the image of a brand and social identity” (p. 774-5). psychological characteristics are the consumer’s self-image was According to Kotsi, Balakrishnan, congruent with their own positively related to the attitude, Michael and Ramsøy (2018), the key psychological characteristics. The behavior, and loyalty of the person was not only creating positive study was based on the experience toward the brand. Asseraf and emotions but also creating of researchers and marketers trying Shoham (2017) claimed that, “In emotional bonds with customers to understand how brand general, consumer affinity is that result in a positive attitude. In personality affected the product considered a positive attitude addition, they claimed that it was evaluation, product position, and toward a specific focal country” (p. not necessary to experience the purchase intentions of a variety of 2). Nes, Yelkur and Silkoset (2014) product or place in order to have target audiences (Souiden et al., defined consumer affinity as these “positive emotions.” There 2017). The field that dealt with "feelings of liking and fondness for a was a need to find emotional relations between foreign brands specific foreign country" (p. 774). connections, which could be and local audiences was called The term "affinity" has been used in achieved by using various factors “Country-of-Origin” (COO). It was at least three contexts in marketing such as history, heritage, and culture natural that the field of place and management (affinity (Kotsi et al., 2018). marketing would adopt the marketing, cultural affinity, knowledge gained in the field of intercultural communication here are a number of factors brand personality. D’Astous and affinity) (Nes et al., 2014, p. 775). and spheres that marketers Boujbel (2007) claimed that it was Oberecker et al. (2008) mentioned T can use to connect the important to discuss the personality that the sociology literature refers to destination to a specific audience. perspective of countries because the the term “affinity” as “forces that Previous studies have found that presentation of countries is often cause one person…to be drawn to, many factors from various fields human-like (Kim & Lehto, 2013; and seek a relationship with, influence the image of a destination Bekk et al., 2015). Human traits another…based on the latter’s and the affinity between it and a provide rich meaning that permits attributes (Hartz, Watson & Noyes target audience (Nes et al., 2014; the prediction of different types of in Oberecker et al., 2008, p. 24). Kotsi et al., 2018; Souiden et al., actions. Research has provided 2017). Oberecker et al. (2008) empirical evidence that well- Bekk et al. (2015) claimed that explored several bases for consumer established and well-communicated choosing a holiday destination affinity such as lifestyle, culture, brand personality influences depended on the interplay between scenery, politics and economics. Nes consumer preference and usage, the personality characteristics of the et al. (2014) claim that affinity determines product evaluations, destination and the people going to derived from several categories: evokes emotions in consumers, and visit it. Tourists might evaluate a cultural, arts & history, people, increases levels of loyalty to a brand place more positively if they perceive landscape and climate, food, (Kim & Lehto, 2013; Bekk et al., a fit between themselves and the politics, family and friends and 2015). destination, in terms of their own travel. Kotsi at al. (2018) suggest five personality characteristics. In their image categories to deal with ads, 2.3 Affinity in General and in research, Bekk et al. introduced the which affect perception of a place Tourism tourist destination personality brand: lifestyle, celebrations and similarity (TDPS) into tourism festivals, artifacts and daily life, he study of the affinity research and defined it as similarity wildlife and landscape, and between audiences and between tourist perception of their occupations. Souiden et al. (2017) T products has grown, own personality and their claimed that most studies on DI particularly in the field of COO perception of the destination’s focus on functional attributes such (“Country-of-Origin”), as part of the personality. According to Nes et al. as landscape/surrounding nature, effort of researchers and marketers (2014), “people who develop affinity cultural attractions, nightlife and to understand why local audiences PAGE 46 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
entertainment, shopping facilities, everal authors have explored Brito and Pratas (2015), “an ad is a residents' receptiveness and safety. various groups of strategies (creative) combination of execution S used by localities to promote, possibilities (layout, design, color, First and Avraham (2009), who brand and restore a positive image music, celebrities, etc.) which meet studied the use of the American in order to create a competitive the delineated message strategy… a myth in the marketing of products advantage for their destination and specific brand-related strategy (logo, in Israeli ads, offered a model that affinity between the destination and brand signature and information) is included four spheres and their potential customers (Beirman, 2003; incorporated into the ad, conveying variables: 1. Cultural sphere Baker, 2007). Among the many an appropriate sales argument (or (cultural products, local and groups of strategies these authors distinctive brand attribute)” (p. international popular heroes, and identified, one that stood out was 123). To achieve effective holidays). 2. National sphere (flag, “audience-focused strategies”. The communication, advertising is language, political leaders, etc.); 3. common denominator of audience- largely dependent on shared values Geographical sphere (borders, focused strategies is to brand, and includes verbal and nonverbal naming, landscapes and sights, promote or improve a destination's cues and images, as well as printed cities, and real estate discourse); 4. image by reaching out to certain and spoken words to convey Economic sphere (technology, geographical target audiences meaning. Advertising's objectives consumption, lifestyle, etc.). While directly. Here, destination marketers may include increasing awareness of most of the other research looked at address a specific audience and hint the destination; conveying the affinity created from the or say directly that this audience information; reminding the target consumers’ point of view, Avraham should feel positively toward the audience about a certain and First’s model analyzed the marketed destination for various destination; or persuading them to affinity from the advertisers’ point reasons, such as common values, visit, to stay longer, or to revisit of view. It is for this reason that we history, religion, or culture with the (Kotler & Armstrong, 1989). would like to adopt their model for hope that this connection will our analysis. encourage them to visit (Avraham Kladou et al. (2017) recommend and Ketter, 2016). An example of including several brand elements in Advertisers can divide the target this is mentioning the historical and a campaign and describing their audience for a particular brand by cultural proximity between the US importance in order to succeed in different characteristics such as age, and UK in order to create affinity of attracting tourists. Usually, a gender, economic status, lifestyle, American tourists to the UK and by campaign’s central components and level of acquaintance, that to encourage them to visit the brand elements are logo, slogan, knowledge/experience with the British Islands. visuals, text and human models brand, or proximity (Kotler & (Tasci, 2011): Armstrong, 1989). Avraham and 2.4 Adverting and Tourism Ads Keter (2008) found that most of the Components 1. Logo According to ads for places were targeted towards Pimentel (1997), a logo is audiences according to a geographic arketers use a variety of visual shorthand that cross-section (a specific country or tools and means—such as carries a desirable meaning continent). This finding makes M advertising, public and association for sense, based on the simple logic that relations, promotion, and new products, services, and countries, by virtue of the fact that media—in order to promote a organizations. The goal of a they contain a wide variety of tourist chosen message, strategy, or logo is usually to create sites, hotels, and dining options, branding (Tasci, 2011). This paper instant differentiation, easy would not want to restrict focuses on advertising that has identification, and also to themselves to reaching only a few many aims. One of them is to promote awareness and target audiences solely based on age, convince members of the target promise delivery regarding lifestyle or economic status. For audience about the experience they the destination. example, an advertisement for the will have if they use a product, as marketing of Croatia in US would well as the dreams and needs (real 2. Slogan The slogan be aired in the hope that it would or socially constructed) that they generally carries the essence attract American tourists of many hope to fulfill. In achieving those of the destination’s spirit, population segments, such as dreams and needs, a product image trying to condense the various ages or lifestyles. has a central role (Kotler & marketing campaign into a Armstrong, 1989). According to pithy phrase (Gold, 1994). PAGE 47 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
According to Pike (2014), a promote a game for labels, definitions, logos, symbols, slogan has many roles, such children (Kotler & visuals, slogans, and generalizations as to position destinations, Armstrong, 1989). presented in the ads as exclusively offer benefits in the mind characterizing a specific place or of the target audience, and 3. Methodology destination (van Dijk, 1988). differentiate the Similarly, Morgan and Pritchard destination. A slogan is also The main research question in this (2001) noted that ads could be designed for the long run. study is: Which spheres, appeal analyzed by means of both their Lee et al. (2006) claimed strategies and means were used by language and visuals. The that slogans established tourism marketers in ads in order to qualitative content analysis is a destination USP (unique create affinity between destinations popular method among place selling proposition) and the and various target audiences? The marketing and branding studies (de market targeting. specific research questions were: Jager, 2010).
3. Visuals, symbols or icons - RQ1: What was the geographical Ads and case studies analyzed Visuals, symbols or icons base of the target audiences that have the ability to transfer a were at the center of campaigns and he current study included variety of messages in a advertisements that were trying to only ads that attempted to quick and efficient way to create affinity for target audiences to T create affinity between the target audience. Frochot tourism destinations? destinations and certain audiences and Batat (2013) claim that on a specific geographical basis pictures communicate, in RQ2: Which spheres did (continent/area, country, diaspora addition to the destination, destinations marketers use to create or domestic); for example, an ad to also attributes, an affinity between various target promote the Bahamas for an characteristics, concepts, audiences and destinations? American audience. When values and ideas. examining the case studies and RQ3: Which appeal strategies and advertisements, the researchers 4. Text The text in means did destinations marketers looked for spheres, appeal strategies advertisements is an use to create an affinity between and means while analyzing slogans, important component for various target audiences and symbols, visuals, models and text. communicating messages to destinations? The 108 ads and case studies the target audience and included in the analysis were those 3.1 Study Methods convincing them that the produced for destinations by official destination’s values are bodies (national tourism offices, 3.1.1 Qualitative content analysis suitable for the audience or ministries of foreign affairs, etc.) or recognized organizations or for its needs (Kotler & o answer the above associations such as hotels chains or Armstrong, 1989). Text is questions, this study utilized airlines, and include efforts to create used in slogans, conveying qualitative content analysis, messages about the T affinity between destinations and based on a semiotic interpretation certain audiences on the advantages of the of texts. The qualitative approach is geographical base. Although destination. especially useful for studies previous studies in place marketing attempting to explain social 5. Human Models In most were actually individual case studies, interaction in general and makes ads, advertisers use human focused on the marketing efforts of use of inductive reasoning, models in order to help specific destinations (de Jager, 2010; generalizing from the social reality transfer messages to the Hudson & Richie, 2009), there has to a more comprehensive theory target audience or in order been a shortage of broad-based (Tuchman, 1991). This method is to strengthen the studies that analyze numerous case based on a thorough understanding association of particular studies. By using a large number of of the analyzed units and examines values with the brand. case studies, this paper aims to the common signifying process. Usually these models are reach typologies, general Researchers using this method well known or similar to the conclusions, and insights in order to believe that texts reveal general target audience members; build a theoretical model. As Cahill discourse patterns (Pauly, 1991) for example, the use of claimed, “Typologies can be an through the appearance of motifs, child models in an ad to important method of theory PAGE 48 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
building, not just descriptive tool” and last two years of this period studies, a model was built, which is (Cahill, 1997, p. 12). (2008-2009 and 2016-2017). Each presented in Figure 1. monthly issue of these magazines Sources contains an average of 40 full-page 4.1 Target Audiences ads, 20 of which are for tourism The case studies were collected from services (hotels, cruises) and about he first rectangle in Figure 1 several sources: 10 on average for destinations. It deals with the various target was these 10 ads per issue that were T audiences. According to the 1. Video sharing sites, YouTube. analyzed. We estimate that over the model, they are five possibilities: To find the ads included in our four-year period, some 2,500 ads for global, continent/area, foreign analysis, we inserted the words “X destinations were examined; of country, diaspora, and domestic. (name of a country) tourism these, only those that included an advertisement/campaign/ad/comm effort to create affinity to a certain 4.1.1 Global / general audience (no ercial", “X (name of a country) audience based on geography were geographical base). Here the attracting included in the sample. campaigns’ messages are not investment/industries/firms/busine targeted to an audience in a specific sses/initiatives/citizens/ lthough having a sample of geographical area. There are two immigrants”, according to the ads from a defined source types of audiences: worldwide existing names of 192 countries A and period can be an tourists and special interest tourism taken from the United Nations advantage, it is sometimes necessary (SIT) groups. site—for example, "Croatia tourism to use various sources in order to ad" or "India investment ad" (ads are build a model or a theory (Avraham 4.1.1.1 Worldwide tourists. These marked #1-12 in Appendix A). & Keter, 2008). The 108 ads and campaigns and the marketing efforts From their messages, content and case studies presented here are only do not address any audience on a language (for example: “We are only the tip of the iceberg of the specifically geographical basis: “it’s 3 hours from the US”), it seems that hundreds of ads and case studies for everybody.” For example: most of the 12 videos that we found found that tried to create an affinity “Scotland – Welcome the world,” were primarily aimed at to a certain geographical audience. “Chile – All are welcome,” American/Western Europe We use these 108 cases in order to “Dominican Republic – Has it all,” audiences. illustrate our point and to give and “It's all in Georgia” (Morgan & examples of the model’s factors. Pritchard, 2001, p. 280). It seems 2. Tourism Slogans Website, Bored Thus, if one or two examples are that marketers here did not attempt Panda. This website presents the given in the article to present one of to create affinity to any particular slogan of each country in the world the model’s components, it should audience on a geographical (or slogan. not be understood that these other) basis. examples were the only ones found. 3. Academic literature of place In addition, in order to deal with so 4.1.1.2 SIT–(special interest marketing and branding. many case studies, we did not deal tourism). The target audiences here deeply with each, but rather brought are worldwide, without any 4. Five popular tourism magazines attention to one of the ad’s geographical basis. Nevertheless, (AAA World, Budget Travel, CNT-- components. The study did not they have other “bases,” such as Conde Nast Traveler, NGT-- attempt to examine if the seeking “pure” nature, adventure, National Geographic Traveler, TAL- advertisers’ efforts to create affinity bird watching, and gastronomic -Travel and Leisure). These through these ads were successful. tourism. Advertisers appeal to such magazines are all published in the audiences by using visuals, words, US, and their main target audiences and symbols that are familiar to the are American. The original idea was audience. For example, while to collect data from these sources The Model marketing adventure tourism, an ad over a ten-year period from 2008 to could show a jeep crossing a 2017. As the size of the sample ased on the existing turbulent river. The current paper became too big, we decided to theoretical knowledge and narrow it by only analyzing the first B the analysis of dozens of case
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did not deal with this type of in several campaigns during the times as well as during a crisis. For advertising, which justifies a Arab Spring events. In 2014, example, there were attempts by separate study. Examples for such Egypt’s Ministry of Tourism various destinations to create an campaigns came from Thailand, launched the campaign called “We affinity with the British audience: which was trying to aim at LBGT miss you” to attract visitors from the “Las Vegas – Visit a place where tourists by using the slogan "Go Gulf states and launched the “Masr your accent is an aphrodisiac” Thai - Be Free" (Avraham & Ketter, Qareeba” (“Egypt is near”) campaign (Berns, 2015); “WOW Philippines – 2016). to the same audience (Avraham, There are more English speakers 2015). Thus, on the basis of here than in England” (#4). In these 4.1.2 Specific continent or area. cultural, religious, or historical campaigns the marketers tried to Here the geographical base of the proximity, marketers try to create play on the accent and the language target audience is a specific affinity to the destination. of the British in order to create an continent, region, or group of affinity between them and different countries. Marketers believe that 4.1.3 Specific country. Another destinations. there are certain characteristics that type of target audience for exist in the destination that may marketers of destinations is a 4.1.4 Diaspora. Here the target connect it to the residents of a resident of a specific foreign country audience comprises citizens, or their region or continent while trying to or city. Appealing to this audience is descendants, who have migrated create an affinity between the two. done through the use of a variety of from the destination, whom For example, Egyptian marketers spheres (such as cultural or marketers are trying now to tried hard to address potential geography, to be detailed below). convince to return “home.” For tourists from the Persian Gulf states This process can occur in regular example, Morocco succeeded in
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attracting some 2 million to a specific audience. The current next day, book your trip to Spain” Moroccans living abroad as part of study used First and Avraham’s (NGT, May 2009); “Discover “Operation Merhava,” which was model (2009), which includes four America’s national treasures designed to convince Moroccan spheres: the cultural, national (Washington, DC) A movie with exiles to visit their homeland (Barel, geographical and economic. Nicolas Cage” (NGT, 2017). Scotland ran a similar January/February 2008). campaign to attract Scottish 4.2.1 The cultural sphere. The descents in America with slogans cultural sphere is central to 4.2.1.3 Music. Marketers use music such as: “I am Scot…I’m New marketers' attempts to create an in general, with a focus on well- Yorker, but I’m going home…Home affinity between destinations and a known musicians and singers, to coming Scotland” (NGT, specific audience. Fourie and create affinity. Some examples were November/December 2008). Santana-Gallego (2013) found that “Live from the birthplace of cultural similarity influences the America’s music – Mississippi” 4.1.5 Domestic. Here the marketers decision to travel to a foreign (NGT, March 2009); “Tennessee – address a domestic audience, on a destination. This sphere includes Graceland” (NGT, March 2009); national basis, with the goal of the use of art, film, literature, and “My Houston – Beyoncé” encouraging them to come and visit music, and celebrities/cultural (TAL, April 2008). These campaigns local destinations related to the heroes, which are known to the associated the destination to several national narrative or a destination target audience. The goal is to musical symbols using a variety of that has experienced a crisis. This connect the target audience to the techniques. “encouragement” is usually done by destination. using patriotism and by playing on 4.2.1.4 Food. Food can also be used national feelings. Some examples 4.2.1.1 Culture, sport, art, and to create affinity. One example was: were: “Culpeper, VA – Our history cultural symbols. Here marketers “Idaho. Great Potatoes. Tasty is the history of America” (NGT, mention the destination’s culture Destination” and “Louisiana – we’re May/June 2009); “Washington and art in general. Some examples really cookin’!” (Pike, 2004). State – Where will your story were: “Poland – Encounter with Similarly, aiming at the American begin?” (NGT, May/June 2009); culture” (Budget Travel, April market, Canada used its culinary “Saratoga – Where American 2009); “Pasadena – Art, culture & tradition when Prime Minister history lives on…” (NGT, May/June more” (NGT, October 2008); Justin Trudeau talked in a 2009). A connection to a national “Holland. Visit centuries of art and promotional ad about emerging narrative is often made during a design” (Budget Travel, December food trends across Canada (#1). crisis. Advertisers then claim that 2008/January 2009). In addition, in California did the same in the the local audience's visit to a a campaign to improve the image of slogan: “Welcome to California, the destination will help its efforts to Germany in Britain, the marketers land of wine and food” (CNT, rehabilitate itself, improve the used Germany's rich cultural September 2009). The state of national mood, or help the nation heritage, its bohemian Love Parade Georgia emphasized its food scene defeat the “bad guys.” For example, in Berlin and icons such as Boris with: “You might visit Savannah after the flooding in New Orleans Becker (tennis player), Claudia today for the fine food and following Hurricane Katrina, the Schiffer (model) and the designer Jil charming atmosphere…” (NGT, “Louisiana rebirth – Restoring the Sander (Rossingh, 2003). March 2009). In 2009, a marketer soul of America” campaign for Japan ran the “A taste of Japan” appeared, and after 9/11, New York 4.2.1.2 Movies and literature. In campaign (NGT, April 2009), which State appealed to Americans’ order to create an affinity to various offered: “From savory street food to heightened patriotism by using the audiences, marketers also use premium sake tasting, multi-course slogan: “Come show your love to cultural products such as movies, meals, a cutting-edge nouvelle New York State” (Avraham & literature, writers, and poets that are cuisine” (CNT, January 2009). Ketter, 2008). well known to the members of the Korea ran a similar campaign: “Eat target audience. Some examples Korea… come and enjoy one of the 4.2 Spheres were: “Kauai – See where it all world’s healthiest and tastiest began. Relive the magic and cuisines in one of the world’s s mentioned, there are a romance of the movie South coolest countries” (NGT, number of spheres that Pacific” (NGT, March 2009); “Vicky January/February 2017). A marketers can use to create Cristina Barcelona: On August 15 affinity and connect the destination see Vicky Christina Barcelona, the
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4.2.2 The national sphere. The The last great battle of the to a country was an ad in which national sphere consists of several of Civil War, just one of Canadian Prime Minister Justin the destination’s elements, such as hundred and thirty Trudeau shared a meal at a well- language, politics/history/heritage, interpreted sites found known restaurant with Kristen Kish, and national leaders/politicians. It along North Carolina’s a top chef from the United States. also encompasses key values that Civil War trails” (AAA While talking about emerging food marketers believe can connect with World, July/August 2008); trends across Canada, Trudeau also different audiences and create and “The historic mansions mentioned Canada’s central values affinity. of New York State will (#1). The idea behind this ad was to totally get in your face” use a popular national politician to 4.2.2.1 Language. The language of (NGT, convince people from the United ads is a classic tool to connect with November/December States to visit Canada and to any target audience, so ads that use 2008). connect the Canada brand to a well- the language of the audience are known cultural symbol from the much more effective. Beyond that 2. International audience – United States. Naturally, marketers phenomenon, this section addresses Some examples were: try to attract tourism by using the overt emphasis on the “Discover the treasures of politicians who grew up in destination’s use of the audience’s world heritage. Find and destinations or spent time there. language to create affinity. Some explore UNESCO Some examples were: “Hot Springs, examples targeting English-speaking monuments in Slovakia” Arkansas - Home of President Bill audiences were: Holland - “Did you (NGT, January/February Clinton” and “Hope, Arkansas – notice that I am speaking English? 2017); “Egypt – Where it all Boyhood home of Bill Clinton.” We all do…” (#2); Belize - “The only begins” (NGT, Washington D.C. used a photo of English-speaking country in Central January/February 2017); Franklin Roosevelt in a tourism ad America.” (#3); and the Philippines - “Mozambique – Come to (CNT, May 1999) and Huntsville, “We speak over 176 local languages where it all started” (Bored Texas tried to associate the city with but we love playing around with Panda, 2016). Different one of the founders of Texas by English.” (#4). It is easy to see that audiences seek historical promoting "General Sam Houston's emphasis on the English language sites. Marketers offer the birthday and Texas independence was popular among destination experience of national and day celebration" (Avraham & marketers. It was important to draw international events and Daugherty, 2012). target audiences “closer” to the moments. For example, in destination and to combat potential 2009, Germany ran a 4.2.2.4 Values. Marketers use a fears regarding how the tourists campaign to attract tourists certain place and its values to would manage when they visited the to celebrate the 20-year connect to specific a target destination. anniversary of the fall of the audience. For example, Manheim Berlin wall, using the and Albritton (1984) discovered 4.2.2.2 Political-history/heritage. slogan: “Relive defining that public relations firms in the Obviously, this characteristic will be moments of history in United States recognized the central due to the great interest of Germany” (Budget Travel, national appreciation of human tourists in the history and heritage September 2009). rights and democracy, so the PR of places. In the process of creating firms promoted these values in affinity, there are two main 4.2.2.3 National leaders and Third World countries. The audiences: politicians. Marketers use well- marketers wished to demonstrate to known national leaders and a certain audience that the 1. Local audience – Some politicians to attract tourists to the destination’s values and inhabitants examples were: "Maryland – destination. Sometimes these were similar to its own country’s Gen. Lee invaded Maryland leaders try to attract foreign tourists values. This strategy may also be 144 years ago. You may to a country, in general, and called the “like me strategy.” For follow in his footsteps any sometimes to attract domestic example, after Saudi Arabia’s name time you wish" (AAA tourists to a certain city. At times, was linked to the September 11th World, July/August 2008); they direct the potential tourists to terrorist attacks in the United “North Carolina. Two visit the homes and offices of States, an ad campaign was started armies colliding. One national leaders. A great example of to restore the Saudis’ positive image. nation at stake. Bentonville. using a politician to attract tourism PAGE 52 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
It emphasized Saudi Arabia’s ties to called: “The young Europeans time from Europe…” (#12); America and their similarity: campaign,” in which promising and “Canada – The wonderful world at educated young inhabitants were your doorstep”; and “Wales – Two “We are separated by three oceans, presented in order to attract hours and a million miles away” one language, but we share the investors (#7). (Morgen & Pritchard, 2001). Here, same desires, the same dreams, the frequent use of the word “only” same joy, same pain and same hope 4.2.2.6 Religion. Another way to was intentional and clearly that we can make our world a safer create affinity is by addressing the emphasized how close the place together…” (#6) religion of the marketed destination destination was to the target and certain audiences. For example, audience’s home country and that esides language, this ad the slogan to promote Israel in the “is not as far as you think.” sought to connect with United Kingdom, called “Can you B Americans on the basis of really experience the Millennium in he visa policy of the similar values, dreams and SE 10?” was designed to connect the destination is another emotions. During its Arab Spring, Christian-Judaic tradition of the T characteristic that influences Tunisia likewise planned several destination to certain audiences a destination’s accessibility. events under the slogan “Free to (Morgan & Pritchard, 2001). Naturally, the visa issue bothers Live It All.” The campaign invited Another example was from Croatia, many tourists. Marketers try to Western tourists to visit post- which tried to re-introduce itself to create an image of an accessible revolution Tunisia and support its British tourists at the end of the place that does not demand a visa struggle for freedom. It also 1990s with the following: “The or a passport from specific reassured them about the security population is 90% Roman audiences. Pike (2004) noted some situation in the country (Avraham, Catholic. So many aspects of examples: “Florida Keys. No 2015). Croatia will remind you of Italy, passport. No shots. Friendly Spain and France, where strong natives”; “No passport? No problem. 4.2.2.5 People / inhabitants. Here family values remain and churches Puerto Rico”; “Antigua-Barbuda - the marketers use the local people are always full on Sundays” free visa to Americans and and their characteristics to create (Morgan et al., 2002, p. 98). This Europeans.” From these examples, affinity between the target audience text emphasized the religion marketers seemed to believe that the and the place. Thus, marketers component (in the national sphere) exemption from passport highlight appropriate positive traits, but also used association to well- requirements was especially among which may be welcoming, known brands (in the geographical attractive to people in the United friendly, diligent, and efficient. As sphere) and values (in the national States who did not have a passport. Nes et al. (2014) noted, “Affinity sphere). towards the people of a country can 4.2.3.2 Sceneries and existing translate into affinity towards the 4.2.3 The geographical sphere. The places. The use of landscapes to country itself” (p. 776). Two geographical sphere and natural market destinations is the most examples were: “Romania – Come environment are central in important element in marketing as a tourist, leave as a friend” appealing to various target tourism because tourists want to see (Morgan et al., 2002)) and for the audiences (Frochot & Batat, 2013). destinations with their own eyes. Philippines “Everybody, and Marketers attempted to create Here, one can find that marketers absolutely everybody, knows how to affinity between the destination and use the visual aspects of the sites - smile and have fun…” (#4). Israel the target audience using the such as beaches, mountains, and also endeavored to present the geographic sphere in several ways. forests – along with slogans that human side of the country and its describe these landscapes of the multiple aspects. The “Shalom” 4.2.3.1 Geographical proximity destination. One example was: “St. campaign presented the slogan and access. Tourists are usually Lucia – Simply Beautiful” (Bored “You’ll love Israel from the first concerned about the long distance Panda, 2016). Shalom,” displaying interesting to a destination. Here, the Israelis and their special connection marketers try to give the audiences a Another way which can be to the land and landscape. This feeling of geographical proximity of considered as part of the emphasized the human side of the the destination location. Some geographical sphere is to claim country (Avraham & Ketter, 2008). examples were: “Belize:…Located similarity of the destination’s Similarly, Kosovo used its citizens in only two hours from the US…” (#3); scenery to views familiar to the the nation-branding campaign “Sierra Leon: Only 5 hours flying target audience. For example, as
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part of the “Incredible India” such data. Some examples were: you to photograph your body from campaign, India published an ad in “Incredible India – McKinsey the inside… (#8) which the headline was: “Scotland estimate that Indian manufacturing awaits in India” (NGT, January export will grow at 17% p.a., he narrator used common 2017). The visuals showed scenery reaching $300 billion by 2015” technologies to highlight the that resembled the views in (NGT, May 2017); “Incredible India T country’s contribution to the Scotland and the text proclaimed: – If you search for it, you’ll find target audience’s day-to-day life. “Abode of clouds, enchanting lakes, Google in Bangalore… Nearly half This message also was salient in two lush greenery, scenic waterfall, the Fortune 500 source their other campaigns for this country: vibrant culture” (NGT, January software from India” (NGT, March "Israel - Land of creation" and "Born 2017). 2017); and “Poland – over 200 in Israel. Used in the US/UK" companies have already trusted us- (Avraham, 2009). Other places used n addition, destinations try to join the best” (Barel, 2017). The this sphere, for example “Made in associate themselves with “made in Italy” (#11) campaign NY” or “Made in Italy” (#11). Some I familiar tourism brands that are presented the country’s of these ads can be categorized as a also well known to the target achievements in industry, "What have you done for me lately?" audiences. Some examples were: technology, and construction. strategy, by which marketers show “Jordan – The home of Petra” Similarly, Germany ran a campaign the target audience how their (NGT, April 2017); “Tanzania – called: "Made in Germany"” and destination brand contributes and is The land of Kilimanjaro, Zanzibar promoted the slogan: “Follow your relevant to their lives. This is also a and Serengeti” Bored Panda, 2016); Instincts. Invest in Germany," which way to create affinity for the target and “Zambia – The home of meant to show the strength of audience. Victoria falls” (Bored Panda, 2016). German exports. Germany also Destinations that suffer from a weak tried to create affinity with British 4.2.4.3 Lifestyle. The destination’s image tend to use this strategy. For audiences by naming football heroes lifestyle can be a characteristic used example, Kansas City ran a imported to the UK from Germany to create an affinity to the target campaign called "NY, LA, DC, KC," (Aris, 2003). These examples audience. On many occasions, in which the city tried to associate demonstrate how data on economic advertisers try to show similarities itself with the well-known success and an emphasis on the between the life styles of the metropolises of New York, Los demand for local products are marketed country and the foreign Angeles and Washington D.C. expected to instill appreciation in audiences. For example, in a Saudi (Avraham & Ketter, 2008). various target audiences for the commercial entitled “Saudi Arabia: destination or its residents. yesterday and today building the 4.2.4 The economic sphere. An future,” the narrator says: “This is additional sphere that the marketers 4.2.4.2 Technological the new Saudi Arabia. Nation- can use to create affinity is level/innovation. There is an building for the future” (#9). The ad economic. According to Nes et al. attempt by marketers to show that presents the country’s achievements (2014), "positive or negative the destination’s residents and includes pictures of association with a country may be contribute to the development of supermarkets and fast food caused by impressions of a country's technologies used by the target restaurants. Valencia also used economic system" (p. 777). The audience. For example, Israel’s lifestyle in its promotion: “Valencia economic sphere includes marketers emphasized the use of - Where Historic European cities components such as economic data technology in its ad “68 Facts You show their contemporary style” and achievements, the technological Probably Didn't Know About (Budget Travel, November 2008). level and innovation, as well as the Israel”: destination’s lifestyle. On the other hand, the ads can …What was invented here? The present an opposite lifestyle in the 4.2.4.1 Economic data and technology that allows us to chat in destination. Some examples were: achievements. Here, marketers try WhatsApp, Messenger and "Czech Republic: Come to slow to present a location as a place that everything else you youngsters down"; "Latvia – Best enjoyed is well established and has a spend your time on, the world’s slowly"; “Vietnam – Timeless successful economy. They emphasize first antivirus program...a charm” (Bored Panda, 2016). The the location’s economic technology to prevent taxi marketers’ emphasis on the slow achievements in order to attract accidents…a small pill that allows lifestyle probably resulted from their potential investors, who appreciate perception that the target audience
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was looking to experience a lifestyle Great lakes. Great time,” “On your audiences about a location or its that was different from what they way to swim, work on your strokes residents. The use of humor can had “back home.” Usually, a slow (in gulf), and “Idaho – the soul of help deal with negative perceptions lifestyle is preferred by people from skiing” (Pike, 2004). of governmental activity or violation Western urban centers. of values that might be perceived as 4.3.1.3 Saving resources while important by the target audience. 4.3 Appeal Strategies visiting. The advertisers can claim Tunisia started an interesting that a visit to the destination will campaign in 2011, which included ere the advertisers can use save time, for example: “Sierra billboards in London buses, stating two kind of appeals: Leon: Only 5 hours flying time “They Say that in Tunisia Some H rational and emotional. from Europe…” (#8) and “Missouri People Revive Heavy-Handed After selecting the appeal, the – Close to home, far from ordinary” Treatment” and showed women marketers need to decide on the (CNT, March 2008). Or the visitor receiving massages. While the strategy. In the “the multi-step can save money, for example: slogan hinted at human rights model for altering place image,” "Ireland, island of 100,000 violation, which might cause a Avraham and Ketter (2008; 2016) welcomes. At some very friendly country-image crisis in the UK, the offered 14 message strategies. prices" (NGT, March 2009). visual emphasized something Although these strategies are useful contradictory (Avraham, 2015). in combating a negative image or 4.3.2 Emotional appeal strategies. crisis, marketers used only nine Affective appeal centers on creating 4.3.2.3 Use patriotism. A common strategies to create affinity in a state of heightened psychological strategy to evoke feelings of pride advertising. arousal, consisting of positive or among the audience is the use of negative feelings. Positive feelings patriotism. New York City 4.3.1 Rational appeal strategies. include joy, love, and pride; while marketers offered a great example of Marketers use rational appeal when negative feelings include fear, anger, the use of this strategy after 9/11, they present facts and claims and shame. Emotional appeal when they called the American regarding the brand’s attributes and generates these feelings by people to "Come show your love for characteristics. Rational appeals also describing feelings and emotions or New York State" in order to recover include information about saving by using emotive text, visuals, acts, from the crisis in tourism. In resources (such as money, time, colors, or music (Leonidou & another ad, they invited American effort), which is provided to Leonidou, 2009). These feelings visitors to "Paint the town red white stimulate logical thinking regarding influence the audience’s and blue" in a show of patriotism the product preference (Leonidou examination and acceptance of an (Avraham & Ketter, 2008). & Leonidou, 2009). ad’s message. 4.3.2.4 Association with well- 4.3.1.1 Presenting facts about the 4.3.2.1 Description of feelings and known brands. Here, as mentioned destination. In this strategy the emotions. The ads can insert before in various spheres, advertisers present facts regarding feelings and emotions into the destination advertisers try to bask in the destination with the hope of message by using text, visuals, acts, the reflected glory of well-known creating an affinity with the target colors and music. Some examples celebrities or well-known audience. Some examples were: were: “I feel SLOVEnia” (NGT, destinations, which the target “Belize: The only English-speaking November/December 2008); audiences already appreciate. One country in Central America” (#3), “Anguilla – Feeling is Believing”; example from the cultural sphere “Delaware – the first state” (Pike, “Paraguay – You have to feel it”; was: “My Houston – Beyoncé.” An 2004), or “Portugal – Europe’s west “Smile! You are in Spain!”; “Fiji – example from the geographical coast” (Bored Panda, 2016). Where happiness finds you” (Bored sphere was the Kansas City Panda, 2016). campaign: "NY, LA, DC, KC." 4.3.1.2 Presenting the destination’s characteristics and possible 4.3.2.2 Use Humor. The use of 4.3.2.5 Claiming values, myths and activities. Here, the ads present the humor in advertising is a familiar brands. Here, the marketers do not destination’s characteristics and strategy because it is able to create just refer to symbols that are well possible activities, such as beauty, sympathy for a brand, while known to the audience. They claim green, nature, shopping and so on. arousing positive emotions. It can the symbols and convey the message Some examples were: “Dominica – also create affinity and break that their destination offers the best The nature island,” “Michigan. stereotypes among specific place to experience the desired
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myths, brands and values. When proclaimed “we share the same 4.4.3 Text. Text has the power to many similar destinations supply the desires, the same dreams, same joy, explain and detail a destination’s same products, such as sea and sun same pain” (#6). advantages. An example was the ad or the connection to national published by Saudi Arabia to keep history, the marketers usually use n the other hand, its ties to the United States: “We are the claiming strategy. This conveys destinations try to present separated by three oceans, one the message that they have the best O their spheres’ components language, but we share the same beaches or only way to experience as opposite to what the audience desires, the same dreams, same joy, “real” history. In other words, the members have back home. Some same pain and same hope…” marketers claim authenticity while examples, previously mentioned, (Avraham & Ketter, 2016). competing for legitimacy as the include the emphasis on differences “true” representative of the between the lifestyles in the 4.4.4 Visual or video. Visuals, still “product.” Avraham and Daugherty destination and in the audience’s or on video, can serve as a means of (2012), for example, described how country, and the differences of connecting the target audience to places in Texas were trying to claim scenery (rural or beaches vs. urban different destinations. One example their state narrative and myth. Some landscape). was the use of the American flag in examples were: “Marathon - Where the campaign to attract Americans ... the Texas of your imagination 4.4 Means back to New York after 9/11. exists”; “Lubbock - The Texas You Always Dreamed of”; and “Bandera After selecting the target audience, 4.4.5 Model. As mentioned, models - Visit a place where everything you the spheres, and the appeal can also be tools in creating affinity. ever heard about Texas still exists”. strategies, the marketers need to Colombia’s “Would you take the choose the means through which risk” video featured young foreign 4.3.2.6 Present similarity (or they will create the affinity to the models, alone or as couples, when differences). Using this strategy, the target audience. It is possible to marketers were targeting the young- marketers emphasize the similarly create this affinity by using a slogan, adult audience instead of the between the marketed destination logo, text, or visual. “regular” tourists who were afraid to and a certain audience in one or visit the country at the time (#10). more of the geographical, cultural, 4.4.1 Slogan. Throughout this Similarly, in a campaign to attract national, or economic spheres. The paper there have been numerous tourists to Egypt after the Arab self- congruence theory states that examples of slogans chosen by Spring, most of the models were similarity between a person and a marketers to create affinity between whites with a Western appearance; destination influences the person’s destinations and different target the locals were wearing modern attitudes and behavior (Bekk et al., audiences. One such example was clothing and the women did not 2015). Kim and Lehto (2013) "Come show your love for New cover their heads. It seems as claimed that because similarity was York State." though the advertisers were sending considered to be emotionally the message that there were many 4.4.2 Logo. A logo is also a means rewarding, people tended to be activities for Western tourists in of creating affinity to the target attracted to others with similar Egypt, that it is safe, and that many audience. The design of the logo is personalities. of them had already come to visit, important. For example, it would be and so the Western audience sing this strategy, marketers illogical for a destination offering should not have any worries about suggest that “we are nature tourism to use a logo with also coming (Avraham, 2015). U similar” in many ways and cars, smoke, or tall buildings. Thus, spheres in order to create affinity the city of Kotor, Montenegro used 4.5 Goals (Fourie & Santana-Gallego, 2013). a logo in which the name of the city For example, while using the was mixed with various nature The final stage of the model deals geographical sphere, the slogan of symbols, such as sun, mountains, with the goals of the advertising Delta Airlines to promote Japan in and waves; these described the campaigns. The process of choosing the U.S. was: “Japan. The other possible activities and values of the a target audience and then the use long island” (NGT, April 2009). city (NGT, December 2017). In of spheres, appeal strategies, and Similarly, the Saudi Arabian image- other words, a logo can be a great means is directed at achieving one repair campaign in the United tool in the creation of affinity. or more goals, reflecting the multi- States after 9/11, mentioned before, purposed nature of creating affinity: 1. Attracting tourism or
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investments – Given the audience, the greater are the accustomed to personal marketing contribution of tourism and chances of producing an ad that will and direct messages mainly through investments to a location’s create affinity with the target new media. This development economy, these are the most audience. Aaker (2010) encouraged actually foreshadows the end of common goals of campaigns run by increasing the number of the general marketing and an era in destination marketers. 2. Creating product’s characteristics for the which advertisements were sympathy – Places search for audience, so if one of them stopped accustomed to address all target support and sympathy in the being attractive (e.g., the sea audiences. At the same time, international and national level for becoming polluted), then the according to Hudson and Ritchie various aims such as tourism, export customers could still prefer the (2009), tourism marketing is of local products, and diplomatic destination because of other becoming more and more support. 3. Repairing an image and characteristics (e.g., cultural or "experiential marketing": a tendency removing animosity – These goals culinary). Thus, marketers should to show not only landscapes in the are set by places that suffer from a strive to expand the number of ads, but also culture and history, as crisis of image, stemming from war, characteristics that create an affinity well as create a combination of a terror attack, a natural disaster, or between places and audiences in spheres (Hudson & Richie, 2009, p. socio–political unrest. order to deepen that affinity, but 224), appeal strategies, and means also because the audience’s tastes, (Frochart & Batat, 2013). From the Discussion and summary preferences, and values keep model offered here, marketers can changing over time (Pike, 2004; learn a great deal about the ombining knowledge from Aaker, 2010). possibilities of creating an affinity different fields of study, this with different target audiences at C paper presented a arketers can increase the the national and international theoretical model to understand number of tourists visiting levels. which factors marketers use to M a location by creating an create an affinity between affinity between new audiences and The marketers’ decision to use destinations and various target the destination. Morgan and various components that appear in audiences. The analysis of many test Pritchard (2002) clearly stated the the “factors involved in creating cases, from all over the world, growing need to create a affinity between destinations and showed that advertisers used a relationship between audiences and target audiences in tourism ads” variety of spheres, appeal strategies, destinations: “The battle for model depends on a number of and means to create an affinity that customers in tomorrow’s aspects related to the destination, would achieve three goals serving destination marketplace will be the target audience, and the the ultimate purposes of the fought not over price but over relationships between them. For advertising campaign. This model, hearts and minds. There is a need to example, if a destination does not entitled “factors involved in creating build destination-consumer have celebrities who are well known affinity between destinations and relationships with increased focus to the target audience, the target audiences in tourism ads,” among marketers on advertisers will be not able to use contributes to research literature by differentiations through loyalty and this appeal strategy in its marketing. filling the pre-existing gap caused by emotional appeal. Feeling, This happened in the ad campaign the paucity of research about a perceptions, beliefs are most for the U.A.E., which did not use destination’s projected image. important and not the product’s celebs or other heroes (Kotsi et al., tangible benefits" (p. 12). 2018). If the history of the Abraham Lincoln once said, “Give destination includes wars and me six hours to chop down a tree The “factors involved in creating conflicts with the target audience’s and I will spend the first four affinity between destinations and country, it is not advisable to sharpening the axe.” Similarly, target audiences in tourism ads” mention this while trying to build marketers must undertake serious model presented here has practical affinity. In this situation, it is better preparation, learning about their implications for marketers. to concentrate on the present, as we target audience in depth before Successful marketing, especially saw in the case of Germany’s launching a campaign that aims to during the current era, requires promotion in Britain, which create an affinity. The more familiar creating an affinity with specific concentrated on the cultural sphere marketers are about the cultural, target audiences for several reasons. (sports stars and models) or the national, geographic, and economic First, the consumer has become characteristics of the target
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economy (German industrial countries to create affinity with in Crises: Improving the Image of Cities, achievements). potential tourists in the U.K. and Countries, and Tourist Destinations. the U.S. Another example, once Oxford, England: Butterworth here is a need to mention again in regard to Middle Eastern Heinemann. the limitations of the study. countries, would be the types of T While using the “Factors marketing to the British audience in Avraham, E. & D. Daugherty. involved in creating affinity between English in comparison to similar (2012). “Step into the Real Texas": destinations and target audiences in efforts in France in French. In Associating and claiming state tourism ads” model to analysis ads, addition, quantitative studies about narrative in advertising and tourism it should be remembered that the the various factors of the current brochures. Tourism Management, 33, division into spheres, appeal model can examine changes over 1385-1397. strategies, and means is done mainly the years in the attempts to create for academic analysis. Sometimes affinity between various destinations Avraham, E. and E. Ketter (2016). this analysis is challenging. The among the same audiences. For Tourism Marketing for Developing language component can belong to example, which factors have Countries: both spheres of culture and the Caribbean destinations used to national sphere (Avraham & First, build affinity to the American Battling Stereotypes and Crises in the 2009). At the same time, the public over the years, and have these Asia, Africa and the Middle East. distinction between emotional and factors changed over time? Just as London:Palgrave-McMillian. rational appeal strategies is Pike (2004) found that places had sometimes challenging because changed their marketing slogans, a Baker, B. (2007). Destination marketers tend to combine them reasonable hypothesis is that Branding for Small Cities. Portland, and present emotions by displaying marketers will changes other factors OH: Creative Leap Books. "dry" facts and data (Byun & Jang, as well. Finally, there is a need for 2015). For example, in “Gambia: research ranking the effectiveness of Barel, Z. (2017). In Morocco, also The smiling coast of Africa,” (Bored various ways to create an affinity the king’s vacation can turn into Panda) the slogan presented fact between destinations and various national income. The Marker, 17 (i.e., the location on the African target audiences. August 2017. coast) but also used emotion (i.e., the smile). Even in the division of Bibliography Bekk, M., Spörrle, M., & Kruse, J. target audiences, it should be taken (2016). The benefits of similarity into account that sometimes AAA World. Various dates. between tourist and destination destinations use different campaigns (https://www.aaa.com) personality. Journal of Travel for different target audiences. For Research, 55(8), 1008-1021. example, Wales’ marketers tried to Aaker, D. (2010). Building Strong Berns, D. (2015). Selfie city USA: connect to a British audience, using Brands. London: Pocket Books. Las Vegas taps into social media to the geographic sphere, in the sell itself as tourist hotspot. The campaign: "Wales - Two hours and a Aris, B. (2003). Germans aim for Guardian. 21th June. million miles away." For overseas, laid-back new image. The Guardian. Wales used the slogan: “Nature and 16th August. Bored Panda (2016). Every country’s Legend" (Morgan & Pritchard, Asseraf, Y., & Shoham, A. (2017). tourism slogan. 2006). Another limitation is that https://www.boredpanda.com/cou the study mainly analyzed ads in the Destination branding: The role of consumer affinity. Journal of ntry-tourism-slogan- English languages, from a Western familybreakfinder/ point of view. It is possible that in Destination Marketing & Management, 6 (4), 375-384. other languages the models’ factors Brito, P. Q., & Pratas, J. (2015). might get different emphasis. Avraham, E. (2015). Destination Tourism brochures: Linking message strategies, tactics and brand uture research should focus Image Repair During Crisis: Attracting Tourism during the Arab destination attributes. Tourism on the differences that exist in Management, 48, 123-138. the way marketers attempt to Spring Uprisings. Tourism F Management, 47, 224-232. build affinity between a certain Budget Travel. Various dates. place and various target audiences. Avraham, E., & Ketter, E. (2008). (https://www.budgettravel.com/) One example would be the different Media Strategies for Marketing Places marketing efforts of Middle Eastern PAGE 58 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
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Appendix A: List of ads’ links participating in the research
Country Campaign Link 1 Canada Food, culture & travel: Justin https://www.youtube.com/watch?v=YRN1ddB75eI&t Trudeau shares a meal with =121s Kristen Kish, American Top Chef 2 Holland The original cool https://www.youtube.com/watch?v=hqEh0iFWlgs 3 Belize Belize – Mother nature's best https://www.youtube.com/watch?v=yn5hDbLcAQ4ht keep secret tps://www.youtube.com/watch?v=8_SwmwC1yvU 4 The Philippines It’s more fun in the Philippines https://www.youtube.com/watch?v=U-a6yOp0CyI 5 Mexico Mexico Vacation Safety - https://www.youtube.com/watch?v=073XTgSDHio Mexico Tourism Office - Chicago 6 Saudi Arabia Image repair After 9/11 Ad was removed by YouTube 7 Kosovo The young Europeans https://www.youtube.com/watch?v=dQRGHAdQjR0 8 Israel 68 Facts You Probably Didn't https://www.youtube.com/watch?v=i3wmT2wH690 Know About Israel 9 Saudi Arabia Building for the future https://www.youtube.com/watch?v=xsDq6LFbfk8 10 Colombia Would you take the risk? https://www.youtube.com/watch?v=qgW8Y7F8DN8 The Extraordinary 11 Italy https://www.youtube.com/watch?v=LaXqHU32bm4 Commonplace Italy Official Sierra Leone Tourism https://www.youtube.com/watch?v=PDrtnhbS0IQ 12 Sierra Leon Video
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Place branding: A Nordic perspective
Cecilia Cassinger and Andrea Lucarelli Lund University Sweden
Szilvia Gyimothy Aalborg University Denmark
Abstract
his paper examines the he literature on Nordic place depoliticization, consensus, Nordic as an ideological, branding is emergent and collaboration, and transparency. T cultural, and geographical T deals with disparate themes These peculiarities may be used for site from which to examine place such as conceptual issues building theories and developing branding. Although a number of (Andersson, 2014; Niedomysl & methods, which can be extended to studies have addressed Nordic place Jonasson, 2012), nation branding the Anglo-Saxon and European field brands and branding, the peculiarity (Ren & Gyimóthy, 2013; Cassinger of research and practice. of branding within the Nordic et al. 2016), regional branding welfare states remains understudied (Syssner, 2009; Wæraas et al., References (Cassinger et al., forthcoming). The 2015), and city branding (Lucarelli unusual open access to the field of & Berg, 2011). The present study Andersson, I. (2014). Placing place practice granted to researchers (at offers a focused reading across branding: an analysis of an least compared to Anglo-Saxon and different approaches and empirical emerging research field in human European standard), and the fields in order to explore the geography. Geografisk Tidsskrift- particular political, institutional, peculiarity of Nordic place Danish Journal of Geography, 114 cultural environment of the Nordic branding. The Nordic is here (2), 143-155. has not fully been unpacked. addressed as an ideological orientation and a cultural construct, Cassinger, C., Merkelsen, H., The limited scope of previous as well as an empirical context from Eksell, J., & Rasmussen, R. K. studies on place branding paired which to explore place branding (2016). Translating with a widespread international practices and theories. In particular, public diplomacy and nation interest for the “Nordic” as both a the Nordic research tradition is branding in Scandinavia: An geographical place, moral argued to be suited to push critical, institutional approach to the orientation, and (normative) but hence far not sufficiently cartoon crises. Place Branding and discourse calls for more research explored, issues in place branding, Public Diplomacy, 12(2-3), 172-186. into the global relevance of Nordic such as feminism, bio-ethics, place branding. The Nordic is thus sustainability, and social justice. It is Cassinger, C. Lucarelli, A. & not confined to a region, but is further suggested that from a Gyimóthy, S. (forthcoming) (eds.) approached as an idea that travels Nordic perspective place branding is The Nordic Wave of Place across the world. characterised by processes of Branding. Edward Elgar.
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Lucarelli, A., & Olof Berg, P. Ren, C., & Gyimóthy, S. (2013). Wæraas, A., Bjørnå, H., & (2011). City branding: a state-of-the- Transforming and contesting nation Moldenæs, T. (2015). Place, art review of the research domain. branding strategies: Denmark at the organization, democracy: Three Journal of Place Management and Expo 2010. Place Branding and strategies for municipal branding. Development, 4(1), 9-27. Public Diplomacy, 9(1), 17-29. Public Management Review, 17(9), 1282-1304. Niedomysl, T., & Jonasson, M. Syssner, J. (2009). (2012). Towards a theory of place Conceptualizations of culture and marketing. Journal of Place identity in regional policy. Regional Management and Development, & federal studies, 19(3), 437-458. 5(3), 223-230.
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Mediatization of terror attacks and city brand image: A study of the Stockholm attack and the ’Last Night in Sweden’ event
Cecilia Cassinger, Jorgen Eksell, Maria Mansson, and Ola Thufvesson Lund University Sweden
Abstract
n recent years, there has been an approach is adopted to investigate role of security in marketing the increased interest for how rhythms of the media events on city, region or state”, Place Branding I perceptions and experiences of Twitter and online news platforms and Public Diplomacy, Vol. 4 No. 3, fear influence the image of the city. and their consequences for city pp. 191-195. Perceptions of security and safety of brand image. places are central to place branding Couldry, N. and Hepp, A. (2018), (Coaffee and Van Ham, 2008). he study suggests that the “The continuing lure of the Previous research demonstrates that mediatisation of the non- mediated centre in times of deep fear and insecurity are largely existing media event had mediatization: Media Events and its T enduring legacy”, Media, Culture & socially constructed and amplified greater impact on city image than by mass media (Avraham and the deadly one. At the time of the Society, Vol. 40 No. 1, pp. 114–
Ketter, 2008) and social media event, Malmo city suffered from a 117. (Doosti et al., 2016; Jansson, 2018). negative image, which made the city Doosti, S., Jalilvand, M. R., Asadi, The realm of media has become vulnerable to extremist and populist A., Pool, J. K. and Adl, P. M. more complex in an era narratives. The celebrity status of (2016), “Analyzing the influence of characterised as posttruth in which Trump and circulation of fake news electronic word of mouth on visit ”objective facts are less influential in also created much publicity and intention: the mediating role of shaping public opinion than appeals attention. The fact that no one tourists’ attitude and city image”, to emotion and personal belief” knew what had happened open up a International Journal of Tourism Cities, (Oxford Dictionaries, 2016). space in which speculation and Vol. 2 No 2, pp.137-148. conspiracy fantasies could grow. he research aim in this paper Real and imaginary elements were Jansson, A. (2018), Rethinking post- is to advance the knowledge woven together in an almost tourism in the age of social media. T of the mechanisms of how phantasmal way. By contrast, in the Annals of Tourism, Vol 69, pp. 101- terror in the tourism city is Stockholm attack there was no 110. mediatised. To this end, the paper ambiguity with regards to the event. Lefebvre, H. (2004), analyses two instances of terror in Rhythmanalysis: Space, Time and two Swedish cities as media events References Everyday Life. Continuum, New (Couldry and Hepp, 2018). The first York. instance concern the deadly terror Avraham, E. and Ketter, E. (2008), attack in Stockholm in 2017, Will we be safe there? Analysing Oxford Dictionaries (2016). whereas the second instance refer to strategies for altering unsafe place Accessed 2018-02-17 via Donald Trump’s statement of a images. , Vol. 3, pp. 196- 204. https://en.oxforddictionaries.com/ non-existing terror attack in Malmo. Coaffee, J., and Van Ham, P. word-of-the-year. Lefebvre’s (2004) rythmanalysis (2008), ”‘Security branding’: The PAGE 63 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
The marginalized sounds of Peru: Peruvian music diplomacy
Jose Castillo University of Southern California US
Abstract
erú’s musical traditions have independent players, both domestic or Music Diplomacy not received the same and international, behind Peruvian recommendations, I P international push from the Music’s limited international F recommend the Ministry of Peruvian Ministry of Foreign Affairs exposure. The conclusion drawn Foreign Affairs to engage in stronger in the same way Peruvian from the analysis of the music musical exchanges and musical gastronomy has. In the following diplomacy efforts behind both styles education efforts. Musical and report, I place Peruvian Music as the is that music diplomacy can address educational exchanges with logical counterpart to its cuisine and Perú’s issues of poverty, inequality countries like Ecuador and propose stronger Music Diplomacy and racism in a way gastro- Colombia, countries that share efforts to be incorporated into the diplomacy has not been able to do. similar cultures shaped by their existing national brand. Amerindian and Afro-descendant ourists visiting Perú attracted population, can find a common I analyze the cultural importance of by gastro-diplomacy ground in their musical roots and the sounds that in my opinion T encounter a much more collaborate through workshops, constitute the best exponents of heterogeneous and music festivals and recorded Peruvian Music: Chicha (Peruvian underrepresented society than the collaborations. I also recommend Cumbia) and Afro-Peruvian music. one portrayed in the national the Foreign Ministry to push the For each style, I describe the brand. I conclude that the multi- Peruvian government towards marginalized communities (migrant racial nature of Chicha and Afro- subsidizing efforts, like the ones in Amerindian in one case and Afro- Peruvian music, can help Perú Cuba and Brazil, where descendant in the other) these mitigate this racism and inequality communities get an economic music styles originated from, as well while at the same time create a more support for promoting the music of as identify and compare the “well-rounded” image abroad. their country.
Full paper
he last 15 years have tourism in the region. Music has Amerindian and Afro-Peruvian witnessed Perú’s successful also played a role, on a much communities. The cultural richness T efforts of redefining its smaller scale, in attracting a foreign of this music is comparable to that culture and identity abroad. audience to the country. Although a of the musical heritages of Cuba, Through its cuisine, the country has niche one, this audience has shown Brazil and Colombia; but it does been able to create an an interest in the revival and new not receive the diplomatic internationally recognized national hybrid sounds of the previously promotion or active support from brand that has stimulated foreign marginalized music of the the Peruvian government in the
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same way its culinary counterpart slave trade had the biggest impacts As such, throughout this paper I does. The purpose of this paper is on the music and food of the will be focusing on the multi-racial first, to address Peruvian Public region. While Chinese and Japanese music and sounds of Chicha Diplomacy’s challenge of a racist migration have had the strongest (Peruvian Cumbia) and Afro- and unequal domestic reality at influence on Peruvian food during Peruvian rhythms that where born odds with the country’s national modern times; Andean/Amazonian, out of these comunidades olvidadas brand promoted abroad. Then, to European and African traditions (forgotten communities). Although describe the music of migrant began their process of cross- their musical styles were victims of a Amerindian and Afro-Peruvian pollination in the culinary and prejudiced society that left them communities and compare the musical realms as far as the 15th ignored in past decades, their domestic and foreign efforts of the and 16th century. Peruvian food sounds and rhythms are currently non-governmental actors behind the and music that flourished from this undergoing a process of revival and limited music diplomacy and the mestizaje in the Sierra highlands, transformation that is gathering growing international interest of the Amazon jungle and the suburbs interest from abroad. Peruvian Peruvian music. Lastly, to propose a of the coastal cities, encompass the music can offer a solution to the stronger and smarter music core of Peruvian identity. Their social disparity. A stronger push diplomacy to the Peruvian Ministry flavors and sounds have shaped the towards awareness of Peruvian of Foreign Relations and Culture. A current Peruvian cultural pride that musical traditions’ resurgence could stronger music diplomacy of these days is serving as an engine for help suture the wounds of Amerindian and Afro-Peruvian the country to attract foreign capital inequality that gastro-diplomacy has sounds will empower marginalized and effect economic growth. not been able to address. The multi- communities and enhance the Presently Perú’s diplomatic efforts racial and culturally-hybrid nature Peruvian national brand making it a revolve around its nation brand of Peruvian music can defy the more culturally diverse and socially “Marca Perú”, which has been racial stigmas their progenitor conscious one. successful in promoting Peruvian communities suffer from. Music’s gastronomy abroad. The flavors collaborative character can “Good music goes with good food.” - behind the culinary boom have emphasize Perú’s diversity and spirit African Proverb received their fair share of of conviviality, and empower these international attention thanks to communities by showcasing their eruvians have always been food ambassadors like Gastón culture to a global audience. The self-aware of their rich Acurio and strong public relations country’s use of a more active and P cultural heritage, sometimes campaigns domestically and abroad. aware music diplomacy could lay the to the point of taking it for granted. “Marca Perú” can be seen in buses foundations for a more “well- I am a Peruvian immigrant myself of Los Angeles and New York rounded” image of the country; one and, living abroad, I have promoting Peruvian food, and that does not only revolve around experienced the cultural yearning Peruvian chefs travel the world year its exquisite food but that also that many other immigrants round sharing their delicious plates. acknowledges its inequalities and describe when they leave the However, Perú’s culinary diplomacy provides a voice for the less country. A yearning for the sounds has failed to paint a full picture of fortunate by promoting their rich and flavors of a previous life in Peruvian culture. Tourists who visit musical traditions. Much in the which food and music, even though the country are shocked by the same vein as its neighboring we did not realize it at the time, contrast between the image that country, Brazil, Perú can use its played a leading role in our everyday “Marca Perú” is promoting abroad music as a cross-cultural platform activities. and the reality they encounter on towards better domestic and the ground—a reality of poverty and international relations. Peruvian food and music are both inequality, where marginalized the product of mestizaje, the Amerindian and Afro-descendant Migrant Chicha and Amazonian cultural mixing of the Amerindian, communities are victims of systemic Cumbia European, Asian and African racism. Furthermore, the economic traditions that arrived in the growth brought by the culinary f there is a soundtrack to the country at different points in time. boom has not trickled down to urban migration from the Both have been intertwined from these poorest sectors of society I Peruvian highlands to the inception and they are considered where, incidentally, Perú’s food coastal city of Lima, it is Chicha to be two sides of the same culture. traditions originated. music. Chicha is a fermented corn- Colonization and the Trans-Atlantic based beverage from the Andes and PAGE 65 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
the Amazon Basin in South towns), neighborhoods on the hills These groups proudly flaunted their America. In Perú, this drink plays a surrounding Lima where provincial Shipibo Indian traditions during central role both as religious migrants settled. Their makeshift their performances on stage, offering, but also as an alcoholic sound systems used to play loud showcasing their dances and drink consumed during festivities Chicha music until early hours of clothes. Again, due to the and communal gatherings. Just like the morning at the now infamous centralized character of the Peruvian the term “salsa” for the Puerto drinking and dancing parties, the economy, migrants from the rain Ricans in New York, the meaning of polladas. Many of the polladas, forests started to settle in Lima’s the word Chicha morphed from an concerts and festivals that revolved misery belts. Amazonian cumbia ancient Incan beverage to a word around the music garnered a lot of coexisted with Andean cumbia and that encompasses the popular money in the hands of promoters, eventually became part of the same culture and musical fusion of Perú’s performers and producers of Chicha culture described above. Amerindian population in the 20th Amerindian descent. Despite its century. massive popularity and the Chicha was influential in the economic opportunities it opened development of another cultural hicha music mixes the up, Chicha music suffered from the phenomenon in Perú’s neighbor tropical rhythms of indifference of a racist society that Argentina, the cumbia villera. C Colombian cumbia with the rejected the cultural heterodoxy of Chicha and Amazonian cumbia electric guitar of American rock n’ the lower economic sectors—“it was bands who toured Argentina’s roll and the sad Andean melodies of pooh-poohed by the conservative version of the pueblos jovenes, the the Sierra’s Huaynos. This sonic members of the provincial villas miseria (misery villas), planted cocktail took root in the hills of community, the puritans, the the seeds of musical hybridization Lima around the 1960s and intellectuals, as well as the middle and through a kind of underclass exploded in the 1970s and 1980s, and upper classes.” (Abya Yala music diplomacy, empowered their when the capital witnessed an News, 14) During the decades citizens to channel their musical enormous indigenous migration before the change of the century, expression and develop their own from the Sierras due to the political Lima’s elite paid no attention to the musical hybridization projects. 40 violence of leftist guerrilla groups rich cultural phenomenon and years ago, Chicha music managed, like the Shinning Path and the rejected the music of one of the even if only slightly so, to penetrate centralization of the Peruvian most important musical periods of an international market; nowadays economy in Lima. Chicha became Peruvian history. this music (along with the culture what Abya Yala News calls “perhaps behind it) is being discovered the most visible, most intense recent different branch of this internationally. cultural phenomenon born of same musical hybridization massive Indigenous migration to the A reached the Amazon basin n recent years, Chicha has city of any region in Latin America.” around the same time. There, sparked international interest (Abya Yala News, 14) The Chicha cumbia mixed with the sounds of I thanks in part to the new wave culture became synonymous with the Amazon. The Cumbia of tourism that Lima is experiencing the cultural adaptation of Andean Amazonica (Amazonian Cumbia) as a product of its 21st century traditions to the chaos and gray “developed in the oil-boom towns of culinary boom. “As cool rulers of skies of Lima. Iquitos, Moyobamba and Pucallpa Perú’s underclass, ignored by critics during the 1960s when certain and the upper crust alike, it’s “Chicha music can be formally bandleaders took a notion to unlikely that these fine artists ever considered a concept that involves a modernize their sound by replacing expected Chicha to thrive outside specific musical sonority, an (Colombian) cumbia accordions Perú, especially insofar as many of aesthetic, a choreography, a with Farfisa organs and adding its innovators are already dead.” determined type of rituality and it garage-psych electric guitar to the (Gehr, 71) Surprisingly, Perú’s elite implicates the social groups that tropical rhythms.” (Gehr, 71) This is also undergoing a shift into a new produce it, appreciate it and combination of danceable tribal appreciation for the music. It is not consume it.” (Leyva, 25) Music beats from the jungle and fuzzy clear if this shift is a product of the groups like Los Destellos, Los sounding organ melodies turned international interest or the Shapis and Chacalón y la Nueva groups like Juaneco y su Combo domestic revivalist efforts but it is Crema reached a cult following in and Los Mirlos into overnight clear that Chicha is now a part of the most marginalized shantytowns musical sensations in the area. the mainstream culture. Jorge Olazo of Lima, the pueblos jovenes (young from the current Peruvian cumbia PAGE 66 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
band Bareto thinks it was the Dengue, Dengue and their digital has also resonated with a globalized former—“as always, they started to cumbia productions. Dengue, public through social media and notice abroad first” (Masias, 28), he Dengue, Dengue have placed independent promotion and says. He might be right; it is electronic Chicha on the map. touring. Responding to the common for Peruvians to take our Digital Cumbia parties, or domestic interest in Chicha, “Perú’s culture for granted and wait for an sometimes also called Ñu-Cumbia Instituto de Etnomusicología external shock from abroad to parties, are now big in New York (formerly known as the Centro de realize what lies in front of us. and Barcelona music festivals like Etnomusicología Andina) has TOMA! beats psicotropicales and enriched the field of Peruvian music The main actor behind exposing Sónar. Harvard observes, studies with its many noteworthy Chicha to an international audience “undergoing a sort of digital publications and recordings. Their has been the Brooklyn-based record renaissance, the country’s rich offerings previously focused almost label Barbès Records. In 2007 they tradition of cumbias and folklore exclusively on noncommercial rural released the compilation The Roots are being transformed by the newer indigenous and mestizo music of Chicha: Psychedelic Cumbias generations with all the splendor traditions…the center’s scope has From Perú. Olivier Conan, the head and psychedelia that made Perú a broadened in recent years to include of the label, discovered the music focal point of new sounds in [the] mass-mediated urban styles.” (Rios, on a trip to Perú in 2005 when he 60s, 70s and 80s.”(Munoz, 72) This 307) This shows that the Peruvian was searching for Afro-Peruvian is an example of how the Lima elite, state does recognize Peruvian sounds. He was able to track the with their access to the internet and Chicha as an important cultural master recordings of original the old Chicha material, has heritage but in terms of state-driven Chicha songs and released a managed to start independent diplomatic efforts, Chicha does not compilation that featured the projects that further shape the have the presence that it has in the aforementioned groups Los image of the country abroad. “A private and independent sector. Destellos, Los Mirlos, Juaneco y su public from different parts of the Combo, among others. Conan even world now enjoy this music, which Black Perú and Afro-Peruvian started his own Chicha band, has been popularized thanks to the Rhythms Chicha Libre, which has had an internet and social media engines incredible reception in music like YouTube and Soundcloud, he Transatlantic Slave Trade festivals around Europe and the where geographic, racial and that took place between the United States. language borders are not an T 16th and 19th century obstacle.” (Marquez, 61) In a way, deeply influenced the melting pot he most recent effort to Digital cumbia has been able to that is Peruvian culture. The slaves bring Chicha to global shorten a social gap in the country. brought from Africa by the Spanish T notoriety has also come from It has managed to get Chicha music crown and the Viceroyalty of Perú abroad. In Spain, Peruvian expats to reach a “Latin American public belonged to a mélange of ethnic are relaunching the previously of middle and high class who before tribes, from Mandinka to Yoruba defunct record label Discos used to completely reject it, relating tribes, all with different religious Horóscopo, the label that in the it to the lower classes and perceiving traditions and belief practices. Slave- 1970s and 1980s released the it as an aesthetically poor genre.” owners purposely separated families biggest names in the Peruvian (Marquez, 64) and communities in order to cumbia scene. Their first release, a prevent uprisings and to make it reissue of Chacalón y la Nueva The music diplomacy of harder for slaves to find a common Crema—considered by Peruvians to international exposure to Chicha ground to unite against their be the pharaoh of Peruvian music has been a task mainly Spanish and/or criollo owners. Chicha—, is now unavailable due to undertaken by independent actors Feldman explains, “black slaves the high demand. such as record labels, bands and tended to work in multi-ethnic festivals. These actors have been groups on small haciendas and Domestically, bands from Lima like predominantly foreign ones. Some silver mines or (more commonly) in Bareto and La Sarita have helped of them have been of Peruvian the urban homes of white slave push the revival by recording covers origin but acting from abroad in owners, facilitating rapid of classic Chicha songs and touring order to reach a wider international assimilation into white Peruvian all over the world. But probably the audience. The domestic actors have coastal society.” (Feldman, 208) biggest exponent of Chicha in had a huge domestic reach, which One of these haciendas was the present time is the duo Dengue, Hacienda San José in the Chincha PAGE 67 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
Province, to the south of Lima. This Santa Cruz, singer Chabuca Granda (Feldman, 177) This exhibit hacienda housed a large number of and hoofer Amador Ballumbrosio introduced the existence of a Black the slaves that arrived in Perú to among others, where behind the Perú into the international work the land. Even after slavery rediscovery and new appreciation of discussion. Later in 1995, American was abolished in 1854, the Afro- black Peruvian culture in the 1970s. musician and lead singer of the rock Peruvians of this region kept band Talking Heads, David Byrne, producing sugar and cotton in the Afro-Peruvian music encompasses released the record The Soul of same working conditions as their African rhythms that originated in Black Perú under his record label enslaved ancestors. It was in the Pacific coast, like festejo, landó, Luaka Bop, exposing the sounds of Chincha, specifically in the district panalivio, zamacueca, etc. These Black Perú to the western world. of El Carmen, that Afro-Peruvian rhythms, rooted in tribal African The label describes the record as slaves and their descendants grooves, eventually morphed into follows, “This is secret music—a managed to introduce their music specific styles and dances unique to collection of beautiful songs and and dances into the Peruvian Perú. Just like most African music, infectious grooves that has been cultural identity. Afro-Peruvian music revolves hidden for years in the coastal around the percussion and the main towns and barrios of Perú. It’s not espite having played a percussion instrument behind its the guys with flutes and drums in crucial role in the Atlantic sound is the cajón. The cajón is a woolly hats—it’s music of the black D slave trade (Perú served as wooden box assembled by the Afro- Peruvian communities.” (Byrne, the center for supplying slaves to Peruvian slaves when the Catholic Luaka Bop website) Ecuador and Chile), Perú is not Church banned their traditional known abroad for its black percussion instruments. “Beyond its nce again, foreign exposure population. Instead, Perú is known rhythmic underpinnings, the Afro- to Peruvian music was for being the land of the Inca Peruvian style is distinct for its O made possible thanks to a Empire and more recently, for its melodicism. It fuses the folkloric curious international audience that cuisine of fusion flavors. Even strains of Andean music with a dug into Peruvian culture and not domestically during the first half of Spanish flamenco sensibility and from the country’s international the 20th century, Perú’s black African rhythms.” (Verna, 48) By efforts to spread the music abroad. cultural heritage was erased from the end of the 1970s and The Soul of Black Perú had such a the collective memory. Feldman throughout the 1980s the study of great reception that the label argues, “Perú’s black population was these rhythms, dances and melodies decided to release solo records of commonly thought to have established itself in Lima. Schools Susana Baca, one of the Afro- “disappeared” into Peruvian criollo started teaching them as part of Peruvian singers featured in the culture by the twentieth century, their cultural curricula and political compilation. Her fame skyrocketed and only a few families preserved leaders from both sides of the when she won a Latin American African-descended music in private spectrum encouraged the Grammy in 2002 and was gatherings” (Feldman, 143) But, dissemination of Afro-Peruvian nominated for the Grammy under during a period between the 1950s music domestically. Despite the the “Best World Album” category. and the late 1970s, there was a strong domestic push for cultural “Despite Susana Baca’s success in revivalist current of African awareness and the repatriation of the world music scene, both she and consciousness. “Afro-Peruvian “lost traditions”, Afro-Peruvian her New York benefactor David revival artists excavated the music would not reach an Byrne have publicly expressed their previously ignored and forgotten international audience until later distaste for the confining labels rhythms of black Perú, seeking to on. ‘world music’… world music is a way revalorize blackness (and the of dismissing artists or their music African heritage) and separate it It was in the 1980s, 1990s and as irrelevant to one’s own life. It’s a from criollo culture.” (Feldman, 2000s that the renewed awareness way of relegating this ‘thing’ into 210) Suddenly there was a clear of Afro-Peruvian identity reached an the realm of something exotic and understanding of what Afro- international audience. “In the therefore cute, weird but safe...” Peruvian music was and how the 1980s and 1990s, photographer (Feldman, 147) This is a continuous African contribution enriched the Lorry Salcedo captured Chincha on obstacle that Peruvian and non- already established criollo music of film, presenting it to the world as western musicians face. Once their the time. Guitarist/cajón player the Black face of Perú in an work is classified as World Music, it Porfirio Vásquez, poet Nicomedes internationally touring photograph is harder for their music to reach a exhibition titled ‘Africa’s legacy’.” PAGE 68 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
younger, eclectic and more convince US listeners that they are organically through a network of globalized audience that consumes not from Cuba or Brazil, they often musicians and music fans in those music in a culturally involved way. begin with a blank slate… they step areas. By marketing Afro-Peruvian Music outside the box to reassess its as World Music, it loses that unique parameters, striving to selectively more recent example of identity that appeals to such a translate their music in ways that independent actors working unique audience. are both meaningful to new Atowards Afro-Peruvian music audiences and consistent with their exposure is a documentary by Red While the biggest Afro-Peruvian own aesthetic and political projects. Bull Music Academy, an American exposure came from international At the same time, they are institution that fosters creativity actors such as Luaka Bop and David confronted by the need to hurdle through music workshops and Byrne, small domestic organizations new types of commercial and festivals around the world. The like Perú Negro have being cultural limits.” (Feldman, 143) An documentary, titled “Afro-Peruvian important players in the Afro- example of a cultural challenge and Beats”, was released in August 2017 Peruvian music diplomacy of the selective translation was Perú and it documents musical country. Perú Negro is a music and Negro’s use of banana pickers and collaborations with the dance ensemble now considered the traditional masks that resembled Ballumbrosio family, an Afro- most relevant cultural association “black face”. These were deemed as Peruvian family of hoofers and disseminating Perú’s African racist to the foreign audience in the musicians that preserves the heritage. In 1969, Ronaldo Campos United States and were eliminated traditions of their ancestors in de la Colina formed Perú Negro from their performances. The great Chincha. The documentary is with the mission of “using the effort by Perú Negro to spread the aimed at the younger, eclectic and language of music and dance to African heritage of Perú earned globalized audience mentioned expand the understanding, them Grammy nominations in the above and in it, the viewer can be knowledge and influence of Africa World Music category in 2005, introduced to Afro-Peruvian music in Perú’s culture, through 2008 and 2010. through the lenses of electronic workshops and performance art.” cumbia musicians like Perú’s own (Ferreira, 1) Perú Negro joined Similar efforts have followed the Dengue Dengue Dengue, forces with musical icons like Lalo steps of Perú Negro such as the Portuguese electronic artist DJ Izquierdo, Caitro Soto and Lucila musical project NovaLima who does Branko and Chilean producer Campos during the 1970s and a similar display of Afro-Peruvian Matias Aguayo. The short film 1980s and toured Perú, Latin culture, music and dances but also exemplifies a fresh music diplomacy America and Europe. “However, it combines it with newer electronic approach that not only portrays and was not until 2002—seven years after music elements. NovaLima is a advocates for Afro-Peruvian music, Susana Baca first appeared in the unique example of Afro-Peruvian but also shows the human United States—that the company music not falling under the World interactions and relationships built made its US debut, billed, like Baca, Music category (with a few through musical conversations with as the cultural ambassador of Black exceptions) and creating its own different music styles and foreign Perú. “(Feldman, 151) space for appreciation. They performers. At the same time, the managed to attract a younger global film promotes a big project that the lthough a success—selling audience through performances on Ballumbrosio family is out performance venues college and independent radio undertaking—the building of a huge Aacross the United States— stations in the United States and cultural center in El Carmen solely their tours were mostly attended by Europe like KCRW, KEXP, NPR & dedicated to the teaching and the Peruvian Diasporas abroad. One BBC Radio 6 which have wide dissemination of Afro-Peruvian of the group’s biggest struggles was international audiences and music and dance. translating its content for a North document and store their American audience. American’s pre performances online for easy access. Despite the honest efforts behind conceived ideas of Peruvian culture Not surprisingly, all of the members the amazing work by these labels, required a stronger effort by the of this musical collective are based organizations and musical groups, group to provide a historical context in different cities around the world “interest in Afro-Peruvian music has and to differentiate themselves from including major culture hubs such not returned to previous levels. the African traditions of the as London and Barcelona, making it Some musicians attribute this to a Caribbean. Feldman analyzes, “once easier for the music to move lack of current institutional support Afro-Peruvian musicians manage to to subsidize the performance of PAGE 69 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
their music. Others argue that television and media across the Relations and Culture. These efforts young people are not taught to country. could take shape in cultural and value the richness and diversity of educational exchanges with Cuba, Peruvian folk and popular music “To understand the Brazil, Mexico, Colombia, Ecuador, traditions. Still others feel that the discrimination that exists in the United States and/or Western institutionalization of Afro-Peruvian Perú was something very Africa. All of these regions share a music and its reduction to important for my career. I common past of struggle (they were commercially successful formulaic understood that Perú is a all affected by the Trans-Atlantic arrangements have left the Afro country that completely Slave Trade) and possess rich music Peruvian sound ‘stuck in the 1970s,’ excludes indigenous, Afro- rooted in African religious and irrelevant to younger generations of Peruvian and Amazonian tribal traditions that have evolved in listeners.” (Leon, 219) peoples. All the political power different ways but that fit very well is concentrated in Lima. It’s to together. An example of such an urthermore, racism in Perú is Lima that all the benefits exchange could be a musical still prevalent. In 2011, come, and Lima lives with its collaboration/educational F Harvard scholar Henry Louis back turned away. To realize workshop between the Afro- Gates, Jr. worked in conjunction that, that that’s what my Ecuadorian rhythms of Ecuador’s with the American public country is, was incredibly coastal city of Esmeraldas and the broadcaster PBS to explore the important for me, for my Afro-Peruvian rhythms of the African influence in Latin America. struggle, for my path as a coastal city of Chincha. Such a In one of the episodes of his four- singer, to say what I say in my strategy could emphasize a spirit of part series Black in Latin America, songs.” – Susana Baca partnership and cultural he explored the Afro-Peruvian collaboration between two countries legacy. The episode was titled The Public Diplomacy that have had military disputes in Black Grandma in the Closet, a Recommendations the past. The same can be fitting title that epitomized Perú’s envisioned for Peruvian Chicha and lack of embrace of their African Food and music have a symbiotic the music of other fellow heritage, despite the fact that relationship within Peruvian Amerindian countries like African blood runs through the culture. One is not more important Colombia and Mexico with their veins of its population. Systemic than the other is— they complement unique variations on Cumbia. An racism seems to be one of the each other. They provide the smells, example of this could be a cumbia reasons why a lot of the attention textures, the sounds and the colors music festival for peace in the comes from the outside and not the of Peruvian conviviality between Amazon basin, with Colombian other way around. The diplomatic family and friends. Peruvian music cumbieros and Peruvian chicheros efforts have been led by the black is the logical counterpart to performing in the jungle of the minority in Perú, while the Peruvian Peruvian food. Peruvians living in Peruvian city of Iquitos or the elite and the government’s role in the country and abroad easily Colombian Amazonian region of disseminating Afro-Peruvian music understand this concept (it is Putumayo, advocating for the has been very limited. Even though engrained in their genetic codes of protection of the rainforests from Lima was considered at one point to culture), but the current efforts of illegal mining, illegal logging and be a “Black City”, the Perú’s national branding and the narco-traficking activites. An discrimination of black Peruvians is one-sided nature of “Marca Perú” interesting example of an ubiquitous. Unlike Cumbia, Afro- do not reflect it. The Peruvian state educational approach (already in Peruvian music has not been has such an overwhelming fixation practice by independent actors in embraced by the elite youth in Lima on promoting the country’s cuisine Western Africa) could be an inter- (Afro-Peruvian music is played at that it has not utilized the governmental collaboration in the discotheques to clear the dance diplomatic tools available to expose development of a smartphone floors before closing). A major push the international community to application that documents, breaks towards Afro-Peruvian music Peruvian music. down and teaches the intricate diplomacy as a cross-cultural bridge rhythms of Afro-descendant can serve as a strong counter- tronger and more focused communities in Perú and South narrative to the racist reality and the music diplomacy strategies American/Caribbean regions. An racist depictions of Perú’s S need to be implemented by application like this could marginalized black communities in the Public Diplomacy wing of the incentivize music educational Peruvian Ministry of Foreign
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exchanges, ethnomusicological involved in music diplomacy, like (Spring/Summer, 2005), pp. 206- research and musical tourism in the Perú Negro’s struggle to translate 231 country. Afro-Peruvian traditions for an American audience or the Feldman, Heidi Carolyn. usic has a unique quality promotion abroad of Susana Baca’s Translation Acts: Afro-Peruvian of identity empowerment. music as World Music and not Music in the United States. UCSD M Music diplomacy, through Afro-Peruvian Music. The trial and Journal of Popular Music Studies, the push of Chicha and Afro- error experience gained from these Volume 22, Issue 2, Pages 139–165 Peruvian music, will empower the actors’ music diplomacy efforts, can marginalized communities these pave the way for smarter strategies Ferreira, Rocio. Una entrevista con sounds came from; sharing their and programs. Bertha Ponce vda. De Campos, talent, stories and humanity with Marina Lavalle, Rony Campos y the rest of the world. Countries like erú has acted symbolically in Monica Duenas de Peru Negro. The Cuba and Brazil already understand the past acknowledging its Johns Hopkins University Press, the cultural importance of their P musical heritage at the OAS Callaloo, Vol. 34, No. 2, BLACK music and they treat their music in 1987 and, following Brazil’s steps PERU: Literature, Art & Culture and musicians as cultural relics. with Gilberto Gil, naming Susana pp. 564-570 Black communities get subsidies in Baca the Minister of Culture in Brazil to promote Afro-Brazilian 2011 (if only for a short period of Gehr, Richard. The Brooklyn-Peru music and Cuba engages in musical time). However, much more Connection. The Village Voice exchanges both at home and remains to be done. The world does 2008, Music Periodicals Database abroad. Many consider Perú’s not realize African traditions and pg. 71 musical heritage as important and Amerindian migrations hybridized culturally relevant to that of these and shaped the Peruvian culture INDIAN CITY: The Chicha in countries. It would be great to see and society of today. These cultures Lima; Migration spawns a new the Peruvian government remain hidden to a large part of the culture in Peru, international in subsidizing the Amerindian and world, the country remains greatly scope, but with an Indigenous soul. Afro-Peruvian musical communities unequal and racism is very much Abya Yala News ; Oakland Vol. 10, so they can keep enriching and alive. As a cultural co-ambassador, Iss. 3, 1997 pp. 14. promoting their musical traditions in partnership with Peruvian in ways that enhance the cultural Cuisine, Peruvian Music has the Leon, Javier. Mass Culture, image of Perú abroad. Alex Acuna, power to work towards uprooting Commodification, and the one of Perú’s most famous these racial differences and to Consolidation of the Afro-Peruvian percussionists living abroad asserted promote communication, "Festejo", Columbia College many years ago “one day our compassion, cultural awareness and Chicago and University of Illinois Peruvian music will be known just understanding. Press, Black Music Research as Cuban and Brazilian music is Journal, Vol. 26, No. 2 (Fall, 2006), known.” (Feldman, 153) He was Works Cited pp. 213-247 onto something. The international Leyva, Carlos. Musica Chicha, mito community has compared the Byrne, David. Afro-Peruvian e identidad popular: el cantante record Roots of Chicha to Cuba’s Classics: The Soul of Black Perú peruano Chacalon. Editorial Abya Buena Vista Social Club and (CD Description), Luaka Bop, 1995 Yala, 2005, pp. 22-25 musicians from around the world are interested in learning the Feldman, Heidi Carolyn. Black Marquez, Israel. Cumbia digital: intricate musical patterns of Perú’s Rhythms of Peru: Reviving African Tradición y postmodernidad. African rhythms. The Peruvian state Musical Heritage in the Black Revista Musical Chilena pp. 53-67 needs to tap into this international Pacific. Middletown, CT: Wesleyan UP, 2006, pp. 171 market and use it towards the Masias, Javier. Cumbia pa’ ti: El growth and development of these boom de la cumbia Peruana esta a same groups who live in poverty and Feldman, Heidi Carolyn. The Black Pacific: Cuban and Brazilian Echoes punto de estallar. Revista Entre are victims of the racism engrained Parentesis. January 2008, pp. 28 in Perú’s colonial psyche. Perú can in the Afro-Peruvian Revival. learn from the past mistakes of University of Illinois Press. Ethnomusicology, Vol. 49, No. 2 Munoz, Sergio. The New LatAm international and domestic actors Sound: Dancing in the Sun with
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Animal Chuki. ReVista Harvard R. Romero. University of Texas Callaloo, June 18, 2007, in Lima, Review of Latin America, 2014, pp. Press, Latin American Music Review Peru. 72 Vol. 32, No. 2, 2011, pp. 303-308 Verna, Paul. Luaka Bop Revives Rios, Fernando. Reviewed Works: Rowell, Charles Henry. An Peru’s “Black Soul”. Billboard; Andinos y tropicales: la cumbia Interview with Susana Baca. 1995; ProQuest, pp. 1 & 48. peruana en la ciudad global by Raul
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National stereotype effects on high- versus low-contact service expectations: Branding Indonesia
Michael Chattalas Monmouth University US
Irawati Priyanti Ministry of Communications of Indonesia Indonesia
Abstract
o the best of our knowledge, warmth has a significant effect only component, the stronger impact of this paper is the first to on evaluations of high-contact a warmly-perceived COO implies T explore the impact of services. Furthermore, parallel that export service providers in national stereotypes (perceived results were found after subjects industries such as tourism and warmth and perceived competence) were primed with online video hospitality must be trained to associated with a service-product's advertising manipulations of project a higher level of emotional nation-brand, as regards high versus Indonesian competence and and cultural intelligence. low-contact service-type. Specifically, warmth in Study 2. our first field experiment tests for esults of our follow-up study the differential effect of perceived Overall, our findings provide imply that NS perception warmth and perceived competence empirical evidence that national R could be repositioned by on service-quality expectations by stereotypes associated with COO priming higher consumer US consumers of high-contact influence consumers' evaluations of knowledge, akin to nation-branding versus low-contact services. Our study is the first to advertising or international telecommunication services empirically demonstrate the communication programs. If the originating from the emerging Asian relatively higher effect of kind of service is low-contact (such nation of Indonesia versus that of perceptions of warmth associated as technology and knowhow the emerged Asian economy of with a country’s people (versus exports), it will be more deliberate Japan. A follow-up study tests the perceptions of competence) on to provide information which effects of priming competence and services with a high level of improves competence perceptions. warmth via online-video customer contact. Conversely, if service type is high- advertisements on US consumer contact (such as calling centers evaluations of low-contact ur experimental studies’ exports), it may be advisable to Indonesian telecommunication results hold practical promote warmth perceptions. services. Results of our Study 1 O implications for both Nevertheless, results of our first show that perceived competence international marketers as well as study show that perceived effects more positive service public policy-makers engaged in competence effects positive service expectations of both low and high- nation-branding. As high-contact expectations of both low and high- contact services, whereas perceived services involve a higher experiential contact services, whereas perceived
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warmth impacts only high-contact effect of stereotype contents, competence over warmth across services. Further research is needed showing evidence of the primacy of service type. to investigate this asymmetrical
Full paper
n this increasingly-globalized Hypothesis Development As such, in the present study, we era, the impact of country of hypothesize that both dimensions of I origin (COO) as an extrinsic cue One of the factors influencing NS, perceived competence (H1a) on the consumer evaluation of COO effects on consumer and perceived warmth (H1b), products or services is an established evaluation is a country or national positively affect customer area of international marketing stereotype (Chattalas et al., 2008) expectations of service quality. research and practice (Verlegh and composed of consumer beliefs Steenkamp, 1999). Although past regards the peoples specific to a e further hypothesize that COO research has extensively certain country. Stereotyping is the in the case of high- explored the case of manufactured result of a cognitive process in W contact services (in which products, research concerning the which people build abstract there is a higher level of customer COO effect on services is rather knowledge and perceptions that interaction with the service rare (Chattalas et al., 2008). The influence their behavior towards provider), a dominantly-warm COO phenomenon of internationally- others (Fiske et al., 2002). Recent perception will have a higher effect traded services is still relatively new, research proposed and tested the on service quality expectations than so that it requires development and role of national stereotype contents that of a dominantly-competent testing of empirical knowledge related to particular COOs on nation (H2a), while conversely a (Javalgi et al., 2001). The emergence consumer expectations of dominant-competent COO of trade in services among manufactured product properties, perception will have a higher effect developed countries is expanding building on the Stereotype on evaluations of low-contact between developing economies as Contents Model of social cognition services (H2b). well (Gronroos, 1999; Ferguson et (Fiske et al. 2002). Furthermore, al., 2008). Although there has been Chattalas et al., (2008) asserted Methodology a trend among countries to research propositions relating to deliberately promote their country national stereotype (NS) influence Regards our methodology, we image and leverage their nation- of COO on consumer evaluations selected the COOs of Indonesia (as brand to help exports (He and on the type of services (low versus a major developing Asian country) Wang, 2015), little research has high-contact), which have not been and Japan (as a major developed focused on service exports beyond empirically-tested. Asian country) and the research tourism and destination marketing. population of US consumers. The opportunities for developing atterson and Cicic (1995) countries to enter the global market developed a classification of First, a pre-test among 200 US in services is quite high, but there P service type by highlighting consumers accessed via an Amazon are serious challenges, that among two key dimensions: the level of m-Turk online panel, we confirmed others, are related to the image, tangibility and degree of customer the perception of Indonesia as stereotype and market perception of with service-provider interaction relatively more warm than the quality of products or services (high versus low contact). In a competent (Mwarmth=5.18 versus that originate from developing marketing environment dominated Mcompetence=4.98) and Japan as countries. For that reason, it is by differentiation based on relatively more competent than especially important for developing perceived experiences, consumer warm (Mcompetence= 6.16 versus countries to determine what types of interaction with service providers Mwarmth=5.33). services and promotional strategies creates a complex range of rational To test our hypotheses, a field could be employed to gain a positive and emotional responses that drive experiment of 143 US consumers perception in the global market service quality perceptions beyond was conducted via Amazon m-Turk. (Burgess and Steenkamp, 2006; tangible criteria. Our design tested the interaction of Chao et al., 2003).
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the independent variables of services condition, results found a In the context of this follow-up dominant national stereotype and significant positive effect only for study, consumer evaluations of service type: 2 (NS: competent vs. the dominantly-competent COO Indonesian high versus low-contact warm) x 2 (Service type: low vs. high (Japan) on service quality service quality were collected contact) on the dependent variable expectations [ß = 0.556, p= 0.019 following a priming manipulation of consumer expectations of service versus ß = 0.187, p= 0.17]. In designed to deliberately provide quality in the developed market of summary, our findings show an positive information regards the the US. We employed the Servqual asymmetrical (positive) effect of competence or warmth of the measure (a multi-item scale competence on both low and high- Indonesian nation. National consumer perceptions of service contact service quality expectations, stereotypes are not only based on quality across five constructs) to whereas warmth was only found to the experience of the actual operationalize our dependent have a significant effect on high- product, but also on information measure (Parasuraman et al., 1988). contact services. gathered through other sources In our experimental design, we (such as advertising). Many measured respondent’s perceptions Discussion and Follow-up Study developing nations are engaged in of warmth and competence of the nation-branding promotional efforts COOs of Indonesia and Japan verall, our findings provide to disseminate more positive operationalized across a high and empirical evidence that information, and ultimately low contact print advertisement O national stereotypes reposition consumer perceptions of scenario promoting the export of associated with COO influence a nation’s competence and warmth. telecommunication services. consumers' evaluations of services. Our study is the first to empirically Study 2 was thus designed to test Results demonstrate the relatively higher the direct effect of increased effect of perceptions of warmth (primed) consumer knowledge of Both H1a and H1b are supported. associated with a country’s people Indonesia on competence versus Through linear regression, the (versus perceptions of competence) warmth consumer perceptions, and hypothesized effects of both on services with a high level of then indirectly on Indonesian high perceived competence across both customer contact. More research is versus low-contact service quality COOs (Indonesia COO: ß = 0.395, needed however to investigate the evaluations. p= 0.001; Japan COO: ß = 0.486, asymmetrical effect of higher p= 0.001) and perceived warmth perceived competence across both As such, Hypothesis 3 is advanced: (Indonesia COO: ß = 0.341, p= low and high-contact services. In the case of low-contact services, 0.001; Japan COO: ß = 0.383, p= primed perceptions of competence 0.002) on overall service quality Subsequent research in a follow-up have a stronger effect on service expectations of US consumers is experimental study, focused on the quality expectations than primed significant. context of Indonesia as a services perceptions of warmth (H3a). COO with warmth-dominant Conversely, in the high-contact urthermore, in the case of national stereotypes. It is interesting scenario primed perceptions of high-contact services, our to learn what needs to be done to warmth are expected to be have a F linear regression results found better position a relatively stronger effect on service quality support for H2a, regards the higher unfamiliar, low customer- expectations than primed positive effect of the dominantly- knowledge, country, such as perceptions of competence (H3b). warm COO (Indonesia) on service Indonesia, when offering service quality expectations than the exports of a high versus low-contact To test H3, a field experiment of dominantly-competent COO type, such as telecommunications 122 US consumers was conducted (Japan) [ß = 0.496, p= 0.001 versus exports of calling centers (high- via Amazon m-Turk. ß = 0.371, p= 0.013]. Notably, contact) versus technical knowhow although the dominant effect of (low-contact). Could the perceptions espondents were split into perceived warmth was indeed found of competence and warmth be both two equal groups with each to be higher than the relative effect successfully primed so that in the R watching a one-minute of perceived competence, both end, consumers would provide a online-video priming either showed a statistically significant more positive assessment of quality Indonesian competence (video positive effect on perceived service of high versus low-contact services? displayed the country’s wealth of quality of high-contact services. resources and technological Conversely, in the low-contact achievements) or warmth (video
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displayed the cultural diversity and In conclusion, our results hold providing knowledge about the natural beauty of Indonesia). The practical implications for both country of origin of the service experiments were designed to international marketers as well as provider, in accordance with the measure respondents’ competence public policy-makers who wish to type of services to be offered. If the and warmth perceptions, as well as foster a stronger perception of a kind of service is low-contact (such their expectations of (high versus nation’s service brand through as technology and knowhow low-contact) Indonesian service marketing strategies or public policy exports), it will be more deliberate quality before and after exposure to initiatives. As high-contact services to provide information which the priming video. involve a higher experiential improves competence perceptions. component, the stronger impact of Conversely, if service type is high- anipulation checks show a warmly-perceived COO implies contact (such as calling centers that priming indeed led to that export service providers in exports), it may be advisable to M more positive perceptions industries such as tourism and promote warmth perceptions as for each of the manipulated hospitality must be trained to well. stereotype contents project a higher level of emotional (Mcompetence=4.58 versus 5.85 and cultural intelligence in their evertheless, results of our after priming; Mwarmth=4.59 interactions of customers. And first study show that versus 5.72 after priming). In the more so, given that our studies N perceived competence low-contact service scenario, our demonstrate such effect operates effects more positive service linear regression results found even in a more technologically-based expectations of both low and high- support for H3a, regards the higher industry as telecommunication, in contact services, whereas perceived positive effect of primed perceived contrast to traditional place warmth impacts only high-contact competence on service quality branding research that typically services. This more robust effect of expectations than primed perceived focuses on tourism and destination competence versus warmth warmth [ß = 0.629, p= 0.005 versus marketing. perceptions was confirmed even ß = 0.377, p= 0.031]. But contrary after both were primed in Study 2. to expectations in H3b, in the high- National stereotypes are not only Such lopsided effects of competence contact service scenario only primed based on the experience of the over warmth confirm similar competence showed a significant actual product, but also on findings in country of origin studies and positive effect on service quality information gathered through other of physical products (Chattalas, expectations, but not primed sources (such as advertising). Many 2015; Chattalas and Takada, 2013). warmth [ß = 0.333, p= 0.038 versus nations are engaged in nation- ß = 0.252, p= 0.161]. Although, our branding promotional efforts to Further research is needed to experiment successfully primed disseminate more positive investigate this asymmetrical effect warmth, these higher perceptions information, and ultimately of stereotype contents, showing did not significantly impact service reposition consumer perceptions of converging evidence of the primacy quality expectations. a nation’s competence and warmth. of competence over warmth across Our experimental studies’ results difference other service types; such An alternative explanation, is that hold practical implications for both as hedonic (i.e. tourism), to given the highly-experiential nature international marketers as well as complement this paper’s focus on of high-contact services, priming of public policy-makers who wish to the utilitarian telecommunications affective country image cues (akin to foster a stronger perception of a industry. Future research should warmth) is not as meaningful to nation’s service brand through also explore the effect of the four consumer evaluations as the marketing strategies or public policy types of intergroup affect priming of cognitive country image initiatives. Our follow-up study (admiration, envy, pity and cues (akin to competence). Such implied that NS perception could contempt) predicted by the explanation is consistent with our be repositioned by priming higher Stereotypes Content Model on results of Study 1 as well as previous consumer knowledge, akin to international service encounters findings of the asymmetrical nation-branding or export- (Anaya et al., 2016; Cuddy et al., influence of competence over promotion efforts program. 2007). warmth perceptions on purchase intention (Li et al., 2014). esults provide insight on References how consumer perceptions Practical & Research Implications R of national stereotype Anaya, Geraldo Joel, Miao Li, contents could be repositioned by Mattila, Anna, Almanza, Barbara PAGE 76 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
(2016), Consumer Envy During Chattalas, Michael; Kramer, He, J. and Wang, C. L. (2015), The Service Encounters, Journal of Thomas; Takada, Hirokazu (2008), Impact of Cultural Identity and Services Marketing, Vol. 30 (3), 359- The Impact of National Stereotypes Consumer Ethnocentrism on 372. on the Country of Origin Effect: A Buying Domestic vs. Import Brands: Conceptual Framework, An Empirical Study in China, Burgess, S. M. and Steenkamp, International Marketing Review, Journal of Business Research, Vol. J.B.E. (2006), Marketing Vol. 25 (1), 54-75. 68 (6), 1225-1233. Renaissance: How Research in Emerging Markets Advances Cuddy, Amy; Fiske, Susan; Glick, Javalgi, Rajshekhar G. (Raj); Cutler, Marketing Science and Practice, Peter (2007), The BIAS map: Bob D.; Winans, William A. (2001), International Journal of Research in Behaviors from Intergroup Affect At Your Service! Does Country of Marketing, Vol. 4 (December), 337- and Stereotypes, Journal of Origin Research Apply To Services? 356. Personality and Social Psychology, Journal of Services Marketing, Vol. Vol. 92 (4), 631-648. 15 (7), 565-582. Chao, Paul; Samiee, Saeed; Leslie, Sai-Chung Yip (2003), International Ferguson, Jodie L.; Dadzie, Kofi Q; Parasuraman, A.; Zeithaml, Valerie; Marketing and The Asia-Pacific Johnston, Wesley J. (2008), Berry, Leonard (1988), Region: Developments, Country-Of-Origin Effects in Service SERVQUAL: A Multiple Item Scale Opportunities, And Research Evaluation In Emerging Markets: for Measuring Consumer Issues, International Marketing Some Insights From Five West Perceptions of Service Quality, Review, Vol. 20 (5), 480-492. African Countries, Journal of Journal of Retailing, Vol. 64 (1), 12- Business & Industrial Marketing, 37. Chattalas, Michael (2015), National Vol. 23 (6), 429-437. Stereotype Effects on Consumer Patterson, Paul; Cicic, Muris (1995), Expectations and Purchase Fiske, Susan T.; Cuddy, Amy J. C.; A Typology of Service Firms in Likelihood: Competent versus Glick, Peter; Xu, Jun (2002), A International Markets: An Warm Countries of Origin, Journal Model of (Often Mixed) Stereotype Empirical Investigation, Journal of of Business and Retail Management Content: Competence and Warmth International Marketing, Vol. 3 (4), Research, Vol. 10 (1), 1-15. Respectively Follow from Perceived 57-84. Status and Competition, Journal of Chattalas, Michael and Hirokazu Personality and Social Psychology, Verlegh, Peeter W.J.; Steenkamp, Takada (2013), Warm versus Vol. 82 (6), 878-902. Jan-Benedict E.M. (1999), A Review Competent Countries: National and Meta-Analysis of Country-Of- Stereotyping Effects on Expectations Gronroos, Christian (1999), Origin Research, Journal of of Hedonic versus Utilitarian Internationalization Strategies for Economic Psychology, Vol. 20, 521- Product Properties, Place Branding Services, Journal of Services 546. and Public Diplomacy, Vol. 9 (2), Marketing, Vol. 13, 290-297. 88-97.
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Cognitive appraisal of city image and its effect on visit intent: An analysis built on the stereotype content model
Jingjing Chen, Mingyang Yu, and Ke Xue
Shanghai Jiao Tong University China
Abstract
he purpose of this paper is China’s top 50 tourist cities as city image to tourists’ attitude and two-fold. First, it is aimed to warmth and/or competence. Then, their visit intent to a city. It fills the T test how tourists perceive the the author hypothesizes and tests gap of applying the Stereotype images of the top 50 tourist cities in the relationships among tourists’ Content Model to research about China as warmth and/or cognitive appraisal of city images, how people make sense of city. It competence. Second, it investigates their attitude towards cities and visit also contributes to give practical how the cognitive appraisal of city intent by a second survey. suggestions to China’s tourist cities, image affects tourists’ intention of which maybe should show more visiting and to what extent their The empirical results suggest that competence in addition to their attitude towards a city mediates this over half of the 50 cities are warmth if they want to attract more effect. perceived as an image of warmth tourist visiting. rather than competence, while the The Stereotype Content Model, perception of competence is more Reference which suggests that warmth and associated with tourists’ visit intent competence describe the core of than warmth. Furthermore, the Aaker, J., Vohs, K. D. & Mogilner, cognition, has been well established combination of warmth and C 2010, ‘Non-profits are seen as to analyze how people perceive competence also impacts tourists’ warm and for-profits as competent: others or entities (Fiske et al., 2007; intention of visiting a city. The First stereotypes matter’, Journal of Aaker et al., 2010). However, the attitude towards a city partially Consumer Research, vol.37, same cognition framework that mediates the effect of cognitive pp.277–291. tourists use to perceive cities is still appraisal of city image on visit to be uncovered. Drawing from the intent. Fiske, S. T., Cuddy, A., & Glick, P social phycology literature of the 2007, ‘Universal dimensions of Stereotype Content Model, the he paper contributes to social cognition: Warmth and author first conducts a survey about understand the sequence competence’, Trends in Cognitive tourists’ perception of the images of T from cognitive appraisal of a Science, vol.11, pp.77–83.
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How do residents and tourists think each other? Construal, projection, and perception in destination image of Macao
Suh-Hee Choi Institute for Tourism Studies Macao
Yeongbae Choe University of Macao Macao
Song Ee Hahn Griffith University Australia
Abstract
lthough the concept of destination would desire to project this study collected 500 completed destination image has been (i.e., intended image vs. perceived responses for further analyses. A well established in tourism intended image). literature, this study attempts to fill o answer research questions, in the research gap by This study conducted two rounds of descriptive analysis and understanding the differences self-administered surveys of Macao Tindependent samples t-tests between the estimation of hosts’ residents and tourists. A survey were used. The results show that and guests’ perception of each other questionnaire was developed based residents’ perceived identity is and actual perceptions by using on earlier studies (Choi, & Cai, mostly significantly lower than Macao as an example. More 2015; McCartney, 2008; Russell, tourists’ construed image (i.e., how specifically, this study has three 1980; Kong, du Cros, and Ong, tourists think Macao residents think research questions: 1) what 2015), pilot tests, and panel about their living space); Residents’ residents think about how tourists discussions. A total of 24 intended image was mostly would think vs. how tourists actually destination image attributes were significant higher than tourist perceive about the destination (i.e., asked in three different aspects to perceived intended image other residents’ construed image vs. residents (construed image, identity, than gambling; On the other hand, tourists’ perceived image); 2) how and intended image) and tourists other than gambling, the differences residents actually perceive vs. what (perceived image, perceived in the level of residents’ construed tourists think how residents construed image, and perceived image and tourists’ actual perceived perceive about the destination (i.e., intended image), respectively. Out image were insignificant. resident’s identity vs. tourists’ of 866 initial attempted, a total of perceived construed image); and 3) 380 residents provided completed he results imply the what residents intend to project to responses. For the tourist sample, differences and similarities residents vs. what tourists think the Tbetween the hosts and the PAGE 79 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018 guests in the expected perception of destination. Lastly, the findings Kong, W. H., du Cros, H., & Ong, each other. Besides, the additional would show the important role of C.-E. (2015). Tourism destination graphical analysis identified which education for sustainable tourism image development: a lesson from types of destination image attribute destination management by Macao. International Journal of are expected better (or worse) than showing the possible indirect way of Tourism Cities, 1(4), 299-316. the actual perception. These communicating destination findings provide implications for characteristics to tourists. McCartney, G. (2008b). Does one destination management entities in culture all think the same? An understanding further both the References investigation of destination image residents and tourists, especially in perceptions from several origins. terms of understanding how the two Choi, S., & Cai, L. A. (2015). In Tourism Review, 63(4), 13-26. parties would perceive during the search of destination brand image: encounters. In doing so, destination Identifying favourable, strong, and Russell, J. A. (1980). A Circumplex managers could develop new unique destination brand model of affect. Journal of Personality marketing and promotional associations. Paper presented at the and Social Psychology, 39(6), 1161- strategies based on a better CAUTHE 2015: Rising Tides and Sea 1178. understanding of hosts’ and guests’ Changes: Adaptation and Innovation in perceptions so as to enhance tourist Tourism and Hospitality, Gold Coast, experience while visiting a Australia.
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Political animosity effect on cognitive and affective perception of Europe and on attitudes towards the Made in EU label—a comparative study between Italy and Poland
Alessandro De Nisco Università degli Studi Internazionali di Roma UNINT Italy
Magdalena Florek Poznan University of Business and Economics Poland
Abstract
long with the principal he current global the EU has provided the most objective of contributing to environment is characterized recent, clamorous indication that A the academic literature on T by, among others, major nationalism has brewed largely in animosity, country image and financial crises, such as the global reaction to the negative feeling that ethnocentrism, the aim of the study recession at the end of the previous an increasing portion of European is to provide a comparative point of decade and the more recent crisis of people have about the EU, and view on the attitudes towards Made the Eurozone, which has consequently Europe. in EU label between Polish and engendered political and economic Effects of tensions among countries Italian consumers. disputes that in turn affected the are expressed not only in the relationships between European political scene, but also in trade This study uses recent tensions nations and the spread of relationships, e.g. evaluation of occurring in the Euro area as the eurosceptic sentiments. The rise of Made in Europe products. The research setting and it develops and nationalism seems to be one of the academic literature in international tests a comprehensive research most visible consequences of the marketing provides reliable support model that investigates the effect of disputes across the Europe. In the to the notion that foreign political animosity towards Europe last few years, many European consumers’ anger toward a country on cognitive and affective image of countries have witnessed electoral that they perceive as hostile may Europe, on consumer gains for far-right and nationalist affect perceptions and intention to ethnocentrism, and, importantly, on parties (e.g., the Front National in buy products associated with it attitudes toward the “Made in France, the Finns Party in Finland, (Riefler and Diamantopoulos, Europe” label. The proposed model the Lega Nord in Italy, the Prawo i 2007). will be tested on a sample of Italian Sprawiedliwość in Poland) that and Polish respondents using a leverage the strong anti-European indings from this study are of PAPI survey based on a structured view of the populace. relevant practical interest both questionnaire. F from an international Moreover, the British referendum marketing perspective – since they that has delivered a vote for leaving might affect the strategies employed
PAGE 81 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018 for the promotion of the brand European and national from political or economic Europe – and from the point of governments need to understand practices. view of public policy – since the potential damage stemming
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From creative industries to the creative place brand - some reflections on city and regional branding in Poland
Sylwia Dudek-Mańkowska and Mirosław Grochowski University of Warsaw Poland
Abstract
oland has been experiencing a planning of its brand. These here is an increasing interest profound economic practices were recently developed in in the creative sector in P transformation for over a many cities and regions, trying to T Poland, but research on its dozen years. Regions change their adopt the creative place image. impact on the brand of the place is faces, some in a dramatic way. In still lacking. The paper presents the regions where metropolitan cities The number of research directions newest trends in development of the play a key role as engines for might be identified in the creative sector in different regions development, the transformation international studies on place of Poland. A typology of cities and was less dramatic. Part of the branding. Studies on American and regions as locations of specific process of economic transformation Western Europe city brands might branches of the creative sector is is the internationalization of the be found in the literature, much less proposed to point out how their use Polish economy and the necessity of interest is paid to research on cities creativity as asset for the place opening up to the world. In the era from Central and Eastern Europe. branding. The study showed of globalization local, regional and This gap in research should be examples of cities and regions that national economies must use undoubtedly filled in order to create the place brand based on the different incentives to become and broaden the knowledge of creative sector as well as cases of stay competitive. The creative sector mechanisms determining place units which completely overlook is a source of such incentives and brands, as units from Central and this asset. The cases of cities where plays a key role in stimulating Eastern Europe differ from those in there is no concentration of creative economic development processes. Northern America or Western entities and yet try to create a This sector can be also used in the Europe – not only when it comes to creative image will also be discussed. place branding process. The creative their identity, but also in terms of ambiance of a place can become an their marketing instruments and unique asset for the strategic capabilities.
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The complexity in place branding research and practice
Hong Fan and Kabelo Botlhe Dikobe Tsinghua University China
Abstract
his paper aims to explore the Thirdly, the practice of place its inherent interdisciplinary nature, complexity in place branding branding, in which who handles the place branding still lacks a clear and T research and practice by branding process, who are the main commonly accepted theoretical analyzing the notions of places and participants, and whether the local framework that would structure and distinguishing place branding from residents are engaged in, seem to be guide its practical application and place marketing and place sophisticated. The authors maintain fill the evident gap between existing promotion. The authors argue that, that local residents’ voices must be theory and practice.” first of all, since the word ‘place’ heard and the branding practice will embodies rich meanings and it win their hearts. The authors This research is based on the includes country, region, city, town, explore how in this globalized world interviews of 26 people and a village, etc., it seems impossible to what dictates the practice of place questionnaire survey of 135 people. conduct the research and practice of branding in order to reach that final The paper will present the major place branding by using a image communication to the target findings of the research. uniformed theory or a theoretical market. model. Nation/Country branding References differs from the branding of other Fourthly, place branding is ‘places’ as the former is affected by inseparable with communication. Hankinson, G. (2010). Place ideology and political system of the The selection of media and social branding: A cross-domain literature ‘place’. Village branding differs media, events, festivals, celebrities, review from a marketing from that of city and town, as it is etc., is also complicated. This is an perspective. In: Ashworth GJ, comparatively smaller and its important area that the authors Kavaratzis M (eds) Towards effective branding attributes are more exploited in bridging the gaps of the place brand management: branding focused. place branding construction and European cities and regions. cooperation (place making). In Edward Elgar, Cheltenham, pp 22- Secondly, branding is different from distinguishing place branding to 42 marketing. Places are dwelled with place marketing and place people, and they are mostly rooted promotion, the study explores the Skinner, H. (2008). The emergence with history and culture. They tone and intent of the message and development of place cannot be marketed as pure conveyed. marketing’s confused identity. J commodities. However, the Mark Manag 24(9/10):915-928 uniqueness and attractiveness can s repeatedly noted in the Warnaby, G. (2009). Towards a be communicated to the internal literature (e.g Skinner 2008; service-dominant place marketing and external audiences. A Warnaby 2009; Hankinson logic.Mark Theory 9(4):403-423 2010), “partly as a consequence of
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Towards structured city brand experience
Magdalena Florek Poznan University of Economics and Business Poland
Abstract
milansky (2009) argues that conceptualization, any time a modification of the approach experiential marketing can be provider intentionally manipulates proposed by Rossman & Schlatter, S implemented across all some aspect of an experience (e.g., (2015) the Author suggests that sectors, from financial services to setting, rules, equipment), it would People, Physical Setting, Objects fast moving consumer goods be considered a structured and Relationships are crucial (FMCG), from drinks to music, experience” (Duerden, Ward & elements for creating city brand from technology to leisure. Also Freeman, 2015, 603). What is experience that should be place brand experience attracts important for cities in this context is consequently developed into single more and more academics’ and that structured experiences are touchpoints or the groups of those. practitioners’ interest but still, it never an individual affair but rather The approach of Aaker (2013) to needs more elaboration and co-created (Rossman & Schlatter, enhancing brand experience is also structuring. The purpose of this 2015). discussed to present the managerial paper is to present the importance aspect of city brand experience. of the city brand experience in city lthough much of the branding and to propose a discussion in the literature xperiences are the take-away structured theoretical approach to A focus on extraordinary impressions that customers designing and managing the experiences that produce powerful E glean from the various clues experiences. emotional responses and long- (Carbone &Haeckel 1994). Since lasting memories which all brands brand experiences arise in a wide Based on the literature review the want to create and achieve (Arnould variety of settings, it is key for a city Author defines the structure of city & Price, 1993; LaSalle & Britton, brand to intentionally design and brand experience that allows to 2003), it is also important to manage some aspects of an design and manage thereof. strengthen and intensify the experience. This involves Structured experiences describe everyday experiences people have management of brand touchpoints both the objective, interactive with a city as residents or tourists, that should be identified (the encounters between participants which Carù & Cova (2003) find existed and potential ones), and provider manipulated also important as they occur as part evaluated, prioritized and balanced, frameworks, and the resulting of everyday life. Therefore it is and finally implemented in the subjective participant outcomes of crucial to structure and manage the coherent and consistent way. experiences (e.g. Duerden, Ward & city so-called brand touchpoints. Freeman, 2015). “According to this Based on literature review and the
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The practices of city brand performance evaluation - implications for the city brand effectiveness measurement system
Magdalena Florek Poznan University of Economics and Business Poland
Marta Herezniak University of Lodz
Poland
Anna Augustyn University of Bialystok Poland
Abstract
he empirical objective of the 34 face-to-face interviews and 31 important in city management, paper is the diagnosis of the telephone interviews (depending on oftentimes the lack of expertise, low T level of advancement of all the presence or the lack of city awareness of measurement methods the 66 Polish district cities in the brand strategy) with the and techniques as well as major area of brand strategy effectiveness representatives of Polish issues with intra-organizational measurement whereas its municipalities. In the final phase coordination necessary to create a exploratory objective is to develop (currently in progress), a framework comprehensive measurement system an universal framework for the of the effectiveness measurement are visible. The research showcased effectiveness measurement system system for the city brand strategy difficulties in the articulation of for the city brand strategy. will be developed. The paper focus both strategic and operational is on the research results obtained brand objectives (or absence The research process was divided in the third phase of this study that thereof) and in translating them into four phases. The first phase provides solid foundations for the into performance indicators. For comprised the analysis of available proposed measurement system. the vast majority of cities, the brand strategies of Polish cities. In measurement of the city brand the second phase the authors he research conducted in performance occurs ad hoc and conducted 12 interviews with Polish district cities does not have a systemic nature. international experts to verify the T demonstrate a genuine Moreover, city representatives theoretical assumptions based on interest and urgent need among the appear to overlook the ‘internal’ literature review regarding the representatives of district cities to aspect of the brand performance, potential and universal appropriately measure city brand and thus they tend to rely measurement framework. In the performance. Although the predominantly on external data third phase the authors carried out respondents perceive the brand as sources, ignoring the ones that are
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readily available within public rawing from the interviews More attention should also be administration units or among the conducted with city drawn within the framework to the key stakeholders. Despite the D representatives, it becomes internal perspective of brand growing willingness to measure evident that there is a pressing need performance as these are the citizens brand performance and the pressure to develop guidelines and and other internal stakeholders that from diverse stakeholders to do so, foundations of the brand are impacted by the city reputation the respondents (with few performance evaluation system that in the first place. exceptions) are in the dark when it diverse cities could benefit from. comes to the organization of the The dilemmas, limitations and he proposed system should measurement process. An challenges of effectiveness offer some organizational interesting observation is that the measurement identified during T solutions concerning the respondents’ relatively high both, theoretical analyses and coordination and management of awareness of the brand-related issues empirical studies have proven data collection and intra- and its influence on the city’s reality relevant to the problems that cities organizational communication. does not translate into their face. This applies in particular to Moreover, due to the financial understanding of what should be the absence of a comprehensive limitations, the proposed solutions measured to evaluate brand structure of indicators that should be budget-sensitive and show performance reliably. In practice, comprises short-, medium- and long- how certain propositions can be the process is often limited to the time perspectives on brand adapted to suit particular city brand simplest perception indexes that are performance, as well as to the strategies. Such an approach to the not linked to the specificity of the matter of stakeholder involvement measurement of the city brand city and its brand strategy. in designing and implementing the strategy effectiveness is likely to Considerable barriers to the measurement system. reflect the brand’s strategic development of a well-functioning importance while being politically measurement system were also To address these and other issues, realistic at the same time. identified and include in particular: the proposed measurement system the lack of knowledge or culture of should include a thorough review - o – measurement, conflicting political and a structure of indicators, interest, reluctance to involve categorized around themes and This research was financed by the internal stakeholders, insufficiency time-frames. It also should present National Science Centre, Poland, of funding, the complexity of the the list of possible data sources and research project brand itself or the unwillingness to stakeholder categories that could be no.2015/19/B/HS4/00380 show the (lack of) effectiveness of relevant to the measurement of "Towards the conceptual brand-related activities by local particular aspects of brand framework for the measurement of authorities. performance. Furthermore, a variety city brand strategy effectiveness. of measurement methods and Theoretical developments and techniques needs to be proposed for empirical insights from Polish particular groups of indicators. district cities".
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Branding, misbranding, and rebranding Thailand, past and present: International, interdisciplinary perspectives
Gerald Fry University of Minnesota US
Abstract
n 2017, Bangkok passed Smith (2012). Scholars and • “Amazing Thailand” (Kim and London and Paris as the world’s journalists from the West have Morgan, 2003) I most popular city destination often misrepresented the non- • “Kitchen of the world” (Talty, 2017). Tourist arrivals have Western world. Thus, relevant to (Sasinand, 2004) dramatically increased in recent this paper is the question: how • “Unequal Thailand” (Pasuk and years and decades, contributing to accurate is the external branding of Baker, 2017) Thailand having the world’s lowest Thailand? The two research • "Gateway to ASEAN" unemployment rate among major methods of this study are 1) case • "Exceptional Thailand" (internal countries (Economist, 2018, p. 80). study research (Yin and Campbell, Thai branding of itself) To develop a deeper understanding 2018) and 2) content analysis of Thailand’s growing international (Correai, et al., 2015; Krippendorf, his research shows how popularity, it is important to 2018). This is basically a case study Thailand is being branded in examine thoroughly how Thailand of Thailand and its branding over Tmany diverse ways, but has been branded as a place (de Blij, time. Diverse sources will be mined basically being presented as a truly 2008). That is the aim of this study, to see the different ways Thailand amazing and exceptional place to examine the evolution of has been branded over time which helps explains its dramatic Thailand’s branding looking at this including films/movies, novels and growth as a popular tourist phenomenon from literature, journalistic accounts, and destination. international/interdisciplinary scholarly works. perspectives. Key research questions References are: 1) What are the major sources hile this research is on- for the external branding of going, diverse brandings ALATAS, H. (1977). The myth of Thailand? 2) How is Thailand being W of Thailand have been the lazy native: a study of the image branded? 3) How does this external identified, many positive but some of the Malays, Filipinos and branding contrast with Thailand's negative, and there are important Javanese from the 16th to the 20th own branding of itself? differences between the Thai and century and its function in the external brandings. Among key ideology of colonial capitalism. The key conceptual framework branding discovered thus far: London, F. Cass. guiding this study is the “crisis of representation”. Leading scholars • “Absurd Thailand" (Germany, ALATAS, H. and R. HASSAN. who have articulated this 2018) (2005). Local and global: social perspective are: Alatas and Hassan • “Land of smiles” (Thailand, transformation in Southeast Asia: (2005), Said (1978, 2012), and 2010) essays in honour of Professor Syed
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Hussein Alatas. Leiden, Brill. Stokes Co Pub. Foreign Office Government Public http://public.eblib.com/choice/pu Relations Department. blicfullrecord.aspx?p=280660. MORGAN, S. (1996). Place matters: gendered geography in SMITH, L. T. (2012). Decolonizing CORREIA, A., GNOTH, J., Victorian women's travel books methodologies: Research and KOZAK, M., & FYALL, A. (2015). about Southeast Asia. New indigenous peoples. London, Zed Marketing places and spaces. Brunswick, N.J., Rutgers University Books. Bradford, Emerald Group Press. Publishing Limited. http://hdl.handle.net.ezp2.lib.umn. TALTY, A. (2017) Bangkok named http://ublic.eblib.com/choice/publ edu/2027/heb.04458. most popular city for international icfullrecord.aspx?p=2084934 tourists in 2017. Forbes, September PASUK P., & BAKER, C. J. eds. 26. DE BLIJ, H. (2009). The power of (2017). Unequal Thailand: Aspects https://www.forbes.com/sites/alexa place: geography, destiny, and of income, wealth, and power. ndratalty/2017/09/26/bangkok- globalization's rough landscape. Singapore, NUS Press. named-most-popular-city-for- Oxford, Oxford University Press. international-tourists-in- PIYADA P. & SUPATANA T. 2017/#1d8cf52425a2 ISARAPORN P. (2009). Depictions (2008). Thailand's nation branding: of Thailand in Australian and Thai A study of Thai nation-brand equity THAILAND. (2010). Thailand, writing: Reflections on the self and and capabilities. Marladalen land of smile and friendship. other. Unpublished doctoral University, Sweden. Bangkok, The Secretariat of the dissertation, University of Sydney. House of Representatives. SAID, E. W. (1979). Orientalism. KIM, M., & MORGAN, J. (2003). New York, Vintage Books. THE ECONOMIST. 2018. Amazing Thailand. Bangkok, Economic and financial indicators. Thailand, WorldClass. EDWARD SAID SYMPOSIUM: April 28-May 4, p. 80. LOCATIONS, READINGS, KRIPPENDORFF, K. (2018). LEGACIES, DÖRING, T., & YIN, R. K., & CAMPBELL, D. T. Content analysis: an introduction to STEIN, M . (2012). Edward Said's (2018). Case study research and its methodology. Los Angeles, Sage, translocations: essays in secular applications: Design and methods. 4th ed. criticism. New York, Routledge. Thousand Oaks, California, Sage Publications. LOTI, P., & BAINES, W. P. (1930). SASINAND J. ed. (2004). Thailand: Siam. New York, Frederick A. kitchen of the world. Bangkok,
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The wine sector in marketing communication of Polish regions
Jakub Gazda Poznan University of Economics and Business Poland
Abstract
he aim of this paper is to sector in Poland and its enhancing the image of particular present and analyze the new development potential. region. T way of the communication of local brands for the Polish Findings and key arguments Conclusions regions; through wine products and wine culture. The production and The change of alcohol consumption It can be concluded that the wine popularity of wine in Poland have in Poland has led to an increase of production in Poland finds itself in been growing dynamically in the last the wine share in general alcohol the experimental phase. However, years; they are used now for consumption in Poland. It resulted these regions that quickly noticed marketing purposes by the regions not only in a significant increase in the dormant potential of wine where the wine production is import, but also in the organic culture, are already associated with located. development of local producers. At this sector (e.g. Lubuskie region) this moment in Poland there are and they use these associations to Discussion is based on the content around 200 vineyards in operation strengthen the identity of their analysis of available marketing and which deliver wine to the market. regional brands. branding strategies (official They are also pioneers in wine documents prepared by Marshal culture, which became the center of - o - Offices and regional DMOs) along attention of regional marketers. The with the actual communication regions which produce wine started This research is a part of Erasmus + tools (e.g. websites, commercials, to invest in the development of this FOODBIZ Project: University and events etc) being used in relations to industry seeking out the crucial business learning for new regional wine sector. The analysis element which could distinguish employability paths in food and will be prepared for selected Polish their regional brands from the rest. gastronomy, 2017-1-IT02-KA203- regions which refer to wine as Some of them consciously started to 036782 regional product. Available data will include wine products in their be presented to describe the wine regions’ marketing communication
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Negative MWOM and value co-destruction for destinations
Alkmini Gkritzali University of Surrey UK
Eleni Mavragani International Hellenic University Greece
Dimitris Gritzalis Athens University of Economics & Business Greece
Abstract
his paper examines the about the destination which, when most eventful years of the Greek impact of microblogging shared with their followers, can lead financial crisis so far (Gkritzali et al., T word of mouth (MWOM) to significant value co-destruction 2017; Gkritzali, 2017). During this through Twitter on value co- within the online community. period, we look at the top five destruction for destinations facing Acknowledging the argument that Twitter influencers, according to sustained crises. The paper’s main consumers are more influenced by their klout scores, that are sharing aim is to explore the role of online negative WOM and MWOM stories about Athens (using the communities in value co-destruction (Chakravarty et al., 2010; Hennig- hashtag #Athens) and are a mix of – as both an individual and Thurau et al., 2015), we aim to news broadcasters and lifestyle interactive concept – in order to identify how lifestyle accounts and accounts. We use the method of contribute to current literature, news broadcasters on Twitter sentiment analysis to capture the which has mostly focused on how contribute to value co-destruction attitude and prevailing emotion of social media enable value co- for destinations in sustained crises the influencers (Dickinger, creation in tourism. Using the case as a result of the crisis they are Költringer, & Körbitz, 2011; of the Greek capital, Athens, we communicating and, that way, Godnov & Redek, 2016; Gkritzali, explore the extent to which Twitter amplifying the crisis itself and 2017) throughout the years after influencers, such as travel bloggers contributing to the decline of the study. In addition, we map the and news broadcasters, can, destination well-being. journey of the online narratives accidentally or intentionally, act as about Athens that are produced and value co-destroyers (Ple & e explore the case of disseminated by the Twitter Chumpitaz Caceres, 2010) for the Athens as a city influencers, through various destination under study. We argue W destination facing a retweets and retweeting accounts. that, as major influencers, lifestyle sustained financial crisis. Our This way, we capture the shared accounts and news broadcasters analysis focuses on three years from online value formation process disseminate negative narratives 2013 to 2015, which have been the between Twitter users, who are a
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mix of stakeholders, such as Dickinger, A., Költringer, C., & tourism: Case of Croatia. Annals of influencers, residents and visitors. Körbitz, W. (2011). Comparing Tourism Research, 58, 162–166. Viewing online value formation as a online destination image with collective process, we do not focus conventional image measurement- Hennig-Thurau, T., Wiertz, C. & on individual differences, but rather The case of Tallinn. In ENTER (pp. Feldhaus, F. (2015). Does Twitter explore the direction of value 165–177). matter? The impact of formation (co-creation or co- microblogging word of mouth on destruction) as well as the volume of Gkritzali, A., Gritzalis, D., & consumers’ adoption of new movies. online sharing throughout the three Stavrou, V. (2017). Is Xenios Zeus Journal of the Academy of Marketing years that lie in the heart of the Still Alive? Destination Image of Science, 43(3), 375-394. Greek financial crisis. Athens in the Years of Recession. Journal of Travel Research. Plé, L. and Chumpitaz Cáceres, R., References (2010). Not always co-creation: Gkritzali, A. (2017). Online introducing interactional co- Chakravarty, A., Liu, Y., & destination sentiment recovery destruction of value in service- Mazumdar, T. (2010). The during a sustained crisis. Annals of dominant logic. Journal of Services differential effects of online word- Tourism Research. Marketing, 24(6), 430-437. ofmouth and critics’ reviews on pre- release movie evaluations. Journal of Godnov, U., & Redek, T. (2016). Interactive Marketing, 24, 185-197. Application of text mining in
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Marketing the city: An examination of precinct marketing programs and retail resilience
Louise Grimmer University of Tasmania Australia
Abstract
etailing is an essential social, system’s equilibrium, without failing councils with responsibility for economic and cultural to perform its functions in a economic development, continue to R activity, and a strong retail sustainable way’ (Fernandes & manage and refine marketing sector makes a significant Chamusca, 2014, p. 2). The concept programs designed to promote contribution to local communities of ‘retail resilience’ has been applied shopping precincts as destinations and to local, state and national in recent years in town planning, offering an array of retail, service economies. Small, independent spatial and geographical studies of and hospitality options for shoppers retailers contribute to their local retail high streets, main streets and and visitors. communities by providing a variety town centre developments (e.g. of goods and services, employment Dobson, 2015; Barata-Salgueiro & iven the importance of opportunities, and an alternative to Erkip, 2014; Fernandes & small, independent retail the offerings from multinational Chamusca, 2014; Karrholm, G firms an understanding of corporations. However, increases in Nylund & Prieto de la Fuente, the factors contributing to firm the array and availability of 2014). This study aims to extend the performance and to the notion of products, with accompanying price notion of retail resilience by ‘resilience’ is critical. Marketing can transparency, the globalisation and examining the role of precinct be considered one such factor, and expanding dominance of large retail marketing programs in fostering this research focuses on the chains, tremendous growth in resilience for retailers operating objectives and impact of retail online sales, rapid advances in within the geographical boundaries precinct marketing programs in four communication and distribution of such marketing programs. city sites across the island state of technologies and turbulent Tasmania in Australia. The main economies all contribute to a he ability for individual objective of these marketing volatile and competitive retailers and for retail programs is essentially to provide environment for ‘traditional’ bricks T precincts (such as central retailers ‘free’ marketing through and mortar retailers, particularly business districts) to leverage various promotional campaigns, small retailers. resilience is particularly important, activation activities and other as ‘traditional’ bricks and mortar initiatives promoting the city centre. This study answers the call by Rao retailers operate in an increasingly To date there has been little and Summers (2016) for further challenging landscape as mentioned research conducted examining the research on resilience theory in the earlier. Indeed, in many countries, rationale, design and objectives of context of retailing. Retail resilience large and small retail firms are such programs and their impact on has been defined as ‘the ability of exiting the industry as high streets, retailers. This study is therefore different types of retailing at town centres and suburban being conducted in two stages; this different scales to adapt to changes, shopping districts report declining paper focuses on the findings from crises or shocks, that challenge the visitor numbers. In response, local stage one which involves interviews
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with representatives from local Dobson, J. 2015. Britiain’s town resilience and urban planning: councils and affiliated organisations centres: From resilience to Addressing the interdependence of responsible for marketing and/or transition. Journal of Urban urban retail areas. Cities, 36: 131- economic development for the CBD Regeneration and Renewal, 8(4): 347- 130. in each site. 355. Rao, F. & Summers, R.J. 2016. References Fernandes, J.R. & Chamusca, P. Planning for retail resilience: 2014. Urban policies, planning and Comparing Edmonton and Barata-Salgueiro, T. and Erkip, F. retail resilience. Cities, 36: 170-177. Portland. Cities, 58: 97-106. 2014. Retail planning and urban resilience: An introduction to the Karrholm, M., Nylund, K. & Prieto special issues. Cities, 36: 107-111. de la Fuente, P. 2014. Spatial
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Perceptions of intra-national exotic destinations in the Greater Bay Area
Cheong Hin Hong Institute for Tourism Studies Macao
Henrique Fátima Ngan Institute for Tourism Studies Macao
Ying Zhao Sun Yat-sen University China
Chung-En Yu Institute for Tourism Studies Macao
Jinpeng Liang Sun Yat-sen University China
Abstract
close examination at the 2004), such that tourists can gain expensive to visit than those in tourist destinations unfamiliar experiences from those foreign countries. A recommended by they have in their daily life. In the TripAdvisor and official tourist cases of Macao and Hong Kong, the he current study collected websites reveals many of the 11 colonial traces have been seen as a survey data from 396 Greater Bay Area (GBA) cities have major attraction for Chinese Tparticipants from mainland been left with historical western tourists (Arlt, 2006). However, other China and Macao in an attempt to architectures, whereas artificial GBA cities are less known to exploit understand their perceptions and foreign landmarks are found in the their exotic landmarks; even less is preferences towards Chinese and rest of the cities. The appeal of the knowledge of the effect of intra- western attractions in the 11 GBA exotic places has been explained by national exotic attractions, which cities. A subsequent eye-tracking the novelty-seeking theory are more convenient and less experiment was conducted with 40 (Crompton, 1979; Feng & Jang, of the participants to examine if
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their verbalized preferences align overnments of the GBA References with their visual patterns of the cities are therefore advised destinations. Preliminary analyses of G to further promote their Arlt, W. (2006). China's outbound both the survey and the experiment existing exotic landmarks and tourism. London: Routledge. suggest a much stronger preference develop them so that a natural towards exotic destinations than “circle” of exotic attractions can be Correia, A., Oom do Valle, P., & Chinese ones among both the developed in the GBA to attract and Moço, C. (2007). Why people travel mainland Chinese and Macao retain intra-national tourists. to exotic places. International Chinese populations. Many Theoretically, the current Journal of Culture, Tourism and respondents who preferred exotic investigation can add to the Hospitality Research, 1(1), 45-61. landmarks mentioned knowledge of novelty-seeking and “unfamiliarity” as a decisive factor novelty-avoiding behaviours, which Oppermann, M. (1996). for destination choices. hold that the right amount of Convention destination images: unfamiliarity is the key to travel analysis of association meeting motivation (Lee & Crompton, planners’ perceptions. Tourism 1992). Management, 17(3), 175-182.
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Not just the icing on the cake: Examining the role of creativity and innovation in place branding strategies
Andrew Hoyne https://hoyne.com.au/ Australia
Abstract
n today’s competitive climate, But what if it was the cake too? rom a global perspective, we creativity and innovation are Using a series of local and look at Berlin. The city's focus I crucial ingredients for international case studies, F is split between creative and communities, precincts, suburbs, showcasing place brands that have innovation-focused economic cities and countries to attract and championed creativity and activities. Berlin is already known retain talent. Creative industries, innovation, this talk will illustrate for its thriving arts community but including the arts, media, how these industries can become the city now also attracts innovators architecture and design, are an the engine rooms of urban in tech, IT and design fields, all economic powerhouse far greater regeneration and economic vitality. keen to set up shop. The talk will than people imagine. Nations that provide unique insights gleaned score better on the Global Creative he talk will look at from professional study tours to the Index have proven higher levels of Australia’s cultural capital of city coupled with ongoing dealings economic output as well as equality, T Melbourne and how it with Berlin Partner, Berlin’s official human development, happiness and supports its creative industries. It business development agency and wellbeing. As a result, the role of will also examine key Melbourne the body responsible for the city’s place branding and its ability to initiatives such as the Innovation marketing and image campaigns. It both inspire and reflect creativity District, an alliance between the will explain how Berlin is creating and innovation, has become more local government, RMIT and the networks, hubs and business forums vital than ever before. University of Melbourne, to create that encourage businesses to get more opportunities for knowledge together and explore collaborations This insightful and inspiring workers, students and innovative and increase prosperity. It will also presentation will explain how businesses. Melbourne is now reveal how the city strategically business typically looks at creativity ranked 25th among 500 in the provides opportunities for creative as an afterthought rather than a Innovation Cities index (2016- businesses to test the waters via driver of growth and understanding. 2017), making it one of the most funding co-working environments. It’s seen as the icing on the cake. innovative cities in the world.
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Understanding travel characteristics of Mainland Chinese casino tourists to Macao: Who are they?
In Mei Iao, Christina Institute for Tourism Studies Macao
Abstract
acao has experienced his article presents the World Heritage sites. Casinos, being significant changes in preliminary findings of a a landmark of Macao, are just one M economy and tourism T survey of 600 Mainland stop on their itinerary in Macao. development (e.g. visitor arrivals, Chinese casino tourists and Gambling is an activity that forms types of visitors) as a result of the gamblers, with the purpose of part of their wider visit to casinos. liberalization of its gaming industry, identifying the profile of these The result attempts to show that not the ease of travel restrictions for Mainland visitors to Macao, and every Mainland visitor who gambles Mainland Chinese travellers via the providing a better understanding in casinos produces the same travel introduction of the Individual Visit about this segment on their socio- and gambling behaviour. The Scheme policy, and the new demographic and trip-related leisure group of Mainland casino position as the World Centre of characteristics, through analysis of tourists are important to the travel Tourism and Leisure by integrating their travel purposes and place of market of Macao. the newly established attractions residence. It was long believed that and resorts. These incidents and casino gambling in Macao is a his information might factors may eventually lead to the prominent activity for Mainland provide a starting point for evolvement in the types and Chinese tourists. The results, T an evolutionary analysis of characteristics of visitors, the however, revealed that majority of Mainland Chinese casino tourists' emergence of new segments and them were leisure focused on the profile, and offer some insights to changes in the pattern of visitor trip to Macao. They spent a fairly destination marketers and casino attitudes and behaviours on the trip short time on casino gambling; they marketers when devising marketing to Macao. undertook many other non-gaming strategies, designing products, tourism activities like shopping and services and activities that meet the dining; they have also been needs of the clientele segments. sightseeing outdoors and visited
Full paper
ontemporary casino strategy in attracting visitors to a Macao became a Special gambling is developed into destination. Casino tourism has Administrative Region (SAR) of the C a commercial product and become a growing tourism market, People's Republic of China (PRC) exploited as a leisure and tourism particularly in places such as Macao. on December 20, 1999. Under the
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PRC's 'one country-two systems' in 2003 allows residents in major the dominant segment participating approach, casino gambling cities of China easier travel to in casino games in Macao. There remained legal in Macao, though it Macao on an individual and has been an increasing proportion is still illegal in the PRC (UNLV, independent basis as opposed to of casino gamblers who are married. 2015). Casino gambling has been travelling only on a business visa or They favour table games and their legal in Macao since 1847, under on group tours, which was the case primary motivation is monetary win, the rule of the Portuguese prior to the policy relaxation followed by excitement, which is a government, and since then (Macao Travel Talk, 2009; The recently recognized benefit. gambling has been the main Research Office of the Legislative Nevertheless, according to Visitor contributor to Macao's economy Council Secretariat, 2014). In 1999, Expenditure Surveys (2003-2017), (Gaming Inspection and the number of visitors totalled only about 3% to 6% of the Coordination Bureau, 2012). The approximately 7.5 million. Total interviewed Mainland Chinese policy of gaming liberalisation in visitor arrivals reached over 30 visitors stated gambling as their 2002 introduced competition in the million between 2014 and 2017 main purpose for visiting Macao industry and consolidated Macao's (Table 2) (Statistics and Census (Statistics and Census Service of position and image as a gaming Service of Macau, 2018), of which Macau, 2018). One possible centre in the region (Government more than 66% were from explanation is that respondents Information Bureau of Macao, Mainland China. In addition, the attempted to provide social 2014). Before the transfer of number of Mainland visitors desirable responses and avoid sovereignty of Macao to the PRC, travelling to Macao under the IVS stating their gambling purpose the maximum annual gross revenue increased from 608,400 in 2003 to publicly. However, it is also likely of the casino gaming industry was 10,615,471 in 2017 (47.8% of the that they were revealing the truth, 17.78 billion patacas (US$2.28 total Mainland visitors) (Statistics which implies a high proportion of billion). The gross revenue then rose and Census Service of Macau, Mainlanders were travelling to to 108.77 billion patacas (US$13.94 2018). Macao for tourism activities other billion) in 2008 and 360.75 billion than gambling. patacas (US$46.25 billion) in 2013. ith the expansion of After over a decade of remarkable Macao's gaming industry Macao, positioned as a World growth, however, casino business in W over the past decades, Tourism and Leisure Centre to Macao has been hit by a high-profile casino gambling is believed to be a foster economic diversification and government crackdown on prominent activity for most tourists sustainable tourism development corruption and conspicuous in Macao, especially Mainland (Policy Address, 2011, 2012) and to spending in China (BBC News, Chinese tourists, who are claimed strengthen the steady development 2015). A decline in gaming has been betting large sums of money inside a of the gaming industry, has built up recorded with a visible drop in casino, being a high risk-taker and a a world class tourism industry and monthly casino revenues (BBC high roller, and having a fantasy of diversified its tourism products with News, 2014) between June 2014 winning quick wealth (Biers, 2001; a wide selection of hotels, resorts, and July 2016 (Gaming Inspection University of Macau, 2008; Cullen, restaurants, MICE facilities, and Coordination Bureau, 2018). 2000; Ye, 2009; Zeng and Forrest, entertainment establishments and Despite the recent decrease in 2009; Access Asia Limited, 2002; casinos. The city continues to attract casino revenues, gaming by itself is Ozorio and Fong, 2004; Vong, gamblers and tourists from all over still the largest source of direct tax 2007). Despite the lack of official the world to enjoy the exotic in Macao and gaming-related statistics that describe casino excitement in casinos and to tourism remains a mainstay of the gamblers in Macao, their profiles experience the quality tourism economy in Macao (Table 1) have been the core of several facilities and services during their (Government Information Bureau research studies (Moreira, 2006; leisure vacation in Macao. of Macao, 2014). Vong, 2006; Wan, 2011) conducted across a number of years (2003, acao has experienced In terms of inbound arrivals, 2004, 2005 & 2010). Based on their significant changes in travellers and gamblers from results, visitors who are male, economy and tourism Mainland China have been in a relatively young, from Mainland M development as a result of rapid growth rate in the past China, earn a monthly salary of government policies alteration decade. The introduction of the MOP1,000 to MOP15,000 and Individual Visit Scheme (IVS) policy have a high school education, are and new casinos, hotels and resorts establishment.
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Table 1 Gaming statistics in Macao (2004-2016)
Year Gross Gaming Direct Gaming Gross Revenues of Share of Direct Gaming Receipts(a) Taxes(b) Games of Fortune(a) Taxes in Total Tax Revenues(b) 2004 43.5 14.7 41.4 76.2% 2005 47.1 16.6 46.1 84.7% 2006 57.5 19.8 56.6 85.6% 2007 83.8 29.3 83.0 83.6% 2008 109.8 39.6 108.8 88.2% 2009 120.4 41.9 119.4 89.7% 2010 189.6 65.0 188.3 91.5% 2011 269.1 94.1 267.9 92.5% 2012 305.2 107.0 304.1 91.5% 2013 361.9 126.7 360.8 91.9% 2014 352.7 128.9 351.5 91.0% 2015 231.8 84.4 230.8 86.5% 2016 224.1 79.5 223.2 85.9%
Note: Figures are represented in MOP billion (1.03MOP=1HKD=7.8USD). Source (a): Gaming Inspection and Coordination Bureau, Gaming Statistics (2018); Source (b): Monetary Authority of Macao, Annual Reports (2016).
Table 2 Top three visitor arrivals to Macao (1999-2017)
Year Total number Visitors from Visitors from Visitors from Visitors from of visitors Mainland Mainland China Hong Kong Taiwan, China China Under the IVS 1999 7,443.9 1,645.2 - 4,229.8 984.8 2003 11,887.9 5,742.0 608.4 4,623.2 1,022.8 2004 16,672.6 9,529.7 3,518.8 5,051.1 1,286.9 2005 18,711.2 10,463.0 5,331.4 5,614.9 1,482.5 2006 21,998.1 11,985.6 5,905.5 6,940.7 1,437.8 2007 26,993.0 14,866.4 7,165.2 8,174.1 1,444.1 2008 22,907.7 11,595.1 6,586.4 7,009.2 1,315.8 2009 21,752.8 10,989.5 4,809.9 6,727.8 1,292.6 2010 24,965.4 13,229.1 5,486.2 7,466.1 1,292.7 2011 28,002.3 16,162.7 6,588.7 7,582.9 1,215.2 2012 28,082.3 16,902.5 7,131.9 7,081.2 1,072.1 2013 29,324.8 18,632.2 8,059.6 6,766.0 1,001.2 2014 31,525.6 21,252.4 9,566.4 6,426.6 953.8 2015 30,714.6 20,410.6 9,519.3 6,534.5 988.1 2016 30,950.3 20,454.1 9,579.4 6,419.8 1,074.5 2017 32,610.5 22,196.2 10,615.5 6,165.1 1,060.1
Note: Figures are represented in ’000. Source: Statistics and Census Service of Macau, Tourism Statistics (2018).
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Table 3 Survey sites
Area Where Survey Took Place Frequency Percent
Macao-China Border Gate 100 16.7 Macao-HK Ferry Terminal 100 16.7 Macao Airport (Landside) 100 16.7 Casinos and Hotels 180 30.0 Attraction sites near city centre of Macao 120 20.0 TOTAL 600 100.0
hese incidents and factors street-intercept survey approach was (v) Beijing Wangfu, formerly known may eventually lead to the adopted and structured interviewer- as New Century, Altira; (vi) Ponte T evolvement in the types and administered questionnaire was 16. The selected casinos and hotels characteristics of visitors, the used in data collection. Every fifth were indicated representatives in emergence of new segments and of potential respondents were geographical locations and gambling changes in the pattern of visitor chosen and approached to minimize concessionaires. Moreover, they attitudes and behaviours on the trip the biases of selecting respondents were comparatively more famous in to Macao. The characteristics of based on interviewer's own Macao and with a high traffic of casino gamblers also seem to have preferences. The survey people. A fair distribution of changed across different points in questionnaire consisted of sections respondent quota was maintained time. Differences between gamblers that asked about the respondents' for each spot. Distribution of survey and non-gamblers are usually travel characteristics, gambling locations is shown in Table 3. 2966 examined. Yet, it is believed that motivations and behaviours, and attempts have been made to collect there might be substantial diversity their demographics. The 600 responses from target subjects and constradistinct features among questionnaire was pilot tested on a (1/5 response rate) who were deem the visitors who gamble. Therefore, sample of 30 respondents between qualified and included in the study this study adds some knowledge by May 1 and May 6, 2012. Data for data analysis. identifying the profile of Mainland collection schedule was spread casino players, and provides a better across nine months (between June o comply with ethical understanding about this segment 2012 and February 2013), including considerations, surveyors on their socio-demographic and trip- both weekdays and weekends as well T were recruited, trained and related and gambling characteristics, as non-holidays and holiday seasons supervised. During the fieldwork, which offers some insights to to avoid data being heavily skewed interviewers presented the destination marketers and casino towards particular days. respondents with an introductory marketers when devising marketing letter clarifying the nature of the strategies, designing products, The survey locations included: exit research, the purpose of the study, services and activities that meet the points of the Macao-China Border and the principle of voluntary needs of the clientele segments to Gate, Macao-Hong Kong Ferry participation. The survey would improve the competitiveness and Terminal and Macao International start only after obtaining consent success of the tourism destination. Airport; casinos and hotels; and from respondents. They were made major tourist attraction sites in aware that there are no right or METHODOLOGY Macao (the Ruins of St. Paul's and wrong answers to any questions, the Leal Senado Square). Casino they may withdraw from the ainland visitors who met hotels selected for the survey interview at any point of time, and the legal age requirement included: (i) Lisboa, Grand Lisboa; that all answers would remain M of entering casinos and (ii) Starworld, Royal Arc, MGM anonymous and confidential. had participated in casino games on Grand, Wynn; (iii) President, the current trip to Macao were Grand Emperor, Sintra; (iv) FINDINGS target respondents of the study. A Venetian, City of Dreams, Galaxy;
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Table 4 Demographic profile of sample
Demographics % (Frequency) Demographics % (Frequency)
(2) Residence Gender Male 63.2% (379) Guangdong p 42.7% (256)
Female 36.8% (221) Shanghai m 11.8% (71)
Total 100% (600) Fujian p 9.2% (55)
(1) Age 18-29 28.0% (168) Beijing m 5.5% (33)
30-39 42.7% (256) Hunan p 4.2% (25)
40-49 24.2% (145) Sichuan p 3.8% (23)
50-64 4.8% (29) Zhejiang p 3.8% (23)
65 or above 0.2% (1) Guangxi Zhuang AR 2.5% (15)
Missing value 0.2% (1) Hubei p 2.2% (13)
Total 100% (600) Shandong p 1.5% (9)
Martial status Single 37.5% (225) Chongqing m 1.3% (8)
Married 60.8% (365) Jiangsu p 1.3% (8)
Divorced/ separated 1.7% (10) Henan p 1.2% (7)
Total 100% (600) Yunnan p 1.2% (7)
Education level Primary or below 6.5% (39) Jilin p 1.2% (7)
Form 3 graduate 22.5% (135) Tianjin m 1.0% (6)
High school 33.0% (198) Hebei p 1.0% (6)
Diploma 17.2% (103) Hainan p 1.0% (6)
University or above 20.8% (125) Shanxi p 0.8% (5)
Total 100% (600) Liaoning p 0.8% (5)
Occupation Self-employed 17.3% (104) Guizhou p 0.7% (4)
Service/ Sales worker 16.7% (100) Jiangxi p 0.5% (3)
Clerk 14.7% (88) Xinjiang Uighur AR 0.3% (2)
Professional 11.7% (70) Inner Mongolia AR 0.2% (1)
Senior manager/ Executive 9.5% (57) Heilongjiang p 0.2% (1)
Student 5.5% (33) Anhui p 0.2% (1)
Craftsman/ Factory worker
5.0% (30) Total 100% (600)
Mechanical worker/ Driver 4.0% (24) Monthly income (RMB) <1,000 2.0% (12)
Housewife 4.0% (24) 1,001-3,000 16.7% (100)
Government/Military/ Civil servant
3.8% (23) 3,001-5,000 16.8% (101)
Unemployed 2.3% (14) 5,001-8,000 15.2% (91)
Fisherman/ Farmer 0.8% (5) 8,001-12,000 16.5% (99)
Retired 0.3% (2) 12,001-16,000 10.5% (63)
Others 4.2% (25) 16,001-20,000 4.7% (28)
Missing value 0.2% (1) >20,000 13.7% (82)
Total 100% (600) Missing value 4.0% (24)
Note: (1) Age: the minimum age of casino entrance raised to 21 years old since Nov 1, 2012, the first age range then became 21-29; (2) Residence: p=province, m=municipality, AR=autonomous region.
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Table 5 Travel characteristics of sample
Travel % (Frequency) Travel % (Frequency) characteristics characteristics
Times First-timers 43.3% (260) No. of 0 15.0% (90) of visitation travel partners
Repeaters 56.7% (340) 1 40.0% (240)
Total 100% (600) 2 19.0% (114)
Length of stay £1 day 30.5% (183) 3 13.3% (80)
2 days 38.5% (231) ≥4 12.7% (76)
3 days 15.6% (94) Total 100% (600)
4 days 6.3% (38) Travel purpose Vacation 59.7% (358)
5 days 5.5% (33) Shopping 15.2% (91)
³6 days 3.5% (21) Gambling 11.0% (66)
Total 100% (600) VFR 6.5% (39)
M=2.25days Business 4.3% (26) SD=1.62
Trip Package tour 14.0% (84) Cuisine 0.8% (5) arrangement
(4) IVS 86.0% (516) Others 2.5% (15) Total 100% (600) Total 100% (600)
(3) Casino games Yes 72.1% (227) No 27.9% (88)
Total 100% (315)
Note: (3) % is based on responses from 315 repeat visitors who travelled to Macao in the past 12 months at the time of the survey. (4) 'Other travel purpose' category includes shows, concerts or events; wedding photography; training course; transit/stopover etc.
he majority of respondents professionals (11.7%), clerical in casinos in Macao on their were male (63.2%), young workers (14.7%), services/sales previous trip(s). 69.5% of T adults aged 18-39 (70.7%), workers (16.7%) and self-employed respondents were overnight visitors married (60.8%), earned a monthly (17.3%) shared a fair proportion. in which 38.5% stayed for a income between RMB1,001 and The socio-demographic information maximum of two days, implying one RMB16,000 (75.7%) and from is shown in Table 4. night was spent in Macao, while Guangdong province (42.7%). A 21.9% spent 3 to 4 days in Macao. close to fair distribution was seen in Travel Characteristics of Sample On average, the respondents spent the education level of respondents 2.25 days visiting Macao. 40% were who were high school graduates lightly more than half of the accompanied with one partner (33.0%), form 3 graduates (22.5%), 600 respondents (56.7%) were while 15% visited Macao alone. holding a university degree or above S repeat visitors, among whom Almost two-thirds (59.7%) visited (20.8%) and holding a diploma 315 visited Macao for an average of Macao for leisure vacation and (17.2%). Respondents who were 2.77 times in the last 12 months at 11.0% for gambling though all senior managers/executives (9.5%), the time of the survey and almost respondents gambled on the current three-quarters (72.1%) had gambled
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Table 6 Travel characteristics of respondents by gaming and non-gaming purposes
Travel characteristics Non-gaming (n=534) Gaming (n=66) % (Frequency) % (Frequency)
Times of visitation First-timers 47.0% (251) 13.6% (9)
Repeaters 53.0% (283) 86.4% (57)
Total 100% (534) 100% (66)
Length of stay Same-day (£1 day) 29.0% (155) 42.4% (28)
Overnight (>1 day) 71.0% (379) 57.6% (38)
Total 100% (534) 100% (66)
No. of travel partners 0 10.5% (56) 51.5% (34)
1 41.6% (222) 27.3% (18)
2 20.0% (107) 10.6% (7)
3 14.6% (78) 3.0% (2)
≥4 13.3% (71) 7.6% (5)
Total 100% (534) 100% (66)
Trip arrangement Package tour 15.7% (84) 0
IVS 84.3% (450) 100% (66)
Total 100% (534) 100% (66)
Total travel budget M=HK$13,562 M=HK$72,339
SD=19,504 SD=126,848
Median=HK$7,453 Median=HK$20,000
Mode=HK$3,000 Mode=HK$10,000
Time spent on gambling M=2.33hours M=8.05hours
SD=1.43 SD=6.42
Total bet amount M=HK$5,954 M=HK$49,677
SD=30,391 SD=88,961
Median=HK$1,236 Median=HK$10,000
Mode=HK$1,000 Mode=HK$3,000
Residence Guangdong 43.1% (230) 39.4% (26)
Non-Guangdong 56.9% (304) 60.6% (40)
Total 100% (534) 100% (66)
trip. The majority (86.0%) of respondents were randomly chosen travellers who are more free and Mainland visitors travelled to Macao at various selected spots using a flexible on their trip. In this case, via the IVS, the number was a lot street-intercept interview approach. independent travellers were more higher than the official figures Tour groups usually travel directly likely to be picked in the survey. published by the Statistics and by coach from spot to spot; it is The travel characteristics of the Census Service of Macau (2014) more difficult to stop them on the sample are displayed in Table 5. with around 42-43% of Mainland street and conduct interviews with travellers to Macao under the them. In addition, they usually Travel Behaviour of Respondents by Scheme in 2012 and 2013. This travel in a group and their time Travel Purpose could possibly be explained by the spent on sightseeing is limited and survey methodology. Subject scheduled, unlike the independent
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Table 7 Activities undertaken by respondents based on gaming and non-gaming purposes
(5) Activities Non-gaming Rank Gaming Rank (6) (7) (n=534) (n=66)
Shopping 87.5% 1 45.5% 2
Dining at restaurants/ sampling local cuisine 81.5% 2 53.0% 1
Visiting World Heritage attractions 48.1% 3 4.5% 8
Exploring around international branded hotels 30.1% 4 22.7% 3
Sightseeing (visiting beaches, famous attractions) 28.3% 5 6.1% 6
Visiting friends/ relatives 15.2% 6 6.1% 6
Visiting museums 9.0% 7 1.5% 10
Going to a bar/ nightclub or experience local nightlife 6.9% 8 12.1% 4
Spa, sauna or massage 5.4% 9 12.1% 4
Watching a concert/ show/ musical performance 4.5% 10 3.0% 9
Business (participating in conference, meeting) 3.7% 11 -- --
Participating in physically challenging activities e.g. sky jump 2.4% 12 1.5% 10
Visiting/Watching art, cultural, historical festival/fair/exhibition 1.3% 13 1.5% 10
Note: (5) 'Gambling' was excluded from the list since all respondents had gambled on the current trip to Macao. (6) Survey respondents could multi-select alternatives for this question, hence, the total responses (2,265) collected is higher than the total number of respondents (534). Therefore, the percentages add-up in this case is more than 100% due to multiple responses. To be read: 87.5% of non-gaming purpose visitors have done shopping on this trip. (7) Survey respondents could multi-select alternatives for this question, hence, the total responses (178) collected is higher than the total number of respondents (66). Therefore, the percentages add-up in this case is more than 100% due to multiple responses. To be read: 53% of gaming purpose visitors selected dining at restaurants as an activity undertaken on this trip.
Travel purpose plays an important international tourist destination stayed overnight (length of stay was role in market segmentation. Prior with a wide selection of hotels, marked as more than one day) for research (Oh and Jeong, 2004; resorts, restaurants, MICE facilities an in-depth exploration and Howell, Moreo and DeMicco, 1993; and casinos. Hence, it is meaningful experience of Macao while less than McCleary, Weaver and Lan, 1994; to segment respondents based on one-third (29%) were same-day Cai, Lehto and O'Leary, 2001; Hsu primary purpose for travelling to visitors (length of stay was shown as and Kang, 2007) suggested and Macao in order to analyze their one day or shorter). When analyzing supported that differences in travel travel behaviour and to grasp a the group of visitors (n=66) who activities, behaviour and better understanding and primarily aimed for gaming on their involvement are displayed based on clarification of the types of trip to Macao, almost an equal trip purpose. It was revealed in the Mainland leisure gambling visitors. number chose to stay overnight current study that only 11% of (57.6%) or paid only a same day respondents travelled to Macao for When analyzing the non-gaming visit to Macao (42.4%) (Table 6). gaming purpose, that is, 89% visited purpose visitors as one group, a Moreover, all of them travelled to Macao for non-gaming purposes similar proportion of them were Macao via the IVS scheme and such as vacation (59.7%), shopping first-time (47.0%) and repeat visitors slightly more than half of them (15.2%), and VFR (6.5%) (Table 5) (53.0%). Nevertheless, most of the (51.5%) travelled alone. The despite the fact that all respondents visitors (86.4%) who travelled to median amount budgeted for the had gambled on the current trip. It Macao primarily for gaming have trip among the non-gaming purpose implies that there might be been to Macao on past trips; only visitors was about HK$7,450 while substantial diversity even within all 13.6% of them stated it was the first that for the gaming purpose group the gambling visitors. In addition, time they visited Macao. A majority was HK$20,000 who actually spent Macao has developed into a quality of the non-gaming group (71%) the most time in casinos with a
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Table 8 Reasons of playing casino games by gaming and non-gaming purposes
Reasons Non-gaming Rank Gaming Rank (n=534) (n=66) % (Frequency) % (Frequency) Seek exposure/ experience/ widen horizon 22.5% (120) 1 3.0% (2) 6
Must-visit site 16.1% (86) 2 10.6% (7) 4
Social influence 15.5% (83) 3 3.0% (2) 6
Entertainment 15.4% (82) 4 15.2% (10) 3
Pass by casinos 5.8% (31) 5 3.0% (2) 6
Financial gain 4.3% (23) 6 18.2% (12) 2
Test luck 4.3% (23) 6 10.6% (7) 4
Like gambling 3.6% (19) 8 25.8% (17) 1
Pass time 3.4% (18) 9 3.0% (2) 6
Travel group arrangement 3.0% (16) 10 (0) --
Relaxation 3.0% (16) 10 3.0% (2) 6
Excitement 0.9% (5) 12 3.0% (2) 6
Illegalization on Mainland 0.9% (5) 12 (0) --
Fortune starts in CNY 0.6% (3) 14 1.5% (1) 12
Lack of other tourism activities 0.6% (3) 14 (0) --
Ad hoc decision 0.2% (1) 16 (0) --
Total 100% (534) 100% (66)
mean value of 8 hours and a were more likely to select outdoor (15.4%). They visited casinos as a median bet amount of HK$10,000. sightseeing activities like attraction well-known attraction and to Respondents travelling for non- sites and world heritage sites and experience the activity for gaming purpose spent an average of museums to explore and enhance themselves through participation. about 2 hours on gambling, with a their knowledge about Macao from Nevertheless, among respondents median bet amount of HK$1,236. cultural perspectives. This group who travelled to Macao primarily was spending a relatively longer for gaming purpose, nearly half of Referring to Table 7, it is observed holiday in Macao. them (44.0%) cited "they personally that the activities undertaken by like gambling activity" and "they aim gaming visitors were mainly Table 8 shows that the four most for financial rewards" as the two concentrated around casino hotels commonly mentioned reasons for most important reasons. which provided a one-stop service gambling (by more than two-thirds Interestingly, they also expressed and experience for their guests. For of non-gaming respondents) were: similar reasons as the non-gaming example, shopping, dining, (1) to widen their horizons, seek group, which were "casino gambling gambling, going to a bar and spa are exposure through visiting casinos is considered an entertainment" and available and conveniently and playing the games and enhance "casinos are a must-visit site in the accessible indoors when casinos are their knowledge and experience trip to Macao", in the third and situated in integrated entertainment (22.5%); (2) casinos are a must-visit fourth place respectively. This group resorts. It is not deemed necessary attraction site when they travel to of respondents personally like and for casino gamblers to spend much Macao (16.1%); (3) participation in show intense interest in gambling, time exploring Macao if they are casino games is recommended by therefore, they regularly visit Macao able to accomplish their travel friends, relatives or other people and its casinos, as reflected in the purpose at one stop in a casino (15.5%); (4) playing casino games is high repeat visitation. hotel. However, non-gaming visitors considered an entertaining activity
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Table 9 Demographic profile of Guangdong and non-Guangdong respondents
Demographics Guangdong (n=256) Non-Guangdong (n=344) % (Frequency) % (Frequency)
Gender Male 64.5% (165) 62.2% (214)
Female 35.5% (91) 37.8% (130)
Total 100% (256) 100% (344)
(8) Age 18-29 34.8% (89) 23.0% (79) 30-39 44.1% (113) 41.6% (143)
40-49 18.8% (48) 28.2% (97)
50-64 2.3% (6) 6.7% (23)
65 or above 0 0.3% (1)
Missing value 0 0.2% (1)
Total 100% (256) 100% (344)
Martial status Single 44.5% (114) 32.3% (111)
Married 54.3% (139) 65.7% (226)
Divorced/ separated 1.2% (3) 2.0% (7)
Total 100% (256) 100% (344)
Education level Primary or below 4.7% (12) 7.8% (27)
Form 3 graduate 27.0% (69) 19.2% (66)
High school 38.7% (99) 28.8% (99)
Diploma 17.2% (44) 17.2% (59)
University or above 12.5% (32) 27.0% (93)
Total 100% (256) 100% (344)
Monthly income (RMB) <1,000 2.7% (7) 1.5% (5)
1,001-3,000 24.2% (62) 11.0% (38)
3,001-5,000 21.5% (55) 13.4% (46)
5,001-8,000 15.2% (39) 15.1% (52)
8,001-12,000 13.3% (34) 18.9% (65)
12,001-16,000 6.6% (17) 13.4% (46)
16,001-20,000 3.9% (10) 5.2% (18)
>20,000 10.9% (28) 15.7% (54)
Missing value 1.6% (4) 5.8% (20)
Total 100% (256) 100% (344)
Note: (8) Age: the minimum age of casino entrance raised to 21 years old since Nov 1, 2012, the first age range then became 21-29.
Travel Behaviour of Respondents while travellers from other travel arrangements and frequency from Guangdong and Non- provinces/cities in Mainland China of travel to Macao, it is worth to Guangdong Provinces such as Shanghai, Beijing, Fujian describe the travel and gambling may travel by air to Macao. In the behaviour between these two groups Guangdong is a province on the study, a fair proportion of the of Mainland visitors. South China Sea coast of the PRC. sample were from Guangdong It borders Hong Kong and Macao province (42.7%) and other Visitors from Guangdong province SARs to the south. The short provinces/cities (57.3%). Due to were of a younger age composition, distance promotes convenient travel differences in travel distance, ease of almost 80% of them aged 18-39, from cities in Guangdong to Macao while only about 65% of non- PAGE 107 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
Table 10 Travel characteristics between Guangdong and Non-Guangdong respondents
Travel characteristics Guangdong (n=256) Non-Guangdong (n=344) % (Frequency) % (Frequency) Times of visitation First-timers 32.4% (83) 51.5% (177) Repeaters 67.6% (173) 48.5% (167) Total 100% (256) 100% (344) Travel purpose Vacation 51.2% (131) 66.0% (227) Shopping 21.1% (54) 10.8% (37) Gambling 10.2% (26) 11.6% (40) VFR 7.8% (20) 5.5% (19) Business 5.9% (15) 3.2% (11) Cuisine 0.8% (2) 0.9% (3) (9) Others 3.1% (8) 2.0% (7) Total 100% (256) 100% (344) Length of stay Same-day (£1 day) 48.4% (124) 17.2% (59) Overnight (>1 day) 51.6% (132) 82.8% (285) Total 100% (256) 100% (344) M=1.72days M=2.65days SD=1.36 SD=1.68 No. of travel partners 0 19.5% (50) 11.6% (40) 1 37.5% (96) 41.9% (144) 2 19.1% (49) 18.9% (65) 3 10.9% (28) 15.1% (52) ≥4 12.9% (33) 12.5% (43) Total 100% (256) 100% (344) (10) Tourism activities Shopping 82.4% 83.1% Dining at restaurants/sampling local cuisine 75.80% 80.20% Visiting World Heritage attractions 39.80% 45.90% Exploring around international branded hotels 19.50% 36.60% Sightseeing 20.30% 29.90% Visiting friends/ relatives 17.60% 11.60% Visiting museums 4.30% 11.00% Experiencing local nightlife 2.70% 11.00% Spa, sauna or massage 1.60% 9.60% Watching a concert or show 2.70% 5.50% Business 3.90% 2.90% Participating in physically challenging activities e.g. sky jump 2.30% 2.30% Visiting/Watching art, cultural, historical festival/fair/exhibition 1.20% 1.50% Trip arrangement Package tour 9.8% (25) 17.2% (59) IVS 90.2% (231) 82.8% (285) Total 100% (256) 100% (344) Time spent on gambling M=2.58 hours M=3.25 hours SD=1.73 SD=3.77 Travel budget M=HK$10,447 M=HK$27,145 SD=16,629 SD=62,406 Median=HK$5,000 Median=HK$10,000 Mode=HK$3,000 Mode=HK$10,000 Total bet amount M=HK$3,623 M=HK$15,782 SD=10,036 SD=55,396 Median=HK$1,227 Median=HK$2,000 Mode=HK$500 Mode=HK$1,000
Note: (9) 'Other travel purpose' category includes shows, concerts or events; wedding photography; training course; transit/stopover etc. (10) 'Gambling' is excluded from the list since all respondents had gambled on the current trip to Macao; and survey respondents can multi-select alternatives for this question.
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Guangdong visitors belonged to the museums (N:11.0% Vs. G:4.3%), resorts, restaurants, MICE and same age cohort. In terms of marital went for a spa/sauna/massage entertainment/shopping facilities status, a majority of non- (N:9.6% Vs. G:1.6%) and and casinos. Tourists can shop, Guangdong visitors were married experienced nightlife at a bar dine, watch shows/concerts/movies, (1N:65.7% Vs. G:54.3%). More (N:11.0% Vs. G:2.7%). Visitors or undertake spa treatment that Guangdong visitors attained high from Guangdong prepared an cultivate a leisure travel experience school or form three education level average travel budget of HK$10,447 during their stay in Macao. (G:65.7% Vs. N:48%) whereas a but those from other relatively higher percentage of non- provinces/cities prepared a relatively It should be noted that though all Guangdong visitors received a higher trip budget (HK$27,145 on Mainland respondents had gambled bachelor degree or an even higher average). Guangdong casino players on the current trip, a relatively high education level (N:27% Vs. spent 2.6 hours on gambling and proportion claimed a non-gaming G:12.5%). Comparatively more bet on average HK$3,623 while trip purpose. This could possibly be Guangdong visitors were earning non-Guangdong respondents spent explained by the survey RMB 1,001-5,000 (G:45.7% Vs. 3.3 hours on average on gambling methodology that subject N:24.4%) while more non- and their total bet value was almost respondents were randomly chosen Guangdong visitors were making a 4 times (HK$15,782) that of their at various selected sites, including monthly personal income of RMB Guangdong counterparts. exit points, attraction sites, or 8,001 or above (N:53.2% Vs. nearby casinos using a street- G:34.7%) (Table 9). DISCUSSION intercept interview approach, the chance of picking particularly VIP eferring to Table 10, more Contemporary casino gambling is gamblers would be largely reduced. than two-thirds (67.6%) of developed into a commercial Another reason could be that R visitors from Guangdong product and exploited as a leisure respondents may feel shame or province, with a close proximity to and tourism strategy in attracting avoid socially undesirable responses Macao, were repeat visitors while visitors to a destination. It has been by not publicly stated gaming as slightly over half of visitors (51.5%) the dominant activity that attracts their travel purpose. Other from provinces/cities other than gamblers and tourists to Macao. possibility could be attributed to Guangdong were visiting Macao for However, the study revealed that all suspicion held by the respondents the first time. Almost all (90.2%) of respondents had gambled on the who may doubt and worry that it Guangdong visitors travelled to current trip though, gaming was not was the governing authorities who Macao via the IVS but about 20% the primary travel purpose to Macao were scrutinising their gambling of non-Guangdong visitors travelled for most respondents. In fact, 89% behaviour, therefore, they on a package tour to Macao. A of them visited Macao for non- attempted to provide quite positive higher proportion of visitors from gaming purposes such as vacation, responses. There might be biases other parts of Mainland China were shopping and VFR. The result is when respondents were asked to tell found travelling to Macao for similar to the Visitor Expenditure and report their own stories, leisure vacation (N:66% Vs. Surveys (2010-2017) conducted by particularly issues about casino G:51.2%) while more Guangdong Statistics and Census Service of gambling, which is, by itself, a visitors (G:21.1% Vs. N:10.8%) Macau (2018), vacation has always naturally sensitive topic. There is a aimed to go shopping on their trip. been the first travel purpose possibility that what people said is Similar percentages were shown mentioned by Mainland not the same as what they did. between the two groups for respondents (49.1% to 72%). Nevertheless, it is assumed that the gambling, business, VFR, and Macao government positioned the respondents are trustworthy and cuisine travel purposes. A higher city as a World Tourism and Leisure that their responses reflected in the number of non-Guangdong visitors Centre since 2011 to foster and surveys are true. stayed overnight (N:82.8% Vs. drive economic diversification and G:51.6%) and they usually stayed in sustainable tourism development. oticeable differences are or explored around international The result offers implications that apparent between branded hotels (N:36.6% Vs. Macao has developed into a quality N Mainland casino tourists G:19.5%), went sightseeing international tourist destination travelling to Macao primarily for (N:29.9% Vs. G:20.3%), visited with a wide selection of hotels, gaming and non-gaming purposes.
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The segment travelled to Macao for Thirdly, almost half of the visitor prompted to travel more frequently vacation, business, VFR, shopping segment with non-gaming purposes to Macao, with multiple short stays or cuisine: reasons other than were travelling to Macao for the first each year, hence, repeat visitations gambling, are seeking a more time, it is expected that they would are highly expected. Besides, leisure-oriented experience on their undertake some tourist-oriented shopping ranks second in their trip trip to Macao. The result is similar activities such as sightseeing of purpose, it is suggested for retail to the conclusion made by Wong attraction spots. Casinos in Macao businesses to add more brands and and Rosenbaum (2012) that are world-famous and are regarded product mix variety that meet the Chinese tourists are searching for a as a special tourism feature of trend and shopping preferences of travel experience that goes beyond Macao with the splendid and this group of respondents. hardcore gambling. Evidence is luxurious design of the resorts, Conversely, more than half of the shown in the respondents' travel therefore, being considered a respondents from non-Guangdong characteristics and activities. Firstly, landmark of Macao casinos attract provinces were travelling to Macao they mainly go shopping, dining these visitors, a place that they for the first time, due to the and sightseeing besides casino should not miss. The trip becomes comparatively long travel distance, it gambling, one among many tourist meaningless or is not complete if a is therefore logical to expect that activities they undertake in Macao. traveller does not visit casinos and they might visit Macao less They explore and enhance their gamble in Macao. They gamble not frequently; spend a longer holiday knowledge about Macao from because they are personally in Macao during the trip; explore cultural perspectives. interested in the activity; rather, around the city and conduct a they want to try, to experience, to variety of activities that offer them econdly, the amount of time fulfil their curiosity. They perceive eating, playing, sightseeing and local spent in casinos varies gambling as an activity that forms experiences; and have prepared a S significantly between part of their wider visit to casinos. higher travel budget. It is probably respondents with gaming and non- Casino gambling, to them, is a form their first time in Macao and in gaming purposes. Visitors with of play, a kind of entertainment, a casinos, and being curious at casino gaming purpose spent a lot of time provision of fun, and a sort of new games, they would put in higher (around 8 hours in casinos out of 2 activity. There is a possibility that by wager in casino betting as it is less days stay) concentrated in casino saying so, they are attempting to likely that they will soon return to gambling during their visit to Macao make participation in the activity Macao. Therefore, non-Guangdong while other types of visitors spent a more convincing. Alternatively, visitors to Macao is a potential and fairly shorter duration (about 2 such a perception may be built and an attractive segment considering hours gambling out of 2 days stay). influenced by media coverage; for their longer stay, the relatively In other words, assuming they example, the advertisements and higher trip budget and the visited casinos only once during the official webpage of an integrated opportunities to spend on a wider entire trip to Macao, visitors with resort hotel that features hotel set of tourism activities. gaming purpose spent accommodation, shopping, approximately 16.7% of their time entertainment, dining and MICE, is he result attempts to show in a casino, while other groups of selling and marketing an overall that not every Mainland visitors spent about only 4.3% of leisure package. Or in fact, there T visitor who gambles in their time gambling during a 48- may be changing social and cultural casinos produces the same travel hour stay in Macao. The result values among Mainland Chinese. and gambling behaviour. The implies and supports that among majority of Mainland Chinese the visitors with non-gaming There are also some valuable visitors are casual gamblers who bet purposes, casino gambling is not insights from the travel for fun, tend to seek novelty and their sole activity in the entire trip, characteristics of Mainland casino derive enjoyment from the playing much of the time could be and is players from Guangdong and non- process, as opposed to the spent on other non-gaming tourism Guangdong provinces. Although accusation of being hardcore activities to enrich their travel Guangdong visitors spent a short gambling customers (Kale and experience in a 2 days stay in holiday in Macao, with a shorter Spence, 2008) who may refer to the Macao. distance to travel, easier travel gaming purpose respondents who arrangements, and familial endeavour to seek a gambling- connections in Macao, they are
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dominated experience on their trip government policy on leisure communicated in marketing to Macao. tourism development and tourist campaigns directed to this segment. segment diversification, and thus The development and presence of a IMPLICATIONS AND reduces economic reliance on VIP diversified retail system is thus a CONCLUSION gaming. This segment of focal tourism element for Macao. respondents, including Guangdong There are implications for policy visitors, spend most of their time on To casinos, leisure gamblers, in strategists, casino marketers and non-gaming activities - shopping, terms of participation frequency developers of tourist destination. local culinary and sightseeing that and amount of bets made, are not as Macao is perceived as a world-class are centred downtown. It is not impressive as the VIP gamblers. gambling city, it is the fame of the uncommon to see them carrying However, they are less vulnerable to destination that encourages visitors many shopping bags of economics or policy change. Seizing to come to Macao and play casino pharmaceutical, medical and baby a large share of these casual games. Macao still retains its solid products as they have high gamblers could be substantial and image as a casino city for most confidence in the quality of these valuable by shifting and focusing people, it is not necessary to shake goods sold in Macao. Therefore, it is resources to attract the low-end off such image. Casino games can important for retail businesses to Mainland gambling visitors. be supplemented with shopping uphold the quality standard. opportunities, heritage sightseeing, Moreover, improving shopping The findings, although are not the culinary and other tourism offerings facilities and expanding shopping most up-to-date, are a positive to form a multi-dimensional image varieties that cater to the indicator that Mainland casino for Macao. Results of the study preferences of this segment is players to Macao would definitely conclude that Mainland casino suggested in order to broaden their look for activities other than casino visitors primarily travel to Macao for spending opportunities, and hence gambling. Macao continues to vacation and shopping; they seek increase the economic benefit for attract gamblers to enjoy the novelty and express curiosity in the the destination. excitement in casinos and at the trip; they undertake a variety of same time to promote the city with tourist activities along with casino he intention of boosting its distinctive east-meet-west cultures games during their visit to Macao. spending opportunities can and its prolific assortment of Shopping, eating local snacks and T be extended to Mainland tourism facilities that offer visitors a tasting cuisine are common gambling-oriented visitors as they memorable trip. activities conducted by these leisure are also involved in non-gaming Mainland gambling visitors. activities. As shown in the results, The results are subject to several Although the data were collected they are not playing for days limitations which can be addressed years back, it has showed signs that nonstop as proclaimed by Kale and in future research. First, the casino gambling is not the only Spence (2008); they would take a findings apply and are specific only tourism product offering to visitors, break and pursue other activities to the context of Macao, and other tourism products especially (e.g. shopping, dining) that are therefore may not be generalized. local cuisine in fact have been housed inside the resort. Even Conducting similar studies in other attracting and pulling visitors to though they may shop for a very tourist destinations where casino Macao, though culinary did not short time, they are potential big gambling is legalized, for instance in form the primary travel purpose for spenders in high-end retail shops Singapore or South Korea could be most respondents. With the and fine-dining restaurants a suggestion for increasing the accreditation of Macao as a especially when they have won in generalizability of the findings and UNESCO Creative City of casino games. The provision and viability of a comparison study that Gastronomy in 2017 (Macao Daily quality of tourism facilities incorporates general Mainland Times, 2017), it is confident that including mega retail centres and Chinese travel and casino gambling cuisine and gastronomy can be Michelin-starred restaurants are characteristics. Second, convenience another steer that drives Macao's important to casino gamblers who sampling at various survey locations tourism. seek for high convenience and was adopted during data collection, accessibility of one-stop service and which may cause one respondent Focusing on the leisure group of experience indoor. This inherent group to be over represented while Mainland casino tourists and value should be emphasized and other groups are underestimated. gamblers aligns with Macao Another limitation is participants' PAGE 111 OF 268
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potential reluctance to provide trip', Journal of Hospitality and https://www.macaudailytimes.com. truthful responses because issue Leisure Marketing, 7(4), pp. 3-16. mo/macau-designated-creative-city- about casino gambling is, by itself, a gastronomy-unesco-html. naturally sensitive topic. Since the Cullen, L. (2000). 'Fortune hunters', study relies on self-report data, Money, 29(13), pp. 114-121. Macau Travel Talk. (2009). Macau findings are vulnerable to over- in retrospect – The impact of the reporting and under-reporting Gaming Inspection and Individual Visit Scheme. Available biases. Besides, social desirability Coordination Bureau. (2012). at: could affect their disclosures about Macao gaming history. Available at: http://mtt.macaotourism.gov.mo/ participation in casino games. It http://www.dicj.gov.mo/web/en/hi would be of value to update the story/index.html. [Accessed 13 McCleary, K.W., Weaver, P.A. and data; to have the study conducted February 2012] Lan, L. (1994). 'Gender-based on a continuing basis to analyze if differences in business travellers' Mainland visitors' attitudes and Gaming Inspection and lodging preferences', The Cornell behaviours to casino gambling in Coordination Bureau. (2018). Hotel and Restaurant Macao change over time, especially Gaming statistics. Available at: Administration Quarterly, 35(2), considering the impact of the anti- http://www.dicj.gov.mo/web/en/in pp. 51-58. corruption campaign by the formation/DadosEstat/2017/index. Chinese government and not up-to- html. [Accessed 18 June 2018] Monetary Authority of Macao. date collection of data borne by the (2016). Annual reports. Available at: study. It is also recommended to Government Information Bureau of http://www.amcm.gov.mo/en/resea study the affluent VIP gambling Macao. (2014). Macao factsheet. rch-statistics/annual_reports/year- segment in a comparative study. A The gaming industry. Available at: 2016 [Accessed 18 June 2018] more thorough picture of Mainland http://www.gcs.gov.mo/files/factsh Chinese visitors and gamblers can eet/Gaming_EN.pdf [Accessed 18 Moreira, P. (2006). 'Winds of then be produced. January 2015] change: The end of the gaming monopoly and the evolution of the REFERENCES Howell, R.A., Moreo, P.J. and casino gamblers profile in Macau DeMicco, F.J. (1993). 'A qualitative SAR, South China, 2003-2004', Access Asia Limited. (2002). analysis of hotel services desired by Euro Asia Journal of Management, Lotteries and gambling in China: A female business travellers', Journal 16(31),1, pp. 21-40. market analysis. Shanghai, China: of Travel and Tourism Marketing, China Contact. 1(4), pp. 115-132. Oh, H. and Jeong, M. (2004). 'Moderating effects of travel purpose BBC News. (2014, December 20). Hsu, C.H.C. and Kang, S.K. (2007). and past experience on the Xi Jinping defends 'one-China' idea 'CHAID-based segmentation: relationship between product in Macau, amid protests. Available International visitors' trip performance and lodging at: characteristics and perceptions', repurchase', Journal of Hospitality http://www.bbc.com/news/world- Journal of Travel Research, 46(2), and Leisure Marketing, 11(2/3), pp. asia-china-30559769. pp. 207-216. 139-158.
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China. Available at: Research brief, (6), pp. 13-14. Chinese visitors to Macau', http://www2.gcs.gov.mo/policy/do Available at: International Gambling Studies, wnload/en2011_policy.pdf. http://www.legco.gov.hk/research- 7(1), pp. 29-42. publications/english/1314rb06- Policy Address. (2012). Policy individual-visit-scheme-20140507- Wan, P.Y.K. (2011). 'Increasing Address for the Fiscal Year 2012 of e.pdf. Chinese tourist gamblers in Macao: the Macau Special Administrative Crucial player characteristics to Region of the People's Republic of University of Macau. (2008). The identify and exploit', UNLV China. Available at: first gaming executive development Gaming Research and Review http://www.al.gov.mo/download/la program in Asia. Press Release. Journal, 15(1), pp. 51-70. g2012/Relatorio%20das%20LAG% Available at: 202012%20(C).pdf. http://um2.umac.mo/apps/pr/pres Wong, I.A. and Rosenbaum, M.S. s-release.nsf/press- (2012). 'Beyond hardcore gambling: Statistics and Census Service of releases/20080228-001-2?Open. Understanding why mainland Macau. (2014). Tourism statistics. [Accessed 4 July 2011] Chinese visit casinos in Macau', Available at: Journal of Hospitality and Tourism http://www.dsec.gov.mo/Statistic.as University of Nevada, Las Vegas. Research, 36(1), pp. 32-51. px?NodeGuid=7b23463a-d253- (2015). Macau gaming summary. 4750-bd12-958030d f5ccb. Centre for Gaming Research. Ye, L. (2009). A Comparison of [Accessed 24 January 2015] Available at: Gambling Motivation Factors http://gaming.unlv.edu/abstract/m Between Chinese and Western Statistics and Census Service of acau.html. Casino Players. UNLV Theses, Macau. (2018). Tourism statistics. Dissertations, Professional Papers, Available at: Vong, F. (2006). 'Profiling Mainland and Capstones. https://www.dsec.gov.mo/Statistic.a Chinese gamblers and non-gamblers spx?NodeGuid=7b23463a-d253- in Macao', In: Proceedings of the Zeng, Z. and Forrest D. (2009). 4750-bd12-958030df5ccb. [Accessed 2006 New Zealand Tourism and 'High rollers from Mainland China: 18 June 2018] Hospitality Research Conference. A profile based on 99 cases', UNLV Dunedin, New Zealand. Gaming Research and Review The Research Office of the Journal, 13(1), pp. 29-43. Legislative Council Secretariat. Vong, F. (2007). 'The psychology of (2014). Individual Visit Scheme. risk-taking in gambling among
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Made in Japan or Made in Kyoto? Branding with place in Kyoto’s traditional crafts
Adam Johns Sophia University Japan
Abstract
espite often having been make use of the brand. The This paper examines multiple cases ignored in place branding distinction between identity and of iconic Japanese and Kyoto crafts D and country of origin image (cf. Pike 2002, Roll 2006) of of Kyo-yaki (Kyoto-ware) ceramics studies (Dinnie, 2004), cultural both producer and place brand is and Kyo-shikki (Kyoto lacquerware). products are both contributors and likely to grow (in line with the 3-gap Semi-structured interviews with beneficiaries of a city’s, region’s, or model presented in Govers and Go, owner/managers are complemented nation’s place brand. Thus, 2009) as these products are with secondary data, analysis of traditional or heritage craft extended, adapted or reinvented corporate communications, and industries provide an ideal (Keegan, 1993) for overseas markets. observations of trade shows. A opportunity to examine the comparison with other regional interplay of place branding efforts o address this issue a series brand highlights different strategies and the use of place brands by local of questions are proposed. for use of corporate, regional, and firms in their marketing activities. T First, what is the Kyoto nation brand. Yet as craft producers seek to brand, its place identity and develop contemporary products for projected image? Secondly, what are indings indicate that place global markets to ensure their the different product and branding incongruence on the survival, to what extent do elements that producers use in their F production side actually producers in different regions ’traditional’ product offerings? coheres with traditional practices exploit cultural heritage and These elements include product and that use of the local brand corresponding place brands in order attributes, sourcing and production becomes more nuanced in to develop and communicate a location elements based on a international markets. coherent value proposition? partitioned [place] of origin framework (cf. Chao 1993, 1998, References This paper is part of a comparative Thakor 1996), and communication study of regional place brands in elements. Thirdly, given the deeply Chao, P. (1993), “Partitioning Japan that examines how local culturally embedded nature of these country-of-origin effects: Consumer producers utilise corporate, region, products (cf. Douglas, Craig, and evaluations of a hybrid product”, or nation brand in their marketing Nijssen, 2001), do producers adapt Journal of International Business efforts. Focusing on one of the the above elements to either Studies, Vol. 24 No. 2, pp. 291-306. strongest regional brands of Kyoto minimise or accentuate aspects of (Brand Research Institute, 2017), it the regional identity, and/or adapt Chao, P. (1998), “Impact of seeks to examine how firms that branding efforts to exploit regional country-of-origin dimensions on benefit from a strong regional brand or national brand? product quality and design quality
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Dinnie, K. (2004). Place branding: Govers, R. & Go, F. (2009) Place Pike, S. (2002) “Destination image Overview of an emerging literature. Branding: Glocal, Virtual and analysis: a review of 142 papers Place Branding, 1(1), 106–110. Physical Identities, Constructed, from 1973-2000” Tourism Douglas, S.P; Craig, C.S. & Nijssen, Imagined and Experienced. Management 23(5):541-549 E.J. (2001) “Integrating Branding London: Palgrave Macmillan Roll, M. (2006) Asian Brand Strategy Across Markets: Building Keegan, Warren J. (1995). Strategy: How Asia builds strong International Brand Architecture”. Multinational marketing brands. London: Palgrave Journal of International Marketing: Macmillan.
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The significance of respondent’s age in city branding
Ole Have Jørgensen VIA University College Denmark
Abstract
lace and city branding has not (involving creative class members makes it very difficult to describe yet reached the level of and university students). Eventually and understand. P insight into segmentation Zenker and Braun (2017) propose a found in traditional marketing branded house strategy to deal with The present study is based on data where there is a long tradition for a diverse target audience and an from the Danish city of Horsens demographic, geographic, geo- advanced brand management (90,000 inhabitants in the demographic, psychographic, including target group-specific sub- municipality). For years the image of behavioral, contextual and brands. the city was dominated by a large situational segmentation. These state prison (named Horsens State variables and their influence on the he most recent and Prison), and Horsens was earlier attitude of target groups have hardly comprehensive definition of perceived as violent and criminal, in been given any attention in city T a city’s brand has been given the media described as the "Chicago brand literature so far. by Zenker and Braun (2017, p. 275): of the North" and "The City of Fear" “network[s] of associations in the (Jørgensen 2017). Annual aided This coincides with a somewhat consumers´ mind based on the Top of Mind Awareness confusing discussion about visual, verbal and behavioral measurements (TOMA) since 1997 definition of target groups since expression of a place and its show that 40 – 50 % of citizens largely the same groups will often be stakeholders. These associations living outside Horsens connect the seen as stakeholders in the brand differ in their influence within the city´s name to the prison, thus process. Only few studies go deeper network and in importance for the more or less defining the city’s into the target group issue. place consumers”. The cognitive brand. Merrilees et al. (2011) used a two- assessment refer to beliefs or stage quantitative study to compare knowledge about place attributes he prison was closed in 2006 two stakeholder groups (residents but beliefs or knowledge may also and after a period with and resident business owners) and (sometimes but not necessarily T political and local resistance fond that the two groups had always) lead to affective perception to any municipal involvement, the different brand meanings associated and evaluation. In consequence city council finally decided to to a city brand and each stakeholder results of place branding primarily acquire the empty institution and to group applied their own filter to but not exclusively belong to the try to further develop the old interpret the meaning of the brand. affective domain of attitude and buildings as a potential flagship Zenker and Beckmann (2013) show should therefore be measured and project (THE PRISON) for the city, structural differences for the city evaluated within that domain as taking advantage of the high brand perceptions of two different pointes out by Boisen et al. (2017). national knowledge factor. This is target group and the differences But the general lack of evidence, taking place at the moment (see between perceptions of an external quantitative data and time series Jørgensen 2019’, in press). and an internal target group
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Table 1
The cognitive assessment: Interviewer in TOMA: “I want you to think of Horsens. What is your first thought when I say Horsens”?
2010 2011 2012 2013 2014 2015 2016 2017 Respondents who mention the prison 33 38 40 43 45 40 44 42 (%)
The affective assessment: Followed by “You have answered that you think of the prison. Is this in a positive or a negative sense?”
Positive 23 36 44 53 52 56 49 60 Negative 16 11 14 9 11 9 13 13 Don´t know/neutral 60 53 41 37 37 35 38 27
Figure 1 The cognitive assessment divided in age groups
% of respondents answering the "prison" in the annual TOMA divided into age groups
80 2001 70 2002 60 2003
50 2005 2006 40 Prison closure 30 2013 2014 20 2015 10 2016
0 2017 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 64 +
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Figure 2 Change in affective assessment of the prison over time. Responses to the question: You mentioned the prison, is this negative or positive?
70 y = 4x - 8007.3 60 R² = 0.67234 50 Positive
40 Negative
30 y = -3.7619x + 7615.6 Neutral/don't know R² = 0.76399 20 Linear (Positive) y = -0.1667x + 347.58 Linear (Negative) 10 R² = 0.02778
% of respondents in each category Linear (Neutral/don't know) 0 2008 2010 2012 2014 2016 2018 year
Figure 3 Affective assessment “positive” divided into age groups. 90 2010 80 2011 70 2012 60 2013
50 2014
40 2015 2016 30 2017 20 Linear (2010) 10 % positive respondents in each age group Linear (2011) 0 Linear (2012) 0 1 2 3 4 5 6 7 age groups Linear (2013)
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Figure 4 Affective assessment “neutral/don’t know” divided into age groups. 120
2010 2011 100 2012 2013 80 2014 2015 2016 60 2017 Linear (2010) Linear (2011) 40 Linear (2012) Linear (2013) 20 Linear (2014) Linear (2015) % respondents in each age group answering: neutral/don't know Linear (2016) 0 Linear (2017) 0 1 2 3 4 5 6 7 age groups
rom 2010 the annual TOMA also clarified that there was an Responses were collected from a included a question to essential age parameter related to web panel including 1026/1004 F respondents who mentioned this change of attitude. The purpose (2016 and 2018 respectively) the prison. They were asked of the present study is to analyze representatively selected whether the prison was “positive” or further how respondent’s age may respondents (national level) and “negative”? Since 2010 the” influence the perception of the 1043/1011 representatively selected positive” attitude has increased prison and consequently the image respondent from the Eastern part of significantly from a level of 23 % to effect on Horsens, and where Jutland (regional level. 60 % in 2017, while the “negative” different age groups get their response has been stable around 10- information from. The analysis is Findings 15 %. The “neutral/don’t know” based on data derived from the response has dropped significantly annual TOMA and “Knowledge TOMA 2000 – 2017 is used to from 60 to 27 %. Analysis 2016 and 2018” organized illustrate how the cognitive by THE PRISON. These analyses assessment of the prison is stable at ollowing an analysis of the are based on elaborate a high level over time, but that it is change of affective assessment questionnaires and using the age dependant. There is no F of THE PRISON (Jørgensen “Analyse Denmark´s” online DK- statistically significant difference 2019 in press) the TOMA, however, panel holding 30.000 citizens. between the period where the PAGE 119 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
prison was in use (until 2006) and By comparison the statement marketing, and place branding – the years after closure. "Postings on Facebook (shared or moving beyond conceptual sponsored)" play an important role confusion. Cities, rom 2010 to 2017 the for the two youngest age groups http://dx.doi.org/10.1016/j.cities.2 affective assessment shows regionally and nationally but has a 017.08021. F how the positive attitude limited effect for the + 50 age towards the prison has increased groups. Jørgensen, O.H. (2017). 18 år for significantly, the neutral assessment Horsens. Spökebacken, DK. has decreased significantly, while Conclusion there is no change in the negative Merrilees, B, Miller, D. and assessment. The youngest age group he brand of a city contains Herington, C. (2012). Multiple is significantly more positive than cognitive as well as assertive stakeholders and multiple city the oldest, the oldest age group T elements. This study brand meanings. European Journal significantly more negative than the illustrates that neither cognitive nor of Marketing, Vo. 46, No. 7/8, pp. youngest – all other differences assertive assessments of the essential 1032-1047 between age groups are part of a city’s brand are static over insignificant. time but may be subject to change. Tasci, A.D.A. and Gartner, W.C. And that cognition as well as (2007), ‘Destination Image and Its “Knowledge Analysis 2016 and assertion may be age dependent. Functional Relationships’, Journal 2018” illustrate how “Friends who The study also illustrates that of Travel Research, 45(4), 413-425. have visited THE PRISON”, “TV” different age groups get their and “Printed press and newspapers” information from different sources Zenker,. S. and Beckmann, S.C. are the most important information and that these information sources (2013) My place is not your place – sources for both regional and are dynamic over time. different place brand knowledge by national respondents. Information Target group age should therefore different target groups. Journal of from friends decrease with higher be understood as a key component Place Management and age, information from printed press in city brand projects and brand Development, Vol. 6, No. 1, pp. 6- increase with age while TV is an communication should be 17. important and relatively stable sufficiently multifaceted to embrace source of information for all age different age groups. Zenker, S. and Braun, E. (2017) groups. There is a significant drop Questioning a “one size fits all” city in the importance of printed press References brand. Developing a branded house for the two youngest age groups strategy for place brand from 2016 to 2018. Boisen, M., Terlouw, K., Groote, P. management. Journal of Place and Couwenberg, O. (2017). Management and Development, Reframing place promotion, place Vol. 10, No. 3, pp. 270 – 287.
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An analysis of travel blogs on Malaysian Borneo and implications for destination image formation
Balvinder Kaur Kler and Siao Fui Wong Universiti Malaysia Sabah Malaysia
Abstract
ser generated content, study explored the destination reality, of nature-based tourism specifically travel blogs are image of Malaysian Borneo as surrounded by oil palm plantations U an important part of the depicted in travel blogs. Through a in Sabah. Findings support the call digital tourism landscape. qualitative content analysis, twenty to consider wider socio-cultural and Experiences shared online act as five blog entries were deconstructed political factors as ingredients for travel guides. The purpose of this and indicate bloggers share both destination image formation. study was to understand the positive and negative content. Implications of such content suggest consequences of the content shared Drawing on the negative content, the need for counter measures from by bloggers. The island of Borneo in this paper suggests bloggers act as destination management Asia has been depicted with imagery ambassadors for conservation. Blog organisations. that is exotic and mysterious. This content presents a balanced view of
Full paper
Imaging Borneo DMOs utilise the brand ‘Borneo’ in crocodiles, Rafflesia, rainforests and some shape or form in promotional rivers” (King, 2016, p. 72). How has orneo is a unique island in material. According to King (2016), this imagery of Borneo shaped the South East Asia, and not what binds all four political tourist experience? B only for its flora and fauna. territories is the projected image of Three international boundaries the island as ‘wild’, ‘untamed’, ourists arrive in Borneo with divide the island into four ‘unexplored’, ‘dangerous’, expectations of experiences territories: Sabah and Sarawak ‘mysterious’ and ‘exotic’. He Tand activities based on the (Malaysia); the nation of Brunei proposed the imaging and image of Borneo constructed Darussalam and Kalimantan, a representation of Borneo for through historical links with Europe region of Indonesia. Each of the touristic purposes in the past two and conveyed in tourist brochures four destination management decades has focused on a ‘wild (Saunders, 1993). Key images within organisations (DMOs), namely, Borneo’ of “tattooed and loin- brochures include ‘orang-utans, Sabah Tourism Board, Sarawak clothed head-hunters, longhouses, Dayak head-hunters, longhouses, Tourism Board, Brunei Tourism blowpipes, women displaying their Brunei’s Kampong Ayer, Mount Board and the Ministry of Tourism, woven costumes, beads and silver Kinabalu, Bajau horsemen...’ Indonesia converge in the focus of jewellery, and exotic and mysterious (Saunders, 1993, p. 284). Notably, promotion on nature, adventure fauna and flora” (King, 2016, p.64) these images encompass attributes and culture (King, 2016). All four and “proboscis monkeys, hornbills, from different territories but
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represent ‘Borneo’. Similarly, of the jungle’” (Markwell, 2001, p. share their experiences (Pearce, Selwyn (1993) compared brochures 255). According to Backhaus 2011), it is necessary to consider its of three different sites in Borneo (2003), in European countries, implications upon destination promoting ecotourism and ethnic Borneo is equated to nature, image (DI) formation. With its tourism: experiences were depicted adventure and culture. He exceptional geographical and as natural (rivers, rainforests, fauna); suggested, “Western tourists who political conditions, Borneo is an cultural (churches, temples, visit Sabah and Sarawak mostly have interesting case for exploring image mosques, museums, colonial this diffuse image of green, damp projected by UGC. This study architecture, state buildings, jungles, full of unknown creatures, presents a qualitative content monuments, and longhouses); and a where hidden tribes live secluded analysis (QCA) which evaluated the final category portraying the from the modern world” (2003, DI of Sabah and Sarawak, or interaction of people (local tribes) p.154). How valid are these ‘Malaysian Borneo’ as depicted in and place (natural environment). perceptions a decade later? A study travel blogs. The primary objective However, Selwyn (1993) suggested by Corpuz (2017) established how was to explore the type of content the brochures “seem to be in the organic images of ‘Wild Borneo’ being shared and to consider its business of selling myths” (Selwyn, translated into travel choices and implications for DI. 1993, p. 127). He opined the affected visitor satisfaction towards commoditization of Borneo had three wildlife destinations in Literature review transformed it into a supermarket Sandakan, Sabah. Forty four semi- where “intellectual distinctions and structured interviews were he digital tourist has judgements about the relative value conducted between all sites. Corpuz disrupted both academic and of things becomes blurred” (1993, (2017) found prior expectations T practitioner conversations of p. 128). In their case study on lacked comprehension about the DI. Undeniably a key factor in ecotourism in Indonesian Borneo, level of development in Sabah (for destination marketing, DI Russell and Ankenman (1996, p.72) example, English was widely spoken; influences tourists to choose their concluded visitors saw the wild availability of good infrastructure next destination, and, to share and orang-utan as the ‘embodiment of and cities) and awareness about the recommend their experiences to pristine nature’. But they lamented extent of commercial oil palm others. DI is understood as “the photography commodified nature plantations: 16% did not expect this perceptions of individual (pongo pygmaeus) and proposed for agricultural landscape. Respondents destination attributes and the emphasis on educational aspects of expected ‘a less Westernized and holistic impression made by the the visit instead. untouched’ Borneo which indicates destination” (Echtner and Ritchie, the organic images available 1991). DI has been defined as ater, Markwell (2001) traditionally did not match their images projected by destination examined tourist expectations. marketers; the stereotype image held L promotional literature in public’s mind; and images (brochures, postcards, guidebooks) A few conclusions are drawn about perceived by individuals (Jenkins, to understand how perceptions of the image of Borneo in the 1999; Echtner and Ritchie, 1991). nature evolve and influence literature. First, the image refers to According to Cho, Wang and expectations of tourists. Findings the whole island: a combined image Fesenmaier (2002) information indicated Borneo was seen as exotic, attributed across international displayed through online primitive and wild; images which boundaries. Next, iconic wildlife communications offers a quality evolved from colonial times and exotic culture feature strongly virtual experience providing a (Markwell, 2001). Findings also and finally, this imagery originated simulation of travel experience. highlighted iconic elements of from traditional travel literature and Positive images projected online are Borneo imagery to include the brochures. There is little knowledge a motivating factor of tourist’s hornbill, orchids, pitcher plant, of how Borneo is perceived in the intention to travel (Kaplanidou and proboscis monkey, turtles and the Internet era. User-generated content Vogt, 2006). For San Martin and orang-utan. Notably, the orang-utan (UGC) as dispersed through the del Bosque (2008), DI is a stood out as the main icon. “To a Internet is an important form of perception formed over time based considerable degree, the orang utan digitised Word of Mouth (eWOM) on selected impressions of may well signify “wild Borneo” to communication (Pan, MacLaurin information processed from Western tourists, most of whom are and Crotts, 2007). As technology different sources which are already familiar with this ‘wild man now shapes how tourists record and “elaborated, embellished and ordered in the individual’s mind” PAGE 122 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
(2008, p. 265). Previously, these of UGC is undeniable as “people influencing factors and stages of impressions were based on trust other people more than they development (Gunn, 1988; Fakeye projected images by DMOs, as well trust those trying to peddle their and Crompton, 1991); frameworks as perceived images assembled by destination or hotel” (Munro and (Echtner and Ritchie, 1991; Baloglu the potential tourist from different Richards, 2011, p.143) and and McCleary 1999; Beerli and sources. The focus of research has therefore, “content is king” (Munro Martin, 2004a); image formation been to bridge the gap between and Richards, 2011, p.144). agents and components of DI: perceived and projected DI (Munar, However, the potential consumer is cognitive, affection and conative 2011). However, new challenges rational, makes a reasoned (Gartner, 1993; 1994); abound. judgement with negative content measurement (Echtner and Ritchie, merely heightening credibility 1991; Gallarza, Saura, & Garcia, n the past decade, UGC has (Munro and Richards, 2011). 2002); dimensions and attributes transformed the type of (Beerli and Martin, 2004b); and I information available for the Undeniably, this link between definitions (San Martin and del potential tourist. UGC is defined as technology and personalised Bosque, 2008). The three stage DI “the information that is digitalized, content in effect influences DI formation process of organic uploaded by the users and made formation and it is agreed that blogs (unplanned exposure), induced available through the Internet” are a new source or agent of DI (secondary exposure; motivation to (Munar, 2011). Notably, UGC has formation (Schmallegger and travel) and complex (experience- enabled the spread of both positive Carson, 2008; Tseng et al., 2015). A based; primary exposure) images has and negative content. A wide range growing body of literature examines been well documented in the of tourism information sources are the consequences of travel blogs for literature (Gunn, 1988; Fakeye and available on the Internet: official destination marketing (Mack et al., Crompton, 1991). The preceived tourism websites and social media 2008; Schmallegger and Carson, image (organic & induced) entices (online communication channels, 2008; Tussyadiah and Fesenmaier, an individual to experience the or, applications that enables users to 2008; Wenger, 2008; Enoch and destination and produce a complex interact, create and share Grossman, 2010; Huang, Chen and image. According to Gartner (1993), information) (Marine-Roig and Lin, 2010; Volo, 2010; Tse and while image and reputation build a Clavé, 2015). There is an expansive Zhang, 2013). Literature analysed brand, both rely on image list of social media categorised as blog content and reader comments, formation agents which contribute UGC (Sigala, Christou and Gretzel, as well as frequency, and reactions to potential travellers’ perceptions 2012) including travel blogs. to positive and negative content of destinations. Eight image Individual or personal blogs (Volo 2010; Sigala, et. al., 2012). In formation agents include covert, originate from the idea of an online a recent study, Petriana (2017) overt, induced, organic and, diary sharing personal thoughts, explored the DI of Indonesia which autonomous agents. As image can daily experience and photos provides insights into negative blog be formed before visitation, and, is (Thevenot, 2007). However, blogs content as perceived by visitors from changeable before and after actual might “be captured out of contexts Singapore and Australia. Images visitation (Echtner and Ritchie, and may induce multiple shared tend to concentrate on 2003), the DI formation process is a interpretations” (Pan, et al., 2007, popular sites; whilst perceived image useful base for destination p.37) which affects authenticity. was influenced by the cultural marketers to monitor changes. Although travel blogs are backgrounds of the two markets. considered less credible over The negative content consisted of otably, the blogger has traditional WOM, blogs can narratives on inadequate entered the equation as an influence potential tourists (Mack, infrastructure, ineffective wildlife N autonomous image Blose and Pan, 2008). Content is a protection and Westernization of formation agent due to advances in crucial digital challenge in the Bali (Petriana, 2017). However, few technology. Stepchenkova and Mills blogosphere, with both positive and studies have focused on (2010) suggested “people act on negative content influencing the understanding how negative their perceptions rather than facts” perceptions of potential travellers content influences DI, and how it and DI acts as the trigger. These (Carson, 2008). Travel bloggers, in contributes to the transformation of perceptions are now driven by this sense craft DI with each blog blogger and readers. bloggers, unofficial DI ambassadors entry shared online once read by for whichever destination they blog potential tourists. The importance The literature on tourist DI about. Rightly so, Govers (2012, formation is extensive and includes PAGE 123 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
p.51) proposes “the boundaries initially identified and a pilot study interesting as deforestation there is between induced, organic and was conducted to build the trial well documented and massive autonomous agents are therefore coding frame, based on which only (Straumann, 2014). increasingly blurred and it is 25 blogs were used in the final essential to monitor the QCA. Trustworthiness was Table 2 presents a comparison of conversation”. Presently, the call for incorporated in the research design attributes (sub-themes) in relation to an improved understanding of DI and comprised engagement with Beerli and Martin (2004b). When formation continues (Kislali, bloggers, peer debriefing, member compared to the nine dimensions Kavaratzis and Saren, 2016). In checks, purposive sampling, an (and attributes) which determine response to the profusion of UGC, audit trail of data collection and perceived DI (Beerli and Martin, Kislali, et al., (2016) proposed a analysis (coding) and persuasiveness 2004b), the NEI adds to both novel conceptual framework to of blog content. Thirteen of the ‘natural environment’ refine DI formation. This bloggers were European, nine from (‘deforestation’, ‘species extinction’, framework suggests the need to North America, one South African, ‘pollution’) and ‘political and understand the significance of socio- one Australian and one economic factors’ (‘oil palm cultural factors at the destination; undisclosed. Table 1 is a list of blogs plantations’) as depicted in Table 1. the inclusion of technology and used in the QCA. UGC as the mode through which estination image is a potential travellers ‘experience’ the The QCA produced tables of top combination of cognitive destination pre-visit (organic and four most frequently used words D and affection components induced images), and share content and shared photos for each main which influence the conative, or post visit (complex image). To do so, category in the coding frame. behaviour (Gartner, 1993). DI non-positivist inquiry through Findings are contextual to the time formation is based on how an qualitative approaches were and scope of this study, and are individual evaluates place and the suggested to understand the used to understand the nature of source of their secondary images subjective, dynamic process of how travel blogs. (organic and induced). NEI consists people construct DI (Gallarza et al., of both cognitive and affective 2002; Kislali et al., 2016). Findings and discussion components (Beerli and Martin, 2004a). Table 3 provides the Method The QCA on blogs for Malaysian verbatim content from blogs sharing Borneo projected four experiences, experiences of Sabah, within which his study explored the three positive and one negative: the emotional component of DI is question ‘how is Malaysian nature, adventure, culture (NAC) evident: negative tones express T Borneo depicted in travel and negative environmental impacts anger, frustration and lament. blogs’ within an interpretive inquiry (NEI). Ten blog entries were However, there is also hope, as paradigm. The researchers assumed categorised as negative, but only the evident in concluding sentences that an emic perspective to understand entries on Sabah are presented end with optimism. This specific bloggers, their experiences, and the here. Sabah was strongly projected content is strategic as it seemingly content shared about Malaysian by its iconic orang-utan and Sarawak persuades the reader to take action, Borneo using qualitative content for its wilderness. The positive to participate in, or, witness, analysis (QCA). QCA uses a content, NAC relates to the conservation (see italicised systematic coding process to expectations and images linked to sentences in the Table 2). Two main subjectively interpret content to Borneo in general for the past few implications are evident and describe a social phenomenon decades (Saunders, 1993; Selwyn support the suggestion by Kislali, et (Hsieh and Shannon, 2005). The 1993; Markwell, 2001; Backhaus, al., (2016) for the need to include QCA process followed Schreier 2003; King, 2016); also pongo socio-cultural factors of a (2012) to analyse both text and pygmaeus as an icon (Russell and destination and UGC as a mode of visual data in blogs. The purposive Ankenman, 1996; Markwell, 2001). experiencing it, at the pre-visit stage sample criteria required The NEI supports Corpuz (2017) to influence secondary image unsponsored personal blogs, written and Petriana (2017) on negative formation of potential tourists. As in English, post visit, and were content of Borneo. Oddly, the NEI UGC is a key secondary source of selected based on a keyword search entries (narratives) focused on DI for potential tourists, marketers for ‘Borneo’ and ‘Blog’ over five Sabah (seven) and Borneo (three) in need to understand the motivations months using ‘Google’ and ‘Bing’. general; with no images. There was and repercussions of negative A total of 42 blog entries were no entry on Sarawak, which is content in blogs. PAGE 124 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
Table 1 List of travel blogs with entries on Borneo; Travel Blog Name (Blogger name)
1 Bemused Backpacker (Michael Huxley) 2 The Planet D (Dave Bouskill and Debra Corbell) 3 All Things Go (Lauren Sadler) 4 DC Adventures (Anna/Dulo and Charlie/Chev) 5 The Poor Explorer (Guest posted by Rebekah Rogers) 6 Katy Weaver Blog (Katy Weaver) 7 The Budget Savvy Travelers (Harry and Audrey) 8 Roaming Around The World (Heather and John Widmer) 9 Border of Adventure (Becki) 10 Kyle Hammons (Kyle Hammons) 11 City Girl Searching (Roxy Hutton) 12 Divergent Travelers (Lina and Dave) 13 Traveling Ted (Ted) 14 Wild World Travel (Claire Asher) 15 Destination Unknown (Kellie Netherwood) 16 Bespoke Bride (Emily Pettiford) 17 Live Less Ordinary (Allan Wilson) 18 Niels Van Der Heijden (Niels Van Der Heijden) 19 Vickeblueyes (Vicky) 20 Melted Stories (Ciara Kennedy) 21 Ditch The Map (Sylvie and Scott) 22 One Step 4ward (Johnny Ward) 23 Travel Monkey (Lena) 24 Nomad Is Beautiful (Ivana Greslikova and Gianni Bianchini) 25 Goats On The Road (Guest posted by Tiffany from Vagabondway)
Table 2 Negative attributes for perceived tourist DI of Sabah
Dimensions Attributes (Negative) Attributes from this study Natural Environment Overcrowding Deforestation Air and Noise Pollution Species extinction Traffic congestion Rubbish (Pollution) Political and Economic factors Safety: crime rate; terrorist Oil palm plantations attacks
Source: extracted from Beerli and Martin (2004b)
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Table 3 NEI Narratives in Blogs on Sabah, Malaysian Borneo
NEI: Sub-Themes Verbatim Narratives in Blogs on Sabah, Malaysian Borneo Oil palm plantations “No matter where you go in Sabah, you won’t miss the palm oil plantations. What first appears as a beautiful field of palms soon shows its ugly face as one of the biggest problems in Borneo. While the palm oil plantations bring in money for the owners and the governments, they are destroying the rainforests. The massive deforestation has caused significant loss of vegetation and animal habitat” [Divergent Travelers] Deforestation “When we went to Sukau, our big wish was to see a wild elephant near the river […] not the season to spot them […] the alarming situation with deforestation in Borneo also plays a role and we truly wish it does not end up in a total disaster for the animals and their habitat. So, the fact that you encounter an elephant on the Kinabatangan in the future will be a sign the situation is stable or improving” [Nomad is Beautiful] Deforestation “The Kinabatangan river has the highest concentrate of wildlife in Borneo due to the surrounding deforestation. That means that cruising the river you have a very high chance of seeing the wild life in their natural habitat” [The Poor Explorer] Deforestation “We went to the Orang-Utan Rehabilitation Centre in Sepilok to see them in their natural habitat. […] Orang-utans […] survivors of deforestation or just orphans. Trees are cut down and land is used for palm trees plantations – it is a huge problem in Borneo. […] Centres like Sepilok help them to come back to normal life.” [DC Adventures] Species extinction “The Malaysian Borneo of today is a very different one of 50 years ago. […] rainforest was cut down at an alarming rate […] Sadly, forests are still being clear cut in Borneo to make room for Oil Palm Plantations and poaching of endangered species such as the Orangutan and the Clouded Leopard is on the rise: but there is a glimmer of hope. Conservation and reforestation methods are being introduced and 16% of Sabah's forested area is protected. And there are heavy penalties for poaching. So, now is the time to get yourself to Borneo and see this magical land before it is too late. Plus if there is one thing that I have learned in my travels, if people can make some money off of tourists coming to see their wildlife and nature, well, they will just work that much harder to protect it. ” [the planet D] Pollution: garbage “While in Sukau, we arrived while they were setting up a small weekend market, not far from our lodge. When we wandered back down later, the market was down, all the people gone and layers of garbage just left lying on the ground” - [Divergent Travelers] Pollution: garbage “The worse of it was in the islands near Semporna. There are villages on the islands that leave their trash everywhere. Nothing like garbage in paradise” – [Divergent Travelers]
ccording to Pan, et al., influence attitudes to places, to action’ of future intentions (2007), UGC affects perhaps to deforestation? Could including “desire to undertake A travellers by creating emotional responses be converted volunteer work, avoid destructive attention, interest, desire and from blog entry into real life action socio-cultural behaviours, think action. However, tourists with to participate in conservation about their purchasing patterns, different understandings of efforts, for example? Pearce (2011) donate money or put readers of the desirable experiences will find suggested the act of sharing travel blog in touch with charities different contents and notions of experiences by the digital tourist is a and aid organisations” (Pearce, blog images inspire them (Ye and mode of connecting to others. 2011, p.139). However, blogger Tussyadiah, 2011). To what extent Bloggers share their emotions, both demographics and psychographics then could negative content anger and determination with ‘calls need to be considered for it is a
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certain segment of travellers who are (2012) presents a well-rounded blog entries on DMO websites that sharing such content for whom the explanation of ‘Borneo’s ecotourism present a clearer understanding of goal is to share their experiences, problem’ depicting tourism related this contested issue. holistically. The blog content in this issues, challenges and successes study adds support to consumer linked to this wildlife hub in Sabah. Conclusion pressure in Europe for a consensus Conservation efforts include on how to enhance biodiversity research to understand how the The exotic, mythical image of within plantations, not least for the orang-utan has adapted to human- Borneo has been drawn into the survival of the iconic orang-utan transformed environments at the modern era due to UGC. Future (Lindsay, Convery, Ramsey and lower Kinabatangan River work may delve into understanding Simmons, 2012), but also a range of floodplain in eastern Sabah; amidst the lack of negative blog content on other species that have suffered calls for the cessation of forest to Sarawak. Also, a QCA on DI of all habitat loss. agriculture land conversions, as well four territories could be conducted as enforcement of management as presently, some blogs continue to econdly, bloggers share the practices to reduce threats of address Borneo as one island reality of oil palm plantations plantation for the survival of the creating a DI that might be S near key wildlife attractions in orang-utan (Ancrenaz, et al., 2015). incorrect for any one of the four. Sabah and change the script of When viewed constructively, this The content of travel blogs written secondary images (organic and negative blog content plays a role to by the East Asian market about induced) available to potential accentuate a valuable resource: the Malaysian Borneo should be travellers. Inadvertently, they have environment and its wildlife. explored as it is the key inbound shared a truth which Petriana However, both tourism and oil market presently. Bloggers have (2017) suggests challenges the palm industries are beneficial to the assumed the role of an unofficial traditional tourist gaze directed by economy of Malaysian Borneo. The conservation ambassador for Sabah. DMOs. Is it credible? Indeed, plight of the orang-utan is symbolic The iconic orang-utan is elevated deforestation due to oil palm of conflict between economic into a symbol of hope as travel blogs plantations in Sabah is linked to development and environmental create awareness by using the loss of habitat for the orang-utan conservation (Ancrenaz, et al., affective components of DI to (Ancrenaz, et al., 2015). Ironically, 2015). inform the cognitive, and entice the main wildlife sites in Sabah are readers to act. Bloggers advocate a either surrounded by this vraham and Ketter (2013) holistic, instantaneous, digitally palmscape, or, it is part of the proposed the cosmetic and induced DI of Malaysian Borneo journey to the site. As discussed by A strategic approach to alter which enters the realm of UGC to Lindsay, et al. (2012), conservation DI. They suggest destinations facing be utilised as a source of image of the tropical ecosystem is complex prolonged negative image apply formation. As such, DMOs need to and contested from a range of strategies that ‘tackle the engage with the negative issues perspectives (cultural, political, problematic reality’. Perhaps not highlighted in blogs, and to developed, developing nations and enough is being done to tackle the encourage conversations that seek stakeholders). However, they concur problematic reality of economics in sustainable solutions. that oil palm plantations have Sabah? Presently, there are few blog altered ‘sense of place’ for Borneo. entries depicting negative content, References It can be concluded the DI of ‘Wild and this study does not suggest that Borneo’ has evolved, and, as more Sabah, or Malaysian Borneo has a Ancrenaz, M., Oram, F., Ambu, L., holistic content enters the negative DI as yet. However, this Lackman, I., Ahmad, E., Elahan, blogosphere, tourist expectations study provides an impetus for H., Kler, H., Abram, N.K. and will need adjustment. Such content DMOs to listen in and address such Meijaard, E. (2015) Of Pongo, might influence the perceptions of content. DMO websites could palms and perceptions: a potential travellers, or as suggested, consider adding links to both multidisciplinary assessment of enlist them to take action and government and non-governmental Bornean orang-utans Pongo participate in conservation. organisation (NGO) blogs to clarify pygmaeus in an oil palm context. conservation efforts. Also links to Oryx, 49(3): 465-472. Therefore, this study suggests the journal articles presenting scientific need to understand and share the facts on habitat and species Avraham, E. and Ketter, E. (2013) evolution of both these industries to conservation; and even organise Marketing destinations with clarify the narratives. Luquiau prolonged negative images: Towards PAGE 127 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
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Munar, A.M. (2011) Tourist-created San Martín, H. and Del Bosque, Thevenot, G. (2007) Blogging as a content: rethinking destination I.A.R. (2008) Exploring the Social Media. Tourism and branding. International Journal of cognitive–affective nature of Hospitality Research, 7(3-4): 287– Culture, Tourism and Hospitality destination image and the role of 289. Research, 5(3): 291-305. psychological factors in its formation. Tourism Management, Tse, T. and Zhang, E. (2013) Munro, J. and Richards, B. (2011) 29(2): 263-277. Analysis of Blogs and Microblogs: A The Digital Challenge. In: N. Case Study of Chinese Bloggers Morgan, A. Pritchard and R. Pride Saunders, G. (1993) Early Travellers Sharing Their Hong Kong Travel (eds.) Destination Brands. in Borneo. In: M. Hitchcock, V. T. Experiences. Asia Pacific Journal of Managing Place Reputation.3rd ed. King and M. J.G. Parnwell, (eds.) Tourism Research, 18(4): 314-329. Oxford: Butterworth-Heinemann, Tourism in South-East Asia. pp. 141-154 London: Routledge, pp. 271-285. Tseng, C., Wu, B., Morrison, A. M., Zhang, J. and Chen, Y.C. (2015) Pan, B., MacLaurin, T. and Crotts, Schmallegger, D. and Carson, D. Travel blogs on China as a J.C. (2007) Travel blogs and the (2008) Blogs in tourism: Changing destination image formation agent: implications for destination approaches to information A qualitative analysis using marketing. Journal of Travel exchange. Journal of Vacation Leximancer. Tourism Management, Research, 46(1): 35-45. Marketing, 14(2): 99-110. 46: 347-358.
Pearce, P.L. (2011) Tourist Selwyn, T. (1993) Peter Pan in Tussyadiah, I.P. and Fesenmaier, D. Behaviour and the Contemporary South-East Asia: Views from the (2008) Marketing places through World. Bristol: Channel View Brochures. In: M. Hitchcock, V. T. first-person stories – an analysis of Publications. King and M. J.G. Parnwell (eds.) Pennsylvania roadtripper blog. Tourism in South-East Asia. Journal of Travel & Tourism Petriana, B. (2017) The Perceived London: Routledge, pp. 117-137. Marketing, 25(3-4): 299-311. Destination Image of Indonesia: An Assessment of Travel Blogs Written Sigala,M., Christou,E. and Gretzel, Volo, S. (2010) Bloggers’ reported by Industry’s Top Markets. Master U. (eds.) (2012) Social Media in tourist experiences: Their utility as a of Tourism Management Thesis, Travel, Tourism and Hospitality: tourism data source and their effect Victoria University of Wellington, Theory, Practice and Cases. on prospective tourists. Journal of New Zealand. Farnham: Ashgate Publishing, Ltd. Vacation Marketing, 16(4): 297-311.
Russell, C. L. and Ankenman, M. J. Stepchenkova, S. and Mills, J.E. Wenger, A. (2008) Analysis of travel (1996) Orangutan as Photographic (2010) Destination image: A meta- bloggers' characteristics and their Collectibles: Ecotourism and the analysis of 2000–2007 research. communication about Austria as a Commodification of Nature. Journal of Hospitality Marketing tourism destination. Journal of Tourism Recreation Research, and Management, 19(6): 575-609. Vacation Marketing, 14(2): 169-176. 21(1): 71-78. Straumann, L. (2014) Money Ye, H. and Tussyadiah, I.P. (2011) Schreier, M. (2012) Qualitative Logging. On the Trail of the Asian Destination visual image and content analysis in practice. New Timber Mafia. Basel, Switzerland: expectation of experiences. Journal York: Sage Publications. Bergli of Travel & Tourism Marketing, 28(2):129-144.
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“This is innovation”: Analysis of new trends in Swedish branding strategy
Anna Kobierecki University of Lodz Poland
Abstract
n the globalized world states promotion strategy will be listed main research question is whether must compete with each other with special regard to the aspects of such shift towards the aspects of I in attracting investments, attracting talents and enhancing innovation and technology actually tourists or talents. Nation branding innovation in Sweden. stems from migration crisis and can be listed as one of the most The main theoretical basis for the whether such subtle attempt of useful tools in succeeding in such proposed analysis is one of many rebranding is a good choice for the competition. Even states that are concepts of public diplomacy Swedish nation brand, until now perceived to be successful in proposed by Joseph Nye, who stated connected rather to welfare state, creating their strong nation brand that: “Public diplomacy tries to high quality of life and wide and good reputation do not rest on attract by drawing attention to these tolerance? their laurels, but engage themselves potential resources through in new branding activities. One of broadcasting, subsidizing cultural s to provide more in depth such examples is Sweden which in exports, arranging exchanges, and so analysis, new trends in spite of strong international forth. But if the content of a A Swedish promotion strategy position in terms of its nation brand country’s culture, values, and will be critically confronted with and reputation is still looking for policies are not attractive, public other examples of using the new methods of enhancing its diplomacy that “broadcasts” them arguments of innovation, image. In the newest strategy for cannot produce soft power. It may technology and being a hub for promotion of Sweden one can find produce just the opposite. ” (Nye international talent in branding most of the elements that are 2008, p. 95) Such understanding of strategy with regard to potential present in the last one, however new public diplomacy and shifts in resources used in the aspects have been highlighted as acknowledging potential possible strategies. Those will be Estonia and well and a slight change in the negative effects of shaping state’s Finland, which are also widely balance point can be observed. This nation brand and image could easily recognized for their high level of may suggest some changes within up be extended to nation branding as innovativeness. to now trends of branding strategies well. Therefore the key aspect of the - o - and turning towards new soft power analysis is the occurrence of resources in branding Sweden. potential risk of worsening Participation in the conference was Sweden’s international image owing financed within subsidy of the he most direct aims of the to the changes within the strategy. Ministry of Science and Higher research will be to identify Since the newest promotion strategy Education (Poland) designated for T potential factors that led to has been introduced after the peak the development of young such changes within strategy of of migration crisis in Europe, it researchers and PhD students. promoting Sweden abroad. could be perceived as a response to Secondly, main changes within new it and its challenges. Therefore, the
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The Olympic Games as a public diplomacy and nation-branding platform
Michał Kobierecki University of Lodz Poland
Abstract
here are a number of ways to reached. The study will also refer to by Brannagan and Giulianotti, utilize sport for the sake of the actual activities that were which notes the reputational risks of T public diplomacy and nation undertaken by the organizers of the hosting sports mega-events. The branding. Among the most respective events in order to reach main research question refers to the common, sports victories, their branding goals, such as the reasons behind host nations’ international sports exchanges, opening ceremony, the Cultural different approaches to utilizing sports development aid, Olympiad, Olympic ambassadors, hosting sports mega-events for the participation in sport (in the case of etc. The opening ceremonies will be sake of nation branding and public so-called “contested states”), and given particular attention since they diplomacy. The hypothesis to be hosting sports events can be are believed to be a great tested states that non-democratic mentioned. When it comes to opportunity for the host nation to states are more likely to employ hosting sports events, so-called present its culture and national more expensive methods to enhance mega-events such as the Olympic achievements to a global audience. their prestige through hosting the Games or the FIFA World Cup are Olympics, and are more likely to particularly important since they he proposed research is a experience diminished attractiveness attract the attention of billions of comparative case study. Its as a result of the global attention people. T goal is to search for and scrutiny that is associated with differences in how each Olympic such events. he purpose of the paper is to Games were used for the sake of - o - investigate one of the most nation branding and public T important sports mega-events diplomacy. Case study protocols will This work was supported by – the Olympic Games – from the be employed in order to observe National Science Centre, Poland perspective of the states that use similarities and differences, [grant number them to shape their international considering variables such as the 2015/19/D/HS5/00513]. image. A comparative case study will size of the nation (on the basis of be employed in order to compare population), the wealth of the Participation in the conference was the most recent Olympic Games: nation (on the basis of GDP per financed within subsidy of the London 2012, Sochi 2014, Rio de capita), and political regimes. The Ministry of Science and Higher Janeiro 2016, and PyeongChang analysis will also include the budgets Education (Poland) designated for 2018. The study will include a of respective events, politics that the development of young background description of each were involved, and whether there researchers and PhD students. Olympiad-hosting nation, analysis was any international criticism of the branding objectives of the against the nations hosting the Olympic Games under Olympic Games. The research will consideration, and an attempt to refer to the theoretical concept of assess whether those aims were soft disempowerment first asserted PAGE 131 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
A ‘bottom-up’ place marketing initiative: Destination Lund Sweden
Olga Rauhut Kompaniets Dalarna University Sweden
Abstract
hile New York Times of the members are experienced everal lessons can be learned and Vogue described travellers, a set of downloadable from Lund. The locals are the W Lund and the material for smart phones and S best ambassadors for a place; southernmost region in Sweden as tablets in several languages have Kotler is right indeed. Know-how an undiscovered pearl waiting to be been developed: maps, guides, films and enthusiasm can achieve more in explored, the local tourism office of and useful links. All material is free place marketing than the official Lund asked tourists to go to visit of charge on the Facebook page and tourism office with a budget. places outside Lund. This is not due at the blog. The local tourism office Moreover, the third sector can play to a huge and steady flow of tourists run by the municipality oppose – an important role in place visiting the city of Lund. Lund is and even combat – these efforts, as marketing activities. A key to one of the oldest town in they want the tourists to come to successful place marketing lays in a Scandinavia, with a rich and their office and buy their printed good product and to master fascinating history. This paper aims products; their focus is on the marketing through social media. at discussing the citizen initiative to surrounding countryside. place market the city of Lund. - o - Destination Lund can be seen as a he digital map of sights and ‘bottom-up’ response by residents in attractions, practical I am grateful for constructive 2016 to the politically controlled T information (ATMs, toilets, comments on an earlier version of local tourism office’s attempts to bike stations etc.) has been a virtual this paper by Daniel Rauhut, involve residents in ‘top-down’ success. The biking tour around the Jonny Andersson and the activities and dismantling of the city battlefield of the Battle of Lund has anonymous referees of the brand. A unique material has been been highlighted by the Swedish conference. collected through participating Tourism Association. Moreover, observation. By using smart tourism some busloads of tourists have technologies and the fact that many arrived to Lund.
Full paper
und is one of the oldest Nordic and Baltic regions (Skansjö commercial and religious metropolis towns in Scandinavia, 2008). The magnificent 12th in the Nordic countries (Carelli L founded around 990 A.D. century Romanesque cathedral is 2012). The first ‘University College’ (Cinthio 2018), and it played a key still a landmark. During the Middle in the Nordic countries, Studium role in the Christianisation of the Ages, Lund was an administrative, Generale Lundensis, operated in PAGE 132 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
Lund 1438-1536 (Blom & Wahlöö and the southernmost region in e.g. to spread information on 1999); the Cathedral School, Sweden as an undiscovered pearl destinations and places, to facilitate founded 1085 A.D., is still running waiting to be explored, the local travel planning and to enhance and is the oldest school in tourism office of Lund advices travel satisfaction (Gretzel et al Scandinavia (Lunds kommun tourists to go to see the countryside 2015; Huang et al 2017; Yoo et al 2018). The University of Lund was around Lund (Visit Lund 2018). 2017). Digital technologies opens founded 1666, presently a top-100 This is not due to a huge and steady up the possibilities for collaboration university in the world. Today Lund flow of tourists visiting the city of among the place stakeholders and is a R&D cluster for biotech Lund. The brave tourists who defy their active participation in place (Medicon valley) and the IT-sector, the local tourist office’s advice only marketing process which is needed and it hosts the European research receive information to visit the to achieve successful place and centre ESS (Oredsson 2012; Botanical Garden and exhibitions destination marketing results Wetterberg 2017b). of obscure artists in the municipal (Huang et al. 2017; Jovicic 2016). art gallery. Needless to say, the Destination Lund Sweden After the Battle of Lund in 1676, gallery is usually empty of visitors. developed a set of free Denmark lost its eastern province to downloadable material for smart Sweden forever (Wetterberg 2017a). In 2016, some citizens in Lund phones and tablets in several During 1716-1718, Lund served as reacted against the dismantling of languages: maps, guides, films and Sweden’s unofficial capital (Skansjö the place brand by the local tourism useful links (Destination Lund 2012). Still, Lund is an arena for office, first in a Facebook group, 2018). The local tourism office run high-level politics. In early 2018, and later in the association by the municipality oppose these Lund hosted a UN Security Council “Destination Lund Sweden” 2017. efforts, as they want the tourists to meeting (Svt 2018) and in 2016, on That residents raise their voice in come to their office and buy their the 500 years’ celebration of the favour of an increased tourism has printed products. Although Reformation, the Pope visited Lund been identified in previous studies improvements have been made and the Catholic Church and the (Andriotis & Vaughan 2003; Zhang regarding available digital Lutheran World Federation finally et al. 2006; Kavaratzis 2012; Braun information, the focus is on the made peace (Vatican News 2016). et al. 2013; McComb et al. 2017). surrounding countryside (Visit In theory, the best ambassadors of a Lund 2018). he cultural life is vivid in place or destination are the Lund. Måns Zelmerlöv, the residents. To include the residents’ his paper aims at discussing T 2015 Eurovision Song views is important for place the citizen initiative to place Contest winner, is from Lund as is marketing to succeed (Giles et al, T market Lund. Three Timbuktu (Wikipedia 2018). 2013; Kavaratzis & Hatch, 2013; questions will be addressed: (1) How Among others, the artists Gösta Braun et al, 2010; Messley et al, has smart tourism technologies Adrian-Nilsson (GAN), Oskar 2010; Zenker & Petersen, 2010). If changed the possibilities for the Reuterswärd and Carl Fredrik Hill the residents are satisfied with third sector3 to be active in place were from Lund as the where they live, it has to be a nice marketing? (2) Why has Destination contemporary Mats Milhamre is place (Rauhut Kompaniets & Lund Sweden managed to achieve (Wikipedia 2018; Art by Milhamre Rauhut 2016). Tourists, business such success in a relatively short 2018). A numerous number of travellers etc. are however also time? Finally, (3) Why is it famous Swedish authors come from ambassadors of a place or important with a stakeholder’s Lund or have worked in Lund, e.g. destination, so what they think may collaboration during the place Frans G. Bengtsson, Hjalmar affect the attractiveness of a place or marketing process? Gullberg, Fritjof Nilsson Piraten, destination (Kotler et al 1999; Viktor Rydberg, August Strindberg, Simpson & Siguaw 2008). These A CONCEPTUAL FRAMEWORK Esaias Tegnér and Per Wahlöö target groups are underexplored in (Kulturportalen Lund 2018). Lund. Over the last decades, significant amounts of research and scientific While e.g. New York Times (2016) The concept smart tourism refers to findings on the city residents’ role and Vogue (2017) describe Lund the use of modern ICT-solutions and perceptions have been made.
3 The third sector comprise non- charities, voluntary and community groups, governmental and non-profit-making cooperatives, etc. organisations or associations, including PAGE 133 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
The place marketing theory and whole place product, services and residents, business travellers and practices display the changing role policies (Warnaby 2009; Braun et other tourists in place marketing. of city residents in place marketing al. 2013), ambassadors for their activities and strategies. Residents place brand (Kotler et al. 1999; he rapid development of were considered as city customers Simpson & Siguaw 2008; Braun et ICT, internet and social before, with the most important al. 2010; Rauhut Kompaniets & T media have revolutionised attitudes such as customer Rauhut 2013; Taecharungroj 2016), the tourism sector from both a satisfaction, satisfaction with a place and city citizens, actively destinations and tourist perspective of living, intention to stay, participating and contributing to (Buhalis & Law 2008; Xiang & attachment, city attractiveness and the place marketing process (Braun Gretzel 2010; Chung & Koo 2015; loyalty (Insch & Florek 2008; et al. 2013; Zenker & Rütter 2014; Li et al. 2017; Yoo et al. 2017) and Zenker & Petersen 2010; Zenker & Taecharungroj 2016). brought “smartness” into tourism Rütter 2014). Today, residents are destinations (Jovicic 2016). ICT has considered one of many The bottom-up approach, with also changed a tourists’ behavior in stakeholders actively involved in stakeholders as core drivers, is seen searching and purchasing the travel place marketing and branding as a key to the successful results of information. Tourists now are less process (Kotler et al 1999; place marketing process (Simpson loyal to package tours; they are Hankinson 2004; Kavaratzis 2012; & Siguaw 2008; Jamhawi & smart, more knowledgeable and Giles et al. 2013; Rauhut Hajahjah 2017). Kavaratzis (2012, demanding, prefer to manage their Kompaniets & Rauhut 2016; p.10) argues that “[…] stakeholders vacations and holidays by Hereźniak 2017). The stakeholders- should be thought of as active themselves (Yoo et al. 2017; Jovicic oriented approach in place groups of people to be motivated 2016). Hence, places and marketing and branding process is towards defining their own meaning destinations must master social fundamental for successful results. of the place brand instead of passive media and the smart tourism aspect In theory, it is more likely to achieve groups of people to be consulted on to reach their potential target success in city marketing if the this meaning”. groups if they plan to become residents are not considered successful in attracting tourists and important from a customer-oriented To what extent is place marketing visitors (Xiang et al. 2008; Li et al. approach, but with an involvement sensitive to who is doing it? 2017). orientation and participation Marketing of a place based on practices (Hankinson 2004; Baker political-administrative interests METHODOLOGICAL 2007; Houghton & Stevens 2011; present a ‘desired’ image the CONSIDERATIONS Kavaratzis 2012; Zhang et al. 2006). political and administrative leaders in a certain place want to spread The empirical material is based t is not only the residents’ (Kavaratzis 2012; Holcomb 1999), upon literature, internet sources, “customer era” when they “were and e.g. residents and tourists have documents and participating I only one of the target groups of to accept this image. This kind of observation. While the first three the place marketing efforts” place marketing can be considered sources need no further (Kavaratzis & Ashworth 2008, p. as a top-down marketing of a place. explanation, the latter does. 162) which is gone. So is the top- Moreover, commercial interests, e.g. Participating observation is a down centred policymaking in place a travel agent boosting the image of methodology commonly used in marketing not considering the a certain resort place, do top-down anthropological and ethnological stakeholders’ involvement and marketing. Also residents, business studies. “The most distinctive engagement (Houghton & Stevens travellers and tourists place market a opportunity [of participating 2011, p. 48; Kavaratzis 2012; city or place (Simpson & Siguaw observation] is related to the Jamhawi & Hajahjah 2017). 2008). They have sometimes a investigator’s ability to gain access to Nowadays residents are the main different image of a place compared events or groups that are otherwise participants in all stages of place to the image of top-down place inaccessible to scientific marketing and branding process marketing. This ‘practical’ investigation /…/ Another distinct (Kavaratzis & Ashworth 2008; experience of a place generates a opportunity is the ability to perceive Kavaratzis 2012; Braun et al. 2013; bottom-up image of a place. As we reality from the viewpoint of Rauhut Kompaniets & Rauhut, noted earlier in this theoretical someone ‘inside’ the case study 2016). They are co-partners, co- discussion, there is a consensus of rather than external to it” (Yin creators and co-producers of a the importance of involving 1990:92-93). The participating observer is a primary data source by
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him/herself as s/he interprets what displaying for tourist to Lund are (unpaid) members. Destination is going on around him/her the beautify countryside outside Lund / Lund’s tourist association is (Robson 2002). The most Lund, but not Lund itself (Meeting a third sector organisation and all significant disadvantage with this notes 2017). At first sight, this the members are volunteers working methodology is that the appears odd, but the local without any salary (Kniivilä 2017; participating observer can be biased municipal tourist offices are a part Magnusson 2017; Rumpf 2017; in his/her views because of being a of the local public administration, Stierna 2017). participant (Yin 1990). On the and hence highly politicised. other hand side, no research in Rauhut Kompaniets & Rauhut he first activity Destination social science is truly unbiased and (2013) found that 75 municipals Lund organised in August ‘neutral’ in a normative sense northern Sweden focused upon T 2017 was a guided biking (Holme & Solvang 2010). promoting their beautiful tour around the battlefield of the countryside instead of identifying Battle of Lund. As a completely new This study will use a mixed methods their unique selling points. organisation, which only methodology, in which both Promoting the ‘beautiful communicated through social qualitative and quantitative sources countryside’ is a result of media, Destination Lund hoped for are analysed. By combining different benchmarking towards other 10-15 participants – 50 showed up! kinds of material, a fuller analysis municipals’ place marketing (Destination Lund 2017). During can be made of complex situations activities; they just copy strategies the summer 2018, the number of and processes (Creswell & Plano from each other. The rationale for persons listing themselves to Clark 2007; Tashakkori & Teddlie highlighting a relatively unexciting participate in this guided tour is 1998). A mixed methods countryside, as the municipal three times as high as the maximum methodology is likely to produce tourism office of Lund does, instead number of participants for the new knowledge as it approaches the of the unique selling points of a city guided tour! The Swedish empirical material in a broader way with many cultural and historic nationwide tourist association STF (Bryman 2010). In marketing treasures, is related to a simple reviewed the quality of the guided research, this is also a standard benchmarking exercise towards the Battle of Lund tour as excellent research design (Kent 2007). Given surrounding municipals of Lund. (STF Sydvästra Skåne 2018). A free that the empirical material consists downloadable map of the tour is of literature, internet sources, During the early autumn 2016, five available on internet and so is a documents and participating private residents in Lund expressed short guide (Destination Lund observation, this appears a their dissatisfaction with how the 2018). reasonable methodological choice. city is promoted on a Facebook community page. Suddenly, the Destination Lund has not only ow can the influence of number had grown to 30 and a tried to identify unique selling Destination Lund Sweden separate community was formed – points of Lund, but also be measured? Measuring H Lund’s tourist association. The potential target groups. The the output in terms of effect, results, common denominator in the municipal tourism office targets impact etc. is not possible at this dissatisfaction was how the cultural stage. The organisation has just and historic treasures of Lund were Swedish, Danish and German existed for just more than a year. ignored in the promotion of the tourists alone (Meeting notes After ca five years it is however city. A core group of the community 2017). To increase the number possible to evaluate how started Destination Lund Sweden in of foreign tourists, Destination Destination Lund has changed January 2017; one communication’s Lund did two 15 minutes long tourism in Lund.4 expert, one IT programmer and one promotion films about Lund in marketing expert. Today the Russian. The films were A ‘BOTTOM-UP’ REACTION community Destination Lund broadcasted in Russian travel Sweden has more than 1,000 program “Tour insider” on The municipal tourism office followers and about 10 active considers the sights worth
4 In a recent appraisal and review of how evidence-based. The common quasi- inefficient. The normal thing to do would place marketing activities are measured by experimental methods and the use of the however be to evaluate the impact of Rauhut Kompaniets and Rauhut (2018), the difference between an ex ante and ex post Destination Lund with these imprecise and findings indicate that a majority of the evaluation in place marketing are targets for inefficient methods. This attempt is measurements are non-scientific and not severe criticism for being imprecise and declined in this paper. PAGE 135 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
Figure 1 Screenshots of the Battle of Lund map and guide
Figure 2 Screenshots from the two films on Lund
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Figure 3 Screenshot from the city map
Figure 4 Screenshots from the compilation of guides and Instagram
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Siberian TV (Tour insider 2017a; this meeting, the tourism director produced by Destination Lund have Tour insider 2017b). Several called Destination Lund to dissolve made an impression on them Russian bus trips operators to and stop with all activities. This (Meeting notes 2018). Europe had a four hours stopover in request was based upon, although Lund; now they have extended the only implicitly expressed, a fear for DISCUSSION stay in Lund to two full days due to competition (Meeting notes 2017). an increased demand of their It took only six months before a As the municipal tourist office is a costumers (Forum Tourtrans-Voyage handful of unpaid experts, without part of the local public 2018). Very positive reports of these any budget and resources, administration, it is governed by the tourists have been posted on outperformed a local tourism office politics of the ruling majority in the internet, which has further with full-time staff and a regular city hall. Hence, the place marketing increased the demand for exploring budget. activities are politically decided and the city of Lund and its cultural and are therefore not a result of a historic treasures (Interview 2018). A dialogue with other third sector professional marketing strategy. If The aim is to translate these two organisations begun during the the ruling politicians wish to market films on Lund into Swedish, autumn 2017. Thomandersällskapet Lund by benchmarking and by English, German, French, Italian, och Uppåkras vänförening are copying the neighbouring Spanish, Korean and Chinese. The worth mentioning in this context. municipalities, the administration Russian voice track will be replaced The association for local enterprise has to comply with this decision – with voice tracks in these languages, host frequent meetings to which also if it in practical terms means a and the films will be available for relevant public and private actors dismantling of the city brand. free on Youtube. are invited to. Destination Lund participates at these meetings and hen the local tourist n order to maximise the are active in networking there since office wants to include experience of Lund, Destination autumn 2017. Kulturen (an out- W the residents into I Lund has also developed a set of door historical museum), the marketing or brand promoting maps and guides for smart phones Historical Museum and the activities, these are decided by the and tablets (figure 3). The digital International Citizen Hub Lund local administration. These activities map of sights and attractions, have a pending attitude towards can be considered ‘top-down’. Since practical information (ATMs, Destination Lund and a the place marketing is made by the toilets, bike stations etc.) aims at cooperation will most likely emerge public administration, they have to visiting professionals and business in the future. Destination Lund be evaluated. The rationale for travellers who have a few hours to tried to establish a cooperation with evaluations varies. The two most spend before or after meetings to a Church of Sweden, but the common are (1) to legitimise the explore Lund’s cultural and historic Church of Sweden does not policy of a ruling majority and (2) treasures. By clicking on an icon on consider the magnificent cathedral improve the activity/programme in the map, a pop-up window displays of Lund as a tourist attraction different ways (Vedung 2010). If a further information of the object (Meeting notes 2018b). Still, programme/activity is highly together with a photo, history, links, thousands of tourists come to Lund political, it becomes politically opening hours etc. The number of just to see the cathedral. difficult to point at failure – may it downloads of the map indicates a be lack of cost efficiency, effect, demand and that this product most During the spring 2018, several participation etc. The more political likely has reached its target group. shops and galleries have contacted a programme/activity is, the more Destination Lund to inquire if it likely it is that it shows success A series of downloadable guides, on could be possible to be mentioned (Premfors 1989). The evaluations of historical buildings and sights in in the free downloadable maps and the activities by the municipal Lund have also been produced. guides by Destination Lund. tourism office report an outstanding These guides contain a short history Furthermore, Destination Lund has performance and success, especially of these sights and historical entered an interesting cooperation during the summer months buildings, photos and a map on with Lundaspelen. The organisers (Magnusson 2018; Lunds kommun how to find them. of Lundaspelen would like 2017). The evaluations made accompanying family members to however use a methodology which is The local tourism office of Lund have an interesting experience while everything but scientific or evidence called Destination Lund for a in Lund during the handball based (Cf. Rauhut Kompaniets and meeting in November 2017. During tournament. The products Rauhut 2018). Again, this implies PAGE 138 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
the political character of these all needed information about a tourism technology have turned evaluations. destination, sights etc. in their smart residents from being consumers, phone or tablet. This is the with needs to be satisfied, into an estination Lund Sweden is underlying idea of smart tourism. important stakeholder actively a third sector organisation Why carry numerous paper maps involved in the marketing and D and staffed by unpaid (which always break down on the branding of a place. Most people residents of Lund. The (potential) second day of use), leaflets and today know how to post things on unique selling points of Lund have booklets to carry in a bag when you e.g. Facebook and Instagram, and been analysed from a professional can have the same information in many persons run their own blog. perspective and so have the the smart phone? To enable this, all Consequently, modern ICT and provided smart tourism products. essential travel information, social media has challenged the While the politically controlled information on destinations, sights traditional marketing monopoly of local tourism office target native, etc. have to be available on internet. the politically controlled local Danish and German tourists to visit This is what Destination Lund does. tourism offices. From this follows the countryside surrounding Lund, The local tourism office does not; that the new smart tourism Destination Lund targets also the tourist can come to their office technology has enabled residents, business travellers and students in and pick up a city map and maps of tourists, and business travellers etc. Lund, and they target tourists from the surrounding of Lund, leaflets, to do a ‘bottom-up’ marketing of a other countries (Russia, the booklets etc. Some are free of place parallel to the traditional ‘top- Netherlands, China etc.). Finally, charge, others are not. It is obvious down’ marketing by the local the information provided by that Destination Lund and the local tourism offices. Destination Lund is not only in tourist office have two completely Swedish and English, but also in conflicting views on how to use (2) Seen from this perspective it is Russian (and products in more modern ICT and social media in not surprising at all that potential languages are in the pipeline). place marketing. visitors to Lund appreciate the maps and guides produced by Destination It is also worth emphasising that While the local tourism office try to Lund: the information a smart Destination Lund Sweden is the shun the third sector stakeholders tourist demands is now supplied. result of a dissatisfaction among from the place marketing of Lund, Several local associations and residents in Lund on how the private and other third sector organisations related to the tourism marketing of the city is done by the stakeholders seek cooperation with industry have noticed the products local tourism office. Successful place Destination Lund due to the way of Destination Lund and seek marketing needs to include the Destination Lund uses ICT and collaboration. The remarkable in residents and their views (Rauhut social media to produce easy this context is how the local tourism Kompaniets & Rauhut 2016; Giles accessible tourism information. The office opposes both smart tourism et al, 2013; Kavaratzis & Hatch, politically controlled ‘top-down’ and the involvement of other 2013; Braun et al, 2010; Messley et marketing of Lund appears to lose stakeholders in the place marketing al, 2010; Zenker & Petersen, 2010). ground in favour for a stakeholder- of Lund. Seen from this perspective, based ‘bottom-up’ place marketing Destination Lund can be regarded process. The new smart tourism (3) Research results point at a as a ‘bottom-up’ response to the technology has started to change the stakeholders-oriented approach in politically controlled local tourism participation of different place marketing and branding office’s attempts to involve residents stakeholders in the place marketing process as fundamental for in ‘top-down’ activities. That process. successful results. Numerous studies residents oppose local politicians on argue that residents are e.g. co- how many tourists, what activities CONCLUSION partners, co-creators and co- etc. a certain place should attract producers of a whole place product, has been surveyed in previous he aim of this paper is to services and policies, ambassadors research (Andriotis & Vaughan discuss the citizen initiative for their place brand and actively 2003; Zhang et al. 2006; Kavaratzis T to place market Lund and participating and contributing to 2012; Braun et al. 2013; McComb three questions are proposed to be the place marketing process. If such et al. 2017). answered. (1) Modern ICT and an important stakeholder suddenly social media has revolutionised is shunned from the place Destination Lund concluded that place marketing in a way few could marketing of a city, the place the modern traveller prefer to have predict. The emergence of smart
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marketing of the city will be Meeting notes by Olga Rauhut Lunds kommun (2018) Välkommen inefficient and unsuccessful. Kompaniets from a breakfast till Katedralskolan. meeting – presentation of https://www.lund.se/katedralskolan A general conclusion is that the Lundaspelen on 18 May 2018 at [accessed on 15 June 2018] local tourism office is not in tune 9am (2018a). with time. Instead of welcoming New York Times (2016) Places to go different stakeholders and involve Meeting notes by Olga Rauhut 2016, No. 9: Skåne. 7 January 2016. them in the marketing process, the Kompaniets from a meeting https://www.nytimes.com/interacti local tourism office tries to uphold a between Destination Lund (Dr Olga ve/2016/01/07/travel/places-to- monopoly of place marketing Rauhut Kompaniets and Mr Jonny visit.html [accessed on 15 June activities for the city of Lund. In Andersson) and Church of Sweden, 2018] analogy with the arguments of Lund’s cathedral (Ms Anita standard economic theory, Larsson), on 31 August at 11am STF Sydvästra Skåne (2018) Review monopolies in general are (2018b). of Destination Lund’s Battle of inefficient; public politically Lund biking tour. controlled monopolies are definitely Interview with Alexei P. tour guide https://www.facebook.com/stfsydva inefficient. A second indication that at Tourtrans-Voyage by Olga straskane/posts/205174267181986 the local tourism office is not in Rauhut Kompaniets, 2 June 2018. 8 [accessed on 17 June 2018] tune with time is the awkward and flatfooted attitude towards ICT and Internet sources Svt (2018) Säkerhetsrådet på plats i social media in general, and smart Lund. Svt Nyheter tourism in particular. Art by Milhamre (2018) Homepage. https://www.svt.se/nyheter/lokalt/s http://www.artbymilhamre.com/ kane/nu-har-fn-s-sakerhetsrad-rullat- ot being in tune with time over-oresundsbron [accessed on 15 will eventually have Destination Lund (2018) Facebook June 2018] N consequences for the local page. tourism office. Another political https://www.facebook.com/Destina Tour insider, Novokuznetsk, majority in the city hall may tionLund/ [accessed on 17 June Channel 10 (2017a) Travel guide of conclude that the performance of 2018] Lund. Part 1. 16 November 2017 the local tourism office is too poor, https://www.youtube.com/watch?v and hence cut the budget or, more Forum Tourtrans-Voyage (2018) =ubP2BecHl5Q&feature=player_e drastically, close it down. At that http://forum.tourtrans.ru/topic/20 mbedded&list=PLzacB5WFwQPlm point, active residents, business 640-romanticheskoe-puteshestvie-po- KTFQz_JgiGyY0mH4Ii09 [accessed travellers, tourists etc. are left on sadam-i-parkam-skandinavii-ot- on 26 June 2018] their own to place market the city. 30042018-g/?page=8 [accessed on Since they know how to use smart 04 July 2018] Tour insider, Novokuznetsk, tourism technologies and Channel 10 (2017b) Travel guide of International Citizens Hub Lund accustomed to operate without a Lund. Part 2. 23 November 2017 (2018) budget, the loss of the local tourism https://www.youtube.com/watch?v http://www.internationalcitizenhub office may not be noticed. =2yGylqGg6Ok [accessed on 26 .com/ [Accessed on 5 July 2018]] June 2018] REFERENCES Kulturportal Lund (2018) Uppåkras vänförening (2018) Unprinted sources https://www.kulturportallund.se/in http://www.uppakra.se/en/home/ dex.php?option=com_content&vie [accessed on 3 July 2018] Meeting notes by Olga Rauhut w=category&id=390&Itemid=2599 Kompaniets from a meeting &lang=sv [accessed on 17 June Vatican News (2016) Sweden's between Destination Lund (Dr Olga 2018] Lund cathedral to host first Rauhut Kompaniets and Mr Jonny Catholic Mass since Reformation. Andersson) and Lund’s Lunds kommun (2017) Fortsatt https://www.vaticannews.va/en/ch municipality’s Deputy Director of ökning av internationella gästnätter. urch/news/2018-04/lund-cathedral- Business and Tourism (Ms Tove http://www.mynewsdesk.com/se/lu catholic-mass-ecumenical- Möller Andersson) on 9 November nd/pressreleases/fortsatt-oekning-av- lutheran.html [accessed on 15 June 2017 at 9am. internationella-gaestnaetter-2025465 2018] [accessed on 25 June 2018).
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Visit Lund (2018) Homepage. Carelli P (2012) Lunds Historia, Huang CD, Goo J, Nam K & Yoo https://visitlund.se/ [accessed on Vol. 1 Medeltiden 990-1536. Lund: CW (2017) Smart Tourism 17 June 2018] Historiska Media Technologies in Travel Planning: The Role of Exploration and Vogue (2017) A Guide to Sweden’s Chung N & Koo C (2015) The Use Exploitation. Information and Charming, Relaxed Southernmost of Social Media in Travel Management 54(6):757-770 County: Skåne. 4 august 2017. Information Search. Telematics and https://www.vogue.com/article/ska Informatics 32: 215-229 Insch A & Florek M (2008) A Great ne-county-scania-sweden-travel- Place to Live, Work and Play: guide?mbid=social_facebook Cinthio M (2018) Lund från Första Conceptualising Place Satisfaction [accessed on 15 June 2018] Början. In: Cinthio M & Ödman A in the Case of a City's Residents. (eds.) Vägar mot Lund. Lund: Journal of Place Management and Literature Historiska Media Development 1(2): 138-149
Andriotis K & Vaughan RD (2003) Creswell J & Plano Clark V (2007) Jamhawi MM & Hajahjah ZA Urban Residents’ Attitudes toward Designing and Conducting Mixed (2017) A Bottom-up Approach for Tourism Development: The Case of Methods Research. Thousand Oaks, Cultural Tourism Management in Crete. Journal of Travel Research, CA: Sage the Old City of As-Salt, Jordan. Vol. 42, November 2003, 172-185 Journal of Cultural Heritage Giles E, Bosworth G & Willett J Management and Sustainable Baker, B. (2007), Destination (2013) The Role of Local Development 7 (1): 91-106 Branding for Small Cities: The Perceptions in the Marketing of Essentials for Successful Place Rural Areas. Journal of Destination Jovicic DZ (2016) Key Issues in the Branding, Creative Leap Books, Marketing & Management 2(1):4– Conceptualization of Tourism Portland 13 Destinations. Tourism Geographies 18:4, 445-457 Blom KA & Wahlöö C (1999) Gretzel U, Sigala M, Xiang Z & Koo Medeltidens Lund. Lund: Stiftelsen C (2015) Smart Tourism: Kavaratzis M (2012) From Lundaguide Foundations and Developments. “Necessary Evil” to Necessity: Electronic Markets 25(3):179-188 Stakeholders' Involvement in Place Braun E, Kavaratzis M & Zenker S Branding. Journal of Place (2010) My City – My Brand: The Hankinson, G. (2004), Relational Management and Development 5 Role of Residents in Place Network Brands: Towards a (1): 7-19 Branding. Paper presented at the Conceptual Model of Place Brands, 50th ERSA conference, 19–23 Journal of Vacation Marketing, Vol. Kavaratzis M & Hatch MJ (2013) August 2010, Jönköping, Sweden. 10(2): 109-21 The Dynamic Place Brands: An Identity-Based Approach to Place Braun E, Kavaratzis M & Zenker S Hereźniak M (2017) Place Branding Branding Theory. Marketing Theory (2013) My City – My Brand: the and Citizen Involvement: 13(1): 69-86 Different Roles of Residents in Participatory Approach to Building Place Branding. Journal of Place and Managing City Brands. Kent R (2007) Marketing Research. Management and Development, 6 International Studies. Approached, Methods and (1): 18–28. Interdisciplinary Political and Applications in Europe. London: Cultural Journal, V.19 (1): 129-142 Thomson Bryman A (2010) Kvantitet och kvalitet i samhällsvetenskaplig Holme IM & Solvang BK (2010) Kniivilä K (2017) Hennes film ska forskning. Lund: Studentlitteratur Forskningsmetodik. Lund: locka ryska turister till Lund”, Studentitteratur Sydsvenskan, 17.10.2017 Buhalis D & Law R (2008) Progress in Information Technology and Houghton JP & Stevens A (2011) Kotler P, Asplund C, Rein I & Tourism Management: 20 years on City Branding and Stakeholder Haider DH (1999) Marketing Places and 10 years after the Internet - The Engagement, in Dinnie, K. (Ed.), Europe: How to Attract State of eTourism Research. City Branding: Theory and Cases, Investments, Industries, Residents Tourism Management 29(4), 609– Palgrave-Macmillan, Basingstoke, and Visitors to Cities, 623. pp. 45-53.
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Communities, Regions and Nations Rauhut Kompaniets O & Rauhut D Wetterberg G (2017a) Skånes in Europe. Prentice Hall (2018) How to Measure the Impact Historia Vol. 2 1376-1720. of Place Marketing Activities. A Stockholm: Bonniers förlag Li Y, Hu C, Huang C & Duan L paper prepared for the 58th ERSA (2017) The Concept of Smart conference, 28-31 August 2018, Wetterberg G (2017b) Skånes Tourism in the Context of Tourism Cork, Ireland. Historia Vol. 3 1720-2015. Information Services. Tourism Stockholm: Bonniers förlag Management 58: 293-300 Robson C (2002) Real World Research. Oxford: Blackwell Xiang Z & Gretzel U (2010) Role of Magnusson F (2017) De öppnar Social Media in Online Travel Lund – för två miljoner ryssar. Rumpf K (2017) De vill öka stadens Information Search. Tourism Lunds turistförening vill visa Lund turism med historia”, Hallå Lund, Management 31: 179–188 för världen”, Lokaltidningen Lund, 16.08.2017 17.10.2017 Xiang Z, Wöber K & Fesenmaier Simpson PM & Siguaw JA (2008) DR (2008) Representation of the Magnusson F (2018) Fler hittar till Destination Word of Mouth. The Online Tourism Domain in Search Lund. Lokaltidningen Lund, vecka Role of Traveler Type, Residents, Engines. Journal of Travel Research 25. and Identity Salience. Journal of 47 (2): 137–150 Travel Research, 47 (2): 167-182 McComb EJ, Boyd S & Boluk K Yin RK (1990) Case Study (2017) Stakeholder Collaboration: a Skansjö S (2008) Skånes Historia. Research. London: Sage Means to the Success of Rural Lund: Historiska Media Tourism Destinations? A Critical Yoo CW, Goo J, Huang CD, Namn Evaluation of the Existence of Skansjö S (2012) Lunds Historia, K & Woo M (2017) Improving Stakeholder Collaboration within Vol. 2 Tidigmodern tid 1536-1862. Travel Decision Support the Mournes, Northern Ireland. Lund: Historiska Media Satisfaction with Smart Tourism Tourism and Hospitality Research Technologies: A Framework of Vol. 17(3) 286–297 Stierna J (2017) En miljon turister Tourist Elaboration Likelyhood är målet. Skånska Dagbladet, And Self-efficiacy. Technological Messley L, Dessein J & Lauwers L 10.08.2017 forecasting and Social Change (2010) Regional Identity in Rural 123:330-342 Development: Three Case Studies Taecharungroj V (2016) City of Regional Branding. APSTRACT Ambassadorship and Citizenship Zenker S & Petersen S (2010) 4(3-4):19-24 Behaviours: Modelling Resident Resident-City Identification: Behaviours that Help Cities Grow. Translating the Customer Oredsson S (2012) Lunds Historia, Journal of Place Management and Relationship Management Vol. 3 Modern Tid 1862-2010. Development 9(3): 331-350 Approach into Place Marketing Lund: Historiska Media Theory. Paper presented at the 50th Tashakkori A & Teddlie C (1998) ERSA conference, 19–23 August Premfors R (1989) Policyanalys. Mixed Methodology: Combining 2010, Jönköping, Sweden Lund: Studentlitteratur Qualitative and Quantitative Approaches. Thousand Oaks, CA: Zenker S & Rütter N (2014) Is Rauhut Kompaniets O & Rauhut D Sage Satisfaction the Key? The Role of (2013) The Place Marketing Citizen Satisfaction, Place Concept of Rural Municipalities in Vedung E (2010) Utvärdering i Attachment and Place Brand Northern Sweden: A Content politik och förvaltning. Lund: Attitude on Positive Citizenship Analysis of the Municipals’ Studentlitteratur Behaviour. Cities 38: 11-17 Homepages. Romanian Journal of Regional Science 7(2):11-36 Warnaby G. (2009) Towards a Zhang J, Inbakaran RJ & Jackson Service-Dominant Place Marketing MS (2006) Understanding Rauhut Kompaniets O & Rauhut D Logic. Marketing Theory 9 (4): 403- Community Attitudes towards (2016) Why Marketing of Cities and 23 Tourism and Host-Guest Rural Areas Differ: A Theoretical Interaction in the Urban-Rural Discussion. Romanian Journal of Border Region. Tourism Regional Science 10(1):23-40 Geographies 8(2): 182-204
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Destination campaigns as strategic brand building tools: The multi-case study of four Indian states
Gurpreet Kour Narsee Monjee Institute of Management Studies India
Mihalis Kavaratzis University of Leicester UK
Abstract
his study argues for a 2008; Pike & Page, 2014). We argue development, c) destination stronger link between that this leaves a gap in our leadership, d) stakeholder T destination campaigns and understanding of the strategic involvement, e) client-agency destination brand-building. We contribution of destination relationship and f) destination examine campaigns in their wide campaigns to the wider destination communications. role as strategic tools rather than as brand-building process, which needs narrow, operational marketing to be explored. hese dimensions go beyond tools. The main aim is to identify the narrow planning of the and critically discuss the key e use a series of in-depth T campaign and allow us to dimensions of destination interviews with DMOs offer a stronger link between promotional campaigns and assess W and advertising agencies campaign planning and brand- the factors that enhance their in a multi-case methodology to building. Differentiation points for potential contribution to the examine the campaigns of four the destination brand can be destination brand. Marketing Indian states (Madhya Pradesh, created and communicated if the six communications in general, and Kerala, Rajasthan and Gujarat). key dimensions of the campaigns destination campaigns in particular, Within-case analysis provides are understood and if all of them play a crucial role in the destination information on each campaign’s are fully incorporated into brand-building process (Morgan et development, the media and destination campaign planning. A al, 2002). creative strategy, the campaign campaign planning framework is planning process and its critical introduced that incorporates these However, this role has not been components. Cross-case analysis dimensions and outlines their clarified adequately, especially in identifies common patterns and theoretical and practical terms of the link to identity-making dimensions that are significant significance. processes (Kavaratzis and Hatch, across all cases. Our findings show 2013) of a destination by its main that six key dimensions can be References stakeholders (Sheehan et al, 2007) considered as value enhancers for and in relation to the significance of the campaign planning process and Kavaratzis, M. and Hatch, M.J. internal stakeholders for creating a its success: a) strategic brand (2013), The dynamics of place destination brand (Konecnik & Go, orientation, b) destination product
PAGE 143 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018 brands, Marketing Theory, 13(1, 69- Branding: Creating the Unique Sheehan, Ritchie and Hudson, S. 86. Destination Proposition. Oxford, (2007), The Destination Promotion UK: Butterworth-Heinemann. Triad: Understanding Asymmetric Konecnik, M. & Go, F. (2008), Stakeholder Interdependencies Tourism destination brand identity: Pike, S. and Page, S. (2014), Among the City, Hotels, and DMO, The case of Slovenia, Journal of Destination Marketing Journal of Travel Research, 46(11), Brand Management, 15(3), 177-189. Organizations and destination 64-74. marketing: A narrative analysis of Morgan, N., Pritchard, A. and the literature, Tourism Pride, R. (eds) (2002), Destination Management, 41, 202-227.
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Creative sensory landscapes in the realm of place marketing: A case study in the city of Volos, Greece
Sotiria Katsafadou , Georgia Lalou and Alex Deffner University of Thessaly Greece
Abstract
he concept of creativity and smell) that render it into specific he main findings of the the analysis of senses sensoryscapes. The combination of research relate to the T influence the perception of both leads to the formation of a T conclusion that in the the landscape and the promotion of creative sensory landscape with creative sensoryscapes that were place through place marketing distinctive characteristics, a strong analysed, specific creativity criteria procedures. In this paper, creativity, place identity and place brand. emerged, leading to the main sensoryscapes and place marketing argument that when these criteria are analysed, aiming at the he part of the research occur in a place, it is mostly likely identification of places that presented here focuses on for strong sensoryscapes to emerge. combine expressions of creativity, T the city of Volos, which is This could also create a strong and the sensoryscapes from which the capital city of the Regional Unit image for the place that could lead these emerge. The objective of this of Magnesia, Greece. The city was to further development, through paper is: to investigate how creative selected due to its distinct civic specific place marketing procedures activities can contribute to the image and three separate methods in order for a sense of place to be sensorial perception of a landscape to acquire findings were combined, established. The research was and how the interaction between following the relevant literature. funded by an IKY scholarship sensoryscapes and creative activities These methods are: a) semi- through the program ‘Research can be turned into an advantage for structured/ narrative interviews Projects for Excellence the promotion of a place's identity. with representatives of significant IKY/Siemens’. organisations for the identification In urban studies, creativity refers to and evaluation of the creative References practices included in the notions of identity of the city, b) creative environment, creative questionnaires to visitors, residents Author 1, Author 2 and Author 3 activities, creative economy, etc. In and creative entrepreneurs (2017). Sensory Landscapes of this paper, eight creativity criteria regarding the creative image of the Creativity: Towards a New Form of that foster a creative environment city and its promotion, and c) Identity Branding. International are defined and creative activities sensory walks with creative Journal of Progressive Sciences and (cultural, environmental, entrepreneurs from selected urban Technologies. 6(1), pp. 18-26. educational, etc.) that are strongly areas (focusing on the senses of linked to these criteria are surveyed. vision, hearing and smell), aiming at Author 2, Author 1 and Author 3 Furthermore, landscape is examined the detection of the relationship of (2018). Creativity in the Perception through certain sensorial the area’s creativity with the of Landscapes and their Role in dimensions (vision, hearing and sensorial landscape. Place Branding: The Case of the
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Regional Unit of Magnesia, Greece. Kotler, P., Asplund, C., Rein, I. and Handbook on Place Branding and International Journal of Humanities Haider, H. D. (1999). Marketing Marketing. Cheltenham: Edward and Social Sciences. 7(1), pp. 5-24. Places Europe, Attracting Investments, Elgar Publishing Limited, pp. 147- Industries, Residents and Visitors to 159. Campelo, A. (2015). Rethinking European Cities, Communities, Regions Sense of Place: Sense of One and and Nations. London: Prentice Hall. Rogerson, R. and Rice, G. (2009). Sense of Many. In: M. Kavaratzis, G. Making Sense of Places. Architectural Warnaby and G. Ashworth, ed., Kovács, Z. and Musterd, S. (2013). Theory Review. 14(2), 142-155. Rethinking Place Branding. The Importance of Place Brands Comprehensive Brand Development for and Place Branding. In: S. Musterd San Eugenio, J., Nogué, J., Govers, Cities and Regions. Berlin: Springer, and Z. Kovács Z., ed., Place Making R. (2017). Visual Landscapes as a pp. 51-60. and Policies for Competitive Cities. Key Element of Place Branding. Oxford: John Wiley & Sons Ltd., Journal of Place Management and Castells, M. (2010). The Power of pp. 97-104. Development. 10 (1), 23-44. Identity. London: Willey: Routledge. Landry, C. (2000/2008). The Simmel, G., J. Ritter, J. and Degen, M. M. and Rose, G. (2012), Creative City: A Toolkit for Urban Gombrich, E. H. (2004). Landscape. The Sensory Experience of Urban Innovators. London: Earthscan. Athens: Potamos (in Greek). Design: The Role of Walking and Perceptual Memory. Urban Studies. Landry, C. (2012). The Sensory Zardini, M. (2012). Toward a 49(15), 3271-3287. Landscape of Cities. UK: Comedia. Sensorial Urbanism. In: J. P. Thibaud and D. Sirel, ed, Ambiance Florida, R. (2002/2012). The Rise of Low, K. E. Y. (2015). The Sensuous in Action/Ambiances en Acte(s), the Creative Class Revisited. Basic City: Sensory Methodologies in International Congress on Books: New York. Urban Ethnographic Research. Ambiances. International Ethnography. 16 (3), 295-312. Ambiances Network, Montreal, pp. Henshaw, V., Medway, D., 19-26. Warnaby, G. and Perkins, C. Medway, D. and Warnaby, G. (2016). Marketing the ‘City of (2017). Multisensory Place Smells. Marketing Theory. 16 (2), Branding: A Manifesto for 153-170. Research. In: A. Campelo, ed.,
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Destination branding in Haute-villégiature – A practitioners’ perspective
Anne-Flore Maman Larraufie ESSEC and SémioConsult France
Angela Sargeni SémioConsult France
Abstract
ractitioners and market being about designing and sing a professional event, research companies have delivering travel experiences with The Edge of Luxury, that P identified a shift from the highest quality standards, by U will gather in June 2018 a consuming luxury goods to highly knowledgeable people who series of main actors from Haute- consuming luxury experiences are experts in their business and led villégiature, we will explore our (Atwal and Williams, 2009, by passion. Each Maison has its own research question using two Beverland and Lindgreen, 2002). style and personality, but all are different methodologies: face-to-face Esp. there is a boom of creative and innovative to surprize interviews with these actors (in- consumption of exceptional and exceed expectations of their depth semi-directive interviews) and travels/stays/journeys from all clients. desk research of their cultural origins and all- around the communication material (website, world. Companies have emerged, These clients are unique and have brochures, ...). All data will be whose duty is to craft the journey specific expectations. The overall addressed using content analysis for these clients. They call objective of Haute Villégiature is (Berelson, 1952, Cavanagh, 1997). themselves travel designers. thus to be a wow factor in the travel As this study is exploratory, it is Simultaneously, the usual players industry. We want to understand in hard to predict its results. We will from the hospitality and travel the present study how actors of confront these with how destination industry (e.g. hotels, yacht renting Haute- villégiature use destination branding is used by companies in companies, airlines, etc.) challenge branding (or shape it) in their general, especially in the luxury the limits of their offer, showcasing strategy. Especially, as origin is industry. unique and sometimes time-limited fundamental in luxury branding “products”. This is the equivalent of (Aiello et al., 2009, Maman References Haute-couture in the travel industry: Larraufie, 2013) and marketing, we Haute-villégiature. expect a close interplay in-between Aiello, G., Donvito, R., Godey, B., their branding strategy and the Pederzoli, D., Wiedmann, K.-P., aute-Villégiature has been destination branding strategy. We Hennigs, N., Siebels, A., Chan, P., defined (Maman Larraufie want to understand the synergies Tsuchiya, J., Rabino, S., Ivanovna, H and Sargeni, 2018) as and/or tensions. S. I., Weitz, B., Oh, H. & Singh, R. PAGE 147 OF 268
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2009. An international Beverland, M. & Lindgreen, A. the Country-of-Origin Effect and of perspectiveon luxury brand and 2002. Using country of origin in its Implication for Valorizing the country-of-origin effect. Journal of strategy: The importance of context Made in France. In: DGE (ed.) Brand Management, 16, 323-337. and strategic action. Journal of Values Associated with 'Made In Brand Management, 10, 147. France'. Paris (France): French Atwal, G. & Williams, A. 2009. Ministry of Economy. Luxury brand marketing–the Cavanagh, S. 1997. Content experience is everything! Journal of analysis: concepts, methods and Maman Larraufie, A.-F. & Sargeni, Brand Management, 16, 338-346. applications. Nurse researcher, 4, 5- A. 2018. Defining a New Concept 13 in Luxury using a Delphi Study – Berelson, B. 1952. Content Analysis The Case of Haute Villégiature. in Communication Research, New Maman Larraufie, A.-F. 2013. LVLH-SMU Luxury Research York, Free Press. Towards a Synthetic Framework of Conference. Singapore.
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Brand recognition of traditional and regional products among students in Poland – the case of beer market
Marcin Lewicki Poznań University of Economics and Business Poland
Abstract
rom year to year, the dictated, among other things, by the traditional products) in comparison popularity of traditional, fact that they lead a relatively social with price preferences of the studied F regional and ecological lifestyle (Kaczmarek, 2006) and have group, there is a significant gap products in Poland is growing generally good knowledge about the which undoubtedly create a strong (Gulbicka, 2014; beer market. Secondary objectives barrier for consumption. portalspozywczy.pl). Currently there include: analysis of the general are 1814 traditional products listed recognition of the beer market in References by The Ministry of Agriculture and Poland, description of preferences Rural Development in Poland of beer consumers, and evaluation Gulbicka, B. (2014). Żywność (minrol.gov.pl). Unfortunately, the of market development potential. tradycyjna i regionalna w Polsce. growing popularity of these Warszawa: IERiGR, 7. products does not go hand in hand n order to fulfill with their recognition, especially abovementioned aims an Sieczko, A. (2017). Biroturystyka among young consumers I extensive literature studies and a jako nowy trend turystyczny w (Szlachciuk et. al., 2017). One of the PAPI survey (on a group of 210 Warszawie. Ekonomiczne problemy most dynamically developing students) has been conducted. turystyki nr 2 (38), 105. segments of the traditional and Although preliminary, results regional products in Poland is the confirm that respondents have very Wojtyra, B., Grudzień, Ł. (2017). beer market (Wojtyra, Grudzień, specific preferences when it comes Rozwój przemysłu piwowarskiego w 2017). This development to beer consumption (including its Polsce w okresie tzw. piwnej undoubtedly stimulates the taste, price, place of purchase etc.) rewolucji w latach 2011–2016. phenomenon of so-called beer and that there is a significant Prace Komisji Geografii Przemysłu tourism (Slocum, 2018; Sieczko, consumption potential within the Polskiego Towarzystwa 2017; Charzyński, Podgórski, 2017) group. Nevertheless, their brand Geograficznego, 31(1), 52-67. thus becoming an important trend recognition is rather low, therefore in the promotion of regions. a need to run informational and Charzyński, P., Podgórski, Z. (2017). promotional campaigns aimed at Polscy biro-i enoturyści–wstępna he main goal of the article is boosting the awareness of regional charakterystyka komparatystyczna. to analyze the level of and traditional beers should be Turystyka Kulturowa, 5, 88-102. T familiarity with Polish considered. Moreover, considering regional and traditional beer brands prices of traditional and regional Szlachciuk, J., Bobola, A., Ozimek, among students. The choice of products in Poland (which are I., Czyż, E. (2017). The familiarity students as a study group was significantly higher than other non- with Polish regional and traditional
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The impact of brand revitalization strategy on stereotype of city image: Examples from Nanjing and Shenzhen
Chao Liu Guangdong University of Foreign Studies and Guangzhou Center for Innovative Communication in International Cities China
Minlin Deng, Yachen Qin, and Fang Rao Guangdong University of Foreign Studies China
Abstract
ity competition is image, not activated) and city type (a compared to awakening memories increasingly intense historical and cultural city, a could bring a significant higher city C currently, a good city brand modern and technological city). The preference. But compared to not- has become an important edge that study was carried out for exploring activation, the differences between it can help a city to win how do different strategies affect the groups did not reach significant opportunities of rapid development public’s cognition of the city’s level. For the modern and and the public’s attention. It is a competence and warmth in technological city Shenzhen, real challenge for city governors to different cities. We wonder if brand awakening memories compared to make a long-term management revitalization strategy has a main changing image, could lead to a about the city brand, to make it a effect and if there is an interaction significant higher cognition about vibrant and attractive, to timely turn effect between brand revitalization city’s competence, warmth and city negative stereotypes to positive ones. strategies and city types. affection. However, compared with The theory of brand revitalization is non-activation, the differences widely used in the field of products, esearch results showed that between groups did not reach and it has an important reference the main effect of brand significant level. value for the city brand R revitalization strategies was management. It is a significant not significant, but an interaction his study brings some question that whether different effect between brand revitalization enlightenments to the city brand revitalization strategies can strategies and city types was T manager. It is not a correct produce an effect on city brand. significant. For the historical and awareness that as long as a brand cultural city Nanjing, changing the revitalization strategy is applied, it This study was based on the brand image compared to awakening will bring about an ideal effect. City revitalization theory and the memories and not-activation managers should fully consider the stereotype content model. The strategies could lead to a significant city's own characteristics, grasp the experiment was designed to control higher cognition about city’s needs of the public, select the brand revitalization strategies competence and warmth. In terms appropriate strategy and avoid the (awakening memories, changing the of city affection, changing the image abuse of strategy. For historical and
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PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018 cultural cities, changing the image For modern and technological city, study, we found that the effect of can make a momentous significance if we want to enhance the public’s psychological compensation was to promoting the public’s cognition cognition about city’s competence obvious and keeping balance was about city’s competence, warmth and warmth, it is suitable to apply more applicable in the field of city and city affection, yet awakening the strategy of awakening memories, branding. memory may not be a wise choice. but not change the image. In this
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Reconsideration of the positioning of Macao’s city brand: Based on the perspective of the strategy of Guangdong, Hong Kong and Macao Bay Area
Yanping Liu National Academy of Economic Strategy Chinese Academy of Social Sciences China
Abstract
his paper starts from the ased on the strategic brand driving strategy. Through the reality of the development of planning background of urban image optimization and city T Macao and the Greater Pearl B Guangdong, Hong Kong and branding/ marketing, the important River Delta in recent years. In the Macao Bay Area, this paper role of Macao in building a world context of the established vision of examines the six major urban tourism and leisure center will be World City of Tourism & Leisure functions related to the vision of effectively promoted. in Macao and the strategic planning building a world tourism and leisure of Guangdong, Hong Kong and center, ie, brand leadership, References Macao Bay Area, this paper revisited industry agglomeration, the progress and inadequacies of comprehensive services, innovative Carmichael, B.A., Jones, J. L.(2007). Macao in the journey to World demonstration, driving by radiation, Indigenous owned casinos and Tourism and Leisure Center. and inclusive development. In perceived local community impacts: addition, this paper also employs Mohegan Sun in South East This paper believes that the the detailed analysis of the CBDI( Connecticut, USA. In Richard construction of a world tourism and city branding development index) of Butler & Tom Hinch. 2007, leisure center is usually supported 11 cities in Guangdong, Hong Kong Tourism and indigenous peoples, by a metropolitan area as a and Macao Bay Area to measure the Butterworth-Heinemann. hinterland. Its tourism and leisure pros and cons of Macao's city brand. industry is not only the Gartner, W. C. (2014). Brand fundamental driving force for the ased on qualitative and equity in a tourism overall development of the local quantitative analysis, this destination. Place Branding and socio-economic environment, but B paper proposes the following Public Diplomacy, 10(2), 108-116. also can radiate into a wider strategic recommendations for the metropolitan area and promote the strategic city brand positioning of Liu, YP., Xu, F., Qian, MH. & regional industrial structure, Macao in the map of Guangdong, Zhao, Z. (2018) (Eds), China City infrastructure, thus to promote the Hong Kong and Macao Bay Area. Marketing Development Report (2018): sustainable development of the That is, the functional integration Innovative branding and Innovative regional economy. strategy, the cultural foundation city. Beijing: China Social Sciences strategy, the industry integration Press. strategy, the smart growth strategy, the service first strategy and the
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Pettersson, R., Viken A. indigenous peoples, Butterworth- 2017 (2007).Sami perspectives on Heinemann. indigenous tourism in north 2017 Europe: commerce or cultural Zenker, S., & Martin, N. (2011). development? In Richard Butler & Measuring success in place HongKong_Stats2017 Tom Hinch. 2007, Tourism and marketing and branding. Place Branding and Public www.cepa.gov.mo Diplomacy, 7(1), 32-41.
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Internal place branding: a study about residents’ involvement and perceptions of Porto city brand
Patrícia Monteiro University of Porto Portugal
Beatriz Casais University of Minho Portugal
Abstract
ocal governments are creating was created in September 2014, perception about the brand created city brands to achieve receiving several international and their sense of place identity. L differentiation and face awards. competition for tourists, esults indicate that, despite investments or residents. The main The authors analysed the descriptive residents being partly studies about this topic argue that book explaining the semiotics of the R involved in the creation of stakeholders’ engagement is crucial brand created. In order to Porto brand and identifying for the success of a city brand and understand the strategy and themselves with the brand created, managers should involve residents residents’ involvement in the they consider that the brand is in the process of brand design in creation of Porto city brand, an designed to attract tourists and not order to respect their perceived city interview with the head of to reinforce residents’ place identity. This study discusses the communication of Porto City attachment. With a public policy creation process of a city brand, the Council was conducted. In a third implication, this study indicates that involvement of residents and their phase, it was developed a focus internal communication and place perception about brand identity. group with Porto residents from branding between city brand The city of Porto was chosen as a different parts of the city. The focus managers and residents needs to be case study, since a new city brand group gathered the residents’ rethought.
Full paper
takeholders involvement in Acharya and Rahman 2016). tourists, for example (Peighambari city branding has been an Internal branding and the way et al. 2016, Compte-Pujol et al. S important topic of research internal stakeholders perceive the 2017). and the roles of residents in this city brand is essential to process is considered an emerging communicate the attractiveness of City brands are designed to issue (Compte-Pujol et al. 2017, the city to external stakeholders, as promote an unique and attractive PAGE 155 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
image for residents, tourists, Florek 2008, Peighambari et al. process of creating the brand investors and business people, 2016) and promote tourism (Bennett and Savani 2003), through the identity of a common development (Vargas-Sanchez et al. governments sometimes assume that environment and authenticity 2015). However, for residents residents are only passive (Ashworth and Kavaratzis 2009, transmit values of friendliness and beneficiaries or place customers. Cozmiuc 2011). The elements of a hospitality, they also need to have a Public managers usually exclude the city brand refers to urban icons, strong sense of belonging and participation of residents in the monumental buildings, public satisfaction to the city (Hunt and brand creation process, hiring just spaces and special features, with a Stronza 2014), a positive attitude an external consultant to create a logo, name and tagline. The aim is toward tourism development new logo and slogan for the city creating an identity with personality (Jordan et al. 2015) and a correct (Kalandides 2011, Compte-Pujol et that becomes the city able to understanding of the city brand al. 2017). Residents’ involvement in differentiate itself from others (Riza (Kladou et al. 2017). the creation of a city brand is a et al. 2012, Kladou et al. 2017). complex task. On the one hand, Local governments take the The existing literature indicates that multiple place identities can be initiative to create city brands and the participation of residents in the identified in different populations are the primarily responsible for the creation of the city brand is of the city (Insch and Walters process of managing the creation of important (Braun et al. 2013, 2018). On the other hand, the city brand with the diplomacy of Kavaratzis 2017, Compte-Pujol et al. residents’ brand identification may stakeholders’ involvement 2017) because they are the main contrast with the image visitors get (Kavaratzis and Ashworth 2006, agents who create city authenticity from the city (Zenker et al. 2017). A Acharya and Rahman 2016). and manifest the identity of the previous study developed in place (Hereźniak and Florek 2018), Barcelona found a partial he quality of the living and communicating with identification of residents with the relationships established tourists. As the main evaluators of city brand and a distance with some T between residents and the the city brand, when residents values communicated (Compte- outsiders influences the quality of contribute to the brand creation Pujol et al. 2017). Following those life and satisfaction of residents, process their evaluation tend to be evidences, this paper aims at who live in the city and represents positive (Braun et al. 2013, Freire analysing the process of the society. They are the source of 2009), becoming ambassadors of the involvement of residents in the the culture of the city and are brand (Kavaratzis 2017). The word creation of a city brand, discussing responsible to foster the economy of mouth communication from their perception about that process (Acharya and Rahman 2016) and residents assumes an important and place brand identity. A better make the city alive (Hereźniak and indicator for outsiders since it is understanding about this topic may Florek 2018). The relationships considered informal, authentic and contribute to a better place developed between the residents truthfulness (Eshuis et al. 2014, Ryu branding management, and tourists define the character and Han 2009). The involvement of strengthening the connection of and atmosphere of a place. This is residents in the process of brand residents to the city brands, and because the way people relate to creation reinforces the positive word consequently reinforcing the each other, the way they create of mouth, but is also responsible for competitive advantage and bonds and accept other cultures, increasing the number of reputation of the city. influence the good connection ambassadors of place brand. The between the citizens and the word of mouth effort enables to Methodological Approach outsiders. It is important that public increase ownership of the brand managers explain and emphasize the and therefore creates more sense of his study follows a qualitative importance of instructing strong responsibility and external approach, since the main relationships based on values reputation. With the involvement T aim is to understand the instilled in society (Insch and Florek of the residents in this process it is residents’ involvement in the 2008). Local governments should possible to strengthen the place process of city brand creation and take into consideration this attachment and create place brand analyse residents’ perception of city relationship to originate a positive ambassadors (Braun et al. 2013). brand identity. As an exploratory communication from residents to research, the city of Porto, in outsiders, conveying a good Despite the advantages of including Portugal, was used as a case study. impression of the city (Insch and residents with an active role in the This is considered a good example to explore the research PAGE 156 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
Figure 1 ‘Port.’ city brand
topic because in September 2014 n order to understand the method, it was conducted an Porto have presented a new brand process of city brand creation interview with Nuno Santos, the to the city, designated ‘Porto.’ I and the actors involved, it was deputy mayor responsible for the (Figure 1). This new brand has won made an analysis of the book creation of the Porto city brand and international renowned awards, ‘Porto.’, which presents the head of communication within the such as the European Design semiotics of the brand and its city council. It was done content Awards in 2015, D&DA design, process of creation and analysis of the book and the and a Graphis in New York. Also, development. This book expresses interview focused on the goal of the the city has been growing in terms the political perspective of city city brand creation, the process of of tourism (Ramires et al. 2018, brand, from the mayor of city creation, the city brand identity and Costa et al. 2017, Machado and council Rui Moreira and the deputy how it was found, the involvement Ribeiro 2017), winning European responsible for conducting the of residents, how they were awards in this category, namely the process Nuno Santos, as well as the integrated in the process and their Best European Destination in 2012, technical perspective of the designer inclusion in decision-making. 2014 and 2017 attributed by the hired to create the city brand, institution European Consumers Eduardo Aires. To obtain more Finally, it was hold a focus group in Choice. specific information about this June 2016 with a group of eight topic, and as a complementary residents of Porto with
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heterogeneous profiles in terms of the city”. This means that a city government system. The dot after social-economic and cultural context brand with a place identity has to go the word Porto comes as a form of and city locations of residence, age, over the city formal institutions and affirmation: “Behind a great brand job and gender. This method the local government had that there is a great city. The allowed to perceive whether perspective of expanding characterization of Porto aimed at residents identify themselves with institutional communication to a synthesis that turned out to be the the brand created or not, and their place branding perspective. word. The word becomes enough, perspective about their own role in and satisfies our demand. We city branding. As a qualitative Although the interviewer highlights dispense any image to anchor us in research, the study aimed at the external communication of the the simple word. Shows the essence gathering in-depth residents’ city and the institutional of Porto through a word, recreates it perceptions of feelings and communication of the local clear as the typographic element and emotions connected to city brand government as the pillars to the city seeking the timelessness.” – place identity and their consequent brand strategy, the semiotics of the Eduardo Aires, brand designer of attitude as city ambassadors (Braun brand created tried to show ‘Porto.’, in brand book presentation et al. 2013). residents’ identity in the brand ‘Porto.’. Complementing the word signs. The book that briefly explains ‘Porto.’ comes a set of icons (Figure Findings the implementation and 1), that represent the memories and development of Porto brand experiences of Porto residents. he interview with the Deputy highlights the need to create a Within the icons there are City Council Nuno Santos graphic image which translates the buildings, landscapes, but also T clarifies the purpose of Porto view from each resident, as a gastronomy, culture, costumes and creating a city brand. First the city diversity of place identities traditions. According to Eduardo intention to reinforce an combined that become the city Aires, it is intended to potentiate a international image for tourism diverse and unique. According to moment of discovery, attraction by increasing external the book, Porto did not have a representation and narrative, which visibility and reputation. Second, brand image that featured in its allows each person interprets the the uniformization of the city fullness. As Riza (2012) indicates in icon itself, allowing each person to council institutional the literature, iconic buildings and build the own Porto and to have a communication. The city council symbols are important components sense of belonging to the city, that wanted to avoid the use of a that define an image, but they are combines with the concept of place diversity of logos from all city not a brand. Therefore, local attachment (Hernández et al. 2007, council services. “The Council had authorities decided to create the Mueller and Schade 2012). This a desire to simplify corporate new Porto brand with an identity concept was under plagiarism in communication to the public with a that gives to the city a distinction Spain, Colombia, Hungary and concept that could be adapted to from others and makes it unique Italy, but the most evident case is different departments” - Nuno and authentic: “It was intended to from New Zealand. This type of Santos, in the research in-depth create an image using a simple plagiarism phenomenon happened interview. Further, the same concept, but at the same time once the ‘Porto.’ brand became responsible states in the book emotional and dynamic, international. presenting the Porto city brand that representing the mirror of the soul “Porto is Porto. Dot. And we - of the city” - Rui Moreira, Mayor of he book analysis and the Council, formal institutional, - Porto City Council, in brand book interview allowed to identify confuse ourselves with Porto. And presentation ‘Porto.’. T that residents were included the more we confuse with the city, in the brand development, as the more we win. Porto will always Both the designer says in the book previous suggested in the literature be better than the Council” - Nuno and the interviewee reinforces the (Compte-Pujol et al. 2017, Santos, Deputy of Porto City concerns with the sustainability of Kalandides 2011). However, it was a Council, in brand book the brand, which should have a limited involvement. In the creation presentation ‘Porto.’. The same timeless character, remaining phase only the designer Eduardo responsible added in the interview forever in the memory of residents. Aires was involved, who had been that “there will come another ‘Porto.’ reflects all the characteristics resident in the city for more than President, who wants to make a logo of the city in one only word. It is thirty years. After launching the for the Porto City Council, but will timeless, providing that the city is brand, a public discussion period not be able to destroy the brand of independent of any local PAGE 158 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
allowed the public to contribute to The purpose of this study was not to residents and local governments the development of the logo find the place identity of Porto regarding city branding (Insch and created. The managers organized an residents, since there are Walters 2017). In this sense, this event where residents could quantitative scales to develop that study found an obstacle that contribute to the city brand. type of research (Hernández et al. undermines the process of city According to Nuno Santos, in the 2007). This paper discusses the branding, the lack of effective interview, on the date of the brand residents’ perception of the place internal communication between presentation, in the 29th of brand, based on their place identity. public managers and residents. September 2014, there was an event On the interpretation of the brand, According to residents, the Porto with residents. A huge panel of tiles, focus group participants consider city brand is an external which contained the already the new logo gives a multiple view communication tool, even though designed icons and, in the other of the city with the range of icons they consider themselves active side of the panel, a blank space, was associated. Despite the favourable players in city and tourism available so that residents could review, the dot was the most development: “I consider myself an draw new icons coming to their contested element. Interestingly, ambassador of the city, not an minds that could express the city during the interview with Nuno ambassador of the brand” – authenticity. As a result, the Santos, he says that foreigners better participant 8. This statement means presentation of the brand allowed perceive the dot than the residents, a lack of commitment with the city the creation of more icons, resulting because of its global symbolism of brand, which is different than from the participation of residents. affirmation. In some residents’ residents’ brand identity or place The model used by local authorities point of view, the dot indicates that attachment. The identified word of in this case is the political model there is nothing more to add and a mouth about the city is very (Waheduzzaman and Mphande limited expression of what the city important (Kavaratzis 2017, Braun 2014), which corresponds to has to offer, when the council et al. 2013, Freire 2009), but involving people in the stage of desired the opposite interpretation. internal communication should be a brand development. However it was priority, as stated in the literature not the same type of involvement All the participants said that they (Peighambari et al. 2016, Acharya suggested by the literature (Braun et “identify with the brand”, since it and Rahman 2016). However, al. 2013), since in Porto it only shows a great symbolism and depicts during the interview with Nuno occurred to validate the band memories of their lives. This result Santos, it was revealed that created in an advanced stage, is in line with previous findings communication both internally and instead of being in the briefing about the identification of residents externally has been rather poor and stage. with city brands (Compte-Pujol et should be improved in the future. al. 2017, Kladou et al. 2017). Nuno Santos admitted that the ccording to the opinion of However, residents feel that the priorities of the Porto City Council residents participating in the brand is not for them, but for had been economic for many years, A focus group, involving tourists. The feeling that the city and the external and internal residents in the creation of the brand is not designed for residents communication and promotion of brand ‘Porto.’ was very important, is shared by several participants, the city have been forgotten and but the process was not the most although they feel proud of the step should be reinforced in a strategic adequate. They consider residents taken and the continuous manner. should had been involved from the development of the city in terms of beginning, making possible their city branding and tourism Conclusions cooperation in the briefing and outcomes. This feeling may be a creation of the brand, though they consequence of the impact of rapid cademic evidence advocate have a favourable evaluation of the tourism growth in citizens’ life the participation of final result. This result shows that (García et al. 2015). The identified A residents in the creation of residents want to participate and failure in communication between city brands (Acharya and Rahman want to be involved in the city local brand managers and residents 2016). This study found that the where they live, what means a contradicts the recommendations of public managers of the Porto City contribution to the current the literature, that claims that the Council concerned with the literature (Kalandides 2011, city brand should first target the residents involvement in the Compte-Pujol et al. 2017). insiders (Peighambari et al. 2016), creation of the new brand, but in a although the tensions about discussion stage instead of being in the briefing stage. This can be PAGE 159 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
justified with the purpose of public city brand, independently of the of Oporto Airport and Portugal’s managers to create a city brand able perceptions of brand identity. Northern Region', Revista Turismo to be a strong external & Desenvolvimento, 2(27/28), 209- communication tool to attract uture research may explore 213. outsiders, showing the perspective the present findings with a of residents’ place identity. The F measurable survey using a Cozmiuc, C. (2011) 'City branding- study also shows that residents place attachment scale, with a just a compilation of marketable assume an important role in the particular focus on place identity assets?', Economy city. They expressed the desire to dimension (Hernández et al. 2007). Transdisciplinarity Cognition, participate in decision-making That research line could reinforce 14(1), 428. initiatives and to be engaged in the the knowledge about the development of the city. Although compatibility and distance between Eshuis, J., Klijn, E.-H. and Braun, E. residents have been partly involved residents’ place identity and their (2014) 'Place marketing and citizen in the city brand creation and perception of city brand identity participation: branding as strategy to identify themselves with the city (Compte-Pujol et al. 2017). address the emotional dimension of brand identity, they consider that policy making?', International ‘Porto.’ is a brand designed to References Review of Administrative Sciences, communicate the authenticity of 80(1), 151-171. city with tourists and not an Acharya, A. and Rahman, Z. (2016) internal communication tool for 'Place branding research: a thematic Freire, J. R. (2009) 'Local People’ a residents. review and future research agenda', critical dimension for place brands', International Review on Public and Journal of Brand Management, he study found there is a Nonprofit Marketing, 13(3), 289- 16(7), 420-438. long way to go in terms of 317. residents’ involvement in García, F., Vázquez, A. and Macías, T R. (2015) 'Resident's attitudes Porto city branding projects Ashworth, G. and Kavaratzis, M. promoted by the local government. (2009) 'Beyond the logo: Brand towards the impacts of tourism', The relationship between managers management for cities', Journal of Tourism Management Perspectives, and residents can be crucial for the Brand Management, 16(8), 520-531. 13(January), 33-40. sustainability and impact of the city brand created. The research Bennett, R. and Savani, S. (2003) Hereźniak, M. and Florek, M. contributes to reinforce the need of 'The rebranding of city places: An (2018) 'Citizen involvement, place residents’ involvement in city brand international comparative branding and mega events: insights creation, but identifies that the investigation', International Public from Expo host cities', Place participation in decision-making Management Review, 4(2), 70-87. Branding and Public Diplomacy, and a successful outcome in 14(2), 89-100. Braun, E., Kavaratzis, M. and perceived brand identity by the Zenker, S. (2013) 'My city – my Hernández, B., Hidalgo, M. C., residents may not be enough. An brand: the different roles of Salazar-Laplace, M. E. and Hess, S. internal place branding targeting residents in place branding', Journal (2007) 'Place attachment and place residents may be crucial in order to of Place Management & identity in natives and non-natives', complete the city brand purpose, Development, 6(1), 18-21. Journal of Environmental which is more than branding a Psychology, 27(4), 310-319. destination, but branding a place Compte-Pujol, M., Eugenio-Vela, J. (Zenker et al. 2017). d. S. and Frigola-Reig, J. (2017) 'Key Hunt, C. and Stronza, A. (2014) elements in defining Barcelona’s 'Stage-based tourism models and As an exploratory research, the place values: the contribution of resident attitudes towards tourism study presents preliminary findings, residents’ perceptions from an in an emerging destination in the reflecting the perspective of a internal place branding perspective', developing world', Journal of limited number of residents who Place Branding and Public Sustainable Tourism, 22(2), 279- participated in the focus group. The Diplomacy. 298. qualitative method allowed an in- depth research about the city brand Costa, V., Almeida, C. and Insch, A. and Florek, M. (2008) 'A strategy and residents’ involvement Conceição, O. (2017) 'Air transport great place to live, work and play: in that process. The study explores and tourism destinations: The case Conceptualising place satisfaction the residents’ belonging sense to the PAGE 160 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
in the case of a city's residents', assertion of identity or a transitory City: The case of Porto, Portugal', Journal of Place Management and marketing trick?', Place Branding Journal of Destination Marketing & Development, 1(2), 138-149. and Public Diplomacy, 2(3), 183- Management, 8(June), 49-60. 194. Insch, A. and Walters, T. (2017) Riza, M., Doratli, N. and Fasli, M. 'Challenging assumptions about Kladou, S., Kavaratzis, M., (2012) 'City Branding and Identity', residents’ engagement with place Rigopoulou, I. and Salonika, E. Procedia - Social and Behavioral branding', Place Branding and (2017) 'The role of brand elements Sciences, 35, 293-300. Public Diplomacy, 14(3), 152-162. in destination branding', Journal of Destination Marketing & Ryu, G. and Han, J. K. (2009) Insch, A. and Walters, T. (2018) Management, 6, 426-435. 'Word-of-mouth transmission in 'Challenging assumptions about settings with multiple opinions: The residents’ engagement with place Machado, L. P. and Ribeiro, D. impact of other opinions on WOM branding', Place Branding and (2017) 'Tourism Dynamics in likelihood and valence', Journal of Public Diplomacy, 14(3), 152-162. Oporto and in the North of Consumer Psychology, 19, 403-415. Portugal and its relationship with Jordan, E. J., Vogt, C. A. and Port Wine', Revista Turismo & Vargas-Sanchez, A., Valle, P. O. and DeShon, R. P. (2015) 'A stress and Desenvolvimento, 27/28, 1013- Mendes, J. C. (2015) 'Residents' coping framework for 1022. attitude and level of destination understanding resident responses to development: An international tourism development', Tourism Mueller, A. and Schade, M. (2012) comparison', Tourism Management, Management, 48, 500-512. 'Symbols and place identity: a 48, 199-210. semiotic approach to internal place Kalandides, A. (2011) 'City branding - case study Bremen Waheduzzaman and Mphande, C. marketing for Bogotá: a case study (Germany)', Journal of Place H. (2014) 'Gaps in pursuing in integrated place branding', Management & Development, 5(1), participatory good governance: Journal of Place Management and 81-92. Bangladesh context', Administration Development, 4(3), 282-291. & Society, 46(1), 37-69. Peighambari, K., Sattari, S., Foster, Kavaratzis, M. (2017) 'The T. and Wallström, Å. (2016) 'Two Zenker, S., Braun, E. and Petersen, Participatory Place Branding Process tales of one city: Image versus S. (2017) 'Branding the destination for Tourism: Linking Visitors and identity', Place Branding and Public versus the place: The effects of Residents Through the City Brand' Diplomacy, 12(4), 314-328. brandcomplexity and identification in Bellini, N. and Pasquinelli, C., for residents and visitors', Tourism eds., Tourism in the City, Springer. Ramires, A., Brandão, F. and Sousa, Management, 58, 15-27. A. C. (2018) 'Motivation-based Kavaratzis, M. and Ashworth, G. cluster analysis of international (2006) 'City branding: An effective tourists visiting a World Heritage
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Place identity and why it matters in place branding
Jessica Oliver Place Score (www.placescore.org) and University of Wollongong Australia
Greg Kerr and Rodney J Clarke University of Wollongong Australia
Abstract
he aim of this presentation is Drawing on the literature, we identity is explained as one identity to explain place identity and differentiate the place brand type within a place brand T illustrate its role in Place concepts, place identities (internal framework. Branding. A framework is stakeholder perspective), place introduced to differentiate between images (external stakeholder he proposed framework place brand constructs including a perspective), place brand identity helps managers assess place’s image, identity, brand (formal representation by place T alignment between place identity competitive identity, and managers), place competitive brand concepts. Place brand heritage identity. We propose place identity (aspirational or existing alignment is desirable for two heritage identity as an identity type. identities to drive place strategy), reasons, to facilitate stakeholder Relationships between brand and place heritage identities identification, and to retain constructs are explained and the (internal stakeholder’s perspective residents as the focus of a place need for a brand-orientation to concerned with history). brand strategy. As both producers facilitate authentic place branding Importantly, identities could belong and consumers of a place brand, strategies is demonstrated. to one or more identity group (place residents have an important role in identity, brand identity, competitive strategic development (Hanna & The need for authentic place brand identity, and/or heritage identity), Rowley 2010; Aitken & Campelo management to encourage buy-in they are also fluid and evolve with 2011). Ignoring residents from stakeholders (Freire 2009; communication (Kerr & Oliver contributes to what Kavaratzis Olsson & Berglund 2009; Braun, 2014). The relevance of heritage to (2012, p.10) identifies as place Eshuis and Klijn 2014) underpins place branding (Cormack 2008; branding inadequacies. Through a the framework presented. To Balmer 2013) is explored. Heritage brand-orientated approach, achieve authenticity, we reinforce identity is defined as a separate managers can facilitate internal Baxter, Kerr and Clarke’s (2013) identity type (Balmer, 2011) and a stakeholder buy-in with an brand-orientation approach. A source of competitive advantage authentic place brand, and brand orientation situates identity (Balmer & Chen 2015). potentially preserve ‘place at the foundation of a place brand. uniqueness’ for a sustainable This is a bottom-up approach his presentation clarifies the competitive advantage. Thus, whereby residents’ perspectives and role and relationship highlighting the importance and needs drive place brand strategy. T between place brand role of identity concepts in place concepts. Uniquely, heritage brand strategy.
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References Ren Tang: . Journal of Hanna, S., & Rowley, J., (2011). Brand Management, 22(3), 194– Towards a strategic place brand- Aitken, R., & Campelo, A. (2011). 210, management model, Journal of The four R's of place branding. http://dx.doi.org/10.1057/bm.201 Marketing Management, 27, (5-6), Journal of Marketing Management, 5.14. 458-476. 27, 9-10, 913-933. Baxter, J,. Kerr, G., & Clarke, R.J. Kavaratzis, M. (2012). From Balmer, J. M. T. (2011). Corporate (2013) Brand orientation and the “necessary evil” to necessity: heritage identities, corporate voices from within. Journal of stakeholders' involvement in place heritage brands and the multiple Marketing Management, 29 (9-10), branding'. Journal of Place heritage identities of the British pp.1079-1098, Management and Development, 5, Monarchy. European Journal of http://dx.doi.org/10.1080/026725 (1), 7-19. Marketing, 45(9/10), 1380–1398, 7X.2013.803145. http://dx.doi.org/10.1108/030905 Kerr, G., & Oliver, J., (2014). 61111151817. Braun, E, Eshuis, J and Klijn, E Rethinking place identities. In M. 2014,'The effectiveness of place Kavaratzis, G. Warnaby & G, Balmer, J. M. T. (2013). Corporate brand communication', Cities, Ashworth (Eds), Rethinking place heritage, corporate heritage vol.41, pp.64-70. branding: comprehensive brand marketing, and total corporate development for cities and regions heritage communications: What are Cormack, P. (2008). `True Stories' (pp.61-72). Springer International they? What of them? Corporate of Canada: Tim Hortons and the Publishing: Zwitzerland. Communications: An International Branding of National Identity. Journal, 18(3), 290–326, Cultural Sociology, 2(3), 369–384, Olsson, K and Berglund, E 2009, http://dx.doi.org/10.1108/CCIJ- http://dx.doi.org/10.1177/174997 'City marketing: the role of the 05-2013-0031. 5508095617. citizens', in T Nyseth and A Viken (eds.), Place Reinvention: Northern Balmer, J. M. T., & Chen, W. Freire, J 2009, 'Local people: a Perspectives, Ashgate, London, (2015). Corporate heritage brands critical dimension for place brand', pp.127-144. in China. Consumer engagement Journal of Brand Management, with China’s most celebrated vol.16 , no.7, pp.420-438 . corporate heritage brand – Tong
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Value dimensions of a GPT: An empirical study of outbound tourists in Taiwan
Ying Jen Pan Southern Taiwan University of Science and Technology Taiwan
Felicitas Evangelista Western Sydney University Australia
Lancy Mac University of Macao Macao
Abstract
he growth in the demand for intentions. Using structural Overall perceived value is found to group package tours in Asia equation modelling on survey data have a positive effect on satisfaction T has been significant in recent collected from 561 GPT travellers in which in turn has an influence on years. This study developed and Taiwan, the results show that the repurchase and recommending tested a framework to identify the overall perceived value of a GPT is behaviour with implications not just value dimensions of a group reflected in five dimensions namely, on a specific GPT “brand” but also package tour (GPT) and to functional value, functional product on the GPT product category as a determine their effects on quality, functional service, whole. satisfaction and behavioural emotional value and social value.
Full paper
s a result of rapid economic annum in the next decade, Ivy Alliance Consulting Tourism growth and increasing supporting 380 million jobs by 2010; Tsaur & Lin 2014). In China, A disposable personal income, 2027, indicating its long-term the proportion of outbound tourists travelling has become part of life for growth potential and increasing who chose package tours in 2017 many people. This phenomenon importance (WTTC 2017). In Asia, was 42% (China Travel News 2017). has fostered the development of the there has been a dramatic growth in In Taiwan, the GPT ratio of world’s largest industry, the tourism outbound travel and a growing outbound travel in 2015 was 34.3% industry. Worldwide, the travel & preference for group package tours (Taiwan Tourism Bureau 2015) tourism sector’s contribution to (GPT) particularly in Taiwan, Japan, which was slightly higher than in GDP is forecast to grow by 3.9% per Korea and China (Wang et al. 2000; 2010 (33.9 %) (Taiwan Tourism
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Bureau 2010). For domestic travel, dimensions of a GPT and to (Sánchez, Callarisa, Rodríguez, & the GPT ratio in Taiwan was much determine their effects on Moliner, 2006). An important less, i.e. 11.6% and 12.1% in 2010 satisfaction and post-experience implication of this perspective is and 2015 respectively. behavioural intentions. Based on that each of the dimensions of extant literature, a theoretical perceived value could be measured n a rapidly growing and highly framework is developed and separately (Lee, Yoon, & Lee, 2007). competitive industry such as empirically tested using survey data Against this backdrop, the current I tourism, the provision of high collected from GPT travellers in research proposes five value customer value products and Taiwan. As Taiwan is one of the dimensions of a GPT, namely services is a major source of leading GPT markets in Asia, and functional value, functional product sustainable competitive advantage this being one of the first few quality, emotional value, social (Williams and Soutar 2009). From a studies about the value dimensions value and functional service. Below services marketing perspective, of a GPT, the authors anticipate is a brief description of each. customer value is a critical element that their findings will help GPT in consumers’ decision-making “designers”, providers and Functional Value behaviour (Zeithaml 1988) and an academics gain a better essential concept for strategic understanding of this under- unctional value refers to the thinking in business (Woodruff researched but fast-growing market. value received for the price 1997). Customer value research has F paid or as value for money been widely developed in the areas Conceptual Framework (Woodruff, 1997; Zeithaml, 1988). of retailing, marketing and more The price paid or cost of an offering recently, tourism. The perspective Traditionally, perceived value is includes monetary payments and taken by researchers have evolved defined as a consumer’s overall non-monetary sacrifices such as time from a uni-dimensional view of assessment of product utility based and effort (Chen and Tsai 2008). A perceived value (e.g. Petrick et al., on perceptions of what is received service or product-bundle such as a 2001, Duman and Mattila, 2005) (product benefits) compared to what GPT, however, may add to the and focusing only on individual is given (costs) in a service utility of the offer through products like an airline ticket encounter (Zeithaml, 1988). This convenience, i.e. by paying for all of (Chen, 2008) or accommodation utilitarian view is however the services at one time (Andrews et (Chen and Tsai, 2008) to a multi- incomplete as it does not take into al. 2010). Also, there is the aspect of dimensional approach. As a GPT is account the affective, i.e. social and perceived low risk and reduced a complex product that typically emotional aspects of consumption knowledge uncertainty which involves many travel-related sectors (Sanchez, 2006). The alternative is consumers favour in a bundled (Wang et al. 2013) including to view perceived value as the result product (Harris & Blair, 2006). The transportation, accommodation, of a process whereby “consumers concept of functional value as restaurants and tour guides among assess products, not just in applied to a product bundle such as others, the current study adopts the functional terms of expected a GPT, therefore, has to be multidimensional perspective of performance, value for money and expanded to include not only the customer value. Unlike previous versatility; but also in terms of the price paid but also the advantages studies (e.g. Gallarza and Gil Saura, enjoyment or pleasure derived from due to bundling namely, 2006, Lee et al., 2007), the current the product (emotional value) and convenience, perceived low risk and study also adopts the view that a the social consequences of what the reduced knowledge uncertainty. travel experience should be product communicates to others evaluated as a whole rather than by (social value)” (Sweeney & Soutar, Functional Product Quality its individual components (Sánchez 2001 p. 216). This et al., 2006 and Bradley and Sparks multidimensional perspective has Traditionally, “quality” refers to 2012). the advantage of integrating all “product quality in a tangible good” components including the cognitive- which has evolved into the broader The current study thus aims to affective nature of the concept view that integrates a tangible good contribute to the literature about (Sánchez-Fernández, Iniesta-Bonillo, with an intangible service (Ulaga & travellers’ perception of a group & Holbrook, 2009). It also has the Chacour, 2001). In a GPT, quality package tour especially that this is a added benefit of being consistent would pertain to the tangible fast-growing sector in the emerging with the theoretical developments (goods) and intangible components economies of Asia. Its specific regarding the role of feelings in the (services) of the package or bundle. objectives are to identify the value buying and consumption processes Consumers judge quality based on PAGE 165 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
an internal standard of excellence alternative’s association with one or customer satisfaction. During their (Parasuraman, 1988; Ferrell, 2008) more specific social groups’’ (Sheth interaction with the service or as the ability of a product to et al., 1991). Consumers value a provider, consumers can evaluate perform its functions (Kotler, 2010). product because of the social whether or not the provider is When it comes to a product bundle, benefits of using the product (Cho capable of meeting their Bojamic and Calantone (1990) & Jang, 2008). Social value exists expectations (Kandampully et al., stress the value brought about by its because human beings are social 2001). complementary functions. For creatures who wish to communicate example, a not particularly attractive highly valued images to others. Overall GPT Value Perception sightseeing spot can become Social value also refers to the social interesting due to a skilful tour approval or enhanced social self- rom a theoretical perspective, guide’s narration. A historical concept generated by service use consumer value is a higher- attraction without a tour guide may (Sweeney & Soutar, 2001). F level abstraction (second- appear to be just an old building. Travelling with a group of people as order) rather than a directly One tour component, e.g. air travel part of a GPT can increase social measurable attribute (first-order) requires accommodation and meals benefits (Lo & Lam, 2004) which (Sánchez-Fernández & Iniesta- to form or complete a travel include the benefit of making Bonillo, 2009; Sánchez-Fernández et journey. These examples indicate friends with other tour members al., 2009). The studies by Sánchez- that the individual product (tour (Quiroga, 1990). Social value is thus Fernández and Iniesta-Bonillo guide, facility in a restaurant) in a defined in the current research as a (2009) and Sánchez-Fernández et al. GPT can make other components tourist’s perception of the ability of (2009) indicate that the first-order (attraction, meals, accommodation) a GPT to generate social approval, constructs are the underlying seem better or more attractive when enhance self-concept and provide subcomponents of a second-order combined to form a complementary social benefits. construct. The second-order effect. Functional product quality as construct consists of the benefits applied to a GPT is thus defined as Functional Service consumers seek to fulfil their desires a tourist’s perception of a product’s but are often vague and difficult for performance including the A travel agency is a firm that directly researchers to assess. Woodruff and complementarity or synergistic interacts with the tourist when Gardial (1996) propose that effects of the entire product bundle. purchasing a GPT. In many consumers want to achieve their countries in Asia, the travel agency end goals or purposes in each of the Emotional Value is responsible for tour pre- products they consume. These arrangement, pricing and training of purposes which are implicit in the n a social-psychological contact staff and personnel (Wang, minds of consumers’ need to be perspective, emotional value is Hsieh, & Huan, 2000). Their satisfied through product use I dependent on a product’s ability operating hours and the safety of processes. For example, an end goal to arouse feelings or affect states their sale transactions are also of in joining a GPT could be to have a (Sheth, Newman, & Gross, 1991) concern to tourists. The pleasurable travel experience. through fun or enjoyable service performance of their staff and the Sánchez et al. (2006) indicate that experiences which can give pleasure way they interact with their although multidimensional or make people feel good and customers at the moment of researchers evaluate travel packages relaxed (Pihlström & Brush, 2008). purchase contribute towards an using multiple products and Sweeney and Soutar (2001) define experience that is tied to the GPT services, they only focus on the emotional value as the utility (Kandampully, Mok, & Sparks, travel product itself (separate value derived from the feelings or affective 2001). The perception of the service dimensions) but not the whole states that a product generates, and performance of a travel agency is travel experience, which is is important in explaining therefore proposed in this study as inadequate. Hence, a second-order perceptions. A GPT is one product another functional value dimension construct to represent a whole travel that has the capacity of generating of a GPT. This value dimension experience is needed. affective feelings. comprises the perceived quality of the services delivered by the travel From a measurement perspective, Social Value agency and its employees. Wong the current study aims to test the and Kwong (2004) indicate that in a view that perceived value is a Social value has been defined as the GPT, the service of the travel agency second-order model as espoused in ‘‘perceived utility acquired from an is considered important in gaining some previous studies (e.g. Cho & PAGE 166 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
Jang, 2008; Sánchez-Fernández & GPT, repurchase intention would Method Iniesta-Bonillo, 2009; Sánchez- refer to a tourist’s intention to Fernández et al., 2009; Carlson et purchase another GPT organised by The overall framework of the study al. 2016). The model assumes that the same travel agency, i.e. be loyal is shown in Figure 1. The data for the second-order dimension exists to a service provider. The concept of this study was collected from 561 but cannot be directly measured, repurchase intention, however, tourists in Taipei, Taiwan using a and can only be inferred from the could also be expanded to include self -administered questionnaire. five first-order GPT value an entire product category, i.e. GPT The assistance of tour leaders and constructs. It is further proposed irrespective of the GPT organiser or travel agencies was sought in that perceived value has an impact provider. distributing the questionnaire to on satisfaction which was reported travellers who then have just in previous studies such as those by Guest (1944) suggests that there are returned from an international Sanchez et al. (2006) on travel two different ways to consider brand group tour. The characteristics of products, Lee et al. (2007) on a de- loyalty or behavioural intentions. the survey respondents are shown in militarized zone (DMZ) tour, The first is to consider whether Table 1. Williams and Soutar (2009) on there is brand loyalty for a whole adventure tours, He and Song product category and the second is he questionnaire consisted (2009) on tour services, Bajs (2015) to consider loyalty exhibited toward of multi-item scales that were on tourist destination and Carlson some specific brands of a product. T mainly adapted from et al. (2016) on group travel These two types of loyalty appear to previous studies (a full list of these experience. By these arguments and be relevant to travel products such items and their sources are available previous findings, the following as GPT. Loyalty to a specific tour from the authors). A seven category hypotheses are formed: organiser or tour brand would be Likert scale ranging from “strongly equivalent to the common notion agree” to “strongly disagree” was H1: The overall perceived value of a of brand loyalty, i.e. loyalty to a used. The questionnaire was first GPT is a second-order specific brand whereas loyalty to written in English and then multidimensional construct GPT as a mode of travel is translated into Chinese by a consisting of five first-order value equivalent to loyalty to a product professional translator. A back dimensions namely, functional category. At this point, it is translation approach was then value, functional product quality, imperative to note that GPT is only undertaken by another translator to emotional value, social value, and one of many modes of travel, the ensure that the language and functional service. common alternative being meaning of the questions are independent travel. In this context, consistent. Both translators have a H2: The overall perceived value of a it is logical to test whether or not Masters degree in translation and GPT has a positive effect on tourist these two loyalty scenarios apply in are certified by the National satisfaction. the travel market. On this basis, the Accreditation Authority for following hypotheses are formed: Translators and Interpreters. Behavioural Intentions H3: Tourist satisfaction has a The two-step approach suggested by onsumers decide on their positive effect on the repurchase of Anderson and Gerbing (1988) future behaviours by a GPT organised by the same travel which involves testing the C assessing their level of agency. measurement model prior to the satisfaction with a product of which estimation of the structural model there are two main consequences H4: Tourist satisfaction has a was adopted. The measurement and namely, intention to repurchase and positive effect on the structural models were estimated positive recommendation (Cronin recommendation of a GPT using AMOS. Before estimating the et al., 2000). Behavioural intentions organized by the same travel agency. measurement model, tests for refer to consumers repurchasing the normality and common method goods or services at the same shop H5: Satisfaction with a GPT will variance (CMV) were undertaken. (repurchase intention) and lead to the repurchase of any GPT. The normality test results showed delivering their user experiences to that the skewness and kurtosis of all friends and relatives H6: Satisfaction with a GPT will the variables were within limits (recommending behaviour) (Cronin lead to the recommendation of any prescribed by Kline (2011). The et al., 2000; Zeithaml, Berry, & GPT. results of Harman’s one-factor test, Parasuraman, 1996). In the case of a confirmatory factor analysis and
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Figure 1 Theoretical Framework
Table 1 Sample characteristics
No. % Male 282 50.3 Gender Female 279 49.7 18-30 242 43.1 31-40 135 24.1 Age 41-50 86 15.3 51-60 69 12.3 61 and above 29 5.2 Less than 4 days 57 10.2 Duration of the tour 4-7 days 343 61.1 More than 7 days 161 28.7 320 57.0 Asian country Destination of this GPT Non-Asian country 241 43.0
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Table 2 Measurement and Structural Models: Goodness of Fit Indices
Measurement model Structural model 3497.259 χ2 0.000 (p=0.000) χ2:df 3.0353 3.748 Absolute fit RMSEA 0.06 0.07 indices CFI 0.941 0.917 TLI 0.935 0.912 IFI 0.941 0.917 Parsimony fit PNFI 0.831 0.839 indices PGFI 0.708 0.697
Table 3 Estimated Regression Coefficients
Regression Coefficients Hypothesized Paths Unstandardized Standardized p-Value Overall PV Functional Value 0.935 0.893 *** Overall PV Functional Product 0.864 0.899 *** Overall PV Emotional Value 0.815 0.765 *** Overall PV Social Value 0.621 0.489 *** Overall PV Functional Service 0.779 0.83 *** Overall PV Satisfaction 0.969 0.683 *** Satisfaction Repurchase (Same Provider) 0.549 0.624 *** Satisfaction Recommend (Same Provider) 0.077 0.089 0.004** Satisfaction Repurchase (any GPT) 0.298 0.311 *** Satisfaction Recommend (any GPT) 0.164 0.209 *** Squared Multiple Correlations (R2) Functional Functional Functional Value Emotional Value Social Value Product Service 0.797 0.809 0.586 0.239 0.688
post hoc statistical test showed no 0.70, and the AVEs of all constructs in Table 2 below, the goodness-of-fit indication of any significant are around 0.70. Both construct indices for both the measurement common method variance problem. reliability and composite reliability and structural models exceed the are high (i.e. above 0.9). These acceptable cutoff values prescribed Results and Discussion results indicate that the by Hair et al. (2010) indicating that measurement scales used to measure both models are supported by the he factor loadings of all of the five GPT value dimensions have survey data. the five GPT value good convergent validity. As shown T dimension items exceed PAGE 169 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
n the structural model, all In summary, the current study found in previous studies (e.g. Ting standardised regression proposes a higher order model for et al. 2013; Cheng et al. 2015) to I coefficients have been found to measuring perceived value. The play an important role in the be positive. This result indicates estimated model provides empirical determining tour preferences. The that H1, H2, H3, H4, H5 and H6 support to the theoretical traveller’s perception of the tour are supported. The squared multiple proposition that the overall guide and tour leader as suggested correlation (R2) value represents the perceived value of a GPT is reflected in this study should not be ignored extent to which each of the five in its five value dimensions and that but instead be viewed as part of the GPT value dimensions is explained it has a positive effect on quality obtained within the package by the overall perceived value of a Satisfaction which in turn leads to itself (Functional Product Quality) GPT. From Table 3, it can be seen four Behavioral Intentions. The and should be separated from the that Functional Product Quality has three functional constructs service obtained from the travel the highest value (0.809). It also (Functional Value, Functional agency (Functional Service). should be noted that the R2 values Product Quality and Functional Functional Service which represents of the three functional constructs Service) are the most important the services provided by a travel (Functional Value, Functional dimensions to tourists. Unlike many agent likewise should be treated as Product and Functional Service) are previous perceived value models another dimension of perceived higher than the two affective which were developed and tested for value as these could help enhance constructs (Emotional and Social tangible goods or services separately, the total experience of travellers. Values), indicating that the the model developed in this The empirical results of this study functional dimensions have a research is for a product bundle show that perceived value is greater explanatory power of overall which contains both tangible significantly reflected in this perceived value. The estimated products and intangible services. dimension just like the other regression coefficient values are Compared with the perceived value dimensions identified in previous shown in Table 3. models that were developed for studies. tangible goods, the current model Among the behavioural intention suggests that, in addition to inally, what a travel agency constructs, tourist satisfaction has functional constructs, other factors perceives as of value may not the greatest effect on the repurchase such as Emotional Value and Social F be the same as what tourists of a GPT from the same travel Value can contribute directly to the would value. To meet the demands agency, indicating that tourists tend perceived value of a travel product. of value-conscious tourists, to be loyal to their travel agency. These results somehow make up for managers of a travel agency should This result implies that Satisfaction the missing affective dimension understand what defines the value is the key to retaining customers which previous studies on perceived of their products in their customers’ and building loyalty. For repurchase value such as those by Sweeney, minds. An understanding of these intentions, Satisfaction has a greater Soutar & Johnson, 1999, Grewal, gaps would undoubtedly help travel effect on the repurchase of a GPT Monroe & Khrisnan, 1998; Chang agencies improve their product organised by the same travel agency & Wildt, 1994 have failed to development and marketing than on repurchase of any GPT. In consider. In this context, the strategies. terms of recommendations, current study contributes additional Satisfaction has a greater effect on evidence to support the inclusion of REFERENCES the recommendation of any GPT affective dimensions in the than a GPT organised by the same perceived value construct. Andrews, M. L., Benediktus, R. L. travel agency. This finding indicates & Brady, M. K. 2010. “The Effect that, in recommending behaviours, Regarding the cognitive dimensions of Incentives on Customer GPT tourists are loyal to any GPT of perceived value, the Functional Evaluations of Service Bundles”. (product category) which can be Product Quality dimension in this Journal of Business Research, 63, explained by postulating that study brings into account the 71-76. tourists are willing to repurchase concept and theory of product from their trusted travel agency but bundling. 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Bajs, I.P. 2015.” Tourist Perceived Cheng, J., Wu, C., Yen, C. and Travel Behaviour". Tourism Value, Relationship to Satisfaction, Chen, C. (2016). "Tour Leader Management, 27, 437-452. and Behavioral Intentions: The Attachment and Customer Example of the Croatian Tourist Citizenship Behaviors in Group Guest, L. 1944. "A Study of Brand Destination Dubrovnik”. Journal of Package Tour: The Role of Loyalty". Journal of Applied Travel Research, 54(1) 122-134. Customer Commitment." Asia Psychology, 28, 16-27. Pacific Journal of Tourism Bojamic, D. C., & Calantone, R. J. Research, 21(6), 642-657. Hair, J. F. 2010. Multivariate data 1990. "A Contribution Approach to analysis, Upper Saddle River, NJ, Price Bundling in Tourism." Annals China National Tourism Prentice Hall. of Tourism Research, 17(4), 528- Administration 2010. The year 540. book in China Tourism in 2009. Harris, J., & Blair, E. A. 2006. "Functional Compatibility Risk and Bradley, G. L., & Sparks, B. A. China Travel News (2017). Consumer Preference for Product 2012. Antecedents and "Chinese outbound tourists increase Bundles." Journal of the Academy of Consequences of Consumer Value: 5% to 62.03 million in H1 2017", Marketing Science, 34(1), 19-26. A Longitudinal Study of Timeshare viewed 4 May 2018 Owners. Journal of Travel Research,
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Vlogging and place branding: A narrative analysis of popular travel vlogs about the Philippines
Rachel Luna Peralta Institute for Tourism Studies Macao
Abstract
his presentation aims to as a destination. The data were destination image of a place. Stories critically examine the use gathered through a qualitative and images in vlogs vividly create T and potential of video blogs content and narrative analysis of the destination images, which are or vlogs shared on Facebook for user-generated videos posted on the necessary and fundamental for place place branding. In particular, it will travel vloggers’ Facebook accounts. branding. Travel vlogs are analyze the travel vlogs of popular Content and visual analysis of the representations of destination non-Filipino travel vloggers - Lost videos as well as viewer responses experiences, from which public and LeBlanc, BecomingFilipino, Nas support the arguments that travel private tourism agencies can use in Daily, and Drew Binsky - and how vloggers and their respective vlogs their promotional/marketing these vlogs promote the Philippines play a key role in creating an online agenda.
Full paper
n the tourism industry, travel McCabe & Hibbert, 2009; Thurn, management of the tourism bloggers consistently share 2014). Unanimously, they claim industry. I online their narratives of the that travel bloggers influence destinations they visit, people they consumers’ decision to book a ith the speedy meet, food they eat, as well as sights destination and they are considered development of and sounds they see and hear. They destination marketing tools (Pan, W technology, travel share their journey on social media MacLaurin & Crotts, 2007). blogging has taken on a new face. and gain feedback while they inspire Hence, travel blogs online influence The latest trend that has captured others to do the same. Studies of travelers’ purchase decision travelers not just interesting stories but travel blogs in tourism particularly trust word-of-mouth more than authentic travel narratives and tourists characteristics, motivations, company advertisements (Lange- navigations of young people and preferences (Carson, 2008; Faria & Elliot, 2012). The adventurous enough to explore the Wegner, 2008) tourists’ decision application of ICTs in the tourism world using their video cameras or making (Litvin, Goldsmith and Pan, industry has been hailed by Buhalis smartphones is vlogging. Vlogging is 2006) and how it has impacted (2003) when he emphasized that a portmanteau of video and destinations and tourist behavior electronic tourism (e-tourism) blogging and is increasingly have been carried out by scholars encompasses all business functions becoming popular on social media (Bergmesiter, 2015; Bosangit, of e-strategy, e-planning, and e- used for destination marketing. It is
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an extended feature of text-blogging their own video hosting platforms Travel vloggers may be considered because vlogging utilizes not just account for 18% (Wauters, 2010) social influencers in destination words and photographs, but videos. branding because they share their Because it is a recent phenomenon, Compared to text-blogging, vlogging story online, they receive feedback there is a dearth of studies allows the video blogger to video from their followers, which in turn conducted regarding vlogging in himself in a destination and share may persuade or inspire the tourism per se used as a destination the vlog on social media. The followers to do the same. In its marketing and branding tool. What contents are richer, issues are White Paper entitled “Influencer exist are studies about social media broader, and audience reach is Marketing Trends in the Tourism in general in the context of wider (Aran, Biel & Gatica-Perez, Industry Sector for 2018,” Axon destination branding and marketing 2017). Travel vlogs are usually Marketing & Communications (Aran, Biel & Gatica-Perez, 2017; conversational vlogs which show the revealed that the impact of Elliot, 2009; Hays, Page & Buhalis, vlogger appearing in front of the influence on the purchase decisions 2013; Purwadi, Novianty, Nugraha camera talking and showing the of travelers is high on the purchase & Lestarui, 2017). place around. Furthermore, of tourist destination, hotel services, vlogging could be labelled as Digital and airlines or travel agencies ravel vloggers evidently use Storytelling, which is user-generated (Axon, 2018). Similarly, a study of Facebook as a platform to media practice performed by “The State of Video Marketing T share their videos. This amateurs or ordinary people who 2018” conducted by Wyzowl found paper examines the use and tell their own stories using the latest that video marketing, such as vlogs, potential of video blogs or vlogs digital tools (Lundby, 2008). have the potential to influence shared on Facebook for place customers more than any other branding, given their enormous and Vlogs are considered electronic medium (Vermes, 2018). In a encompassing potential to reach a consumer-to-consumer (C2C) Nielsen Global Survey of Trust in wider global audience. This paper communication used by several Advertising, 2015, it revealed that answers the following questions: destination marketing organizations 81% of consumers trust personal (DMOs) as a distribution channel recommendation (Allen, 2016). 1. What online destination images for user-generated content (UGC) Travel vloggers may fall in the of the Philippines are created on (Elliot, 2009). Destination category of influencer; hence, travel Facebook by four selected non- Marketing Organizations (DMOs) vlogs may be useful for place Filipino travel vloggers? facilitate the access of information branding. between and among consumers and 2.How do travel vlogs promote a providers. How DMOs promote the he social media has become destination brand that is appealing image of a place is vital in the the transportation modes for to tourists? decision making process of tourists T consumers to share travel when choosing a destination (Mc information. Social media as well as Literature Cann, 2009). It is likewise necessary user-generated content (UGC), for DMOs to recognize the consumer generated media (CGM), 2.1 Vlogging enormous potential of user- online social networks (OSN), social generated content such as vlogs networking sites (SNS) , and Travel In 2010, the “State of the because UGCs are becoming “the 2.0 all belong to Web 2.0 coined by Vlogosphere” reported that source of credible travel O’Reilly Media at the Web 2.0 MeFeedia tracked a total of 110,000 information” (Elliot, 2012, p. 196) Conference held in San Francisco vlogs, which is a 500% increase and DMOs use them at significant in 2004 (Buhalis & Jun, 2011). It from the data it collected in 2007. variations especially so when public refers to social networking sites, From the same report, international funds are limited (Hays, Page & blogs, wikis, and other vloggers are dominantly from the Buhalis, 2013). UGCs come in communication tools that allow United Sates. They choose major various formats based on the criteria collaboration and sharing of online video hosting and sharing laid by the Organization for information among consumers services such as YouTube (36%), Economic Cooperation and through the internet. Social media Blip.tv (14%), Vimeo (9%), Development (OECD) (Gurung & users in 2017 was about 2.33 billion MySpace (7%), DailyMotion (3%). Goswami, 2017, p. 49) such as: text, (Kiráľová & Pavlíčeka, 2015). About 13% use other video sharing photos, audio, and videos. platforms, whereas independent publishers or vloggers who set up
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In particular, previous studies show Hence, cognitive image points to country, the Philippines is best the potential of Facebook as a the aspects of a destination which visited during the first half of the dynamic destination marketing tool. are attractive to the tourists such as year, from January to May Among the social network sites the ambience, weather, public (www.tourism.gov.ph, 2018). The (SNS), Facebook is the most visited hygiene, and experiences worth country’s tourism slogan is “It’s (Turban et al, 2015) and most remembering, whereas affective More Fun in the Philippines” widely used social media sites in the image refers to the tourists’ launched in 2012 (Villegas, 2017). industry (Chan & Guillet, 2011). In emotions or feelings towards the In the first quarter of 2018, the particular, European tourists mostly place (Kim et al, 2017). international tourist arrival in the prefer Facebook as a social media Philippines was 2, 049, 094, a platform (Almeida-Santana & With these definitions, online 14.80% increase from the same Moreno-Gil, 2017). To promote and destination image refers then to the period in the previous year. Foreign market a destination, Destination “online representation of collective tourists to the Philippines was led Management Organizations beliefs, feelings, and overall by the South Koreans at 477,087, (DMOs) in Italy strategically utilize impressions of a destination” (Mak, followed by the Chinese at 371, Facebook and the way they use it 2017, p. 282). Web 2.0 technologies 429. The Americans (284, 946), varies across Italian cities. Likewise, make it possible for online Japanese (181, 178), and Australians it has been found that a strong destination images to be created and (74, 027) are also in the top 5 digital culture using Facebook can distributed. Furthermore, online foreign tourists to the Philippines be adapted by other DMOs destination image may be classified (“DOT: More than 2 million worldwide (Mariani, Felice & Mura, as projected and perceived online foreign tourists arrived in PHL in 2016). Specifically, hotels use DI. Projected online DI is the Q1”, 2018). Facebook to improve consumer “attributes projected through engagement and monitor consumer marketing communications, such as he tourism industry in the feedback which enables them to National Tourism Office websites” Philippines relies heavily on address customer issues and that manifest the “ideal” T its natural attractions concerns (Phelan, Chen, & Haney, characteristics of the destination, (www.tourism.gov.ph, 2018). 2012). Despite the potential of whereas the perceived online DI is Travel+Leisure listed Palawan and Facebook in destination branding the “holistic impressions, Cebu as among the 15 Best Islands and marketing, the user-generated perceptions, and feelings that in the World, at 6th and 8th place content (UGCs) found in Facebook tourists shared online with regard to respectively (Ascher-Walsh, 2018). and other social media that are tourism products and offerings in a Meanwhile four different sources published by individual tourists destination” (Mak, 2017, p. 282). list the top four Philippine including travel vloggers are beyond The online destination image of the destinations Banaue Rice Terraces the control of the DMOs (Li, Philippines created and conveyed by in the Cordillera, Chocolate Hills in Robinson, & Oriade, 2017). the vloggers and vlogs under study is Bohol, Boracay in Aklan, and considered as perceived online Palawan islands (Puerto Princesa, El 2.2. Online Destination Image destination image. Hunter (2016) Nido, and Coron) (Department of brands online tourism destination Tourism, 2018; Lonely Planet, rompton (1979) defines image as a “more dynamic social 2018; Lowe, 2013; Uy, 2017). destination image (DI) as construction than the traditional C “the sum of beliefs, ideas, projected image found in print Methodology and impressions that a person has guidebooks and brochures” (p. 222). of a destination” (p. 18). 3.1. Narrative Analysis Furthermore, DI is also defined as 2.3. The Philippines as a the represented idea, feelings, and Destination Narrative is essential in human perception of a person on a interaction as it depicts experiences destination (Fakeye & Crompton, The Republic of the Philippines is and undertakings of people. 1991). A generalized framework of an archipelago in Southeast Asia Cortazzi (1993) contends that destination image formation, as comprising of 7,641 islands narrative is a fundamental cognitive proposed by Balogl and McCleary clustered in three island groups – activity, a process by which meaning (1999) include cognitive evaluation, Luzon, Visayas, Mindanao. Its is given in human existence, and a affective evaluation, and overall named was derived from Spain’s means by which people “represent image which is a blend of both King Philip II (www.gov.ph/about- and restructure the world” (p. 1). As cognitive and affective evaluation. the-philippines). As a tropical part of man’s socio-cultural PAGE 176 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
membership people organize their conventions of presentation used by grammar, Francesconi (2014) points experiences and important events in the source. Taking these three levels out four theoretical claims about life through stories, creating of description into consideration, language – functional, contextual, meanings and connections to and this study will integrate in its semantic, and semiotic. Language as about life (Gough, 1991, 1994, framework the forms of coherence functional means language serves 1997; Webster & Mertova, 2007). espoused by Riessman (2002) in human needs in daily situation. Narratives are emergent as tellers performing a narrative analysis: Language as contextual is realized in “perform numerous social actions social and cultural authentic while telling a story” (De Fina & 1. Global coherence – this refers to contexts. Language as semantics Georgakopoulou (2008, p. 381). the real objective of the subject in refers to the metafunctions of According to Pace (2008), a video storytelling language, which is in fact the main becomes a story when it is made “to purpose of language as pointed out be told and broadcasted” (p.222). 2. Local coherence – accounts for by Halliday - ideation, interpersonal, understanding the tools and and textual. Lastly, language as oreover, as an evolving structure utilized by the narrator in semiotic is a web of interrelated research method (Bell, achieving the expected outcome topics from which language is M 2003), narrative analysis is ordered based on a systematic the study of stories and experiences 3. Thematic coherence – certain paradigm. Veloso (2010) further of people using the first-person themes recur in a story which are enunciates the same Hallidayan account (Riessman, 1993), the study significant in transmitting the principle when he wrote that of how humans experience the meaning of the story identity of a society can be world (Connelly & Clandinin, reconstructed trough natural 1990), and the analysis and criticism In examining the language used in resources, indigenous culture and of stories that people tell, hear or the vlogs, which is basically the history through the interplay of read (Webster, 2007). It is a method mode used to convey the meaning different modes and media. of inquiry that produce knowledge alongside the shots and other which involves three steps namely, objects in the videos, it is also 3.2. The Selected Non-Filipino putting into words one’s necessary to use the Systemic Vloggers experiences, using critical analysis to Functional Linguistic Theory understand patterns and principles, espoused by Michael Halliday sing purposive sampling, and analyzing other people’s (1978). Halliday and Matthiesen four non-Filipino bloggers experiences as well (Webster, 2007). (2013) lay the architecture of U were selected for this study language saying that language is a namely, Christian LeBlanc (Lost In narrative analysis, words and means of making meaning. They LeBlanc), Kyle Jennerman visual elements can be scrutinized to pointed out that a text has two (BecomingFilipino), Nuseir Yassin render meaning to a story. To sides: 1. Text being an object and 2. (Nas Daily), and Drew Binsky. employ this, a structural analysis of Text being an instrument for About 15 foreign bloggers and narratives needs to be undertaken. discovering something. Hence, vloggers were listed as blogging and In performing a structural analysis functional-meaning based approach vlogging about the Philippines of narratives, Barthes (1975) on language can be used to (Medina, 2017) but none of these highlights three levels of description understand better the society in are as popular as the four vloggers in narratives namely functions, which people live, allowing them to included in this study. They were actions, and the level of narration. create meaning through language selected based on their number of Functions refer to the sense of the and to create language through followers and presence on Facebook word, the units and syntax or meaning. Systemic Functional as reflected by their respective grammatical structure of the Linguistics anchors on the idea that engagements such as like, share, and narrative; actions refer to actants or language as a social process is used comments (Refer to Table 1). those who perform the actions or in everyday social interaction and is Foreign vloggers were selected over characters; and the level of an analytical methodology that local ones to get an outsider point narration includes the originator or allows the systematic description of of view of the Philippines. source of the narrative, the language patterns. Anchored on situation, and the codes or Michael Halliday’s functional
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Table 1 Selected non-Filipino vloggers
Facebook Real Name Nationality Age No. of No. of Vlogs Self-description on Facebook Page Name Followers about the Philippines Nas Daily Nuseir Yassin Israeli 25 7,073,913 30 https://www.facebook.com/nasdaily/
Drew Drew Binsky https://www.facebook.com/drewbinsky/ Binsky American 27 741,832 16 Becoming Kyle “Kulas” Canadian 29 724,583 439 https://www.facebook.com/becomingfilipino/ Filipino Jennerman
Lost Christian Canadian 25 459,541 72 https://www.facebook.com/lostleblanc/ LeBlanc LeBlanc
Table 2 Descriptive statistics of selected travel vlogs
Nas Daily Drew Binsky Becoming Filipino Lost LeBlanc Skylab driving in Most viewed vlog about the “How cheap is the “This is why the Montevista Philippines Top 10 Philippines Philippines? (Day Philippines is my Compostela Valley – (Travelers Paradise) – 298)” favorite country on Mindanao, 2017 https://www.faceboo earth” Philippines k.com/nasdaily/video https://www.faceboo https://www.faceboo https://www.faceb s/76581594023722 k.com/drewbinsky/vi k.com/becomingfilipi ook.com/lostleblan 7/ deos/13990654901 no/videos/vl.358761 c/videos/1186989 30376/ 747892376/15370 564730060/ 31319895401/?type =1 Length (in minutes) 1:05 1:40 6:23 15.28 Total number of views 28 million 5.3 million 1.1 million 12 million Number of comments 113,000 3,900 1,800 47,400 395, 000 138,000 19,000 236,000 299, 000 likes 114,000 likes 19,000 likes 185,000 likes Number of reactions 35,000 love 20,000 love 68 haha 41,000 love 18,000 wow 3,200 wow 58 love 8,800 wow 5,4000 haha 217 haha 10 wow 193 haha 151 angry 15 sad 1 angry 25 sad 17 angry 19 angry Number of shares 276,000 107,000 34,000 250,000
These vloggers do not officially according to LeBlanc (2016) in his you need to know)” as an influencer represent or work for any tourism YouTube video “How to make it is his option to propose working organization or tourism board but money on social media (Everything with tourism boards because it is PAGE 178 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
“such a natural fit” by negotiating Utility (Is the work relevant to the Online Destination Images of the with them to visit a country for a profession?), and Vitality (Is it Philippines Created on Facebook by week or a month while he creates a important and meaningful?) Vlogs video or vlog about the place and receives renumeration per video. Essentially, travel vlogs contain the Table 2 describes the specific vlogs fundamental elements of a story that were analyzed, including the 3.3. Validity of Findings such as plot, character, structural length of the video, the number of pattern, and organization views, the number of interactions, ue to the fact that realities expressions. In this context, and the number of shares. Despite in narratives cannot be therefore, only the most viewed being the shortest in length, at 1:05 D expected to replicate itself videos about the Philippines created minute, it is Nas Daily’s “How because stories and experiences by each of the four selected non- Cheap is the Philippines? (Day happen in different circumstances Filipino vloggers were examined and 298)” which has the highest number (Holstein & Gubrium, 1995), the it does not investigate all vlogs of views at 28 million, highest concepts of validity and reliability produced by the vloggers, no matter number of comments (113,000), are not relevant in the context of the number. The content or reactions (395,000), and shares narrative inquiry according to message, the language used, the (276,000) among the four vlogs. Riessman (1993, as cited in visuals or scenes, characters, music, Lost LeBlanc comes second, Drew McMullen, 2013). When a narrative and other elements of videography Binsky at third, and the last is analyst is transparent in the process are included in the analysis of these Becoming Filipino vlog. It should be of interpretation by describing vlogs. The perceived online recalled that Nas Daily has the particular discourse or theoretical destination image created on highest number of followers among framework (Reissman, 2008), Facebook are discussed thematically the four vlogs, as shown earlier in mentions which aspect of the story and the potential of vlogs to Table 1. is included or excluded, and promote destinations and influence describes how inferences are made, tourists are discussed using Barthes 4.1. Functions: Linguistic Data then he is capable of achieving a (1975) three levels of description - Comparison high degree of trustworthiness functions, actions, and level of (Greenhalgh, Russel & narration. Overall, Riessman’s ords, phrases, and Swinglehurst, (2005). (2002) global, local, and thematic complete sentences were coherence serve as the framework of W units of syntax used in Validity in qualitative research then this study. The importance of this constructing the message of each can be measured by the suitability of study rests on its ability to convince vlog. The four vlogs about the tools, processed and data. As Leung DMOs to utilize social media Philippines utilized the English (2015, p, 326) puts it: influencers with millions of language, given the fact that the followers or integrate UGCs in vloggers are English native speakers Whether the research question revitalizing the creation and from Canada and the United States is valid for the desired outcome, promotion of destination brands of America. However, for vlogger the choice of methodology is because vlogs have strong potential Kyle Jenermann of “Becoming appropriate for answering the to reach a global audience that is Filipino” he occasionally code research question, the design is willing to explore and navigate switched to Bisaya, the local dialect valid for the methodology, the places recommended by vloggers in Southern Mindanao where he sampling and data analysis is they follow. Facebook was chosen chose to stay. appropriate, and finally the among various media for vlogs results and conclusions are because there are more Super maayo driver. Gusto ko valid for the sample and opportunities of collaboration magdrive like langgam. Asa context. between producers/marketers and man ang key? (This driver is consumers here and it enhances a super good. I wantto drive In lieu of the traditional concepts of proactive social marketing strategy like a bird. Where is the validity and reliability, Garman (Fischer et al, 2012). key?) (1996) sets out the following principles for narrative analysis to Key Findings and Discussion Moving on, the perceived online be valid and reliable: Verite (Does it destination image (Mak, 2017) of address the why?), Integrity (Is it the Philippines created on Facebook logical?), Rigour (Is it in-depth?), by the four travel vlogs can be
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categorized into two main New York City! Enjoy! And This is a place for anyone on descriptions based on the content of the best part is that while you any budget. (Referring to the vlogs– 1) cheap and 2) fun and drink your cheap drinks you Bohol) beautiful. This perceived ODI is can make friends with locals affirmed using the Systemic because they all speak English It’s more inaccessible than El Functional Linguistic Theory of here. That’s 1 minute! See you Nido and it could definitely be Michael Halliday (1978), where tomorrow! a bit of an expensive place to language is one of the semiotic visit because it’s so inaccessible. systems used to make meanings. Similarly, Drew Binsky, in his 1:40 You either take a five-hour Hence, the meanings conveyed by minute vlog, also convinces his ferry from El Nido or you can each vlog are that, as a destination, audience that the Philippines is his fly directly from Manila. the Philippines is a heaven, paradise favorite country by giving five Definitely expect to pay top in Southeast Asia where travelers reasons, second of which is dollar because the flights aren’t can experience an enjoyable affordability. He says: cheap. This is not a cheap vacation. place to go. (Referrring to The Philippines is one of the Coron) The Philippines is an Affordable cheapest countries in Asia Destination which allows you to have more The Philippines is a Fun and a fun for less. Try $2 for this Beautiful Destination wo out of the four vlogs meal, 41.50 for a haircut and highlight the affordability of $0.07 for a jeepney ride. ourists visit a place for T the Philippines as a travel various reasons and most destination in Southeast Asia in While Nas Daily and Drew Binsky T often than not, they have terms of food, accommodation, have liberally described the emotional needs that need to be transportation to name a few. Nas Philippines as a cheap destination, satisfied by a destination based on Daily devoted his entire one-minute Christian LeBlanc offers options for its destination brand personality video in explaining why he likes the his viewers in Lost LeBlanc to spend which may potentially turn tourists Philippines simply because it is more if they choose to stay in luxury into loyal customers (Dickinger & cheap. Using the US dollar as a accommodations or to spend less if Lalicic, 2015). A tourists’ perceived currency and comparing some items they opt for more affordable hotels. online destination image depends to HongKong and New York, where In his 15 minute vlog describing the on the brand personality he used to live, he narrates: top 10 places to see in the represented by a destination brand. Philippines, he mentions the Three important dimensions in the Money. I don't like spending it. following deals: Brand Personality Scale developed That's why I like the by Aaker (1997) were found Philippines. It's very cheap! A The great thing is you can important by Ekinci and Hosany full day tour in this island guarantee that you can find (2006): sincerity, excitement and would cost you 20 bucks and some extremely beautiful hotel conviviality. Sincerity is depicted by maybe $25 for this one. A if that’s in your budget. You expressions such as good, friendly, haircut for $17 in Hong Kong, can also find some relatively charming, modern; Sophistication is here you could get it for $1. An discount ones, too. So, budget manifested by words like absolutely Uber ride for one hour? Will shouldn’t be too much of an amazing, stunning, beautiful, nice; cost you $3! Welcome to the issue here. (Referring to and Excitement is illustrated by Philippines! A romantic date Boracay) descriptions such as cool, fantastic, for two will set you back $15! happy, fun, enjoyable, fresh. All Now, you’re not gonna go on a …. and relatively expensive these brand personality dimensions date, island hop, and get a accommodations, so this are evident in three of the four vlogs haircut every single day but definitely something that you examined as illustrated in the what I think you might like to have to save up for. It’s a very following lines enunciated by Drew do is drink! It’s soooo cheap in small island and all the Binsky, Christian LeBlanc, and Kyle the Philippines that this bottle accommodations in the island Jennerman. of rum costs $1.10! For that are quite expensive. (Referring price I can buy 30 bottles to to Malapascua) Drew Binsky generally describes the get the whole village drunk for people and the country this way: the price of two cocktails in
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….the happiest people you’ve I don’t think I’ve seen more In narratives, the actants are those ever met - that’s the beautiful sunsets in my entire who perform the act of narration Philippines…. But it’s not only life. (Barthes, 1975). In vlogs, the tellers me who is smiling. I mean, the refer to none other than vloggers country’s slogan is “It’s more …this is the most amazing themselves who are the content fun in the Philippines” so thing – the local Filipino producers and narrators. To make believe me, it’s a happy place. people are some of the their videos more authentic, the friendliest and most inclusion of local characters add to uxtaposing drone shots of islands accommodating people. the dynamics and creativity of the and natural attractions in the videos. For Nas Daily, the local J Philippines, Christian LeBlanc In riding and driving the skylab for characters are scattered throughout (Lost LeBlanc) describes the people the first time, Kyle Jennerman the video, but significantly, in all his and the natural attractions on the (Becoming Filipino) screams: videos, the local characters are islands in this manner: usually seen with him towards the This is highly crazy but it is end of the video when together they It is some of the most beautiful really! conclude by saying “That’s 1 minute! landscapes and the most See you tomorrow.” incredible people you might This is amazing! I’m driving come across. the skylab! nlike Nas Daily vlog, Drew Binsky opens his vlog with The night life is pretty good Narrative Intent U a greeting from a group of and the food selection is great. locals in the Philippines saying In particular reference to the travel “Welcome to the Philippines!” He also vlogs under study, the global intent The island of Boracay is includes individuals in his vlog of the vloggers may be varied: extremely beautiful. Some of when he describes the fun in the promoting a destination, making the bluest waters you’ll ever see Philippines and further states his themselves popular as vloggers, and some of the finest white reasons for considering the enticing people to visit a place, sand beaches. Philippines as his favorite country, making income from videos, or one of which is because the simply telling a story. For the local It’s very unlikely you’ve ever Filipinos are hospitable and coherence, the language, music, heard of this place but friendly. Malapascua is home to one of images, local characters, style of the most beautiful creatures videography and other visual and In the Lost LeBlanc vlog, the I’ve ever seen – the thresher non-visual elements embedded in integration of local characters are shark. the vlogs significantly help make the minimal because the focus of his vlogs more persuasive and vlog is the top 10 islands in the El Nido is easily one of the compelling. For thematic Philippines which make it a most beautiful places in the coherence, food, people, culture, traveler’s paradise. Christian Philippines and arguably, the destination, transportation, lifestyle, LeBlanc does the narration world. and culture frequently appear in the throughout the video and in most vlogs studied. Content and visual shots, he is seen portraying the role Dumaguete is an incredible analysis of the videos as well as of a traveler by swimming in the place and there’s a lot to see viewer responses support the beaches along with his girlfriend, and do here. It’s a place I spent arguments that travel vloggers and Laura, diving in the seas, riding a almost two weeks scuba diving their respective vlogs play a key role scooter around the islands, kayaking and exploring its beautiful in creating an online destination with his friends, and simply doing nature. image of a place. Stories and images anything that tourists would do. in vlogs vividly create destination There’s a night life, there’s a images and these are necessary and Meanwhile, in describing how fun it great restaurant and a whole fundamental for place branding and is to drive a skylab, Kyle Jennerman lot of nice hotels and resorts. marketing. includes local characters all throughout the video as part of the This is the most incredible 4.2. Actions: How Characters in landscape that I’ve ever seen. Vlogs Reinforce Online Destination Image
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Screenshots of Lost LeBlanc vlog https://www.facebook.com/lostleblanc/videos/1186989564730060/
Selected Screenshot of Nas Daily https://www.facebook.com/nasdaily/videos/765815940237227/
Screenshot of Drew Binsky https://www.facebook.com/drewbinsky/videos/1399065490130376/
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Screenshot of Lost LeBlanc https://www.facebook.com/lostleblanc/videos/1186989564730060/
Screenshot of Becoming Filipino https://www.facebook.com/becomingfilipino/videos/vl.358761747892376/1537031319895401/?type=1
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community where he is, in the compared to other sources media On the part of audience public market where they took the such as written texts and contribution, the vloggers establish skylab, and as part of the passengers photographs, are more complex to a certain level of connection with who goes with him as he drives the create because they require a certain their audience by requesting them skylab around town until they go skill of videography, to comment, like, or share the back to the public market. Although cinematography, and photography. videos. On the part of Nas Daily, he is the main character and Videos can show a lot more than saying “See you tomorrow!” makes narrator, some of the local pure text, pictures, or audio; hence, his audience tune in to him for characters appear as co-tellers. In the there are a lot more things that a more videos as he is supposed to do opening of his video, he is seen vlog can cover (Gao et al, 2010). another one-minute video. For eagerly riding the skylab with other Drew Binsky, by saying “Thanks for passengers. In the case of Nas Daily one-minute watching. I hope this video inspires video, the scenes are fast and as he you to visit the Philippines” serves he meaning evoked by such enumerates the items that are cheap to encourage them to see the images purport to an in the Philippines, he supports these destination. Meanwhile, Christian T authentic perceived with actual videos of those objects LeBlanc makes it more convincing destination image, that, in the case such as a haircut, an Uber ride, for travelers to visit the destination of the vloggers, they who interact bottle of rum and other drinks. by saying: “So, make sure to hit the with the locals feel at ease, Similarly, Drew Binsky also flashes subscribe button, leave the video a comfortable, and safe with the actual people, places, food as he thumbs up and if you wanna be the people. This reinforces the image of narrates his reasons for choosing the first to know when my traveler’s a place and makes it more attractive Philippines as his favorite country. guide comes out, make sure to sign for potential travelers and influence Becoming Filipino vlog on the up on my mailing list at their purchase intention of a skylab has more movements in the lostleblanc.com.” Lastly, Kyle destination. Watching media sense that the video shows how the Jennerman of Becoming Filipino influencers or travel vloggers as character experiences riding and inhibits any request from his enjoying a destination addresses driving a skylab. Following the audience, but simply screams his would translate to what Kim et al character riding and driving the excitement until the video fades and (2017) call as affective image which skylab made the quality of the video ends. refers to the tourists’ emotions or somewhat amateurish as the feelings towards the place. The videographer was also heard talking Conclusion affective image reinforces the behind the camera or video, cognitive image of a destination as whatever equipment he was using. magery is a compelling not only beautiful but happy as well. Among the four vloggers, it is Lost ingredient in vlogging, more so LeBlanc vlog which displays an I if used for destination 4.3. Level of Narration: How Scenes interesting and creative videography marketing and branding. Framing and Shots in Vlogs Reinforce whereby shots are taken with proper significant aspects of the destination Online Destination Image light, a combination of wide, high with vivid imagery, appropriate texts angle, establishing, and extreme and music background cohesively Promoting a destination is a long shot, and full shots to show the convey a meaningful message. In all, persuasive act because it entices grandeur of the islands. Underwater the vloggers were telling and potential tourists to visit a place. video shots are also widely used in showing what to do in the How persuasive a vlog is depends on this vlog to illustrate scenes of Philippine by travelling and various factors that include not only seeing the marine life, swimming swimming in the islands, diving persuasive language but compelling with the sharks, and experiencing underwater, exploring the new shots or scenes, as well. The non- the crystal clear waters of the places, riding local transportation, verbal elements of a vlog are destination. The drone shots and eating local food, choosing fundamental in ensuing a successful provide an aerial view of the islands some as their favorite. This could destination marketing strategy. In showing its breadth and beauty. not be captured vividly in texts the four vlogs that were examined, Slow motion shots are also used in alone; hence, video blogging has the scenes were realistic as most of the underwater scenes, waterfall shots, power that texts or photographs sequences were taken in the and full shots giving a panoramic alone cannot perform. Destination Philippines – actual people, view of the attractions. management offices and tourism attractions, drinks, islands, rides, boards should therefore choose to and food among others. Videos, add vlogs in their destination PAGE 184 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
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Pan, B. MacLaurin, T., & Crotts, J. Tourism.gov.ph. (2018). Culture Vermes, K. V. (2018, February 13). (2007). Travel Blogs and the and Arts. Available at Survey: One-third of Advertising Implications for Destination http://www.tourism.gov.ph/culture Budget Spent on Video. Marketing. Journal of Travel _arts_climate.aspx. Accessed on July KoMarketing. Available at Research, 46, 45-45. DOI: 1, 2018. https://komarketing.com/industry- 10.1177/0047287507302378 news/survey-one-third-advertising- Tudor, R. (2012). The image of budget-spent-video-3622. Accessed Phelan, K. V., Chen, H. T., & tourist destinations represented in on July 3, 2018. Haney, M. (2012). “Like” and travel blog photography. Case study: “Check-in”: How Hotels Utilize Romania’s image reflected in Villegas, V. (2017). Building a Facebook as an Effective Marketing French bloggers photos. Journal of Successful Tourism Brand for the Tool. Journal of Hospitality and Tourism, 13, 32-38 Philippines and the Struggle with Tourism Technology, 4(2), 134-154. Destination Image and Tourism DOI: 10.1108/JHTT-Jul-2012-0020 Tussyadiah, I. and Fesenmaier, D.R. Slogans. Luz y Saber, 11(1), 63-80. (2009). “Mediating Tourist Riessman, C. K. (1993). Narrative Experiences: Access to Places via Wauters, R. (2010, January 5). State Analysis. Newbury Park, California: Shared Videos.” Annals of Tourism of the Vlogosphere: 70% of Video Sage Publications, Inc. Research, 36(1): 24-40. Blogs are Hosted on Five Sharing Sites.” The Washington Post. Smith, A. N., Fischer, E., & Uy, M. R. (2017, October 26). The Available at Yongjian, C. (2012). How Does Beautiful Island Nation that Might http://www.washingtonpost.com/w Brand-related User-generated Actually Top Hawaii. Thrillist pdyn/content/article/2010/01/05/ Content Differ Across YouTube, Travel. Available at AR2010010501196.html. Accessed Facebook, and Twitter? Journal of https://www.thrillist.com/travel/na on July 4, 2018. Interactive Marketing, 26(2012), tion/best-places-to-visit-in-the- 102-113. DOI: philippines. Accesed on July 2, Webster, L. & Mertova, P. (2007). 10.1016/j.intmar.2012.01.002 2018. Using Narrative Inquiry as a Research Method: An Introduction Tourism.gov.ph. (2018). Tourism Veloso, F. (2010). The to Using Critical Event Narrative Policy. Available at Establishment of Forestship: The Analysis in Research on Learning http://www.tourism.gov.ph/touris Multimodal Discourse of Tourism and Teaching. Oxon: Routledge m_policy.aspx. Accessed 13 Jul. and the Construction of Identity. 2018. The 11th Pearling Applicable Linguistics Seminar.
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Czechia – Investment as a topic for its future brand?
Jana Peterková University of Economics, Prague Czechia
Abstract
his article deals with a closer activity that overlaps and their history. Later, this article will look at investment complements concepts such as search for the position of T promotion and analyzes the nation branding or public investment promotion among other relationship and mutual influence diplomacy to varying degrees. The relevant topics and for the reasons between investment promotion and second part concentrates its for such a situation. As a research other branding topics such as talent attention on the system of a small tool, this article uses normative attraction, export, tourism, culture, state and what the specifics are of analysis of strategies and related or governance through the example the care for the country’s documents that the state uses to of the practice of small states. The reputation. The primary interest care for the reputation of the aim of the text is to evaluate the goes into its strategy and actors. The country and especially for position of investment promotion third part first deals with the investment promotion. within national branding strategies comparison of practice in three and other relevant documents. The small states (Czechia, Slovakia, and - o – first part presents a brief outline of Finland) and the role of investment motives to care for the good promotion in their documents. All This contribution resulted from reputation of Czechia and of the these countries can be considered the IGA project “Nation Branding relationship between relevant small states: Finland is a very and Care for the Reputation of the concepts. This article explains a care successful country in the area of State through New Forms of for the reputation of the country as branding, and Czechia and Slovakia Diplomacy “, No. F2/77/2017. an umbrella concept, as a complex have many common moments in
Full paper
he importance of taking care emphasize their own differences and well-being, and thus the increase in of the reputation of the exclusivity (Olins, 2016). the value and attractiveness of the T country is based on the country. The country’s good name nature of the current international Care for the reputation of the also has significant foreign policy environment: on the one hand, the country should be understood as connotations, which are related to role of national states emerging part of foreign policy activities as strengthening the influence of such from the development of the 19th part of efforts to improve the a state and trying to improve its century and, on the other, the country’s international standing and international status, which also process of globalization that forces increase or maintain its influence. contributes to the increase of the actors involved to attract The main motive is the attempt to national well-being. attention and therefore to improve the country’s prosperity, its
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There are several main areas, like Finland, Slovakia, and Czechia were positive perception of the state on culture, tourism, export, selected. Finland enjoys a very good the international scene can be investment, people, or governance reputation in the international understood not only as a goal of a (Anholt, 2007), in which the environment and is regularly number of activities but above all as reputation of the country is gaining high rankings in good a tool that serves to facilitate or monitored and which bring reputation ratings. Slovakia and accelerate the fulfillment of the together its complex picture. The Czechia are two small Central interests of the country in the whole aim of this paper is to look closer at European states with the ambition spectrum of thematic areas. investment promotion as one of the to gain a perfect reputation. Political, economic, military, or branding topics and to analyze its cultural interests can be mentioned position in the states’ branding 1 Place branding and related as examples. In this context, activities and its relation to other concepts Leonard mentions three basic key topics. The first part of the dimensions in public diplomacy paper is devoted to theoretical Taking care of the reputation of the activities: political and military, defining of different concepts country is currently a frequently economic, and cultural and social related to the country’s reputation, debated topic. In today’s (Leonard - Stead – Smewing, 2002). like public diplomacy, nation international environment, with branding, nation image, reputation modern communication and concept that is closely management, or one of the latest information technologies and the related to the reputation of concepts, the country concept. rising importance of public opinion, A the country is a national it is very important for states to be image. It can be identified as a set of he topic is further elaborated known, to be visible, and to be ideas about and associations with a on a theoretical level in positively perceived. particular nation or state, which is T relation to the situation of based, for example, on the values, small states and their specifics in the In relation to the reputation of the ideas, or elements of the national care of a country’s reputation country, the so-called theory of identity of the subject, as well as the (Bátora, 2005). Then the third part duality of power, formulated by context, experience, and optics on exemplifies practice by small Joseph Nye, is often referred to as the part of the observer. The European countries, such as its key element. Nye divides power national image represents an image Finland and Slovakia, as well as the into two basic types, very hard and of the values, characteristics, and nowadays situation in Czechia. very soft. Hard power is attitudes of a particular country and Finland is considered to be one of represented, for example, by the size is composed of several thematic the most successful small countries of the territory and the economic or aspects that together form a concerning the country’s military power of the country. Soft complex picture (see Szondi in reputation. Slovakia and Czechia, power is associated with the Snow – Taylor, 2009). on the other hand, have very much attractiveness of thoughts and ideas in common with regards to their (Nye, 2004). Especially in small In past and current practice, there geographic, political, or social states, the use of soft power is one are a number of ways to take care of conditions and their history. Their of the means to overcome the the reputation of the country. reputation management is explored constraints of hard power and to Nowadays, the leading positions in through a system of strategy and gain a better position and influence the theoretical approach and in actors. Then the last part of the than the sources of hard power research practice have mainly two paper evaluates how investment justify. At present, in addition to directions, public diplomacy, and promotion is taken in these soft and hard power, the concept of branding (Melissen, 2005; Bátora, countries and whether there could smart power appears in the debates, 2005; Dinnie, 2008, 2016). be a possible way for Czechia’s the definition of which lies in an investment promotion in the future. appropriate and effective Public diplomacy is understood combination of soft and hard power primarily as a state activity aimed at As a research method, this article (Nye, 2013). creating or changing ideas about a uses normative analysis of national given country, about its values, branding strategies or other related The attempt to be positively attitudes, or other attributes that documents in three cases, perceived in the international can attract foreign audiences and illustrating the small states’ practice community is referred to as the provide a positive perception of its and comparison of the situation in third category of state interests role in the international community these countries. As examples, (Leonard – Alakeson, 2000). The (Peterková, 2008; see also Melissen, PAGE 189 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
2005). Public diplomacy is also seen facilities for tourists (Novčič Korač 2 The strategy of a small state as a very good tool for small and – Šegota, 2017). (topics, actors, tools) medium-sized countries wishing to be seen on the international scene The concept of national branding he care of the country’s and to gain influence beyond their acknowledges changes in response reputation has become an resources of so-called hard forces to the development of the current T inseparable part of the such as the size of the territory and international environment, where foreign-political agenda of many economic or military power (Bátora, besides traditional, rather countries in recent years. It plays a 2004; Potter, 2004). economically motivated projects, large role, with reference to the the issues of national identity, limited capacities of hard and soft The second direction that enjoys values, and themes of the given power (Nye, 2004), especially for great attention is branding. Its role society are emphasized, which small states. The limitations in the is to create the image of the country eventually manifest themselves in power of small states force them to and its so-called brand (Anholt, the possibility of differentiating the adapt more strongly to acting on the 2005; Dinnie, 2008), using rather country in the environment of international scene, to limit their commercial, marketing approaches. homogeneous world markets ability to act autonomously. This is Branding is closely related to PR (Dinnie, 2016). referred to in the literature as issues; in a brief summary, it seeks vulnerability, and overcoming this to establish or change the brand of Regarding inward investments, it is vulnerability is one of the basic the state, which clearly differentiates possible to localize three groups of goals of the foreign policy of small it on the international scene and so characteristics that can help states. The positive perception of a the recipients can easily identify potential investors to decide. The given state is one way to overcome with the desired characteristics first one is hard characteristics, such its vulnerability and to exceed the (Tomalová, 2008). as the business climate, availability, limits given by its sources of power and qualification of the workforce (Kamrava, 2013). here was some confusion in and the tax rates or development the literature regarding place capacity of the region or the city. Kamrava identified for small states T branding. Novčič Korač and There are also the “Doing Business” four subareas of an active foreign Šegota made an overview and criteria offered annually by the policy aimed at strengthening explanation of terms based on a International Bank for power. In addition to ensuring fundamental literature review Reconstruction and Development security and growing the well-being (Anholt, 2010; Braun, Eshuis, and from the World Bank Group of the population and active Klijn, 2014; Szondi, 2008; Freire, (IBRD, 2018). The other dimension presence in the international 2005), and they saw place brand as presents soft criteria like the quality community, strengthening power an umbrella concept that covers of life, the safety of the place, or the involves building a good reputation nations, countries, cities, or level of the education system and and international prestige. The destinations. At lower, more specific cultural life. The last category brings prestige of the country, recognition levels, nation/country brand is the nonmaterial factors such as the of its brand and reputation, is the devoted to the improvement of the reputation of the country and the second component of the country image of its visibility, mostly stereotypes or the prejudices enumeration. This is usually the in areas of inward investments, associated with it (Akker, 2011; also result of the country’s behavior on export promotion, or tourism Kalamova – Konrad, 2010). the world stage, the response to promotion. The next one is city crisis situations, the reputation of brand, with its orientation on the Looking at possible concepts, there products exported by the country, visibility of the city, attracting a is also some development in how to and, last but not least, the deliberate qualified workforce, young approach the reputation of the conduct and specific marketing professionals, business people, or country in general. The question is activities (Kamrava, 2013: 46–68). tourists by improving quality of life, whether to develop one umbrella housing, cultural life, or public strategy and attitude to present the There are also some differences policies. The last and most specific country or whether it is better to concerning the activity of small one is the destination brand, which develop several independent sector states, according to their hard power is focused on improving the image strategies focused on individual resources. Bátora defined these of the place as a tourist destination topics like the cultural policy, differences for the public diplomacy and its attractions, services, and investment policy, or export strategy of small and medium-sized states, (Akker, 2011). but they can serve for the reputation
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of the country in general. The first from a branding perspective promotion is an ideal example of one is the purpose of such activity, (Gonesh - Melissen, 2005; Moilanen such a concrete concept. its mission, which is for small states – Raininsto, 2009; Olins, 2016; their visibility, capturing the Dinnie, 2016). In this regard, it is There are also other factors that attention of the target group. The fair to mention that basic need for should be incorporated in the other dimension is volume or promotion is mostly connected to strategy, like defining involved breadth of messages and images, an economic area like export, actors and their responsibilities, which is, thanks to limited human investment, or tourism promotion how to cooperate with nonstate and financial resources, rather (Dinnie, 2016). That is also why actors, what the financial resources narrow, and small states have to politicians were often reluctant to are, and, last but not least, which choose very carefully what topic use branding as a concept or why its are the target groups for the strategy should be presented and how. The connection to foreign policy can be (Moilanen – Rainisto, 2009). last dimension is the outset rather fragile. legitimacy, rather high compared to or the purpose of identifying big powers, of their activity (Bátora, All procedures correspond with the and defining practical steps in 2005). This criterion refers to need to establish a coordination F the field of reputation, the whether any action of the country group at the beginning and create a methodological apparatus, based on can be seen as potentially strategy for further action. There a number of practical cases (e.g., dangerous, not only for the has to be someone responsible for Denmark, Australia), which is recipient country but for others as the whole strategy, and political defined by three key elements, was well. This dimension is used mostly commitment at the governmental developed. These elements include for political topics, gaining the level can help. Then is the moment the idea or concept, stakeholders, political influence in the territory, for analyzing the situation and and tools that are used. The concept but can be used also in export or finding out how the country is responds to the question of what: investment promotion regarding the already seen and how it wants to be what is the objective of how the interests in the background, which seen in the future. The next step is country wishes to be perceived, and may sometimes accompany business to formulate the core idea or set of what are the strong themes that can projects offered by subjects from big attributes connected to national contribute to its positive perception countries. identity and, what is important, to on the international scene? The reality. There is a question of definition of the actors involved he country must also fulfill whether this debate also engages the corresponds to the question of who the prerequisites if not to domestic public and other interest and usually defines a set of key T perish all its efforts in caring groups. The positive of it is the actors at the national level. The last for its reputation or at least to slow loyalty and devotion to the idea of question that remains is the it down. These prerequisites include most people involved in its question of how: In what way, with the real interest of the state to take formulation (Moilanen – Rainisto, the use of techniques and care of its reputation. The current 2009). The other point is whether involvement of other stakeholders, international situation, the media, there should be an umbrella do the actors achieve the desired and the communication concept or whether several goals? environment call for countries to individual thematic concepts would pay attention to how they are be enough. The existence of both, 3 Examples of the practice of small perceived. The real interest, in a the umbrella concept and states number of cases, finds its subconcepts, is often mentioned, as fulfillment in declarations of state the umbrella concept brings a more The following text focuses primarily representatives, or in coherent and complex picture of the on the current situation concerning comprehensively oriented strategic whole country, and subconcepts the reputation of the country, with a documents. The other prerequisite bring more detailed messages specific interest in investment is the acceptance of the long-term tailored for specific target groups in promotion. Each of these states has character of every reputation activity every area, i.e., narratives, more chosen another way, how to gain an (Melissen, 2005; Moilanen – concrete stories that are focused on as-best-as-possible reputation, and Raininsto, 2009; Dinnie, 2016). priority aims at the political, the aim of this part is to look closely economic, or cultural level at their strategies, the role, and There are many ways to proceed (Moilanen – Rainisto, 2009; Olins, position of investment promotion, with the country’s good reputation 2016; Akker, 2011). Investment its relation to the basic attributes of process, from public diplomacy or the country’s reputation, and other PAGE 191 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
related topics. The last part looks promoting investment in Finland. to speak about branding or public for the possible way for Czechia to Across the various themes diplomacy before 1989. The whole deal with investment promotion, mentioned in the strategy, attention period of the 1990s, then, was based on a comparison of these was paid to the cooperation of influenced by the change of regime three cases. Each case contains a actors and coordination of activities and the efforts of these countries to brief evaluation of topics, involved within a single network (PMO, establish a democratic regime and to actors, and suitable tools. 2013). Investment promotion was undergo a period of social later announced as a priority for the transformation (see also Kaneva, Finland Team Finland Strategy in 2015 2012). (PMO, 2014). The country’s reputation is quite an he reputation of the country important issue in Finland. In 2008, Generally, in the area of branding, had its brief moments also in the Country Brand Delegation was there is a strong coordination of Tthe 1990s, but with no established with the main task to movement at the governmental level success. Tourism and investment create the strategy to deal with the with a special coordinating role of promotion left an imprint with the country’s reputation and how the the Prime Minister’s Office, a key establishment of a special agency for Finnish society and its best role of the Ministry of Foreign tourism promotion (SACR) in 1995 characteristics can be represented. Affairs, Ministry of Economy, and and a special agency for foreign The aim of the whole strategy was Ministry of Education. There is the investment and development the improvement of the Finnish Finland Promotion Board, which is (SARIO) in 2001. There was the position in the international focused on presentation, in general, general agreement that the country environment. In December 2010, and in export and investment needed foreign investment for its the final document was presented promotion, the key role goes to the rebuilding and creation of under the name “Mission for Team Finland. This group workplaces. There were also other Finland – Consider It Solved.” The presented their action plan in 2011, attempts to establish a special body strategy formulated several key and the main principle of or to create an ad hoc campaign attributes – functionality, nature, cooperation and coordination was (mostly in tourism), but there was and education, and quite a long- expressed in the network of all no umbrella strategy until 2011, term vision, how Finland should be related actors. Except for the when an ideological study called perceived in 2030 (CBD, 2010). Ministry of Economic Affairs and “Slovakia: country with potential,” After the 2010 strategy, there are Employment and the Ministry for created by an expert team under the only minor updates in the set of key Foreign Affairs, there are also auspices of the Ministry of Foreign values, and it serves as a long-term special state agencies concentrated Affairs (MZV SR), was presented. umbrella document. It is not on the task of promoting Finnish The document identified four concentrated only on state actors, export and investment in Finland. attributes, which, according to the but in a detailed way describes what The contemporary structure is authors, are quirkiness, diversity, almost every part and every member called Business Finland with its inventiveness, and vitality. Together, of the society could do for the final branches for export, investment, these attributes create the potential success of the strategy, for the and the workforce. The whole Team of Slovakia (MZV SR, 2011). country’s reputation. Topics Finland network combines and mentioned later, in 2017, were coordinates actors from the areas of Another governmental document actualization, extended to reliable, culture or research and called “Branding of Slovakia from quirky, problem-solving – equal and development, and there is also a Ideological Concept to Messages inclusive in the updated strategy huge network of Finnish diplomatic and Communication” has brought a (FPB, 2017). missions and Team Finland hubs greater concretization of the abroad, which is also coordinated previously mentioned attributes and nother of the documents, (Team Finland, 2018). their elaboration into more specific the Team Finland Strategy tasks. Regarding investment A2014, has a more economic Slovakia promotion, inventiveness or focus (PMO, 2013). The strategy creativity can be mentioned (MZV expressed several key tasks – In the area of the country’s good SR, 2013). In 2014, the government influencing the global operation reputation, Slovakia has very much adopted the Strategy of External environment, developing in common with other post- Economic Relations of the Slovak internationalization of services, communist states from Central and Republic for 2014–2020. supporting country branding, and Eastern Europe. There was no way Investment, and especially PAGE 192 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
investment with an export potential, Czechia’s history of branding have rather little success in has its place in this strategy and was activities, with no exception for Concept’s implementation. mentioned as one of the aims and investment promotion, is similar to Nowadays, there is no publicly also the then-so-called unified the experience of Slovakia. There available strategy for investment presentation of the country, but the was also the division of the country, promotion, but what is stressed coherence was still missing (Vláda the transition period. Investment among investment topics is the area SR, 2014). The newest attempt is promotion was part of this period as of research and development and called “Brand Slovakia…” and was a tool of transitional economic the capacity and new ideas of Czech adopted by the government in reforms, which were not possible researchers for further development. February 2016. The document looks without foreign funds. The There are also two other specific to 2020, and the growth of foreign CzechInvest agency (for foreign strategies, one for export and export investment is mentioned as one of direct investments) was established promotion and the other for the aims of the whole strategy. in November 1992 to bring these presenting Czechia as a tourist Complexity and coherence were funds to the country. Among the destination. The export strategy in mentioned among the top motives for investment in Czechia, its actualization states that Czechia characteristics of the process (Vláda there were mostly hard lacks the complex, coordinated, and SR, 2016). SARIO, Slovak characteristics, like a cheap and long-term strategy for the care of the Investment, and Trade qualified workforce, locality, and country’s reputation (it uses Development Agency mentions on investment incentives, or soft ones, presentation) and that a functional, its website twelve top reasons to like safety environment. There were accepted-by-all concept is at most invest in Slovakia. These reasons no mentions of investment desirable (MPO ČR, 2016). belong mostly to hard or soft promotion or of the reputation of characteristics, but some of them, the country. nvestment promotion is like safe investment environments considered to be an important or using Slovak ratings, can be In the areas of promotion activities, I issue, and the CzechInvest somewhere close to the reputation branding, or public diplomacy, the agency identified, for example, of the country, i.e., in a top-ten big change came with the accession research and development as one of position among hardworking to the European Union. That was its priorities. The aim is to attract countries, according to the OECD the moment when Czech authorities quality investments with high added (SARIO, 2018). realized that there was a need for value to increase the constant and long-term efforts competitiveness of the Czech he Ministry of Economy and concerning the reputation of the economy. Promoting research and the SARIO are the most country. In 2005, the Ministry of development is seen as a part of T crucial actors in investment Foreign Affairs first analyzed the economic diplomacy rather than of promotion. To the rather modest situation – how Czechia was any coordinated effort in enhancing network belong also the Ministry of perceived abroad – and then it the country’s reputation. Foreign and European Affairs and, developed the Concept for a Presentation of excellent results of on the nonstate level, the Slovak Unified Presentation of the Czech Czech science and research is part Chamber of Commerce and Republic (MZV ČR, 2005). The of this effort, and there are a lot of Industry. The coordination body increase of quality foreign activities in presenting Czech start- exists on the governmental level as investment was among the goals of a ups abroad and enabling them to the Government Council for Export unified presentation. There was also find their investors. The and Investment Support. It works as a statement in the Concept that CzechInvest agency has its an expert and coordination body Czechia lacks an overall marketing plan for international involving all important state actors presentation and coordination of cooperation, and there certainly is in the field. The council also has presentational activities. The the system of cooperation with three working groups, and one of Concept also identified key state Czech embassies and other involved them is devoted to presentation actors, preferable tools. The actors abroad, but there is no coordination. There is only one economy was mentioned among coordinated plan in which problem, which is that serving as an four priority sectors for investment promotion is part of a expert body, the working group has presentation, and foreign investors complex reputation strategy. no authority to order and to require belonged to four priority target fulfillment of tasks. groups (MZV ČR 2005). 4 Investment promotion as a topic Unfortunately, state authorities for the future Czech brand? Czechia PAGE 193 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
There is no doubt that investment Branding Strategy. (Master thesis). https://doi.org/10.1057/PB.2010.1 promotion is a highly important Enschede: University of Twente. 6. task for all reviewed countries. The connection between investment Anholt, S. (2005). Some important (FPB) Finland Promotion Board. promotion and the country’s distinction in place branding. Place (2017). Finland’s Country Branding reputation is rather different. The Branding. Vol. 1,2. s. 116-121. Strategy. (online). most coordinated and complex Henry Stewart Publications. https://toolbox.finland.fi/wp- attitude can be seen in Finland. content/uploads/sites/16/2017/07 Investment promotion is considered Anholt, S. (2010). Definitions of /2017-07-12-ulkoministerio- to be an integral part of the place branding – Working towards a strategia-final-eng.pdf. country’s reputation strategy, and resolution. Place Branding and even if there is also a specific Public Diplomacy, 6 (1): 1-10. Freire, J. (2005). Geo-branding, are strategy for external economic we talking nonsense? A theoretical relations, the mutual Bátora, J. (2004). Identita a štátny reflection on brands applied to interdependence and the position záujem v slovenskej zahraničnej places. Place Branding, 1: 347-362. of investment promotion as an politike. International Issues & integral part of the whole strategy is Slovak Foreign Policy Affairs. Vol. Fullerton, J. A. – Kendrick, A. (eds.) evident. XIII. No. 2/2004. Bratislava: (2017). Shaping International Research Center of the Slovak Public Opinion. A Model for owever, there is no Foreign Policy Association. Ss. 39- Nation Branding and Public evidence about the 54. Diplomacy. New York: Peter Lang. H interconnection of promotion activities in different Bátora, J. (2005). Public Diplomacy Gonesh, A. – Melissen, J. (2005). sectors in the two other countries. in Small and Medium-Sized States: Public Diplomacy: Improving Foreign investments are the crucial Norway and Canada. Discussion Practice. The Hague: Netherlands point, but in the Czech and Slovak Papers in Diplomacy. The Hague: Institute of International Relations practice, reasons for investing are Netherlands Institute of „Clingendael“. rather from hard characteristics or International Relations at least soft characteristics like the „Clingendael“. IBRD. (2018). Doing Business quality of cultural activities and 2018. Reforming to Create Jobs. safety than the perception of the Braun, E. – Eshuis, J. – Klijn, E. H. (online). country. There are also a lot of ad (2014). The effectiveness of place http://www.doingbusiness.org/~/ hoc projects, especially in Czech brand communication. Cities, 41: media/WBG/DoingBusiness/Docu practice, where different sectors like 64-70. ments/Annual- economy, culture, or tourism are Reports/English/DB2018-Full- CBD - Country Brand Delegation. interconnected, but there is no Report.pdf (2010). Mission for Finland. strategic approach including a (online). Kalamova, M. M. – Konrad K.A. complex attitude. Looking at the https://www.demoshelsinki.fi/wp- (2010). Nation Brands and Foreign two other cases, Slovakia is content/uploads/2014/08/TS_Rep Direct Investment. Discussion Paper definitely a few steps ahead of ort_EN.pdf. SP II 2010 – 06, Czechia concerning a complex Wissenschaftszentrum Berlin. access to the country’s reputation Dinnie, K. (2008) Nation Branding. and the system of its coordination. Concepts, Issues, Practice. 1st Kamrava, M. (2013). Qatar. Small Finland can be, in this regard, edition. Oxford: Elsevier. State, Big Politics. New York: viewed as an excellent example. Cornell University Press. ISBN 978- Investment promotion is an Dinnie, K. (2016). Nation 0-8014-5209-3. important topic for Czechia but Branding. Concepts, Issues, nowadays cannot be considered as a Practice. 2nd edition. Oxon: Kaneva, N. (ed.) (2012). Branding leading topic, and its relations to Routledge. Post-Communist Nations. New other topics are rather modest. York: Routledge. Fan, Y. (2010). Branding the nation: References Towards a better understanding. Leonard, M. – Alakeson, V. (2000) Place Branding and Public Going Public. Diplomacy for the Akker van den, Danielle. (2011). Diplomacy, 6(2), 97–103. Creation of an Umbrella Nation
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Information Society. London: The tva.pdf/675019fa-077d-45ea-9b38- tegy+2015.pdf/19ff0f61-1f74-4003- Foreign Policy Centre. 3b01bb71d566. 8b7b-8b029ba00d8e?version=1.0.
Leonard, M. – Stead, C. – Smewing, Novčič Korač, B. – Šegota, T. SARIO. (2018). Why invest in C. (2002) Public Diplomacy. (2017). Branding of a (Desti)nation Slovakia. (online). London: The Foreign Policy Centre. with a Deteriorated Image: The http://www.sario.sk/en/invest- Case of Serbia. Sociologija i prostor, slovakia/why-invest-slovakia. Melissen, J. (ed.). (2005) The New 55 (2017) 207 (1): 77-99. Public Diplomacy. Soft Power in Szondi, G. (2008). Public diplomacy International Relations. Nye, J. (2004). Soft Power. The and nation branding. Conceptual Basingstoke: Palgrave Macmillan. Means to Success in World Politics. similarities and differences. New York: Public Affairs. ISBN 13 International Relations, 1-52. Moilanen, T. – Rainisto, S. (2009). 978-1-58648-306-7. How to Brand Nations, Cities and Szondi, G. (2009). Central and Destinations. A Planning Book for Nye, J. (2013). Hard, Soft, and Eastern European Public Place Branding. Basingstoke: Smart Power In Cooper, A. F. – Diplomacy. In: Snow, N. – Taylor, Palgrave Macmillan. Heine, J. – Thakur, R. (eds.) The P. M. (2009) Public Diplomacy. Oxford Handbook of Modern Routledge. New York. MPO ČR. (2016). Aktualizace Diplomacy. Oxford: Oxford Exportní strategie na léta 2014- University Press. Ss. 430-441. Team Finland (2018). Team 2020/ Export Strategy Update for Finland in Brief. (online). 2014-2020. (online). Ollins, W. (2016). Brand New. https://team.finland.fi/en/team- https://www.mpo.cz/assets/cz/zahr Nová podoba značek. Praha: finland-in-brief. anicni-obchod/podpora- Slovart. exportu/koncepce-a- Tomalová, E. (2008). Kulturní strategie/2016/12/Aktualizace-ES- Peterková, J. (2008) Veřejná diplomacie. Francouzská zkušenost. 2012-20-final-material- diplomacie. Plzeň: Vydavatelství a Praha: Ústav mezinárodních vztahů. vlada_20161201.pdf nakladatelství Aleš Čeněk. ISBN 978-80-7380-125-0. Vláda SR. (2014). Stratégia MZV ČR. (2005). Concept for a vonkajších ekonomických vzťahov Unified Presentation of the Czech Potter, E. (2004). Canada and the Slovenskej republiky na obdobie Republic. (on-line). New Public Diplomacy. Discussion 2014-2020. (online). https://www.mzv.cz/jnp/en/foreign Papers in Diplomacy. No. 81 The http://www.sario.sk/sites/default/fi _relations/archiv/archives_2002_20 Hague: Netherlands Institute of les/content/files/STRAT%C3%89 05/concept_for_a_unified_presenta International Relations GIA%20%20VONKAJ%C5%A0% tion.html „Clingendael“ 2004. C3%8DCH%20%20EKONOMIC K%C3%9DCH%20%20VZ%C5% MZV SR. (2011). Slovensko – PMO - Prime Minister’s Office. A4AHOV%20%20SLOVENSKEJ krajina s potenciálom. Ideový (2013). Team Finland: Strategy %20%20REPUBLIKY%20%20NA koncept prezentácie Slovenska. 2014. (online). %20%20OBDOBIE%20%202014 (online). https://team.finland.fi/documents/ %20-%202020.pdf https://www.mzv.sk/documents/10 10616/1093242/J1013_TF_Strateg 182/12365/Slovensko_krajina_s_p y+2014_net.pdf/47b7f969-32ab- Vláda SR. (2016). Značka otencialom_DEF.pdf/b55d5ed2- 4f61-8182- Slovensko: jednotná vizuálna e4e6-40b0-a413-a8a2181cf248. 84088de4bb6a?version=1.0. identita štátnej správy, koherencia vládnych politík a potreba MZVaEZ SR. (2013). Branding PMO - Prime Minister’s Office. systémového riešenia jednotnej Slovenska. Od ideového konceptu k (2014). Team Finland: Strategy prezentácie SR v budúcnosti. posolstvám a komunikácii. (online). Update 2015. (online). (Slovak). (online). https://www.mzv.sk/documents/10 https://vnk.fi/documents/10616/1 http://www.rokovania.sk/File.aspx/ 182/12495/BRANDING_SLOVE 098657/J0714_Team+Finland+Stra ViewDocumentHtml/Mater- NSKA_studia_komunikacne_posols Dokum-196982?prefixFile=m_.
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Only in Japan? Issues in cuisine in cultural diplomacy and destination marketing
Christopher Pokarier Waseda University Japan
Abstract
his paper aims to explore governmental efforts to promote sourcing, customer savvy, or potential tensions around experience industries in communities of practice? Or is a T gastronomy in destination international markets, often under cuisine a methodology, or concept branding, and culinary and cultural the now clichéd ‘Cool Japan’ rubric. or ethos that could be applied to diplomacy, a priority area for the It finds that public policy has been novel ingredients in varied contexts, 2018 IPBA conference, through a largely reactive: to media reportage by anybody schooled in it? study of the recent Japanese case. In of a Japanese cuisine boom abroad, the last decade Japan’s culinary to a long-established domestic hether a specific cuisine culture has come to adopt a political economy of domestic is understood as a share- prominent place in Japan’s state- agricultural protectionism under W able sensibility, or a sponsored nation branding and new pressures, and to food location-bound cultural practice. destination marketing endeavours. ingredient enterprises sensing impacts on whether gastronomy as a This is evidenced through the foreign market opportunities. tool of cultural diplomacy is at odds content of promotional materials, with, or complementary to, through state efforts to win he paper then draws on the destination marketing. Must one go international third party validation - Japanese case to explore to Japan to experience truly such as through the successful T some general definitional authentic Japanese cuisine? The application to UNESCO for and conceptual issues entailed in Japanese case is particularly recognition of ‘washoku’ (Japanese promoting distinctive and illuminative given the nation’s cuisine) as an intangible cultural ‘authentic’ cuisines in place heavy reliance on foreign supply product - and by state sponsorship branding. Is a national or regional chains for some its iconic of a certification regime to promote cuisine a full evolved foodstuffs, the dynamic syncretic more ‘authentic’ Japanese cuisine complementary set of ingredients, nature of Japan’s food culture, the abroad. flavours, techniques, and dishes that ritualisation of technique, and the is relatively fixed and codified? Or a formalisation of some Japanese The paper first outlines these state distinctive but dynamic ecology of gastronomy in a total aesthetics of initiatives and situates them in both culinary entrepreneurship? In either the dining experience. the long history of Japanese public understanding, how strong are the diplomacy and more recent ties to place of origin, whether by
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Place branding in the Russian context
Tatiana Polyakova, Mihalis Kavaratzis, and Mike Saren University of Leicester UK
Abstract
lace branding in Russian competing as centres of innovation, branding is conceptualised in Russia towns and cities has become a finance and main tourism and reveal the most relevant P popular approach to regional destinations as well. To succeed in theoretical approaches adopted. development since the 2000s these competitive games, Russian (Britvin et al, 2016). One of the places have applied contemporary he paper describes various features that characterises regional place branding instruments and cases of place branding development in the country, is the approaches to their development T practices in Russia including highly polarised economic structure. strategies. Almost every 10th town branding major tourism Due to global processes, large or city in the country has tried to destinations, place branding for Russian cities attract several maintain a branding campaign in former industrial cities, place resources and different types of different ways. However, many of branding for small places and rural capital, whereas places of a smaller the attempts have failed due to areas and events connected with scale have to survive in the different reasons (Dubeykovsky, place branding. This critical analysis competitive environment suffering 2015). is mirrored by the theoretical from a series of severe problems approaches in the field allowing such as high emigration, he aim of this paper is to conclusions to be drawn about place demographic problems and social analyse the most significant branding implementation in the unrest. However, big cities also face T Russian place branding Russian context. intense competition as they act as practices in order to identify the leading actors at the global arena common ways in which place
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Experiencing critical regionalism as cultural heritage expressions in tropical urbanism: Reimagining the place and placelessness in hospitality design
Stephen Poon Asia Pacific University of Technology & Innovation Malaysia
Abstract
ritical regionalism, This paper seeks to understand the Teparkum and Bawa, although their architectural vernacularism, specific issues faced by tropical works show interpretive variations C place and placelessness are architectural design and how they based on geographic dissimilarities. concepts that have major influences negotiate regionalist concepts with This suggests that conceptual on hospitality architecture design in attitudinal responses. The aim is to designs of hospitality architectures Southeast Asia. In the past three examine in depth the principles of aim to create a response that is decades, the success or failure of place and placelessness in a critical closer to placelessness, as they are commercial travel for developing study of regionalism in tropical sited within the complex dynamics economies of Asia had been subject architecture. Case study research on of modernity, sustainability, to global intellectual discourse. the works of the two practicing temporality and heritage. Many critics question how Asian architects, Twitee Teparkum effectively architects capture the and Geoffrey Bawa are studied in ospitality designs have nuances of authentic native cultures terms of modernist influences in secular, economic, socio- and project conscious identities of their hospitality designs. H political overlays, and no specific regional communities. The one perspective can fully capture debates are not surprising, since the ey finding shows that nor reflect cultural heritage commercialisation of heritage and contemporary architects expressions of tropical regionalism. culture is tied directly to the K working in fast-urbanising Conclusively, this research argues marketing and brand image of regions of Asia demonstrate strong that due to increasingly urbanist hotels and resorts and affects mass commitment to promote forms of presenting exotic cultures tourism essential in growing regionalism in their work through in this century, contemporary revenue in the travel economy. The symbolic reworking of native locality architects working on hospitality issue of place becomes challenging but have tendency to deliver “short- architecture and landscapes must for architects since the audience’s circuit” fusion of Westernised work with full consciousness of attitudinal response towards what inspirations borrowing from what place branding entails, what symbolises heritage is not always traditional heritage forms, heritage symbolism and cultural founded on pure environmental combining with contemporary images mean for natives, and in the experiences but taught, developed, pragmatics. In spatial design and long run, must deign to be careful mediated and constructed by others. landscaping approaches for of interpreting hospitality functionality and aesthetics, the architecture as a form of social analysis found similarities between elitism.
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Full paper
his paper aims to understand the construction of architectural embody the unique, innate history how Asian imageries are spaces consciously deals with and the forms of communal T evoked in various individual perceptions, attitudes symbolisms constituted therein, to performative capacities in tropical and interpretations of various be able to withstand the “endless hospitality architecture designs. spaces: dominant space, interactive processal flux of the Megalopolis” Many urbanisation critics have space, flexible space, monumental (p.2). Frampton begins his theory questioned how effectively architects space and scenic space. The through abstracting the capture the nuances of authentic pedagogical application of spatial Heideggerian concept of “loss of native cultures and project design embodies our cultural nearness” as a response to the rise conscious identities of specific narratives and are thus important in technology, a dominant Western regional communities. As travel for both architectural education and tendency to suppress tactile accommodations such as resorts, built design practice, contributing interpretation and senses and hotels and lodges provide place to the production of urbanisation expounds the framework for experiences, some attempt to discourse. The experiences of ideological discourses on critical immerse visitors and guests in architectural spaces are also regionalism, in which the architect general auras of ‘hospitality performative in nature, for is urged return to “the poetics of ambience’ that alienate the very transactional communication construction”, the stories and localness of what they wish to purposes within the theoretical tectonic values that lends “density communicate, by standardising framing of environmental to its objecthood” beyond landscapes and eliminating psychology. materiality (p.5). distinctions of character unique to the space (Seamon amd Spwers. Pelaez (2011: p.3) and scholars Place and Placelessness 2008, citing Relph, 1976). researching place-making claim, “individuals change the lace, according to Canadian To respond, this paper will discuss environment and their behaviours geographer Edward Relph the following key research and experiences are changed by the P (1976), refers to the questions: What is the relational environment”, what is known as the uniqueness of a certain geographical importance of place and self-others orientation (Gustafson, location and the abstraction of placelessness in hospitality design of 2001). Such a concept of spatial intentions, experiences and tropical architecture in the twenty- design implies the active evaluation environment which can be first century? How do hospitality of the message and the impressions differentiate from others. It reflects interior designs and landscapes by imageries and landscapes by the exclusiveness of localities, cultures embody the narratives and values of space user or occupant. In the case and background as the intimate a locality and its environment? How of hospitality spaces (also known as context of living “in insideness, do visual strategies of place-making servicescapes) this appraisal may be [and] not outsideness” (Relph, play its role in tropical architecture both rational and emotional and is 2008). Placelessness, in to enrich individuals’ cultural derived from a behavioural contradiction, happens when the experiences? framework of cognition known as “authentic sense of place” is not Gestalt psychology (Lin, 2004). achieved, when standardisation of LITERATURE REVIEW Other helpful theories are detailed landscapes contribute to a “casual in this section. eradication of distinctive places”, In analysing the designs of tropical which results in a place losing its hospitality architecture, landscape Kenneth Frampton (1981) provided authenticity and identity (Seamon and interior spaces, it is essential to a resistance theory which states, and Sowers, 2008). consider the theoretical concepts in provocatively, that absolute relation to how spaces embody boundaries are necessary Placelessness in the context of narratives and its role as symbolic preconditions to allow national globalised societies, for whom identifier of place meanings (Kunze, institutions to stand. In such ways, distant travel is increasingly 2008). In a paper by University of he argues, geographical sites available and affordable, results on Novi Sad architectural professors demarcate the civilisations of the one hand, in travel becoming a Zekovic, Konstantinovic and Zugic specific cultures of certain regions, commercialised hedonistic activity, (2015: pp.3-5), it was argued that and only then can the place truly a breaking of routines and
PAGE 199 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018 supporting local incomes; on the Balkan home city, Belgrade, and increase in stakeholder interests in other, is not ultimately satisfying to looks at the notion of “itineraries of heritage continuity must not the experiencer (guest or traveller) as belonging”, in the essence of the endanger the cultural elements cultural interactions are limited and lasting mental images of place being subject to conservation defined by spatial methods, stylishly begun from childhood. Jestrovic policies. Two examples are offered: accomplished but nevertheless severely criticises Belgrade’s urbanist Leonie Lane (2005), a visual artist customised, universal and pretentions today: its apolitical who mapped Australia’s Wilson standardised, thus reducing surface, the ideological embodiment River via a canoe, was tasked with authenticity of place (Relph, 1976, of socioeconomic and cultural developing ideas for public art in Pelaez, 2011). Literature also aspirations, a “city of the moment”, projects. The outcome, The Wilson point out that placeless urban unlike the way it was in her youth: a River Experience Walk, was commercial environments limits former communist state rooted in conceptualised from qualitative designers’ creativity in creating damp, sandy terrain, suppressed consultations with Widjabal meaningful attachment to localities murkiness, rude, rural, ghettoised, Aboriginal tribal leaders (p.4). (Pelaez, 2011: pp.21-22). multilingually-mixed, yet real, Similarly, Bernard Lane (2009) in peoples (pp.199-218). researching the heritage travel The Theory and Practice of region of Berwick-upon-Tweed in Dramatic Composition of Insightfully, Jestrovic points out that northern England, found Modernity a city’s growth prospect is its regionalism an important strategic proposition, to perform and tool in formulating balanced Globalisation produces a ‘less demonstrate often contradictory policies for the conservation of rural intimate, less familiar’ experience images that whitewashes its past and culture, while diversifying its for modern societies. removes its intense conflicting economic products and securing its Experimentation with architectural events and emotions. Applying this environmental resources. Strategic modernism often leave locals dramaturgical perspective in the planning involving hospitality nonplussed: rigid enclosure of context of regional hospitality industries as stakeholder groups spaces in contemporary hospitality infrastructure, it can be debated enable the facilitation of geo- chains through built and that modern designs of hotels and historical discourse to restore the landscaping efforts are intended in resorts have fundamentally become narrative memory of urbanising concept to make tourists feel placeless albeit pragmatic communities. To achieve this, it is “comforted”, a predictable typology endeavours of urban spatial crucial for practitioners of urban of spatial arrangement that planning and place branding. planning to negotiate with standardises, anonymises and Architects, particularly from community groups involved in dilutes authenticity of local urban developing Second World regions, cultural preservation (such as character (Carmona and Tiesdell, are challenged to protect historical heritage associations), as well as 2007: p.92). This perspective, the memories of traditions, ethnicities environmental management antithesis of vernacular stolidity, is and localities, and maybe instigated authorities, as this enables them to characteristic of late capitalist to produce ‘alternative’ gain mutually enriching economies. interpretations of time-free, understanding and to seek location-free spaces to trigger sustainable alternatives to the short- erbian architect, Prof Vladan imagination and increase market term goal to “erase, fill and build” Peric further believes demands for demarcated social in architectural construction S contemporary urbanism is a spaces that concentrates economic development (Shannon, 2018). mutual relational phenomenon and social capital while edging out between spaces, events and local cultural functions. Place Branding ephemeral chronology, as spaces and events transport and transform Temporality vs. Heritage lace branding is another meanings for cultural strategy among businesses in understanding (cited in Zekovic and Architectural heritage involves P competitive economies to Zugic, 2015: p.5). In the theatre of spatial and temporal improve overall national image via political and cultural spaces, each transformation. While the substantial symbolic imagery and aspect is inter-related, affecting and mainstreaming of cultural, social the creation of standardised brand transforming each other. Silvija and environmental sustainability is entities and identities as part of an Jestrovic (in Whybrow, 2014) an inevitable process, scholars organisation’s marketing studies spatial performativity of her emphasise the consequences of an communication and investment
PAGE 200 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018 into strategic growth, brand loyalty attractions in Southeast Asia for its interpretation of case study, a and global reputation. beautiful beaches, tropical climate qualitative analysis was conducted and traditional cultural hospitality, on how place-making manifests in or instance, Jepson and priced for a wide range of visitors the construction of visual appeals Sharpley (2014) in a research (Tourism Thailand, n.d.). for hotels in two Asian regions. In F paper documenting the Lake the 21st-century, these tropical District of England found the Sri Lanka, on the other hand, offers forms seem to be mutating to emotive dimension of experiences a glimpse of ancient Asiatic transcend cultural ethnicity and of tourists seeking spiritual religions, histories and cultures reflect aspirational growth, as fulfilment affected and strengthened amidst untouched scenic retreats, Shannon (2014: p.376) notes: by simply being engaged with the besides having the highest landscape. Another research by Goff concentration of UNESCO World …the region’s aggressive global (2005) and Isenstadt (2001) Heritage Sites dating over 2,500 positioning has resulted in supports this need for distinctive years (Sri Lanka Tourism luxury high rises, detached experiential environments where Development Authority, n.d.). As a villas, and the opening up of symbolism and sensorial moods are precedent case study of tropical abundant opportunities for communicated through removing regionalism and urbanism in Western corporations [and the regional and temporal (here and architectural designs, Thailand and local developers and now) contexts. Goff (2005) further Sri Lanka have demonstrated a construction firms] to join the notes that small, lower-priced, but “continuity of place” (Dewey, 2011), club of ‘global cities’, more intimate hotels which as unique sites of urbanisation generating a numbing sameness emphasise service functionality without losing their prevalent of the sanitised urban (sleeping, bathing) have seen direct characteristics, of which many are condition and a flattening of increase in their local market share identifiable through architectural social and cultural spheres … from higher satisfaction scores. imageries and inspirations. the pursuit of [anything but] a social sphere. Social constructionist John The exploration of the role of Hannigan (1998) sought a deeper architectural design in creating and Case Study 1: Thai Hospitality economic perspective to this form setting place meanings enable a Design–Twitee Vajrabhaya of socially-stratified consumption, fuller understanding of how guest Teparkum arguing that hospitality operators experiences are shaped through are in advantageous position, since affective and visual-spatial alent and early recognition the consumption of invented dimensions. The research presented are the backstory of success private spaces are designed to limit in this paper would help foster T for Thai architect Twitee V. public access. This reality further discussions on the link between Teparkum. Architecture degrees legitimises and lends credence to nature as a constant factor of earned from Virginia Tech and the place branding tactics in experiential design and the University of Princeton was construction of profitable business aesthetic, commercial branding of followed rapidly by graduate districts through active spatial hospitality environments. The working stints in Chicago and New manipulation (Zukin, in Carmona following section opens a discussion York, which eventually led her and Tiesdell, 2007: pp.130-137). on tropical hospitality design from home to practice. With rich Thailand. international exposure and RESEARCH METHODOLOGY experiences, Twitee founded the ANALYSIS AND Department of Architecture Co. Ltd The method of research for this INTERPRETATION in 2004 to specialise in Thai paper is a qualitative analysis of cultural designs in modern built hospitality architecture design Heeding national development architecture, interior and approaches in two Asian countries, agendas for tourism as a source of landscaping. Highly-awarded Thailand and Sri Lanka. Besides economic revenue, the regional projects include Hilton Hotel in their strategic locations as beach hospitality industry of Asia has not Pattaya and Sala Resort in Phuket holiday destinations, both are spared any expense in developing (Department of Architecture Co. endowed with population and funding highly visible modern Honors &Awards, 2017). Hilton potpourris of rich ethno-religious architectural designs in Hotel’s visual feast is showcased in diversities. Thailand is one of the conceptualisation, resources, terms of spatial and interior design. most visited and popular tourist innovation and ingenuity. In this The imagery of Thai beaches was
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Figure 1
The Drift Lounge, Hilton with wavy-line fabric on ceiling and pebble-shaped furniture
Figure 2
Design of the Hilton Pattaya Edge restaurant articulates Thai seabed landscape
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Figure 3
Sala Resort Rooftop Restaurant blends into nature
Figure 4
Sala Resort Restaurant with inviting water pond
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Figure 5
Sala Resort Restaurant rooftop inspired by ruins of a Thai temple
Figure 6
Bentota Beach Hotel symbolises strong local heritage ties to place
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infused into furnishings such as The resort embodies a tribute to are seen through carved designs on pebble stone-inspired furniture Thai aesthetics, its multicultural sofas and ceiling of the restaurant found in the hotel lobby and bar, background and softscapes, with a (Figure 5). The Drift Lounge (Figure 1). touch of modernism in an overall atmosphere that conjures its Case Study 2: Sri Lankan “… we were inspired by the historical roots, from the tropical Hospitality Design – Geoffrey Bawa idea of a person standing in climate to local artisans: shallow water and looking up Tropical modernist architecture in at the sky towards the light, “This project proposes a new hospitality design has long been with the sand and pebbles architecture that responds to implemented by Aga Khan award- beneath their feet.” these complex conditions; it winning barrister-turned-architect, (Luphaiboon, quoted in Bay, exercises the possibilities of Geoffrey Manning Bawa. In the 2014) cultural coexistence and book Modernity and Community: answers to the complex context Architecture in the Islamic World, Hanging fabrics dress the lobby specific to the Asian condition Frampton, Correa and Robson ceiling in an imitation of waves, a in all of its dimensions from its (2001) examines the impact of Bawa functional aspect of interior design complex cultural condition, place-making concept in Sri Lankan which perfectly matches the contemporary lifestyle, tropical (Ceylonese) architectural works, exterior, provides generous climate, available materials, where an incubus of knowledge in ventilation while mimicking the technology and labours, to its traditional Sinhalese and European sway of sea breezes. Rug patterns are economic factors.” (Architizer, inspiration are fused into the scored to look like sandy beach tide 2014) heritage of tropical modernism for marks, rippled abstracts of sand this tiny South Asian nation. Deftly dunes and in combination with The open-air pavilion was designed blending minimalist modernism warm lighting, the aura of calm and vertically to favour expansive views with local touches, he became one relaxation is evoked, replicating a of Phuket beach. The interior and of the major figures for Asia’s walk along the beach (ArchDaily, exterior design is a programmatic critical regionalism movement. 2017). balance of rhythmic movements, not stultified by borders, thus views eoffrey Bawa’s work spans “Each time a breeze passes and sounds are harmoniously residential buildings, through the door to the outdoor merged (Figure 3). Set amidst a G government complexes, lounge area, the fabric coconut grove, the rooftop dining commercial and institutional works. installations gently flicker, and area expresses a depth of sensorial Monographer David Robson insists the sea whispers to the interior beauty through sunken dining pods that having formal educational space, an audible sign of their with seemingly floating tables, and a privileges in pre-World War II intimate relationship.” (Bay, water pond that helps define seating England had influenced his radical 2014) spaces at the same time luxuriates in cultural ideologies, which ultimately unimpeded horizontal views of the conflicted with his Ceylonese social he restaurant on the sea and surf beyond (Figure 4). conservatism, and that was to have fourteenth floor is an ultimate expression in dramatic, T exclusive demarcation of The concept for Sala Resort is based eroticised arcadian elements of visual-spatial wonder, inspired by on the ruins of a Buddhist temple Sinhalese classical architecture such Thailand’s underwater fauna and discovered in the Thai forest. as flowing water elements, private flora (Figure 2). The concept design Vegetation had overgrown the area, courtyards and verandahs, envelope diners with a luminous and in time to come, the ruins embedding native shapes, materials, aura, coming from suspended lamps would eventually be swallowed and symbolic of pleasurable lifestyles, bearing organic shapes of different vanish; it was part of the natural lively tropical climates, resolute sizes to mimic membranous sea fans environment. The ruined building people and proud cultural identities (gorgonian), a tropical ocean coral featured steps that inspired Sala as tied to their innate sense of place (Divisare Journal, 2016). Resort restaurant’s rooftop design (Robson, 2007). (Twitee, Reka Conference, 2014). Sala Resort is another project Ingenious use of local Thai To some researchers, Bawa, who designed by Twitee and her team. materials and crafts by local artisans launched his career in post-colonial
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British Ceylon, was reacting against government’s import restrictions in methodology of architecture was, at the international Modernist construction materials in the 1970s, the core, an Asian mindset movement of the 1950s and 1960s, he turned to locally-sourced transformation to “de-imperialise which took vernacular materials and skilled craftspeople to and de-colonised”, a fitful, characteristics of out of built suggest stories of locality, without uncoordinated reaction against the structures and preferred universal foregoing stylish luxury (Prashad, loss of place identity due to abstracted forms (Perera, 2013). 2010: pp.251-57). As Bawa stated: Western-centric aesthetic trends. As Instinctually, Bawa was also a Bawa noted: bioclimatic designer, concerned I have begun to think that about achieving optimum levels of regionalism is what happens We have a marvellous human comfort with minimum automatically, coming out from tradition of building that has expenditure of energy. From the late the needs of the place… If you got lost. It got lost because 1950s, he set out to create take local materials and the people followed outside environmentally-responsive façades general feel of the place into influences over their own good that were cooled by passive account, the resultant building instincts ventilation and protected from automatically becomes regional direct sunlight and monsoon rains (Geoffrey Bawa, quoted by (Geoffrey Bawa quoted by Aung-Thwin (Dewey, 2011). He emphasised Lim, 1990 in Robson, 2002). inRobson, 2002; Perera, 2013: p.89). designs that blended thermal sensibilities, including overhanging Creating a ‘Jungle Book’ ambience DISCUSSION AND terrace roofs, rainstorm-protected recognisable by Westerners is a RECOMMENDATIONS interiors, monsoon windows with symbolic paean to Otherness directional orientation towards (Gustafson, 2001; Relph, in n regarding hospitality design breezes but away from east and west Seamon and Sowers, 2008) and a concepts, objectives and to reduce heat gain exposure (Koch- key factor for the intense growth of I ideation, whether in the form of Nielson, in Dewey, 2011; Sun, Ford packaged, accessible tropical designs invented grandeur, or a critical & Lau, 2013). He created in the Asian regions. It aims to reflection of heritage loss, the vernacular architectural works that improve compassion and empathy common denominator is the were relatable to social communities for Others, to balance this with unfolding new urban paradigm, one used to smaller spatial dimensions, understanding their connections to that bespeaks ‘customer privilege’. even in commercial works: interior global societies. Graham Hart As Paul Goldberger (1996, cited in and exterior spaces were designed to (2015: pp. 32-33) integrated this Carmona & Tiesdell, 2007) wrote, merge and de-emphasise separation concept into his doctoral urban architecture takes on a highly between public-private and outside- dissertation, acknowledging Bawa as regulated role to promote high inside, thus articulating nature into a pioneering master architect who construction standards and spatial human-made spaces (Perera, 2013: espoused understanding regionalism management in accordance to p.86). Distinctive flavours of Asian and designing resilient buildings in certification standards, and this vernacular architecture include response, including insulation, implies foregoing traditional open verandahs, airy courtyards, ventilation, local resources and practices: “Their role as private elevated foundations, gabled roofs, tropical conditions. places ultimately overshadows their spacious frontage, ornately-chiselled public mission, whatever the wooden balconies and high- Bawa worked from the premise that architectural achievement they ceilinged communal interaction beauty of place relies in its heritage represent” (p.174). Essentially, the spaces. One masterpiece, Bentota elements (Robson, 2002). Working complexities and inconsistencies of Beach Hotel (1967-1969) sees in Mauritius, Bali and India, Bawa real urban forms which have taken application of local (Figure 6), found inspiration from the tropical generations to develop, are natural materials such as timber, climate and local materials and built reproduced and packaged [into terracotta tiles, brick and plaster, affirmation of cultural regionalism public realms] for instant and indigenous craftsmanship into each project’s place identity consumption. (Robson, 2002). that is neither overshadowed by globalisation pressures nor bucking Twitee approached this issue during awa embraced the concept of trends. Tracing his life and work, the 2014 International Federation placemaking in his typology University of Melbourne of Interior Architects/Designers of architecture out of architectural historian Anoma Pieris Congress in Kuala Lumpur (MIID, B 2014). Among the gathered necessity. To circumvent the (2013) suggested that Bawa’s
PAGE 206 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018 practitioners, participants, educators inspirations through the lens of wellbeing, interactional possibilities, and stakeholder communities, hospitality design. They succeed in symbolic cues such as positive Twitee addressed placelessness by demonstrating a heritage of cultural service manners and deeper demonstrating the aims of her practices which are reflected to emotional engagement with local architectural methodology through other cultures seeking the utopian, cultural content and community. accessible and appealing place- elegant ideal. Hospitality making elements relating to region infrastructures and landscapes often UNESCO (2010) states that the loci and country. pay tribute to the aesthetics of the of architectural history and heritage architect’s birth region as reminders disciplines have shifted and he believes good architectural of urban realities as well as broadened to social science approaches produce varying challenging them to discover disciplines, involving knowledge S solutions according to sustainable approaches and linkages between history, design and financials and brand philosophy. solutions from native resources conservation expertise, to invoke The process of creating spatial (Rashid & Ara, 2014). Nature their application within a wider responses is the result of “tinkering becomes an important, and logical, context of development for urban … which produces unique tropical design element. communities experiencing rising characteristics of the building and effects of social transformation. An spaces” (Nathapong, 2015). Asian Twitee and Bawa use tropical implication from research is to urge place branding incorporates explicit modernist design as cultural further assessments of relational vernacular elements based on local statements to promote the beauty of functions between spatial design geo-climactic conditions, materials place. Regardless of the degree of and place-making, and to delve into and craftsmanship. In this aspect, passionate exploration and pursuit the poetics of construction as a the architectural design typologies of ecological and heritage symbol of cultural resilience, as practiced by Asian architects are a inspirations in tropical design architectural performative laboratory for tropical built design repertoires, it is also obvious that frameworks suggest (Kunze, 2008). experimentation. hospitality organisations in Asia take the “short-circuit” pathway for ospitality design for The commercial results of the global strategic, economic gains. Often, tropical regions, as a consumer culture are clearly luxury hospitality concepts retain H performance of culture, reflected in the image proposition original vernacular forms, but the uses landscapes and materials that contemporary Asian hospitality built imageries express stereotypical, innovatively and sustainability. It designs offer. As sanitised products Westernised notions of Asia being requires practitioners to develop a framed and assembled to attract static, ‘paradise islands’. critical sensitivity towards native tourists seeking experiences, they place expressed in modern designs are the carefully-crafted physical Fortunately, both architects have whether in materials, social setting, embodiment of the language of a benefited from educational and environmental or personal response globalised industry poised to cultural exposures abroad and apply (Hart, 2015). In so doing, they compete for brand identity and the knowledge of new technologies acknowledge the need to sympathise financial returns. In the context of and designs in their projects. Their with the polarities of the traditional, placelessness, hotel guests usually willingness to be challenged in the vernacular, environmental realms. have insufficient and short-term process of expressing place essence attachments, and thus unable to and implementing utopian design Pennsylvania State University distinct a culture from observing solutions should motivate and architect and landscape designer spatial designs which disregards inspire other practitioners. Donald Kunze (2008: p.7) wrote, indigenous narratives in the brand Hospitality design researchers could “Architecture is a fundamental image projected to outsiders who further study the realm of molecule in the expression of have never been part of that servicespace perceptions. culture, and spaces require community, region or culture. imagination and a language for its Essentially, travellers and visitors are As literature shows (Lin, 2004), existence to be documented in an recipients of “place branding” from the theoretical standpoint, experiential and objective way”. experiences. good hospitality design, aside from aesthetics and luxury fittings, should CONCLUSION Twitee Teparkum and Geoffrey enhance macro-level brand Bawa show conscious place perceptions, and generate among The tropical design ideation and branding identification and visitors and guests a keener sense of methodologies that were initiated
PAGE 207 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018 decades ago by Geoffrey Bawa can Bay, W. A. (2014) ‘Somewhere tions/contents/4656/original/DPC be seen in contemporary Asian Beyond the Sea’. Habitus Living. 1250.pdf?1384786319 hospitality designs. Practitioners are Available at: challenged to represent place in the http://www.habitusliving.com/live/ Geoffrey Bawa Trust (n.d.) The face of placelessness, resulting in a somewhere-beyond-the-sea Early Years: Contemporary critical vernacularism approach that Vernacular. Available at: is locally produced with an eye for Carmona, M. and Tiesdell, S., eds. http://www.geoffreybawa.com/wor the global market (Perera, 2010). (2007) Urban Design Reader. k/the-early-years-contemporary- The tropical hospitality designs Burlington, MA: Architectural vernacular discussed here demonstrate the Press/Elsevier. generic, idealised notions beauty Goff, B. (2005) Hospitality design and cultural authenticity of place. Department of ARCHITECTURE that meets a hierarchy of needs. Hospitality design, in all scopes of Co. (n.d.) About Us. Available at: Implications, 5(7). University of construction ambition, cannot be https://departmentofarchitecture.c Minnesota. Available at: removed from the exploration of o.th/ http://rs.informedesign.org/_news/ the emotional dimensions of jul_v05r-p.pdf tourism experiences. Creative Department of Architecture Co. architectural practice in spatial (2017) Honors & Awards. Available Hannigan, J. (1998) Fantasy City: design focuses on uniqueness at: Pleasure and Profit in the through identifying native cultural https://departmentofarchitecture.c Postmodern Metropolis. Abingdon, heritage stories and narrative forms. o.th/awards/ Oxon: Routledge. Hospitality sites and landscape designs must aim to integrate its Dewey, S. (2011) Continuity of Hart, G. (2015) Tropical Modern surroundings and local flavours Place in Sri Lanka: Barefoot Residential Architecture: Elements, ‘inside out’, ensuring exterior and Gardens Ayurvedic Health and Vocabulary and Language. [Doctoral interior spaces are fused Retreat Center. Dissertation] Manoa: University of harmoniously. Hospitality Hawai’i [Master Thesis] University of infrastructures should, ultimately, Maryland School of Architecture, Hospitality Design (2011) Online be human experiences to be Planning and Preservation. Exclusive! Hilton Pattaya Thailand. remembered long after one unpacks Available at: from visiting sojourns. As Divisare Journal (2016) Department UNESCO (2010: p.96) notes: of Architecture Co. Ltd.: Hilton https://www.hospitalitydesign.com/ “Heritage is more than just culture Pattaya. Available at: projects/main/online-exclusive- and education, it is also spatial hilton-pattaya-thailand/ planning, regional development and https://divisare.com/projects/3124 tourism.” Clearly there are inherent 04-department-of-architecture-co-ltd- Hubbard, P., Kitchen, R. and economic advantages to locals wison-tungthunya-hilton-pattaya Vallentine, G. (2008) ‘Place and through constructing projects of Placelessness, Edward Relph’ in D. outstanding universal value to Frampton, K (1981) Towards A Seamon and J. celebrate and commemorate Critical Regionalism: Six Points for heritage and cultural sustainability. an Architecture of Resistance. H. Sowers (eds.) Key Texts in Human Foster, ed. Seattle, WA: Bay Press. Geography. London: Sage (pp.43- REFERENCES 51). Frampton, K., Correa, C. and Architizer (2014) Sala Phuket. Robson, D.G. (2001) Modernity Jepson, D. and Sharpley, R. (2014) Available at: and Community: Architecture in ‘More than sense of place? http://architizer.com/projects/sala- the Islamic World. London: Exploring the emotional dimension phuket/ Thames & Hudson. of rural tourism experiences’ in Journal of Sustainable Tourism, Architecture Daily (2009) SALA Geoffrey Bawa Bibliography (2003) 23(8-9): pp.1157-78. Phuket Restaurant / Department of D.G. Robson (ed.) August. Architecture. Available at: Available at: Jestrovic, S. (2014) ‘Performing https://www.archdaily.com/40688/ https://archnet.org/system/publica Belgrade” Itineraries of Non- sala-phuket-restaurant-department- Belonging’ in Performing Cities. N. of-architecture
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Zekovic, M., Konstantinovic, D. and Figure 1: Somewhere Beyond the ala-phuketrestaurant-department-of- Zugic, V. (2015) ‘Conquering Space: Sea (2014) Available at: architecture/ Experiments in Architectural http://www.habitusliving.com/proj Education’. [Proceedings] ects/somewherebeyond-the-sea Figure 5: SALA Phuket Resort and International Conference on Spa (2018) Available at: Architectural Research (ICAR2015): Figure 2: Travel PR News (2012) http://www.tripadvisor.com/Locati Research through Architecture. Available at: onPhotoDirectLinkg1223683- http://www.hiltonworldwideglobal d929148-i17530520- Joger, B.G., ed. Bucharest, mediacenter.com/index.cfm/newsr SALA_Phuket_Resort_SpaMai_Kha Romania: Ion Mincu University of oom/detail/1178 o_Thalang_District_Phuket.htm Architecture and Urbanism. Figure 3 & 4: SALA Phuket Figure 6: Pacilia TSK (n.d.) Image Credits Restaurant / Department of Available at: Architecture (2009) Available at: https://www.pinterest.com/pin/41 http://www.archdaily.com/40688/s 8694096577371048/
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“See the death bodies change their clothes”- Dark tourism in Indonesia case study in North Toraja
Hikmah Nurul Qamar and Nurul Ilmi Sudirman Islamic University of Indonesia Indonesia
Abstract
here are various traditions of cemetery that had various models, his paper aims to show a death, one of them comes such as a small house located in the unique tradition or culture T from North Toraja, a mountains or tomb of Batu Liang, is Tin a sacred death ceremony Regency in South Sulawesi, a large stone and then carved into and still preserved by the North Indonesia. Ma’nene is a tradition of grave. Then, the body of the corpse Toraja community. This paper uses cleansing the corpses of the is cleaned using a brush or cloth. a descriptive qualitative approach. ancestors. Corpses are included in Before being put back into the With this research, it is expected to this Ma’nene tradition at least three crate, the corpse clothes are increase the attractiveness of the years after being buried .This replaced with new clothes. The tourists to see the different cultures, ceremony holds in August after the ceremony is also coupled with one of the Ma’nene traditions harvest. The corpses of the ancestors slaughtering pigs and buffalo to be conducted by the North Toraja were removed from the chests eaten during the ceremony. community. placed in the tomb of Patane, a
Full paper
ark tourism is still audible disaster places, horror tours,etc. Ground Zero Bali to commemorate and also not popular in People come to these places to get the 2002 and 2005 Bali bombings. D Indonesia, it is different flashbacks of what has happened in The Aceh Tsunami Museum to from other types of tourism, other the past and see the remains or commemorate the enormity of the tourism and excitement, joy and traces of a heartbreaking and tragic 2004 Tsunami, to the tomb of the fun, dark tourism provides things tragedy. First President of Indonesia related to human tragedy, death by Soekarno which was used as a violence, natural disasters and In Indonesian culture, the deceased tourism spot for the people. massacres. is highly respected so that there is a Whereas in the world there is series of final processions of respect Ground Zero which is the location There are many tourist attractions according to religion to rituals and of the former twin towers of the related to human deaths and customs in accordance with their World Trade Center in New York, tragedies both directly and religion and customs. United States which was destroyed indirectly. Tourist attractions such after being hit by 2 planes, the as war memorials, war museums, In Indonesia, many places are dark location is now visited by tourists to cemeteries, battlefields, prisons, locations of tourism, there is remember the heartbreaking events
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that occurred in the past. With brings deep sadness to the family potential dark tourism destinations these locations, in addition to left behind, so it is not wrong if the that are not currently intended for remembrance of past events, it is ceremony is held larger than the public visits, namely the location also used as a place of tourism by wedding and birth ceremony, only (house) of the Panjaitan D.I the public and even visitors are now this ceremony has become one shooting and Haryono N.T. The willing to spend a lot of money to of the attractions. This ceremony is potential of the Dark tourism is feel a different sensation than routinely carried out once a year in located in locations associated with tourism in general. The level of Balle Village, Rindingallo District, government centers and regions that satisfaction will be more important North Toraja Regency, this relate to the symbol of power of and demanded by tourists (Hall & ceremony can attract tourists each dark history according to his Weiler, 1992). attention because it is classified as reign. unique. Researchers as residents of esearchers want to see the South Sulawesi, the growing age we The second study was carried out by location of dark tourism in see there is a shift in the Ma’nene Ahmad Rimba Dirgantara regarding R North Toraja, South ceremony procession, which used to the Sichuan Earthquake Dark Sulawesi, Indonesia. In North be very mystical, and sacred which Tourism Study, the conclusion Toraja there is a Ma’nene has been used as a tourist attraction. taken was from the study, that the traditional ceremony, which is a dark phenomenon of tourism had special ceremony in remembrance Problem Formulations an impact on post-disaster and heightening the ancestral spirits improvement. The study describes called Tomulang Puang which is not •Why is Ma’nene classified as dark the largest and most devastating certain when it is carried out but tourism? earthquake in nearly 50 years that depends on the circumstances and the Chinese state stood. The abilities of the family who are still •What is the difference between a disaster has an impact on economic, alive or in people who are not series of ancient and present social and environmental aspects. capable, then never held this Ma’nene ceremonies? Overall, although the earthquake in ceremony during his lifetime Sichuan has caused tremendous (Tangdilintin: 2014), held in a Purpose damage to the tourism industry, the burial area called patane and liang. disaster brought new opportunities Patane and Liang are two very •Describe the reasons Ma’nene is for Sichuan tourism. different burial sites. Patane is classified as dark tourism shaped like a small house, while he third study was •Describe the difference between a Liang is a grave of stone that has conducted by Singgih series of ancient and contemporary been carved by making enough Kurniawan regarding ceremonies T holes to insert the body into it. Interest in Dark Tourism Tourist Visits to Former Vietnamese Benefit Usually the ceremony is done Refugee Camp in Galang Island, according to local conditions, but Batam City. From the conclusions •Adding scientific insights into even so the basic understanding is taken, among others are traditional rituals in Toraja. to wrap the dead with a new cloth •Perception of tourists / (renew the packaging). Meanwhile, •To introduce Toraja culture there are also customary areas that excursionists when visiting tourist do this by replacing damaged burials Literature Review products in Vietnam Village Galang at the entrance of the burrow and Island is quite good. This indicates there are also those who change Here are some previous studies that in terms of attractions, the their clothes. Change tau-tau clothes related to dark tourism. The first conditions of Vietnam Village only for those who have statues (tau- research conducted by Lilis tourism objects and museums are tau) of this traditional area in the Chodijah concerning the dark able to bring visitors to feel the forest near Tongkonan. potential of Tourism in Jakarta, the atmosphere of a sad past and foster conclusion taken is that Jakarta has empathy as well as feel the In ancient times until now this the potential for dark tourism, excitement. In terms of amenities, ceremony is very sacred and mystical which is largely a tourist attraction the facilities available are sufficient and full of sadness by the family left that has been developed with other to meet the needs and comfort of behind, according to the Toraja tourism themes. There are also 2 visitors during the tour. In terms of society, death is a disaster and accessibility, the condition of the
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road to and inside the attractions North Toraja Regency is a district in •Abun Allako Pasanggang, 35 years allows visitors to travel smoothly. South Sulawesi Province, Indonesia. old observer of Toraja culture Perception when visiting the quality The capital is Rantepao. This of service is also quite good. This is regency was formed based on Law •Yuliana Lisu Taruk Allo, a 45-year- supported by good performance by Number 28 of 2008 which is a old native of Toraja officers, the ability to convey division of TanaToraja Regency. information and services accurately Data or information obtained is and satisfactorily, polite and able to 3. Ma’nene ceremony described in accordance with the build good relationships. The thing facts in the field and presented in that is still lacking is the small The Ma’nene ceremony is a special the form of words and then drawn number of officers which has an ceremony in remembrance and conclusions. impact on the ability to provide heightening of the ancestral spirits services and information quickly. called Tomembali Puang who is not Results and Discussion certain in the time of execution but • The level of visitor satisfaction is depends on the circumstances and ccording to many authors, quite high, this indicates that the the ability of his family who are still the growth and development costs, time and energy spent are in alive or in people who are not A of special interests and the accordance with the tourist capable of having never held this development of special interests in experience obtained. ceremony during his life. tourism and tourism services, is (Tangdilintin: 2014) reflected in the continuing diversity Theoretical Framework of different kinds of relations, 4. Atraction & Unique Destination recreation and adventure in post- 1. Dark Tourism Tourism Objects and tourist modern society (Genov: 2008). attraction according to Marpaung Tourist activity increasingly assumes "Dark Tourism: The Attraction of (2002: 78) is a formation of the identity of an industry related to Death and Disaster" (2000) by activities and related facilities, that experience. Tourists seek Professor John Lennon and which can attract tourists or visitors emotional stimulation, and they Professor Malcolm Foley. In the to come to a particular area or want to buy "feelings" rather than book, dark tourism is defined as place. produce. tourism related to the dark side of human actions, such as death, war, 5. Death Ceremony "Dark Tourism: The Attraction of and disaster. The objects visited are Death and Disaster" (2000) by museums, monuments, and of According to Hertz about the Professor John Lennon and course where the events / events ceremony of death is a ceremony of Professor Malcolm Foley. In the take place. The aim is as a lesson death is always carried out by book, dark tourism is defined as learned for possible future events, humans in the framework of tourism related to the dark side of which can occur again in the region customs and social structure of the human actions, such as death, war, and in other regions. In the book of society that manifests as a collective and disaster. The objects visited are dark tourism, Stone (2006) divides idea. (Koentjaraningrat: 2010). museums, monuments, and of dark tourism into seven categories, course where the events / events one of which is Dark resting place, Research Methods take place. The aim is as a lesson which is a cemetery which is used as learned for possible future events, a tourist attraction. The approach method chosen in which can occur again in the region this study is qualitative research and in other regions. In the book of ark Tourism with its main with descriptive method. This dark tourism, Stone (2006) divides product - death is a method aims to describe the dark tourism into seven categories, D prominent feature in Ma’nene procession in North one of which is Dark resting place, popular social panoramas. The Toraja, and compare between the which is a cemetery which is used as phenomenon of "dark" tourism can Ma’nene procession in the past and a tourist attraction. be regarded as interesting, the present. And also conducted educational, sometimes funny, interviews with: The Ma’nene ceremony is a special depending on the social and ceremony in remembrance and cultural context (Stone, 2006). •Hendrik Palimbo, 34 years old enhancement of the ancestral spirit pastor in North Toraja called Tomembali Puang held in 2. Toraja Utara August. In practice, the body must
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be 3 years old after being buried and According to Todolo teachings offering sacrifices of pigs its implementation must be after according to the provisions of the and or chickens made in the harvest season because people of Sukaran Aluk must the west of the house or according to ancestors when the believe and worship and worship tongkonan or in the Ma’nene tradition was carried out three people, namely: cemetery where ancestral before the season harvest, the bodies are buried. community's harvest will be 1. Puan matua as the creator (Tandilingtin, 2014: 62). damaged. The ceremony was carried of all the contents of this out by people from North Toraja earth According to Mattuada (1976: 1) district in the province of South until now people who are Christians Sulawesi. There are 32 indigenous 2. Deata-Deata are many in still practice the teachings of Aluk territories in Toraja, so each region number as guardians of all Todolo in their daily lives. All has its own way of performing the the creation of Puang aspects of the life of the Toraja Ma’nene ritual. (interview with Matua people are still controlled by the Abun Allako, 35 years, 3/8/2018) teachings of Aluk Todolo which are 3. Tomembali Puang / Todolo the foundation for all the joints of esearchers chose one of the as supervisor and pay the Toraja culture that remain alive traditional areas that held attention to body with its authenticity and influence R Ma’nene ceremonies every movements and give the growth of the Toraja year, namely the Balle village blessings to human community. community, Rindingallo district, descendants. North Toraja Regency, South 2. The Orign of the Ma’nene Sulawesi Province. Every Ma’nene Of the three people who were According To The Different News customary procession will be held by worshiped and trusted by humans the Toraja Regency Government from the followers of Aluk Todolo, ccording to the story, the will announce the date and place of the offerings varied according to origin of Ma’nene came Ma’nene's location through the their level. The places of worship Afrom an animal hunter official website of the Toraja Land and worship ceremonies varied, named Pong Rumasek, hundreds of Regency Culture and Tourism each as follows: years ago. When he hunted in the Office. forest, Pong Rumasek found the 1. Puang Matua (the Creator) body of a person with terrible 1. Aluk Todolo who dwells above heaven conditions. The corpse lay in the who is worshiped and middle of the road in the forest, its Long before people embraced worshiped with sacrifices in body left to bone. So Pong Rumasek Christianity and Islam, in Toraja, the form of buffalo, pigs, was curious and wanted to take care animism beliefs originated from chickens that are carried of him. Pong Rumasek put on his their ancestors called Aluk Todolo out in front of the house or clothes with the clothes he was and one of the religious systems anywhere according to the wearing and buried them in a good traditionally adopted by the Toraja wishes and magnitude of place. After the incident, every Pong people since the IX century and still the ceremony. Rumasek hunted an animal, he passed down through generations ( easily got it. When Pong Rumasek duli, 2003: 16) 2. Deata-deata (the Preserver) returned home, the field of crops is worshiped by offering that he passed could be harvested Aluk Todolo (Aluk = religion = rule, pigs or chickens which are faster with abundant results. todolo = ancestor) so aluk todolo carried out in the eastern means ancestral religion or ancient part of the house or 3. Process of Ma’nene Version religion. and said Aluk Todolo tongkonan or in a From Aluk Todolo because every service or doing an particular place according activity first performed a sacrament to the purpose and where The Ma’nene tradition version of of testimony with the offering of the deta will be worshiped Aluk Todolo begins with an sacrifices to the ancestors who said and worshiped. opening ceremony led by an ma'todolo or ma'pakande to matua indigenous leader called "Ne (todolo). (Tandilingtin, 2014: 54) 3. Tomembali Puang / Todolo Tomina Lumina", sending prayers (Ancestor as a derivative carried out around the tomb area by employee) is worshiped by saying an ancient Toraja prayer that
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is difficult to understand with the song "Badong" contains memories words Tominaa ate the offerings, aim of asking permission to perform from relatives who died (Kristawana, then after that everyone present at the Ma’nene ritual. The family has 2015: 71). the place could eat together too, the gathered in the cemetery area since family also had to take food morning carrying things needed, At the beginning of the procession, offerings and distribute them to such as bringing food, clothing, the version of Todolo's Ma’nene relatives who come so that the cigarettes, betel nuts, and things Aluk was to remove the coffin from blessing of the ancestors can be that people die when they are alive the grave and then replace and abundant and kept away from the and placed in front of the grave. renew all the corpse clothes with disturbances and evil disasters that After the ceremony, each family new clothes and replace the coffin if can afflict the family. (Vristawana, clears the surrounding graves both it was damaged or weathered. There 2015: 80). outside and inside the grave. For the are no rules about the type of implementation of Ma’nene, the clothing that will be used for ccording to the previous families of the corpses were handed corpses, especially in the family story, because access to the over. Usually a family meeting is agreement. A cemetery is still difficult and held to discuss the ceremony plan there are no adequate vehicles plus and to discuss the implementation The next step in this procession is the location of the tomb which is time, starting from the animal stock preparation for the Ma’nene located in the highlands so that it is that will be sacrificed in this ceremony in which relatives bring difficult to reach the society. So that ceremony and matters relating to pigs, if there is agreement from the after the corpse's clothes were the Ma’nene ceremony procession. family to bring it and bring food replaced, the corpses would be This family meeting, aims to make from home , kitchen ingredients paraded and walked alone around decisions and must be approved by needed in this ceremony to make the village with the help of magic all parties. (interview with Abun food called “Pa’piong” the one that possessed by certain people in order Allako, 35 years, 3/8/2018). will be eaten together Pa'piong bai is to greet the villagers who wanted to the pork has been cut into pieces see. Residents are only allowed to he Ma’nene ceremony at that and then mixed with mayana leaves watch, and should not question time could be done by or young jackfruit which is put into anything about the corpse that is T everyone regardless of social bamboo and then burned.On this walking or greeting it. It was said status, both of the noble, middle or ritual, there are only pigs and that when someone asked about this low caste. However, sometimes buffalo slaughtered as their Ma’nene incident and why the body noble castes do Ma’nene with more offerings, and in this ritual the could walk on its own, the body interest from the surrounding buffalo is not slaughtered on the would immediately collapse community, because they invite the neck like the Sign of Solo but (interview with Yuliana Lisu, community to participate in various buffalo is pierced right in the heart, 45/6/2018). artistic activities, namely ma’dondi and people who can spear buffalo or ma’badong which are carried out are brave and expert people 4. Process of Ma’nene Current outside the tongkonan precisely in regardless of their social status, Version vacant land. Ma'dondi is an activity people call him “To Padoke of dance and sad songs performed Tedong”. then the buffalo was Ma’nene is held by the North by young people while sitting in a slaughtered by means of a spear, Toraja Community. At this time, circle and singing containing then cut into pieces and cooked in a the majority of Torajans in the rhymes that must be sung at rest in large pan. north are Christians. But until now order to entertain the deceased Toraja people who have embraced family, but for now such things are The next step, after the offering Christianity still follow the rare. Children who have been material is available in the space teachings of Aluk Todolo or considered adults by their parents provided, then Tominaa (ritual ancestral religion. The Ma’nene are given permission to attend the leader) who embraces Aluk Todolo ceremony procedure today is similar "Ma’dondi" event which is an event invites ancestral spirits by reading to the procedure for applying the before "Ma’nene" is an opportunity prayers with ancient Toraja words Aluk Todolo version. In Balle for my child to find a partner. or higher level languages. After that, Village, Rindingallo Subdistrict, Unlike the ma'badong, this art the spirits of the ancestors were Regency, the regulation began with activity is carried out by adults by thought to have come to eat the a family meeting to discuss the forming a circle and spinning. The offerings that had been provided in implementation time, the family Tominaa's body which in other came to talk about the event. After
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the execution time is determined by When the tomb is closed, nothing tourism. Ma’nene offers death the family, and the time for the can open unless someone dies or ceremonial tours in the burial areas implementation must be after the wants to practice the Ma’nene of people who die properly and duly harvest season, then a Ma’nene tradition. People from the noble differently from most other dark event may be held. caste do not practice the arts (ma tourism, which offers cemetery tours ‘dondi, ma’badong) like the Aluk that are victims of massacres, wars hen the implementation Todolo people, like other castes, and others. of Ma’nene has been they only eat together. W established, the family So the difference in the process of has gathered in the cemetery with On the closing day of the Ma’nene Ma’nene by adherents of Aluk the items needed, such as bringing tradition, where relatives bring pigs Todolo animism with the Ma’nene food, clothing, cigarettes, betel nuts, or buffaloes if there is agreement procession by Christian believers is and things that the corpse likes from the family to bring it and food according to the previous story, when they are alive and then put in from home is rice, the kitchen because access to graves is still front of the grave. Then the ingredients needed in this ceremony difficult and there are no adequate traditional leaders open the to make food called “Pa ‘piong” that vehicles plus the location of the Ma’nene traditional ceremony, will be eaten together. Pa'piong bai grave located in the highlands so requesting that the activities run as is pork cut into pieces and then difficult to reach by the society. So expected and be blessed by God. mixed with mayana leaves or young that after the corpse's clothes were The traditional leader prays in front jackfruit which is put into bamboo replaced, the corpses would be of the grave. After that, the family and then burned.On this ritual, paraded and walked alone around still cleaning each other in the there are only a few pigs and a small the village with the help of magic cemetery both inside and outside buffalo sacrificing their offerings possessed by certain people in order the grave. Then, the coffin was and the buffalo ritual is pierced to greet the villagers who wanted to released and opened. Then the right in the heart, and the person see. (interview with Yuliana Lisu, 45 corpse is dried (if the corpse is who speared the buffalo was a brave years 6/23/2018). Whereas at the moist) and cleaned with a brush or and expert person regardless of his moment the easy access of the cloth to remove dust that is attached social status, the person was called residents' vehicles can easily reach to the corpse and clean the coffin or “To padoke tedong”.After the piong the location to witness the Ma’nene replace the coffin if the condition is bai was finished cooking, then the ceremony so that the corpses do not damaged, after that the clothes are buffalo was slaughtered by a spear, need to be paraded around the replaced. There is no stipulation then cut into pieces and cooked village again. about the type of clothing that will into a large pan. be used for corpses, everything The difference also lies in the depends on each family. After the After all dishes are cooked, process of commencing the dress is replaced, usually the back of traditional leaders will close the Ma’nene ceremony, in ancient times the body will be supported with Ma’nene tradition program by by adherents of the Aluk Todolo wood so that it looks as if the corpse thanking for the ongoing tradition religion, the ceremony began with is standing. of Ma’nene. And pray to bless the an adult ma’badong dance, while salvation of people using ancient now the Ma’nene ceremony is not When the process of replacing Toraja or High Level Language. accompanied by a Ma’badong dance corpses, the family will take the After that, people will sit under a anymore. corpse to speak like a living human. tree around the tomb to eat Usually the family will introduce together. The dishes served must be Conclusion their families, tell about the spent by the family and the condition of their family life at this community in the cemetery. rom the discussion above, it time. People believe that Christian can be concluded that there love is not limited to death, always Stone (2006) divides dark tourism F are not too significant love each other. After the family let into seven categories, one of which differences in the ancient Ma’nene go of longing, the body was is Dark resting place, which is a ceremony procession by adherents returned to the coffin and put back funeral area that is used as a tourist of the ancient Aluk Todolo with in the grave. (Interview with attraction. Therefore, it can be said today's Ma’nene ceremonies by Hendrik Palimbo, 34.3 / 6/2018) that the Ma’nene Ceremony in the adherents of Christianity, ancient cemetery area, called Patane or times to initiate the Ma’nene Liang, can be categorized as dark ceremony, then opened with
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Ma'badong dance, this art activity is References Rimba, Ahmad. Kajian Dark carried out by adults by forming a Tourism Gempa Bumi circle and spinning. The song Chodijah, Lilis. 2012. Potensi dark "Badong" contains memories from Tourism di Jakarta. Geografi. Sichuan. Academia, 2013. relatives who died while now the Fakultas Matematika dan Ilmu https://www.academia.edu/567169 dance has not been performed at Pengetahuan Alam. Universitas 4/Kajian_Dark_Tourism v(28 the Ma’nene ceremony. In addition Indonesia. . September 2018). to that in the ancient Ma’nene ceremonial series and now the series Kurniawan, Sinngih. 2015. Minat Situs resmi Dinas Kebudayaan dan is almost the same. Kunjungan Wisatawan Dark Pariwisata Kabupaten Toraja Utara. Tourism ke Bekas Kamp Pengungsi http://www.halotorajautara.com/pe t is hoped that this case study Vietnam di Pulau Galang Kota ta-toraja-utara/ will introduce the rich and Batam [tesis]. Gadjah Mada I diverse culture and tourism in University (ID): Gadjah Mada Stone, Phillip., & Sharpley, Indonesia, one of which introduces University. Richard. (2008). Consuming Dark the Ma’nene Death Ceremony to Tourism: A Thanalogical Perpective. attract the attention of the Minic, Natalija. (2012). Annals of Tourism Research, Vol. International Community to visit Development of “Dark” Tourism in 35, No, 2, pp. 574-5995. this dark and unique tour, located The Contemporary Society. J. in North Toraja, South Sulawesi, Geogr. Inst. Cvijic. 62(3) (81-103). Indonesia.
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Gallery
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Research on the city brand personality of ancient capitals under the background of Internet news media
Gill Ren and Hong Fan Tsinghua University China
Abstract
he purpose of this paper is o media can be summarized into eight The study concludes that in regards promote Chinese city brands categories, among which there are to the strategy of Xi’an city T in the international media significant differences between the branding, it should build its own and provide constructive opinions category of “modern” (p<0.05). unique city brand personality and it for Xi’an's city branding. Text of Compared with other ancient also needs a diversified and three English news media website civilizations, the percentage of distinctive city brand personality. At related to Rome, Athens, Cairo and vocabulary in "cultural" and the same time, Xi'an should seek a Xi'an was extracted. According to "modern" of Xi’an is significantly better historical and cultural the evaluation index of city brand lower (p < 0.05). In terms of communication pathway to facilitate personality, the word frequency, vocabulary density, Cairo, Xi'an, the understanding of Western percentage, and vocabulary density Athens, and Rome were 3.4, 3.2, cultural background audience. This were compared and analyzed. 3.1, and 1.7 respectively, but the study also provides some insights for number of valid texts of Xi’an was brand personality in the study of The findings show that the city only 278, lower than the other three city branding. brand personality of the four ancient capitals. ancient capitals in English news
Full paper
i'an, also known as "Chang’ Rome is far more famous in the differences, the evaluation criteria an", is the birthplace of world than Xi'an, which is of course for the city brand of the ancient X Chinese civilization. related to Rome as the modern capital are consistent and "Western Rome, Eastern Chang’ an" Italian capital, but the other reason comparable. is a portrayal of Xi'an's historical is Xi'an city branding is far weaker status in the world. Today, than Rome. The research objects of Selection of English news websites including Athens, Cairo and Rome, this study are the city brand of the there 4 cities has been known as the four ancient capitals. The reports of Due to the large number of English world’s four ancient capitals. In three English news websites (CNN, news websites in Europe and history, Xi’an was the most powerful BBC, New York Times) related to America, this study cannot include city in the world during the Tang the ancient capitals were studied to them all. Therefore, three Dynasty, and it was the world's first find out the city brand personality. representative news websites were international metropolis with In order to minimize the cognitive selected. “international trade”. But now, differences caused by cultural
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Table 1 Alexa related data for the selected English website of this study
Global ranking Country ranking Number of
internet links CNN News 104 24 (United States) 224171 BBC News 92 75 (United States) 121498 NY times 118 30 (United States) 321776
Table 2 City brand personality of the 4 ancients capitals
Evaluation index Description vocabulary Friendly Kind, inclusive, familiar, helpful Ancient Learned, versatile, history Neat Neat, clean, fresh, simple, organized Busy Noisy, enterprising, successful, authoritative Modern Fashion, diversity, youth, novelty, individuality, innovation Convenient Convenient, practical, thoughtful, efficient Peaceful Quiet and quiet Religious Temples, temples, Christianity, Islam, Buddhism Cultural Charm, diversity, culture, attraction
This selection was mainly Views). There are two types of specific data of the three websites implemented with the Alexa classification ranking, one is are shown in Table 1. website. The Alexa website has a classified by subject, such as news, large number of URLs and detailed sports, entertainment, etc., the Evaluation Index of City Brand website ranking information. The other is classified by country, such Personality of Ancient Capitals world website rankings provided by as Chinese website, US website, UK the Alexa website are divided into Websites, etc. The city brand can be measured comprehensive rankings and with dimensions or evaluation classified rankings. Comprehensive ccording to the index. The city brand evaluation ranking, also known as absolute comprehensive ranking and index is directly related to the ranking, refers to the ranking of a A overall influence of the application of city branding theory particular website over all 35 billion English news website, three websites in practice [1]. In the Internet websites. Alexa updates the website's were selected in this study, media, city branding is different comprehensive ranking every three including CNN, BBC and New from the traditional city branding months. The overall ranking is York Times. The above three [2]. We will focus on the city brand based on the number of users websites have been leading in the personality and analyze the city (Users Reach) and page views (Page Alexa news website ranking. The branding of the four ancient capitals
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Table 3 The preliminary vocabulary of city brand personality of 4 ancient capitals
Vocabulary Frequency Percentage (%)
Cultural 217 24 Historical 144 15.9 Diverse 60 6.6 Ancient 59 6.5 Friendly 48 5.3 Neat 43 4.8 Peaceful 38 4.2 Modern 37 4.1 Clean 33 3.6 Inclusive 28 3.1
Table 4 City brand personality of ancient capitals
Analysis dimension Related words
1 cultural Attractive, diverse, cultural, attractive 2 friendly Kind, inclusive, familiar, helpful 3 ancient Learned, versatile, history 4 neat Neat, clean, fresh, simple, organized 5 peaceful Quiet and quiet 6 convenient Convenient, practical, thoughtful and efficient 7 busy Noisy, enterprising, successful, authoritative 8 modern Fashion, diversity, youth, novelty, individuality, innovation
in the Internet news media from the his study uses text analysis Cairo and Xi'an from three English perspective of personality. method to analyze English news sites. Using the Python T news texts. This method is a program to conduct preliminary The research on city brand general term for a variety of word frequency statistics on the dimension is mainly based on methods for studying media words related to the city brand personality trait theory [3]. The content. In general, it is a research personality, and then combine the most famous theory is the “big five” method used by researchers to above-mentioned city brand brand personality model [4]. Based describe and interpret media personality evaluation index, on the empirical research of brand messages. integrate the synonym vocabulary personality, and existing literature vectors, and then compare and [5,6], we analyzed and summarizes This study used web crawlers to analyze the similarities and the city brand personality of the extract English new media content. differences between the four ancient ancient capital under the Internet We extracted 863 articles from capitals. First of all, the four ancient news media, which is shown in January 3 to January 1818 with civilizations are regarded as the Table 2. keywords including Rome, Athens, whole of the analysis object.
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Table 5 Comparison of vocabulary frequency of city brand personality of four ancient capitals
Vocabulary Rome Athens Cairo Xi’an χ2 (%)
Cultural 1 1.1 1.1 1 2.631 Friendly 0.3 0.9 0.6 0.3 6.445 Ancient 0.7 0.5 0.7 0.4 5.449 Neat 1.5 0.6 0.8 0.6 5.012 Peaceful 0.7 0.3 0.8 0.7 4.702 Convenient 1.3 1.3 1 0.7 3.751 Busy 2 0.8 1.2 0.7 2.867 Modern 10.2 5.8 6.8 4.7 20.547
* p<0.05
Table 6 Comparative analysis of word frequency of city brand personality in Xi'an and other 3 ancient capitals
Xi'an Other χ2 frequency percentage frequency percentage
cultural 13 1 48 6.8 9.424* friendly 13 1 14 2 2.388 ancient 95 7.3 13 1.8 1.308 Neat 17 1.3 5 0.7 1.164 peaceful 69 5.3 5 0.7 1.124 convenient 18 1.4 15 2.1 1.068 busy 18 1.4 15 2.1 1.028 Modern 74 5.7 113 16.1 12.774*
*p<0.05
Through the analysis of high- feature evaluation category by word classified as "other" types, thereby frequency words, the evaluation frequency analysis, and classify and classifying all the words. categories of the brand image of the merge the high-frequency words four ancient civilizations are with similar meanings; the second he first step is to analyze the preliminarily established. step is to The words with similar or frequency of brand opposite high-frequency words that T personality vocabulary, and The initial establishment of the are used to evaluate the then sort them in descending order evaluation category is divided into classification words are grouped to extract 10 adjectives with more two steps: the first step is to obtain together, and the words that cannot than 10%. The 10 original words the high-frequency vocabulary as the be classified are temporarily are used as category names for classification word of the city brand evaluating the city brand personality
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Table 7 Analysis of vocabulary density of city brand personality
Number of words Effective counts of text Vocabulary density (deduplication) Rome 131 442 3.4 Xi'an 87 278 3.2 Athens 174 538 3.1 Cairo 249 431 1.7
Table 8 Comparative analysis of vocabulary density of city brand personality
Number of words (deduplication) Effective counts of text Vocabulary density Xi'an 87 278 3.2 Others 494 1411 2.9
of 4 ancient capitals. The results are between Xi'an and other three city brand personality has no shown in Table 3. The second step ancient civilizations, and the third is significant difference (p>0.05). In is sorting and analysis. The same or to compare and analyze the these three aspects, the personality opposite vocabulary vector need to vocabulary density. of the four ancient capitals tend to integrate into a single category. The be consistent. vocabulary that cannot be classified Text analysis based on words’ is temporarily classified as “others”. frequency percentage Comparative Analysis of City Brand Personality between Xi'an ccording to the meaning of According to the evaluation index and Other Ancient Capitals the words, all the words of the city brand personality of the A obtained from the eight dimensions, the word Xi'an and the other 3 ancient experiments based on the lexical frequency of each city is counted, capitals were compared with word conjunction ideas are classified, and and the percentages in their own are frequency and word percentage. The the categories are further refined calculated. Then the chi-square test word percentage was tested with chi- and interpreted. Finally, the 10 is used to compare and analyze the square test, and the differences in categories are organized into 8 differences of the city brand city brand between Xi'an and other independent evaluation indexes, personality of the four ancient three ancient civilizations were which form the 8 dimensions of city capitals. The results are shown in obtained. Xi'an's "cultural" brand personality, as shown in Table 5. The analysis results show personality frequency is 7 with a Table 4. that the city brand personality of the percentage of 1%, while the other ancient capitals is different in terms three ancient capitals have a Text Analysis Result of “convenient”, “busy” and personality frequency of 48 with a “modern”, and the p value is 0.00. percentage of 6.8%, and the The comparative analysis of brand In other respects, the difference is difference is statistically significant personality has three aspects, one is not statistically significant. In (p<0.05). to compare words’ frequency, the addition, "cultural", "friendly" and other is to compare and analyze the "ancient" in the 4 ancient capitals’ At the same time, in the "modern" difference of word frequency personality, the percentage of Xi'an PAGE 223 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
is 5.7%, which is far less than higher than the vocabulary density media. The study also needs to 16.1% of other ancient civilizations, of other ancient capitals. consider the text emotions to better and the differences are statistically evaluate the city's brand from significant (p<0.05). The above analysis shows that multiple aspects. Xi'an's city brand personality are n summary, compared with more concentrated than those of Reference Xi'an and the other three the other three ancient capitals, but I ancient civilizations, the it should be noted that the number [1] Hanna, S. and Rowley, J., differences are mainly reflected in of texts and vocabulary for Xi'an is 2017. Do Places Have a both culture and modern aspects. also significantly lower than that of Personality?: A Perspective from For city culture, on the one hand, it other ancient capitals. This may due Place Branding. In Strategic Place is the historical and cultural to the other 3 cities are now all Branding Methodologies and connotation of the city, on the national capitals. Another reason Theory for Tourist Attraction (pp. other hand, the role of modern maybe there is no effective city 21-40). IGI Global. culture reflects the progress of city branding strategy for Xi'an in the development and city branding. English media. The of city brand [2] Bosley, L., 2017. A Tale of Xi'an is the ancient capital of the personality of Xi’an is relatively Twin Cities: Using Brand 13th Dynasty, therefore the history simple, and there is no effective Personality to Differentiate and culture aspect are similar to the communication of Xi'an branding Minneapolis and St. Paul. other ancient capitals. However, due to overseas audiences. to the gap between Western culture [3] Taecharungroj, V., 2018. and Chinese culture, Western Conclusion City-district divergence grid: a multi- readers may not fully understand level city brand positioning tool. the historical and cultural e use text analysis Place Branding and Public connotations of Xi'an. The method to analyze the Diplomacy, 14(2), pp.101-114. difference in modernity between W city brand personality of Xi'an and the other three ancient four ancient capitals under the [4] Rezvanpour, N. and Bayat, capitals is also the deficiency of background of Internet English A., 2017. Determining effective modern culture, such as music, news media. At the same time, this urban design factors within the movie and literature. The modernity paper also applies brand personality branding strategy due to brand city of Xi’an also includes the modern to the analysis of city branding spaces and evaluating city spaces by science and technology, which is evaluation. The results suggested comparing them to the presented another aspect Xi’an pays more and that Xi'an has a certain gap in the factors. A case study of ChaharBagh more attention nowadays. city brand personality to the other Avn, Isfahan, Iran. Energy Procedia, ancient capitals, mainly reflected in 115, pp.6-17. Comparative analysis of vocabulary the ineffective communication of density Chinese history and culture to [5] Tong, X., Su, J. and Xu, Y., English audience, as well as 2018. Brand personality and its The vocabulary density reflects the undeveloped modern culture and impact on brand trust and brand efficiency of the city branding of the art in the city. At present, the commitment: an empirical study of four ancient capitals. The higher the number of reports from the luxury fashion brands. International concentration of the personality European and American news Journal of Fashion Design, vocabulary, the more the city media on Xi'an is also lower than Technology and Education, 11(2), branding can be delivered to the that of other ancient capitals. The pp.196-209. audience. The vocabulary density of city brand of Xi'an in Europe and the four ancient capitals ranked first the United States is also relatively [6] Zenker, S., Braun, E. and with Rome, which is 3.4, Athens simple. This study also provides a Petersen, S., 2017. Branding the second with 3.1, followed by Cairo useful reference for the evaluation destination versus the place: The and Xi'an, and Xi'an vocabulary of the brand personality in the effects of brand complexity and density was 2.1, as shown in Table research of city branding. identification for residents and 7. The vocabulary density of Xi'an visitors. Tourism Management, 58, and the other three ancient capitals In the future, this study will expand pp.15-27. are also compared. The vocabulary the scope of text analysis which will density of Xi'an is 3.2, which is no longer limited to the news
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Customer-based brand equity for small tourist destination: The case of Soca valley
Maja Konecnik Ruzzier and Mojca Smrekar University of Ljubljana Slovenia
Mitja Ruzzier University of Primorska Slovenia
Abstract
he paper highlights and are most desirable for a successful potential visitors, imply, that draws attention to the destination branding. It is closely measurement instrument can be T importance of branding related with national I feel Slovenia transferred also on the case of small small destination, the concept, brand, developed by several tourist destination. In addition, which is also poorly researched at Slovenian stakeholders in year 2007 results imply that Slovenians are the global level. The majority of (Konecnik Ruzzier and de aware of Soca valley, have a positive previous studies (Konecnik and Chernatony, 2013). image about it, which is especially Gartner, 2007; Chen and related to its beautiful nature, Myagmarsuren, 2010; Bianchi and ithin this paper, we focus mountains and rivers and great Pike, 2011; Bianchi et al., 2014) on analyzing the opportunities for outdoor activities. have investigated bigger W customer-based brand Natural attractions (more functional destinations, mostly on a country equity of Soca valley. The study attributes) were best evaluated also level. In our example, we decided to instrument was adopted from the in regard to quality dimension. investigate a small tourist previous research, which evaluated Finally, respondent seemed to be destination Soca valley. The Soca consumer brand equity for a tourist loyal visitors, as they evaluated valley region lies in Slovenia, destination (Konecnik and Gartner, behavioral and attitudinal items European Union country, near the 2007; Bianchi and Pike, 2011; high. Slovenian based brand equity border with Austria and Italy. It is Bianchi, Pike and Lings, 2014). We for Soca Valley is very much in line famous for its divine nature, decided to include four elements for with its proposed identity and the threading through it is the magically evaluation: awareness, image, idea of its sustainability. The aquamarine Soca River. The Soca perceived quality and loyalty. The proposed findings can provide a valley brand, developed in 2011, results of the quantitative research, good basis for upgrading its further embraces all latest directions that conducted on 211 Slovenian long-term strategies.
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A place brand management cycle: Bridging academics and practitioners in place branding
Viriya Taecharungroj Mahidol University International College Thailand
Abstract
ne of the main issues in However, these models have certain managers are encouraged to use the place branding research is limitations that can be further PBM-Cycle as a foundation and to O its relevance to practices. developed. incorporate tools that are relevant Seemingly, place branding research to a specific context. This cannot gain sufficient attention and he purpose of this conceptual paper also puts forth admiration from practitioners. conceptual paper is to some research agendas for place Many practitioners do not believe Tintroduce a comprehensive branding researchers: their needs in place branding are and practical model called a place met by place branding research brand management cycle (PBM- 1. A further study to identify the (Govers, Kaefer, & Ferrer-Roca, Cycle). A PBM-Cycle model in tool or the set of tools that are 2017). Figure 1 illustrates the four actions suitable for specific contexts, place brand managers can take to e.g. an image crisis, a decline in What practitioners need from manage a place brand and eleven tourism, or a lack of position. academics are clear concepts, place brand elements within those definitions, usage of key terms, and actions. The four actions (4As) 2. A systematic literature review practical management tools (Govers include arranging, assessing, according to various place et al., 2017; Kavaratzis, 2015). Due articulating, and activating. This brand elements. to the complexity of place brands, new model is different from existing those practical tools should models because not only it is a 3. A rigorous study on causal incorporate a range of brand comprehensive model that relationships among brand elements that is broad enough to incorporates essential brand elements. establish a comprehensive elements and actions, but it is also a understanding (Zenker, 2011). In compilation of other tools References 2009, Ashworth and Kavaratzis developed by academics in the field wrote that there is no widely of place branding. The purpose of Anholt, S. (2006). The Anholt-GMI accepted blueprint for place brand this model development is city brands index: How the world management. Since then, there were therefore, to utilise valuable sees the world's cities. Place some tools and frameworks academic works by previous scholars branding, 2(1), 18-31. developed by scholars to bridge this and present them in a coherent Arnstein, S. R. (1969). A ladder of gap such as the strategic place brand manner. The author compiled tools citizen participation. Journal of the management model (Hanna & and frameworks developed by place American Institute of planners, Rowley, 2013) and the 4D place branding researchers. In order to 35(4), 216-224. branding model (Fan, 2014). manage a place brand, place brand
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Figure 1 The Place Brand Management Cycle (PBM-Cycle)
Table 1 List of practical tools and purposes
Element Tool Authors Purpose Leadership Delphi Brand Vision Buy-in Virgo and De To reach the consensus about long-term future, purposes, Model Chernatony (2006) and values of the place among “brand steerers” or the main stakeholders of the place Leadership City brand strategy Herezniak and Anders- To help place brand managers formulate brand strategies evaluation Morawska (2015) that incorporate measurable indicators, methods, sources of information, and respondent groups Engagement Eight rungs on a ladder of Arnstein (1969) To demonstrate eight methods that place brand citizen participation managers can engage stakeholders and gain participation Equity The city brand hexagon Anholt (2006) To assess the city based on six dimensions including the presence, the place, the prerequisites, the pulse, the potential, and the people Equity Country brand strength Fetscherin (2010) To evaluate countries based on five dimensions including index (CBSI) export, tourism, immigration, foreign direct investments, and government environment Equity Place brand equity Jacobsen (2012) To evaluate place brand equity from questionnaire items collected from stakeholders Equity Cities’ price tags Zenker, Eggers, and To assess amount of income respondents willing to Farsky (2013) sacrifice to move to a particular city using conjoint analysis Loyalty City ambassadorship and Taecharungroj (2016) To assess residents’ loyalty and factors affecting loyalty citizenship behaviours including satisfaction, identification, commitment, and city attributes Loyalty Destination loyalty model Chi and Qu (2008) To assess visitors’ loyalty and factors affecting destination loyalty including satisfaction and image Loyalty City brand as a place to do Merrilees, Miller, and To assess business owners’ attitude of doing business and business Herington (2012) city attributes Image Sensing model De Carlo, Canali, To examine an image of a city based on five senses: hear, Pritchard, and Morgan taste, see, smell, and touch (2009) Image Personality profile De Carlo et al. (2009) To examine an image of a city by developing a persona using a projective technique
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Image The atmosphere description Laaksonen, Laaksonen, To assess an image of a city using an interpretative of a city Borisov, and Halkoaho approach whereby attributes of a city are plotted on the (2006) map of two axis: arousing-sleepy and unpleasant-pleasant Image Brand concept map (BCM) Zenker (2014) To examine highly relevant associations of a place brand and to evaluate the strengths between associations Identity The AC2ID framework Trueman, Klemm, and To articulate the five identities of a place including Giroud (2004) actual, communicated, conceived, ideal, and desired identities. Identity Brand identity model Ruzzier and De To summarise the brand identity of a place according to Chernatony (2013) six dimensions: mission, vision, values, personality, distinguishing preferences, and benefits Identity Place brand personality Kaplan, Yurt, Guneri, To assess the personality of a place brand according to six dimensions and Kurtulus (2010) dimensions: excitement, malignancy, peacefulness, competence, conservatism, ruggedness Position Spatial representation of the Larsen (2015) To determine the strengths and weaknesses of a place perceptional organization of based on the 16 dimensions of a city construct the city construct Position The brand filter Project Olso Region To formulate a platform as an on-brand/off-brand filter (2015) for all stakeholders Position City branding framework – Rothschild, Alon, and To configure a place brand position based on the two horizontal image and Fetscherin (2012) continuums of emotional-functional and historical- vertical value contemporary Architecture Nation’s brand architecture Dooley and Bowie To describe the brand architecture of a nation through 5 (2005) levels of brands: nation brand, sector umbrella brands, regional and city brands, corporate brands, and product and service brands Architecture Country-city-region matrix Herstein (2012) To rebrand a place brand according to the positioning interdependent cultural and geographical assets of a country and its regions and cities Architecture City-district divergence grid Taecharungroj (2018) To develop a place brand strategy based on the relationships between a city and its district brands Experience ASEB demi-grid analysis Beeho and Prentice To analyse the strengths and weaknesses of a place based (1997) on four levels of demand: activities, settings, experiences, and benefits Experience Promoter-detractor gap Gopalan and Narayan To prioritise actionable policies that can improve the analysis (PGA) (2010) experience of stakeholders Experience A contextual matrix von Friedrichs Grängsjö To determine the impression of each encounter of a (2003) stakeholder with different enterprises in a place Communication The multi-step model for Avraham and Ketter To help place brand managers develop communication altering place images (2016) strategies in order to alter a place image Communication City image communication Kavaratzis (2004) To explain the three levels of communications of a place Communication The city branded house Zenker and Braun To help place brand managers strategically communicate strategy (2017) a place brand using a shared city umbrella brand communication and specific sub-brand communications
Avraham, E., & Ketter, E. (2016). Chi, C. G.-Q., & Qu, H. (2008). Journal of Place Management and Tourism marketing for developing Examining the structural Development, 2(1), 8-22. countries: battling stereotypes and relationships of destination image, crises in Asia, Africa and the Middle tourist satisfaction and destination Dooley, G., & Bowie, D. (2005). East: Springer. loyalty: An integrated approach. Place brand architecture: Strategic Tourism Management, 29(4), 624- management of the brand portfolio. Beeho, A. J., & Prentice, R. C. 636. Place branding, 1(4), 402-419. (1997). Conceptualizing the experiences of heritage tourists: A De Carlo, M., Canali, S., Pritchard, Fan, H. (2014). Branding a place case study of New Lanark World A., & Morgan, N. (2009). Moving through its historical and cultural Heritage Village. Tourism Milan towards Expo 2015: heritage: The branding project of Management, 18(2), 75-87. designing culture into a city brand. Tofu Village in China. Place
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Branding and Public Diplomacy, a theoretical framework for Taecharungroj, V. (2018). City- 10(4), 279-287. developing city brands. Place district divergence grid: a multi-level branding, 1(1), 58-73. city brand positioning tool. Place Fetscherin, M. (2010). The Branding and Public Diplomacy, 1- determinants and measurement of a Kavaratzis, M. (2015). Place 14. doi:10.1057/s41254-017-0077-3 country brand: the country brand branding scholars and strength index. International practitioners:“strangers in the Trueman, M., Klemm, M., & Marketing Review, 27(4), 466-479. night”? Journal of Place Giroud, A. (2004). Can a city Management and Development, communicate? Bradford as a Gopalan, R., & Narayan, B. (2010). 8(3), 266-270. corporate brand. Corporate Improving customer experience in communications: an international tourism: A framework for Laaksonen, P., Laaksonen, M., journal, 9(4), 317-330. stakeholder collaboration. Socio- Borisov, P., & Halkoaho, J. (2006). Economic Planning Sciences, 44(2), Measuring image of a city: A Virgo, B., & De Chernatony, L. 100-112. qualitative approach with case (2006). Delphic brand visioning to example. Place branding, 2(3), 210- align stakeholder buy-in to the City Govers, R., Kaefer, F., & Ferrer- 219. of Birmingham brand. The Journal Roca, N. (2017). The state of of Brand Management, 13(6), 379- academic place branding research Larsen, H. G. (2015). A hypothesis 392. according to practitioners. Place of the dimensional organization of Branding and Public Diplomacy, the city construct. A starting point von Friedrichs Grängsjö, Y. (2003). 13(1), 1-3. for city brand positioning. Journal Destination networking: Co- of Destination Marketing & opetition in peripheral Hanna, S., & Rowley, J. (2013). A Management, 4(1), 13-23. surroundings. International Journal practitioner-led strategic place of Physical Distribution & Logistics brand-management model. Journal Merrilees, B., Miller, D., & Management, 33(5), 427-448. of Marketing Management, 29(15- Herington, C. (2012). Multiple 16), 1782-1815. stakeholders and multiple city Zenker, S. (2011). How to catch a brand meanings. European Journal city? The concept and measurement Herezniak, M., & Anders- of Marketing, 46(7/8), 1032-1047. of place brands. Journal of Place Morawska, J. (2015). City brand Management and Development, strategy evaluation: in search of Project Olso Region. (2015). The 4(1), 40-52. effectiveness indicators. Journal of Oslo Region Brand Management Place Management and Strategy. Retrieved from Oslo: Zenker, S. (2014). Measuring place Development, 8(3), 187-205. brand equity with the advanced Rothschild, N. H., Alon, I., & Brand Concept Map (aBCM) Herstein, R. (2012). Thin line Fetscherin, M. (2012). The method. Place Branding and Public between country, city, and region importance of historical Tang Diplomacy, 10(2), 158-166. branding. Journal of Vacation dynasty for place branding the Marketing, 18(2), 147-155. contemporary city Xi'an. Journal of Zenker, S., & Braun, E. (2017). Management History, 18(1), 96-104. Questioning a “one size fits all” city Jacobsen, B. P. (2012). Place brand brand: Developing a branded house equity: a model for establishing the Ruzzier, M. K., & De Chernatony, strategy for place brand effectiveness of place brands. L. (2013). Developing and applying management. Journal of Place Journal of Place Management and a place brand identity model: The Management and Development, Development, 5(3), 253-271. case of Slovenia. Journal of Business 10(3), 270-287. Research, 66(1), 45-52. Kaplan, M. D., Yurt, O., Guneri, B., Zenker, S., Eggers, F., & Farsky, M. & Kurtulus, K. (2010). Branding Taecharungroj, V. (2016). City (2013). Putting a price tag on cities: places: applying brand personality ambassadorship and citizenship Insights into the competitive concept to cities. European Journal behaviours: Modelling resident environment of places. Cities, 30, of Marketing, 44(9/10), 1286-1304. behaviours that help cities grow. 133-139. Journal of Place Management and Kavaratzis, M. (2004). From city Development, 9(3), 331-350. marketing to city branding: Towards
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Can hotel websites influence destination image? The case of Macao
Thea Vinnicombe and Hio Kuan Kay Wong Institute for Tourism Studies Macao
Abstract
his paper uses a parallel offerings. Two high quality websites image perception revealed the group design experiment to at the opposing ends of these groups exposed to the website with T investigate the potential of extremes were identified. Three rich destination information had a hotel websites to enhance the image groups of potential visitors to broader and less gaming centric of a destination. The Macao Special Macau from the same city in image of Macau relative to the other Administrative Region (SAR) of mainland China were selected for two groups. This is a pilot study China is used as the case-study the experiment. Two of the three only, being based on three small destination due to its wealth of five groups received the experiment groups of ten from one origin star integrated hotel casino resorts treatment, that is, exposure to either market city in mainland China. and corresponding state of the art the destination rich hotel website Nevertheless, it demonstrates the property websites. Some of these (group 1) or to the hotel focused potentially important role of one hotel websites include extensive website (group 2). The third group specific stakeholder group in destination information, while was used as the control. Post destination image enhancement. others focus on individual hotel experiment testing for destination
Full paper
he importance of a positive examined destination formation, studies were then able to hone in on image for tourism seeking to build theoretical the relative importance of one or T destinations is well frameworks in order to categorize more of these factors, or to identify established in both the academic and better understand the factors new sources. For instance, literature and for destination contributing to destination image McCarthy, (2008) examined the marketing organizations (DMOs). In perception (Baloglu & McCleary, importance of culture in destination an increasingly competitive global 1999; Echtner & Ritchie, 1991; image formation. tourism market individual locales Jenkins, 1998). Such frameworks or need to portray themselves well to models typically identified some Information has been a particularly retain sufficient visitor numbers combination of social and important area of study due its (Echtner & Ritchie, 1991; Ekinci, demographic factors of visitors or practical importance. Tourism 2003; Jenkins, 1998). Many aspects potential visitors, destination authorities can potentially enhance of destination image have been features and information sources as or modify the image of a destination studied over the past several the primary influences on through clever use of appropriate decades. Early papers, for instance, destination perception. Later informationsources. While early
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research focused on the influence of authorities have sought to broaden more than one alternative option is brochures and travel magazines, the city’s image away from that of trialed against a control group. This more recent studies have centered the “Las Vegas of the East” towards may include, for example, testing on the internet as an influence on a more diversified brand. Private differing teaching styles or different destination image. Attention has sector entities, such as the hotels are doses of a new drug. In this instance concentrated on DMO websites and encouraged to be part of this the two treatments are (a) exposure social media, examining the endeavor. A perusal of the hotel to a hotel website content rich in information conveyed from the websites shows some are actively destination information or (b) destination and reflected by visitors promoting the broader Macau exposure to a hotel website focused (or potential visitors) respectively brand while others are more on the hotel only. The first (Choi, Lehto & Morrison, et al, focused on their individual requirement of the study, therefore, 2007; Jeong et al., 2012; So and property. This study takes advantage was to identify two similar Macau Morrison, 2003). Little attention of these two extremes to examine hotels in terms of star rating, has been given to the potential the potential of hotel websites to location, offerings (casino gaming, contribution of hotel websites, influence destination image using shopping malls, spa facilities and so although Dioko & So (2012) an experimental research design. In on) and size, and with similarly high explored the co-branding impact of other words, the aim of this quality web sites but differing levels big brand hotels in the Macau research is to test the following of information as to the broader special administrative region (SAR) hypotheses: Macau destination. After careful of mainland China. perusal the Venetian Macau website Hypothesis 1: Test group was selected as the destination rich his study similarly takes participants exposed to a exemplar, and Galaxy Macau was Macau as the case study destination content rich hotel selected as the hotel focused T destination. As noted by website will have a significantly exemplar. Dioko and So (2012) the SAR hosts different perception of the some of the world’s largest and best destination relative to test group sample of thirty mainland known integrated casino resort participants exposed to a hotel Chinese residents of hotels. The Sheraton Macau, for focused hotel website. A Fangchenggang in Guangxi example, with 4,000 rooms is the Province of mainland China were world’s largest Sheraton and the Hypotheses 2: Test group selected to take part in the Venetian Macau houses the world’s participants exposed to a experiment. This city is reasonably largest casino inside the world’s destination content rich hotel close to Macau, with a number of seventh largest building. Macau’s website will have a significantly transportation routes connecting large integrated casino resort hotels different perception of the the two locations. As a result it was are owned by the city’s six gaming destination relative to a control test expected that people in concession holders, including group (with no treatment). Fangchenggang would have some MGM Macau, Sands China and initial idea of Macau. At the same Wynn Macau (Gaming Inspection In addition, experimental research time it is sufficiently far away for it and Coordination Bureau, Macau, is largely underutilized in tourism to be possible to find a sample that 20`8). These six firms contribute research (Jeong, et al., 2012). This had not previously visited Macau, so close to eighty percent of study therefore adds an additional that participants initial image of the government revenue through a tax case study to the limited literature destination would be uncolored by on gaming revenue, employ a large using this approach. their own experience. No previous proportion of the workforce and visits to Macau was therefore a pre- contribute substantially to the city’s Main approach condition for inclusion in the study. economic growth (Financial Services The thirty participants were Bureau Macau, 2018). In When testing across two groups randomly allocated to the three consequence, they have access to with different treatments a parallel groups. Participants in two of the marketing budgets far exceeding group design experiment is the three groups were given fifteen that of the local tourism authority, appropriate choice. In this method minutes to explore one of the two and are therefore potentially better the treatments are applied to two websites. Group A were allocated placed to influence the city’s groups and a third control group the destination content rich website destination image than the official receives no treatment. This and Group B the hotel focused DMO. In recent years local approach is used in areas such as website. The third group, Group C, medicine and social science where
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received no prior information. All percent earning between 10 and 20 significant differences in mean three groups were then asked to thousand Hong Kong dollars. values lay, and specifically to see if complete a survey questionnaire exposure to the Venetian website designed to identify any differences Data Analysis resulted in higher mean values in their perception of Macau that relative to the two other groups the could be attributed to exposure to Mean values were calculated for all post hoc Games-Howell (G-H) test the hotel websites. items and then analyses were was used. The G-H test is conducted to test the two appropriate where the homogeneity The questionnaire instrument hypotheses, that is, whether the of variance assumption is not met included a total of 31 items relating sample who viewed the website rich and is also suitable for small to aspects of Macau’s destination in destination information scored samples (Field, 2012). The results image sub-divided into eight differently to the sample viewing the are shown in Table 2. categories, plus three items hotel focused website and the reflecting Macau’s overall sample which received no he number of items, destination image. The items were information. The ANOVA test is including the overall adapted from the existing the appropriate initial test in this T destination image items, destination branding literature, type of parallel group design where significant differences were particularly those from a similar experiment to find whether found in the mean values of Group study by Jeong, et. al, (2012), with significant differences exist between A relative to the Group B group is suitable modifications to suit the the mean values between the three 26, or 76 percent. Significant Macau destination. Participants in groups. Where differences are differences exist in all items some the study were asked to measure found, post hoc tests are used to sub-categories including Local their agreement with the items on a identify which groups differ. Attractions and Cultural and five point Likert scale, where 1 However, with such small samples, Heritage Attractions as well as equaled strongly disagree and 5 the assumptions of normality and Convenience and Safety of the city equaled strongly agree. The same equality of variance which underlie of Macau. With respect to Macau’s measurement scale was used to the ANOVA test are likely to be overall image as a gaming city, there measure the three overall violated. Hence, a non-parametric is no significant difference between destination image items. test, the Kruskall-Wallis test was the two groups. In comparing conducted in addition to the Group A with Group C there are he thirty participants were all ANOVA test. Tests for equality of significant difference in the mean over 18 years of age. Most variance were also conducted, with values for all 31 individual items T were between 31 and 40 results suggesting this assumption and the three overall destination years old (11 participants), with only was violated in the case of 10 of the image items. To summarize, the one person being over the age of 41. 31 items. The results of the group exposed to the destination Seventeen participants had ANOVA and Kruskall-Wallis tests rich hotel website had significantly completed secondary school, two are shown in Table 1. Both tests higher mean values with respect to had a bachelor level education and produced the same results and show Macau’s local attractions, cultural the remaining eleven had not that the mean values for the three and heritage attractions, nightlife, completed secondary education. In groups differ significantly on all 31 safety, shopping opportunities and terms of occupation, nearly 37 individual destination image items, overall image, suggesting exposure percent had clerical positions, with as well as the three questions to the destination rich website has the remainder spread across relating to Macau’s overall image. an impact on destination professional occupations, still perception. This suggestion is attending higher education or stay A perusal of the mean values in the further supported by there being a at home housewives. Seventy table indicate that those for the comparatively smaller number of percent of the sample earnt less sample exposed to the Venetian differences in the mean values than 10,000 Hong Kong dollars per website have higher mean values for between Groups B and C, that is 13 month, with the remaining thirty all items relative to the other two out of 34 or 38 per cent. samples. In order to test where the
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Table 1
Destination Image Items
Mean Values Anova Kruskill-Wallis Local Attractions Group A Group B Group C F sig H sig Clean environment 4.9(0.32) 3.1(0.57) 3.1(0.57) 43.52 0.00* 21.43 0.00* Quality hotels 4.8(0.42) 4.0(0.47) 3.2(0.13) 33.23 0.00* 20.62 0.00* Attractive city 4.8(0.42) 3.8(0.42) 3.8(0.63) 13.24 0.00* 15.15 0.00* Restful and relaxing 4.7(0.48) 3.8(0.63) 3.3(0.48) 17.42 0.00* 18.22 0.00* Fascinating city 4.6(0.52) 3.7(0.48) 3.2(0.42) 22.28 0.00* 17.79 0.00* Interesting sights 4.5(0.53) 3.5(0.71) 3.3(0.48) 12.26 0.00* 14.26 0.00* Natural Scenic Beauty 4.5(0.53) 3.3(0.48) 2.8(0.63) 25.13 0.00* 19.21 0.00* Pleasant weather 4.4(0.52) 3.2(0.63) 3.2(0.42) 17.05 0.00* 16.52 0.00* Exciting festivalsa 4.4(0.52) 3.1(0.32) 2.8(0.63) 28.30 0.00* 20.58 0.00* Cultural & Heritage Attractions Unique architecture 4.8(0.42) 3.3(0.48) 2.8(0.63) 40.01 0.00* 21.34 0.00* Cultural & heritage sites 4.8(0.42) 2.9(0.32) 2.3(0.48) 99.98 0.00* 24.12 0.00* Information for touristsa 4.7(0.48) 3.0(0.00) 2.6(0.52) 74.60 0.00* 24.47 0.00* Gain cultural knowledge 4.7(0.48) 3.2(0.42) 2.8(0.42) 51.11 0.00* 23.01 0.00* Important museumsa 4.6(0.52) 3.0(0.47) 2.4(0.52) 51.35 0.00* 22.61 0.00 Heritage & culture toursa 4.4(0.52) 2.9(0.32) 2.3(0.48) 58.50 0.00* 23.88 0.00* Nightlife Other entertainment 4.5(0.53) 3.7(0.48) 2.7(0.48) 32.78 0.00* 20.26 0.00* Gaming entertainment 4.4(0.70) 3.9(0.57) 3.0(0.47) 14.61 0.00* 15.56 0.00* Interesting nightlife 4.3(0.48) 4.2(0.63) 2.8(0.42) 26.01 0.00* 21.45 0.00* Prices Good value vacationa 4.8(0.42) 3.9(0.32) 3.4(0.60) 19.69 0.00* 18.92 0.00* Range of hotel prices 4.7(0.48) 4.2(0.42) 3.1(0.57) 27.40 0.00* 19.64 0.00* Daily products availablea 4.4(0.52) 3.5(0.53) 3.0(0.47) 19.70 0.00* 17.71 0.00* Local quality of life High SOLa 4.5(0.53) 4.1(0.32) 3.3(0.68) 13.44 0.00* 14.72 0.00* Local shopping facilitiesa 4.4(0.52) 4.0(0.00) 3.0(0.47) 31.91 0.00* 21.97 0.00* Clean city 4.2(0.42) 3.7(0.48) 3.2(0.42) 12.74 0.00* 14.41 0.00* Convenience & Safety Safe Citya 4.6(0.52) 3.6(0.52) 3.0(0.00) 36.75 0.00* 21.46 0.00* Convenient air routes 4.4(0.52) 3.2(0.42) 2.5(0.71) 29.33 0.00* 20.16 0.00* Good transport Macaua 4.1(0.32) 3.0(0.00) 2.4(0.52) 60.82 0.00* 25.08 0.00* Familiar languagea 4.1(0.32) 3.4(0.52) 2.7(0.68) 17.88 0.00* 17.18 0.00* Similar to home Similar food 4.5(0.53) 3.7(0.48) 3.2(0.42) 18.73 0.00* 16.73 0.00* Similar lifestyle 4.2(0.63) 3.7(0.48) 3.3(0.48) 7.04 0.00* 9.68 0.00* Similar architecture 3.7(0.48) 3.3(0.48) 2.8(0.42) 9.47 0.00* 12.03 0.00* Macau’s main image Gaming city 5.0(0.00) 4.6(0.52) 4.3(0.48) 7.40 0.00* 10.27 0.00* Shopping city 4.8(0.42) 3.6(0.52) 3.2(0.42) 33.43 0.00* 20.01 0.00* Cultural heritage city 4.8(0.42) 2.9(0.32) 2.6(0.52) 78.43 0.00* 23.40 0.00* *p = 0.05; Figures in brackets indicate standard deviations; a Levane test indicates unequal variance.
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Table 2 Post-hoc Games-Howell test results.
Items Significance Items Significance Local Attractions Groups Groups Clean Environment A B C Quality Hotels A G C A - 0.00* 0.00* A - 0.00* 0.00* B 0.00* - 1.00 B 0.00* - 0.00* Attractive City A B C Restful/Relaxing A B C A - 0.00* 0.00* A - 0.01* 0.00* B 0.00* - 1.00 B 0.01* - 0.15 Fascinating City A B C Interesting sights A B C A - 0.00* 0.00* A - 0.01* 0.00* B 0.00* - 0.07* B 0.01* - 0.75 Scenic Beauty A B C Pleasant weather A B C A - 0.00* 0.00* A - 0.00* 0.00* B 0.00* - 0.15 B 0.00* - 1.00 Exciting Festivals A B C A - 0.00* 0.00* B 0.00* - 0.40 Cultural & Heritage Attractions Unique Architecture A B C Cultural sites A B C A - 0.00* 0.00* A - 0.00* 0.00* B 0.00* - 0.15 B 0.00 - 0.01* Info for tourists A B C Culture knowledge A B C A - 0.00* 0.00* A - 0.00* 0.00* B 0.00* - 0.09 B 0.00* - 0.11 Museums A B C Cultural tours A B C A - 0.00* 0.00* A - 0.00* 0.00* B 0.00* - 0.04* B 0.00* - 0.01* Nightlife Other entertainment A B C Gaming A B C A - 0.01* 0.00* A - 0.21 0.00* B 0.01* - 0.00* B 0.21 - 0.00* Interesting nightlife A B C A - 0.02* 0.00* B 0.02* - 0.00* Prices Good value A B C Hotel price range A B C A - 0.00* 0.00* A - 0.06 0.00* B 0.00* - 0.14 B 0.06 - 0.00* Daily product prices A B C A - 0.00* 0.00* B 0.00* - 0.09 Local quality of life High SOL A B C Local shopping A B C A - 0.13 0.01* A - 0.09 0.00* B 0.13 - 0.01* B 0.09 - 0.00* Clean City A B C A - 0.06 0.00* B 0.06 - 0.06
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Convenience & Safety Safe City A B C Air routes A B C A - 0.00* 0.00* A - 0.00* 0.00* B 0.00* - 0.01* B 0.00* - 0.05 Good transport Mac A B C Familiar language A B C A - 0.00* 0.00* A - 0.01* 0.00* B 0.00* - 0.01* B 0.01* - 0.05 Similar to home Similar food A B C Similar lifestyle A B C A - 0.01* 000* A - 0.15 0.01* B 0.01* - 0.06 B 0.15 - 0.18 Similar architecture A B C A - 0.18 0.00* B 0.18 - 0.06 Macau’s main image Gaming city A B C Shopping city A B C A - 0.09 0.00* A - 0.00* 0.00* B 0.09 - 0.40 B 0.00* - 0.17 Cultural heritage A B C A - 0.00* 0.00* B 0.00* - 0.17 *p = 0.05
Conclusion image formation. Annals of emerging area of research. e-Review Tourism Research 26 (4), 868-897. of Tourism Research 1(2), 21 – 24. he results suggest hotel websites have the potential Choi, S., Lehto, X.Y. & Morrison, Field, A. (2012) Discovering T to positively influence a A.M. (2007) Destination image Statistics Using IBM SPSS Statistics destination’s image, in other words, representation on the web: Content 4th edition, Sage, United States. the two hypotheses are supported by analysis of Macau travel related the findings of the experiment. websites. Tourism Management, Financial Services Bureau Macau However, these findings should be 28(1), 118-129. (2018) Central Account. Available interpreted cautiously as this is a from: small exploratory study only. A Dioko, A.N.L. & So, S.I.A. (2012) http://www.dsf.gov.mo/finance/pu larger sample, preferably from more Branding destinations versus blic_finance_info.aspx?FormType=0 than one tourist origin market branding hotels in a gaming &#generalLedger [Accessed 4th could help confirm these destination – Examining the nature May, 2018]. exploratory outcomes. In addition, and significance of co-branding further investigation into the extent effects in the case study of Macao, Gaming Inspection and to which travelers make use of hotel International Journal of Hospitality Coordination Bureau Macau (2018) websites is needed. If hotel websites Management. 31(2), 554-563. Homepage. Available from: are not part of the everyday destination decision making process Echtner, C.M. & Ritchie, J.R.B. http://www.dicj.gov.mo/web/en/hi the destination information they (1993) The measurement of story/index.html [Accessed 4th provide would be irrelevant. destination image: An empirical May, 2018]. assessment, The Journal of Travel References Research. 31(3), 4-13. Jenkins, O.H. (1999) Understanding and measuring Baloglu, S. & McCleary, K.W. Ekinci, Y (2003) From destination tourist destination images. (1999) A model of destination image to destination branding: an International Journal of Tourism Research. 1(1), 1 – 15.
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Jeong, C., Holland, S., Soo, H.J. McCartney, G (2008) Does one So. S. & Morrison, A.M. (2003) and Gibson, H. (2012) Enhancing culture all think the same? An Destination marketing destination image through travel investigation of destination image organizations’ web site users and website information. International perceptions from several origins. nonusers: a comparison of actual Journal of Tourism Research. Tourism Review. 63 (4) 13 – 26. visits and revisit intentions. 14(1),, 16-27. Information Technology and Tourism, 6(2) 129-139.
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City image advertising in China: A review of the Chinese-language literature
Dian Wang University of Leicester UK
Abstract
ity image advertising is one access to current knowledge on city this paper qualitatively examines of the most frequent means image advertising in China. Hence, current knowledge about city image C employed by the Chinese a review of the published academic advertising in China. Lastly, it government in order to cope with works in Chinese language about summaries and evaluates the current the increasing competition among city image advertising in China is status of and challenges to Chinese- cities. Despite the extensive necessary. language studies on city image scholarly discussion on city image advertising in China, and suggests advertising in China as a city his paper critically reviews some directions for future research. branding communication/a city studies published in marketing mix tool, existing studies T mainland China on the y analysing the Chinese- have dedicated limited attention to topic of city image advertising from language literature on city city image advertising. Moreover, 2006 to 2018. Firstly, this paper B image advertising in China, considering the fact that the most presents a quantitative content this paper contributes to a better prestigious international journals analysis on existing publications in understanding of the phenomenon are written in English, and most order to identify the main features, in China, which remains marginal Chinese scholars in this research such as the over-time distribution of and in need further academic field publish in Chinese-language, publications, types of topics, attention at international level. international academia has limited research methods, etc. Secondly,
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Measuring the effectiveness of place advertisements - From the perspective of place branding
Chunying Wen and Yingying Wu The Asia Media Research Centre China
Abstract
dvertising is one of the most advertising work in building the place brand. Second, considering common and noticeable place brand. This study tries to look advertisements as an important A vehicles used by places to beyond the cognition perspective, channel of place brand express themselves through visual instead of the perspective of place communication, this study draws on and audio messages and to branding, and find some quantitative methods of advertising communicate the brand to the relationships between the effectiveness assessment, and target audience. However, the huge advertising volume and the related provides a new perspective for input for media outlets usually benefits of place brand. Through researchers to grasp place brand accounts for the bulk of the place real data analysis, this study has first measurement and a decision basis branding budget, the evaluation of verified a positive correlation for practitioners to choose methods the effect remains vague. There are between regional advertising and of place brand communication, still many disputes about whether tourism as an important facet of especially in budget design.
Full paper
t has become common practice their public diplomatic of global economy gave rise to new that cities and regions practice environment (Rainisto, 2003). development value concepts such as I place branding for self- experiential economy and green promotion and marketing via The rise of place branding is driven GDP. Facing such post-industrial landmark buildings, slogans, by the inner logic of regional challenges, places that once thrived holidays and celebrations, sports development. First, cities and city on large-scale manufacturing find it events, and advertisements. In such groups have started to replace urgent to seek broader means to practices, it has been gradually countries as the main actors in illustrate and illuminate their accepted that marketing and regional competition due to idiosyncrasies via structural branding strategies for products or economic globalization; Second, it adjustment and reassemble of persons can also be applied to cities has become imperative for cities in a resources. As a result, places are no and regions(Keller KL, 1993). By region with high homogeneity in longer satisfied with traditional reassembling, packaging, marketing resources, culture and economic strategies of destination image and promoting their key resources, sectors to seek unique profiles and promotion and marketing. Instead, regions build their brands to attract recognitions due to fierce intra- new attempts that better integrate investments, tourists, talents, to region competition(Anholt, 2006); regional economy with socio- promote exports, and to improve Third, the structural transformation cultural fabrics have burgeoned,
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such as idiosyncratic towns, cultural complex synthesis that not only dimension city competitiveness and creative parks, and theme parks. entails the quality of product and model and FutureBrand’s service but intangible emotional hierarchical decision model both gainst this background, connections due to its special and use such method (Anholt, 2006). place branding has become a relational qualities. Rainisto Third, fused measurements such as Anovel choice for regions to identified identity building as the multidimensional, network analysis, promote their idiosyncrasies to core issue of place branding. Aaker brand conceptual map, and target market. Research on place branding (1997) defines place brand as the chain theory are also used to also provides knowledge support for symbol of place identity. Zenker and measure place brand. regional development studies. Take others argue that place brand is co- the “Hospitable Shandong” constructed by diverse audiences In addition, many place brand campaign as example, Shandong with their respective viewpoints and managers find it necessary to apply province had consecutively interests. Therefore, constructing a more market data analysis in place published advertisements on coherent internal identity (among branding research to offer China’s Central Television channels stakeholders from public, private quantitative benchmark (Dinnie for three years since the inception of and civil society spheres) and 2001). One way is to measure brand its holistic branding strategy in external image (shaped by tourists, effectiveness based on indicators which province branding investors, businessmen and such as import/export trade, tourist spearheaded before county and city immigrants) (Aaker, 1997). arrival, tourism income, migration branding. In particular, “Hospitable flow, and economic impact Shandong” advertisement had been Informed by these findings, (Gertner, 2011; Morgan, 2002). played 7510 times with a total building place brand is more than playtime of 60 hours, 43 minutes establishing unique brand owever, there hasn’t been a and 30 seconds. The annual total recognition to maximize market consensus of indicators of cost of this campaign is estimated to competitiveness. First, branding a H branding effectiveness. The be at least 450 million RMB, based place aims to enhance main reason is that, on one hand, on the 2011 advertising rate of competitiveness in terms of measurement hinges on data CCTV-1 channel. One might ask if resources, economic power, talent, accessibility once a theoretical such extensive advertisement and culture. Second, branding a model of brand elements or campaign would actually translate place offers viable solutions for dimensions. On the other hand, into place brand boost. Apparently, places to attract tourists, various stakeholders that share the managers and researchers of investments, plan and cultivate brand value would evaluate regional development are more sustainable projects. Third, place branding effectiveness differently concerned with effectiveness and branding is the key to the based on their respective vantage implications of branding strategies. impression of consumers including points. Thus, as a typical place branding residents, tourists and investors in strategy, whether TV advertisements order to shape and maximize their 2. Impacting factor on tourism prove to be an effective effort is, urban experience. income without doubt, one of the most remarkable issues in place branding 2) Measurement of place branding In quantitative studies of branding practice and research. effectiveness, Kavaratzis and others It is difficult to measure the added resident satisfaction, tourism Literature Review effectiveness of place branding due income, and financial performance to the complex process of brand in the explaining factors in addition 1. Measuring the Effectiveness of production. There are three main to destination image. Tourism place branding ways to measure place branding income has long been the key effectiveness: First, it can be indicator of destination attraction 1) Place Branding measured qualitatively based on in destination marketing target audience’s perspectives on scholarship. However, tourism is a Brand is a marketing concept. It can brands via focus group discussions highly dependent sector, shaped by be products or services of a and free brand association; Second, seasonality, holiday schedule, business, and can also be a location it can be measured quantitatively distance, economic conditions, etc. or space. Although place branding using standardized Correspondingly, tourism income research borrows a lot from multidimensional survey to reveal dynamic hinges on full range of branding literature, place is a brand qualities. Anholt’s six- factors such as political, economic,
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natural conditions, service level, different media channels or market business qualifications, environment, to correct the model. professionalism of service Placement of image advertisement Consumers' cognitive responses are personnel, etc. of places is considered one of the difficult to measure directly and are efforts of place branding. The usually studied using questionnaires Current studies of tourism, regional debate over whether advertising is or interviews. development and destination effective still exists. From the marketing pinpoint four factors perspective of product advertising egarding consumer market influencing tourism income: First, effectiveness theory, the answer is response, focus on the tourism resource condition. yes. R measurement of the Destinations that have rich tourism effectiveness of advertising sales. resource are generally more The effectiveness of advertising is Promoting sales is one of the most attractive. Second, number of the impact of advertising campaigns important purposes of product tourist arrivals. Yuan et.al (2011 or advertising works on people and advertising, and research on finds a positive correlation between society. Advertising effectiveness is a advertising effectiveness has never number of tourist arrivals and results-driven process and is the neglected the sales effect. Studies of tourism income based on regression purpose of advertising. The advertising sales effect usually model and factor analysis. Third, evaluation of advertising attempts to establish a regression level of economic development. Li effectiveness encompasses all the model by comparing the year-on- and He (2010) attribute tourism factors that shape consumers year sales, ring sales, sales development to fast GDP growth, impression of products when ads completion rates, and the degree of higher disposable leisure time, and are placed through the media. The brand impact improvement in order more holidays. Tourists are more advertising effectiveness has to study the influence of advertising, willing to purchase experiences such experienced different stages of price, and promotion activities on tourism with higher disposable development: from focusing on sales and market performance. income. Four, transportation. psychological effects to examining Development of public the effects of mass media; from 4. How to evaluate the elevating transportation reduces temporal focusing on advertising sales to effect of TV advertising in place and spatial distance for tourists and focusing on the comprehensive branding offers more flexible and diverse effects of advertising. Research on choices. Transportation paves the advertising effectiveness can be The classic advertising effect theory way for tourism development and divided into two directions: believes that large-scale advertising income. focusing on consumer cognitive placement can help enhance response and focusing on consumer product and brand recognition, owever, most current market reaction. stimulate consumption, and studies approach improve product sales and brand H explaining factors of In 1925, Strong argues that awareness. However, can tourism income from macro-level advertising effect should measure advertisements that work in the perspectives of the industry. Micro- four dimensions of consumer's field of brand marketing be equally level observations reveal the "attention", "interest", "desire", and effective in promoting destination interconnectedness between "action" (AIDA). Later, Collie image? personal consumer decision-making proposed the DAGMAR evaluation and tourism income of a place. model, arguing that consumers' Advertising for place branding Consumer decision-making is often response to advertising was a chain mainly draws on relevant advertising shaped by marketing, image reaction that include stages research. Similar to product promotion and media exposure including never known, Awareness, advertising effect research, studies of channels. The inclusion of comprehension, convinced, and destination image advertising effect perspectives from media and Action. The L&S model built by can be divided into two categories: communication studies can offer Robert and Steiner believes that one is the psychological effect and new insights for studies of consumer response to advertising communication effect of advertising impacting factors of tourism consists of three parts: cognitive itself, specifically the impact and income. response, emotional response and influence of image advertising on intentional response. Later audience psychology, culture and 3. Advertisement effectiveness researchers based on existing language. Domestic scholar Lv research cognitive response models, based on Hongjiang and others built a
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network advertising psychological marketing efficiency, broadening frequency of advertising and the effect evaluation index system the previous quantitative research. total duration of advertising. through questionnaire survey; Cui Fengjun conducted a questionnaire Method Secondly, based on the nature of survey on the effect of specific city regional brand, a regional brand is image advertising, and tested the 1. Research Objectives not only its external cognition, correlation between advertising evaluation and reputation, but also policies and economic effects based As mentioned above, many scholars a multi-dimensional construct on a small sample. However, have contributed to the involving regional characteristics, because the impact of advertising on measurement of regional brand, spiritual appearance, behavioral the audience does not necessarily such as in advertising effect representation, historical culture translate directly into travel research, destination marketing and economic development. behavior, and it is difficult to research, and tourism research. Therefore, from the perspective of measure tourist behavior. Empirical However, whether advertising can elementalism, the study suggests research conducted by Wang Siyu be applied to the promotion of that the nature of regional brand and Xue Ke et al. found that the regional brand still deserves a broad includes specific dimensions, such public's perception, attitude and range of case studies and testing. as economy, investment, behavioral trend of city image are Based on the review of existing immigration and talent, tourism, minimally affected by destination research, this study uses factual and transportation. Therefore, the promotion films in the short term. data, with a focus on tourism study uses local GDP as a variable to Therefore, these methods are still revenue, to analyze whether measure the overall economic controversial. television advertising can effectively development of the region. The promote regional branding. The total amount of imports and exports he other type of research research topic deals with two layers is used to reflect the degree of investigates the economic of research objectives. First, it is openness of a region. The total T effect of advertising, which necessary to discuss whether tourism revenue acts as an usually measures the output advertising contributes to the important indicator of the performance of advertising inputs. building of regional brand, and development of regional tourism. The evaluation methods include second, whether advertising has an The volume of passenger advertising tracking, conversion impact on regional tourism revenue. transportation is used to measure studies, and so on. These methods regional traffic conditions. The mainly focus on the target 2. Variables population mobility ratio is used as audience's advertising response, a variable to reflect regional destination image, travel First of all, based on advertising population movements and possibilities and their estimated effect theory, image advertisement immigration conditions. expenses. Based on this, the or product advertisement delivered indicators such as ROI are used to by the destination may enhance astly, the factors that measure the performance of image recognition of the destination influence tourism revenue advertising. Based on the advertising and help to increase the sales of L mainly include the number of war situation in Ontario, Canada regional products, such as tourism- tourists, economic development from 1987 to 1988, Butterfield et al. related services. In general, existing level and traffic status. Therefore, constructed a tourism advertising literature uses factors, such as the number of A-level tourism effect framework that affects the advertising sales and advertising attractions, the total number of cost of tourists, and laid a budget, as indicators to measure the tourists, gross regional product, per theoretical foundation for the size of advertising. In fact, the capita disposable income, passenger evaluation of the economic effect of expense of advertising includes not turnover, and advertising volume destination tourism image only the actual cost of advertising, are also included in the analysis as advertising. Other researcher but also other expenses for independent variables. respectively carried out empirical advertising-related activities. analyses of the efficiency and effect Therefore, in order to highlight the 3. Data Source of local government tourism practical situation of the scale of promotion, and carried out actual advertising, this study employs the The data set consists of two parts. measurement of destination total amount of advertising, that is, First, the study uses China Central the multiplication of the total Television (CCTV) advertising data to calculate the annual advertising
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Table 1 Pearson correlation
Volume of Passenger Tourism Population Local GDP Imports and Traffic Revenue Flow Ratio Exports Turnover
Pearson Correlation 0.244** 0.075 0.226** 0.223** -0.148* Advertising Sig. (2-tailed) .000 .348 .000 .000 0.021 Volume N 341 341 341 341 341
**Correlation is significant at the 0.01 level (2-tailed). * Correlation is significant at the 0.05 level (2-tailed).
volume of 17 main channels of advertising volumes for the 31 analysis, the estimated coefficient of CCTV in 31 provinces, provinces on CCTV have an impact the independent variable in the autonomous regions and on the economic development, double log-linear model can directly municipalities in mainland China tourism development, traffic reflect the income elasticity. from 2005 to 2015. Second, from conditions and population Therefore, in studying tourism statistical yearbooks, such as the movement of these regions. The income, the authors employs the National Economic Development results reflect the relative impact of double-logarithm linear regression and Tourism Development, we television advertising on the widely used by scholars. Based on collected various indicators of social construction and development of this, this paper establishes the and economic development for the regional brand. It thus answers the following model: 31 regions from 2005 to 2015, first question we raised. In order to including GDP, annual population further study the role of advertising InY=α+βIn1X1+β2InX2+β3InX3+β flow, total import and export, and in promoting regional brand, this 4InX4+β5InX5+β6InX6+μ 1 tourism revenue, and passenger study takes the tourism revenue as traffic turnover. the entry point and focuses on In the model, Y represents total whether television advertising tourism revenue (100 million yuan), Findings volume has a pulling effect on X1 indicates the amount of tourism revenue. advertising, X2 the regional GDP he result of the correlation (100 million yuan), X3 the total analysis shows that the 2. Regression Analysis number of tourists (10,000 people), T correlation between the X4 per capita disposable income advertising volume and the total 1) Modeling (yuan), X5 the number of A-level import and export volume of the scenic spots, and X6 the passenger region is not significant, but it has a The study uses multiple regression turnover (100 million X km). μ is significant positive relationship with analysis to explore whether the residual term. the regional GDP, total tourism advertising is a factor for tourism revenue and passenger turnover at revenue. First, the stability and co- t is important to note that the the significance level of 0.01, and is integration tests were conducted on independent variables may negatively correlated with the the various variables that may affect I partially influence the population flow ratio at significance tourism income prior to the model dependent variable. Also to detect level of 0.05. The correlation was established. Since the double possible multicollinearity between coefficients are 0.244, 0.226, 0.223, logarithmic form cannot only the independent variables, it is and -0.148, respectively. This shows reduce the single integer order of necessary to perform collinear that during the year of 2005, the the variable, in the co-integration
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Table 2
Number of Number Per Capita Passenger Conditional Advertising A-level Regional Eigenvalue Constant of Disposable Traffic Index Volume Tourism GDP Tourists Income Turnover Attractions
6.895 1.000 .00 .00 .00 .00 .00 .00 .00
.056 11.084 .00 .11 .51 .00 .00 .00 .00 .025 16.564 .00 .50 .18 .00 .02 .05 .00
.017 19.999 .02 .36 .01 .02 .02 .02 .00
.004 39.535 .01 .00 .08 .01 .42 .56 .00 .002 62.209 .02 .01 .16 .00 .24 .15 .98
.001 115.621 .95 .02 .06 .97 .30 .22 .01
Table 3
Coefficient Advertising Local Number Number of Passenger R² Adjusted F Sig. Volume GDP of Tourists A-level Traffic R² Tourism Turnover Attractions
M1 -2.984* 0.009 1.029* 0.070* 0.314* -0.318 0.873* 0.870* 290.128 0.000
t- -10.020 0.862 15.418 5.388 4.267 -4.941 - - - - value
M2 -0.407 0.032* - 0.164* 0.858* 0.151 0.730* 0.725* 143.265 0.000 t- -1.135 2.039 9.772 9.125 1.834 - - - value
Significance: *p <0.05
analysis on the independent The correlation coefficient matrix power, both of which are economic variables: The table above shows also shows that the values of per factors. Therefore, in the following that the eigenvalues have multiple capita disposable income and modified model, we only select values of zero, and the conditional regional GDP are both close to 1. In regional GDP as a variable index has multiple values greater fact, these two variables represent representing economic factors. than 10. It signals multicollinearity the level of regional economic Based on this, the following is the between the independent variables. development and consumption corrected model:
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InY=α+βIn1X1+β2InX2+β3InX3+β number of tourists is second indicators have their own 5InX5+β6InX6+μ 2 (0.164). The increase of tourist geographical limitations. Therefore, population is also important for the highlights of traffic factors in 2) Regression results tourism revenue. The elasticity of past studies are more representative advertising volume is the smallest, of the characteristics of a particular Based on Model 1, regional GDP only 0.032, yet the result is still research area. In contrast, this study significantly influences tourism significant. This shows that the used passenger turnover to indicate revenue. In the model with regional increase of advertising volume may the total amount of passenger GDP, other independent variables also significantly increase tourism transportation work in a certain do not show significant effect on revenue. period of time. For areas without tourism revenue, especially extensive transportation network, advertising volume. Therefore, Discussion and Conclusion ease of access is an important factor Model 2 is re-established, while the to promote tourism development total regional production value is The research results show that and increase tourism revenue. On controlled. advertising volume may effectively the other hand, for areas with influence place and regional developed tourism environment, he regression result of Model branding, especially in promoting easy access and transportation 2 provides important local development and network is not necessarily a T insights. First, the F-test attractiveness. First, the result is a significant advantage in attracting shows significance, indicating the widely accepted view in existing tourists. validity of the model. The adjusted tourism research. For example, R-square (0.725) indicates that the Wang Zhanxiang used the ridge econdly, as a major model explains about 72% of the regression analysis method to show, independent variable in the sample data, and the model has a that per capita GDP, tourist volume S study, advertising has a pulling high degree of fit. and domestic price level were effect on tourism revenue. positively correlated with domestic Specifically, in the double Furthermore, advertising volume, tourism income. Huang Xiujuan logarithmic model, while other the total number of tourists, and the used Shanghai as an example, and conditions remain the same, every number of A-level tourism concluded that building tourism 1% change in advertising is likely to attractions were significant at attractions created more result in a 3.2% change in tourism p<0.05, while the passenger traffic opportunities for Shanghai’s revenue. Existing studies on turnover was not significant at international arrivals. This paper destination advertising mainly focus p<0.05. Therefore, while the further verifies, from the empirical on assessing consumer’s response to economic-related variables are point of view, that both Chinese destination advertising campaigns, controlled, factors, such as domestic and international scholars including one’s destination image advertising volume, total number of have demonstrated the local perception, willingness to visit, and tourists, number of A-level tourism economic development and actual visit behavior. However, for attractions, and passenger traffic consumption level, the number of the advertising agency at a certain turnover significantly affect tourism tourists, and tourism resources are region, the evaluation of advertising revenue. This shows that between the main factors affecting tourism effect is not limited to the 2005 and 2015, given the steady revenue at a place. perception and behavior of the economic development of the 31 target market; rather, it extends to provinces, municipalities and Many scholars believe that the how advertising affects the autonomous regions in China, convenience of transportation and marketing effort, reputation and tourism revenues had increased the quality of transportation economic benefits of the extended correspondingly with the increase in facilities are important region. Therefore, international advertising volume, total number of considerations when people make researchers set out to use a “buyer- tourists and the number of A-level tourism decisions. However, in the purchase approach” to conduct tourism attractions. Among them, regression model of this study, the advertising evaluation. They suggest the coefficient of elasticity of the A- role of traffic variables is not that policy makers and researchers level tourism attractions is the significant. In previous studies, should focus on the impact of largest (0.858). It shows that road/rail mileage, number of routes, advertising on actual tourist volume tourism resources have a strong and traffic hub throughput were and local economic benefits. This pulling effect on tourism revenue. used as indicators to reflect traffic approach adopts a general The elasticity coefficient of the total conditions. However, these
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econometric perspective to the their regional brand strategy [2] Anholt S (2006) Anholt city destination state is a function of the development and marketing. brand index—“how the world views size and nature of the visitor However, television advertising as its cities”, 2nd edn. Global Market market, distance to the state, and one major branding effort is not Insight, Bellevue. the size and nature of the only an important measure to advertising campaign, as well as its coordinate regional development [3] Anholt S (2007) Competitive effectiveness. This study has made a strategies, but also an effective identity: the new brand response to this perspective, using means to enhance regional management for nations, cities and China as an example. competitiveness. At the same time, regions. Palgrave McMillan, it also undertakes the mission of Basingstoke hirdly, in the past, the cultural exchange and public understanding of “region” as diplomacy. Therefore, television [4] Anholt S (2010) Places—identity, T a brand mainly focused on advertising is more than a image and reputation. Palgrave communication and marketing marketing tool, and should not be Macmillan, New York attributes. It has led researchers to used as a requirement for policy measure and evaluate regional making and public diplomacy [5] Dae-young kim, Yeong-hyeon brands in the framework of building. Developing a regional hwang(2005), Modeling Tourism communication and perception. brand and realizing the effective Advertising Effectiveness, Journal of One important characteristic of dissemination of regional brands Travel Research, Vol. 44, August products and services is that a requires the collaboration of various 2005, 42-49. region may be a state, city, or village. stakeholders and social groups. It is Its distinction from a product or a strategic, continuous and [6] Dinnie K (ed) (2011) City service is its physical attributes and systematic process. Within the scope branding: theory and cases. Palgrave spiritual traits. The authors suggest of a strategy, tactics, goals and McMillan, Basingstoke that a regional brand is neither the specific objectives need to be [7] Gertner D (2011) A (tentative) objective reality of the region nor supported by comprehensive meta-analysis of the ‘place the material attribute itself, but the research and professional marketing’ and ‘place branding’ combination of both in the operations. reproduction of the region through literature. J Brand Manage 19:112– communication. In addition, from he study sheds light on the 131 the methodological level, the nature evaluation of destination [8] Kavaratzis M (2005) Place of regional branding study is advertising effectiveness, T branding: a review of trends and interdisciplinary. The evaluation of regional brand-building and conceptual models. J Mark Rev its effects also requires different evaluation. However, a few 5(4):329–342 disciplines to break the inherent imitations needs to be addressed. framework and establish an Firstly, the study only adopted a few [9] Kavaratzis M, Ashworth G experiential design and assessment dimensions to explain local (2008) Place marketing: how did we method that integrates the objective development and attractiveness. get here and where are we going? J characters of the region and its Other variables that can improve Place Manage Dev 1(2):150–165 image reproduction through the effectiveness of the model need communication. This study is to be considered in the future. [10] Kavaratzis M, Hatch MJ (2013) intended to break the traditional Secondly, the television The dynamics of place brands: an communication or marketing advertisement data from 2005 to identity-based approach to place perspective based on factual data, 2015 are essentially panel data. Yet, branding. J Mark Theory 13(4):69– and provide a possible direction for the developed model did not 86 regional brand effectiveness include time-related conditions. evaluation under the framework of Therefore, future studies should [11] Kavaratzis M (2008) From city “regional development”. develop analysis using time series marketing to city branding: an methods. interdisciplinary analysis with In additional, the study also has reference to Amsterdam, Budapest practical significance for regional References and Athens. PhD thesis, branding practices. For regional Rijksuniversiteit Groningen, [1] Aaker J (1997) Dimensions of brand managers and decision Groningen makers, the pull effect of advertising brand personality. J Mark Res can provide a factual reference for 34:347–356. PAGE 245 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
[12] Keller KL (1993) consumer perspective, International [25] , . Conceptualizing, measuring, and Journal of Advertising, 27(2), pp. —— managing customer-based brand 279–297. 1994—2010 [J]. equity. J Mark 57(January):1–22 ,2011(10):97-100. [19] Stephen G. Fier and David M. [13] Keller KL (2003) Brand Pooser(2016), Advertising [26] . synthesis: the multidimensionality Effectiveness for Financial Services [J]. of brand knowledge. J Consumer Firms: Evidence from the Life ,2008(36):239. Research 29(4):595–600 Insurance Industry. Journal of Insurance Issues, Vol. 39, No. 2 [27] . [14] Kotler P, Haider DH, Rein I (FALL 2016), pp. 137-168. [J]. ( (1993) Marketing places: attracting investment, industry, and tourism [20] Zenker S (2011) How to catch ),2007(02):53-59. to cities, states, and nations. The a city? The concept and Free Press, New York measurement of place brands. J [28] . [J]. Place Manage Dev 4(1):40–52 ,2002(02):53-55. [15] Leigh Mcalister, Raji Srinivasan, Niket Jindal, and Albert [21] Zenker S, Petersen S, Aholt A [29] . a. Cannella(2016), Advertising (2013b) The citizen satisfaction [J]. Effectiveness: The Moderating index (CSI): evidence for a four ,2001(01):35-38. Effect of Firm Strategy, Journal of basic factor model in a German Marketing Research Vol. LIII (April sample. Cities 31:156–164 [30] . [J]. 2016), 207–224. ,1998(10):41-49. [22] Zenker S, Gollan T (2010) [16] Martin Eisend, Farid Development and implementation [31] , . Tarrahi(2016), The Effectiveness of of the resident migration scale [J]. Advertising: A Meta-Meta-Analysis (ReMiS): measuring success in place ,1998(03):22-23+29. of Advertising Inputs and marketing. In: Witte EH, Gollan T Outcomes, Journal of Advertising, (eds) Sozialpsychologie und [32] , . 45(4), 519–531. Ökonomie. Pabst Verlag, Lengerich, —— pp 156–172 [J]. [17] Morgan N, Pritchard A, ,2017,8(01):29+64. Piggott R (2002) New Zealand, 100 [23] , , , . % pure. The creation of a powerful : [33] , . niche destination brand. J Brand [J]. Manage 9(4/5):335–354 ,2017,32(08):38-47. ) [J]. ,2009,2(01):67-71. [18] Robert Aitken, Brendan Gray [24] , . and Robert Lawson(2008), Advertising effectiveness from a [J]. ,2015,30(12):66-73.
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An empirical study on the mechanism of negative event restoration strategy on the quality of city brand relationship (
Wenxin Yu, Chao Liu , Siyao Sun, and Jinping Li School of Journalism & Communication, Guangdong University of Foreign Studies China
Abstract
y controlling brand image corrective repair strategy can occur in a city and affect the brand restoration strategies significantly improve the public's image of the city, if managers adopt B (affective repair, corrective satisfaction, trust and commitment appropriate image restoration repair, no repair) and negative event to urban brands. Further more, the strategies according to the type and types (human error negative events, use of corrective repair strategy characteristics of the negative event, management decision-making would be better. For the negative the maintenance of the quality of negative events), this paper adopts a events of man-made faults, the use public-city brand relationship can be 3 * 2 experimental design to explore of corrective repair strategy can more targeted and effective. the impact of public satisfaction, enhance the public's satisfaction trust and commitment to the city and commitment to urban brands - o - and the main effects of the repair compared with emotional repair strategy and to verify the interaction strategies. For the management Project funding: Provincial Major between the repair strategy and the decision-making negative events, the Scientific Research Project of city's negative events under two use of emotional repair strategy can Guangdong Province types of negative events and improve the public commitment to (2016WZDXM025), Guangdong different brand image restoration the city brand. While for urban Higher Education Innovation strategies. The results show that the brand satisfaction, the use of School Project (GWTP-GC-4-07), main effect of brand repair strategy corrective repair strategies is better. Guangzhou International Urban is obvious. When there are negative This study is enlightening to the Innovation Communication events in the city, the use of practice of urban brand Research Center Project. emotional repair strategy and management. When negative events
3*2 ( ) ( )
PAGE 247 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
: (2016WZDXM025) - (GWTP-GC-4-07) - o -
PAGE 248 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
New sales and promotion channels for traditional and regional products: The example of gas stations in Poland
Tomasz Zawadzki Poznan University of Economics and Business Poland
Abstract
his article first discusses the from the point of view of this trade ORLEN recently introduced, on protection system of segment. selected gas stations (around 500 T traditional and regional places), special shelves marked as products in Poland. The awarding he gas station segment as a “Spiżarnia Regionów” [“Pantry of of "regional marks" increases the part of trade is becoming Regions”] where food products from competitiveness of products and it is T more and more vital in regional suppliers (mainly food and an important element which Poland (Suszyńska, Zawadzki 2017) craft beer) are highly promoted. influence customer behavior and new functions are being added There are more than 70 regional (Gulbicka 2014). The article to gas stations that aim to diverse products available for customers, analyzes regional products origin their offer. The gas station store is from 23 Polish farmers and from different voivodships of already considered as a type of entrepreneurs, in 4 regions. Poland. It is based on the list of typical convenience store, a kind of To analyse the demand side of the traditional products published by place of meetings and everyday phenomena, uthor carried out the the Ministry of Agriculture and shopping. There are two main survey on a representative group of Rural Development in Poland and reasons that influence such an Poles (CATI method). on the basis of other accredited, evaluation: the change of shopping related indications such as "Quality habits and the statutory prohibition he results of the survey show and tradition". The principal aim of of trading on Sunday (recent Polish that it is desire among the article is to present changes in government regulations). The article Tcustomers to have regional the accessibility of regional products presents two case studies - the goods in the offer of a gas station understood as introducing them Citronex Gas Station chain which store. One may observe an into trade formats in which they successfully introduces a regional increasing interest in the traditional have not previously occurred. One product to its offer and and regional products and the of the examples of such a channel comprehensive case study of the willingness to pay for them. are gas stations in Poland where the PKN ORLEN gas station chain who category of regional products is new is a market leader in Poland. PKN
Full paper
his article deals with the aim of the article is to present in which they have not previously subject of regional food changes in the accessibility of occurred. The primary aim of the T product marking and new regional products understood as article is to present a case study of ways of distribution. The principal introducing them into trade formats regional goods sales at gas stations
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as an example of a new distribution The author of this article is a Ideally, a reliable certificate should channel for these products. The member of an international project be issued only by a local government secondary aim is to present the entitled “FoodBiz - University and unit as a solution. situation of food producers from business learning for new Wielkopolska in terms of significant employability paths in food and In order to verify how products indications provided for regional gastronomy". FoodBiz is an originating from Wielkopolska food products. international project aimed at 'compare' to regional products from integrating the academic other regions of Poland, griculture and the food community with enterprises from comparison was carried out using industry have occupied a the food sector including local the "Wielkopolska and the rest of A unique place in the Polish farmers, restaurateurs and food the country" method. It is based on economy over many years. Referring producers. As part of the project, a the list of traditional products to report data prepared, workshop was organized in Poznań published by The Ministry of commissioned by BGŻ BNP on 26.06.2018, the aim of which Agriculture and Rural Development PARIBAS1, agriculture is was to diagnose the needs of local in Poland and on the basis of other responsible for a total of around 7% entrepreneurs. There were local accredited, related titles such as of GDP and a considerably higher representatives from Wielkopolska "Quality and tradition". These two percentage of employment. The including FMCG producers (e.g. institutions providing the marking food industry receives public Xawery Miodowy, Chias), food were chosen mainly due to the administration support at the producers (e.g. Grodzki cheese, Inna authenticity of the publication national and EU level as well as Piekarnia, Gryszczeniówka) and law body. numerous non-governmental making representatives among the organizations. One of the important invited guests. Two conclusions List of Traditional Products forms of the support obtained is the were convergent with the subject of institutional promotion of food. the article: he List of Traditional This promotion can be deemed as Products, published by the the involvement of public •There are no characteristic T Ministry of Agriculture and institutions in the promotion of a products for Wielkopolska. This Rural Development, is an example brand or product category taking situation is perceived by food of the implementation of the quality various forms for example, producers sector representation, policy in the Community (Quality 3 including quality certificate awards. both as a negative phenomenon Policy) . It is a list of products The awarding of "regional marks" (lack of unambiguous recognition of whose quality or unique features increases the competitiveness of the region as is the case, for and properties result from the use products and it is an important example, of Oscypek cheese and the of traditional production methods. element which influence customer Podhale region), and an It was created under the Act of 17 behavior (Gulbicka 2014). opportunity to use a kind of carte December 2004 pertaining to the blanche to promote the product. registration and protection of names The promotion of Polish food is and designations of agricultural handled by many state institutions •There are too many unreliable products and foodstuffs and on as well as industry organizations, certifications. At the moment there traditional products (methods used foundations and associations are too many certificates, markings for at least 25 years are considered including the Institute for Market, and contests to guarantee the traditional). Table 1a presents a Consumption and Economic quality and regional character of a summary of products entered into Research, Polish Agency for given product. The food producers the list, broken down by individual Enterprise Development, and the gathered during the workshop voivodeships. In addition, table 1b Polish Chamber of Commerce.2 indicate the need to create one presents the breakdown of products official certificate confirming the originating from Wielkopolska by FoodBiz and marking regional character of the product. categories.
1 A reference to the report: 2 A reference to the report: 3https://www.gov.pl/rolnictwo/produkty- http://promocjazywnosci.pl/index.html http://promocjazywnosci.pl/index.html regionalne-i-tradycyjne1 PAGE 250 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
Table 1a Products included in the list of traditional products.
Line Voivodeship The number of products included in The size of the no. the list of traditional products - in voivodeship in ha total 1 Podkarpackie 227 1 784 576 2 Małopolskie 128 1 518 279 3 Lubelskie 204 1 398 789 4 Pomorskie 178 1 831 034 5 Śląskie 145 1 233 309 6 Łódzkie 135 1 821 895 7 Mazowieckie 128 3 555 847 8 Wielkopolskie 93 2 982 650 9 Świętokrzyskie 92 1 171 050 10 Kujawsko-pomorskie 81 1 797 134 11 Lubelskie 73 2 512 246 12 Podlaskie 66 2 018 702 13 Opolskie 62 941 187 14 Warmińsko-mazurskie 32 2 417 347 14 Zachodniopomorskie 49 2 289 248 15 Dolnośląskie 49 1 994 674 Source: own study based on BGŻ BNP PARIBAS raport and GUS1.
Table 1b. Products originating from Wielkopolska by categories.
Voivodeship The number of products included in the list of traditional products - in total Wielkopolskie Fresh meat and meat products: 33 Ready meals and dishes: 20 Beverages (alcoholic and non-alcoholic): 10 Nuts, seeds, cereals, vegetables and fruits (processed or not): 7 Bakery and confectionery: 6 Oils and fats (butter, margarine, etc.): 6 Cheese and other dairy products: 6 Honey: 2 Other products: 2 Fishery products, including fish: 1
Source: own study based on BGŻ BNP PARIBAS report.
1 https://stat.gov.pl/statystyka-regionalna/rankingi-statystyczne/powierzchnia-wedlug-wojewodztw/ PAGE 251 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
Wielkopolska is in eighth place in remaining products in the category. of the share of products from the regional ranking in terms of the Presently, 9 products are registered; Wielkopolska in individual product number of products entered into however, there is no product from lists with markings. the List of Traditional Products - Wielkopolska. Table 2 contains a there are 93 products. An list of products with the Protected he author of this article additional column with the size of Designation of Origin mark. carried out market research the voivodeship in hectares is T in order to look at the attached in table 1a. The presented The second designation under the subject of regional products from data show that Wielkopolska is title 'Quality Tradition' is the the demand side. In the month of located in the middle of the Protected Geographical Indication June 2018 shopping preferences of voivodeship table and the number marking, which is awarded to Poles were examined. The study was of entered products is not directly products whose single production carried out using the CAWI proportional to the area of stage at least takes place in the internet interview technique on a voivodeship. The most numerous defined geographical area. nationwide, representative sample category of products are fresh meat Currently, 18 Polish products are of adult Poles2 (N=603). Research and meat products (e.g. Rokietnicka registered, including two from shows that almost 60% of Juniper sausage), ready meals and Wielkopolska. Table 3 contains a respondents eagerly buy regional dishes (czernina), beverages list of products bearing the products regardless of the format of (alcoholic and non-alcoholic, e.g. Protected Geographical Indication the store (15% of responses for beer from Bojanów). marking. definitely yes, 44% for probably yes). The distribution of responses is Quality Tradition The third designation awarded by presented in Table 6. While the "Jakość Tradycja" (Quality answering the question about nother notable system of Tradition) is the Gwarantowana purchasing regional products, 15% regional food marking is the Tradycyjna Specjalność (Traditional of the respondents answered A ‘Quality Tradition’ system, Specialty Guaranteed) mark. The "definitely yes", while 44% answered which by the decision of the products so marked are made from "probably yes", which in total gives Minister of Agriculture and Rural a specific raw material, they are Top2Boxes results at 59%. As a Development from June 2007 is distinguished from the competition result of the nature of the article considered as a national food and their traditional character and the author's scientific interest quality system1. This system is used results from the use of traditional during the study in question, they to distinguish high-quality food raw materials, recipe or technology. were also asked about the purchase products, including traditional According to the regulation of the of regional products at gas stations. products, and consists of three European Parliament and the EU Table 7 contains a summary of the pillars - three product marking Council (1151/2012), a response to the question: Would systems: Protected Designation of "traditional" product should have at you buy regional products if they Origin, Protected Geographical least 30 years of proven history and were available at gas stations (e.g. Indication, and Guaranteed market presence. Table 4 contains a juices from regional producers, local Traditional Specialty. Products with list of products with the craft beers, healthy snacks)? the Protected Designation of Origin Gwarantowana Tradycyjna mark are of outstanding quality Specjalność mark. The study shows that definitely over directly related to the area in which 50% of respondents would be they are produced. This marking is Summarizing the above statements, happy to buy regional products at awarded by the European products from the Wielkopolska gas stations. 15% of respondents Commission. The domain of such region can be found both on the list answered "definitely yes", while 40% products is the fact that all raw of traditional products and on the answered "probably yes", which in materials come from a given list of products marked with total gives Top2Boxes results at geographical area, all production Protected Geographical and 55%. takes place within one area, and the Traditional Specialty Guaranteed quality of the products exceeds the mark. Table 5 contains a summary
1 2 The shares for the following characteristics implementation. N=603. The study http://www.produktyregionalne.pl/jakosc.h of respondents were checked: gender, age, commissioned and designed by the author tml place of residence in order to ensure the was carried out by the ARC Rynek i Opinia representativeness of the sample during the research agency PAGE 252 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
Table 2 List of products with the Protected Designation of Origin mark.
Line Product Production region no. (Voivodeship = Woj.) 1 Bryndza podhalańska (cheese) Woj. małopolskie 2 Oscypek (cheese) Woj. małopolskie 3 Redykołka (cheese) Woj. małopolskie 4 Wiśnia nadwiślańska (cherry) Woj.świętokrzyskie and mazowieckie 5 Podkarpacki Miód Spadziowy (honey) Woj. podkarpackie 6 Miód z Sejneńszczyzny/Łoździej (honey) Woj. podlaskie 7 Fasola wrzawska (beans) Woj. podkarpackie 8 Fasola „Piękny Jaś” z Doliny Dunajca (beans) Woj. małopolskie 9 Karp zatorski (carp) Woj. małopolskie Source: own own study based on ‘Quality Tradition’ list.
Table 3 List of products with the Protected Geographical mark.
Line Product Production region no. (Voivodeship = Woj.) 0 Cebularz lubelski (bake) woj. lubelskie 1 Wielkopolski smażony (fried cheese) Woj. wielkopolskie 2 koryciński swojski (homemade) Woj. podlaskie 3 Kiełbasa lisiecka (sausage) Woj. małopolskie 4 Miód wrzosowy z Borów Dolnośląskich (heather honey) Woj. dolnośląskie 5 Miód drahimski (honey) Woj. zachodniopomorskie 6 Miód kurpiowski (honey) Woj. mazowieckie 7 Andruty kaliskie (wafers) Woj. wielkopolskie 8 Rogal świętomarciński (croissant) Woj. wielkopolskie 9 Kołocz śląski (cake) Woj. opolskie, śląskie 10 Chleb prądnicki (bread) Woj. małopolskie 11 Obwarzanek krakowski (bagel) Woj. małopolskie 12 Truskawka kaszubska (strawberry) Woj. pomorskie 13 Jabłka grójeckie (apples) Woj. mazowieckie 14 Jabłka łąckie (apples) Woj. małopolskie 15 Suska sechlońska (plum) Woj. małopolskie 16 Śliwka szydłowska (plum) Woj. świętokrzyskie 17 Fasola korczyńska (beans) Woj. świętokrzyskie 18 Jagnięcina podhalańska (lamb) Woj. małopolskie and śląskie Source: own own study based on ‘Quality Tradition’ list.
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Table 4 List of products with the Traditional Specialty Guaranteed mark.
Line Product Production region no. 1 Pierekaczewnik (bake) Woj. podlaskie 2 Meads: półtorak, dwójniak, trójniak and czwórniak whole of Poland 3 Kabanosy (sausage) whole of Poland 4 Kiełbasa jałowcowa (Juniper sausage) whole of Poland 5 Kiełbasa myśliwska (Hunter sausage) whole of Poland 6 Olej rydzowy (Grain oil) Woj. wielkopolskie Source: own own study based on ‘Quality Tradition’ list.
Table 5 List of products with a marking
Region List of traditional products Protected Protected Traditional Designation Geographical Specialty Of Origin mark mark Guaranteed mark Wielkopolska 93 0 2 5* Poland 1743 9 18 6 Share 5,4% 0% 11,1% 83,3%
*The response „Whole of Poland” was also added to the Wielkopolska region Source: own study based on ‘Quality Tradition’ list.
Table 6 Purchase of regional products - general overview.
Do you buy regional products (e.g. juices from regional producers, local craft beers, healthy snacks) regardless of the type of place of purchase)? Answer Percentage response Definitely yes 15% Probably yes 44% Difficult to state 18% Probably no 21% Definitely no 2% Source: own own study based on ‘Quality Tradition’ list.
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Table 7 Purchase of regional products at gas stations - research study. Would you buy regional products if they were available at gas stations (e.g. juices from regional producers, local craft beers, healthy snacks)? Response Percentage response Definitely yes 15% Probably yes 40% Difficult to state 31% Rather no 12% Definitely no 2% Source: own study based on the results of the research.
Table 8 Purchase at gas stations - research study. Q1: Have you used the store, catering facility, WC and seating places in the gas station in the past month. Response Percentage response Yes 89% No 11% Q2: What was the direct reason for you visiting the gas station. Response Percentage response Purchase of gas 91% Using the WC 35% Purchase of catering items (e.g. hot dog) 32% Purchase of goods (e.g. beer) 28% Vehicle wash 18% Checking the technical state of the vehicle 6% Social meeting 2% Source: own study based on the results of the research.
Table 9 Structure of the gas station sector in Poland between 2015-2018. 2015 2016 2018* Number of gas stations 6591 6803 6835 PKN Orlen 1749 1766 1778 BP 501 523 534 Lotos (including Lotos Optima) 476 (194) 487 (205) 489 (203) Shell 426 424 420 CircleK (Statoil) 355 350 348 Amic (Lukoil) 116 115 115 Independent operators (including stations in independent operators' 2750 (818) 2900 (900) 2895 (986) networks with a common logo)
Other remaining 218 238 259 *-at 31.03.2018; source: own study based on the Stacje paliw w Polsce 2010-2018 - I kwartał 2018, POPiHN (Eng: Gas stations in Poland 2010-2018 - Q1 2018) report.
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Table 10 The structure of average retail prices in Poland in 2016 and 2017.
Fuel
Retail price Excise VAT Margin Net price
surcharge
Pb95 Unleaded gasoline
Average
4,34 1,54 0,81 0,13 0,13 1,73
for year 2016
Average
11 months 4,58 1,54 0,86 0,13 0,13 1,92
2017.
Diesel
Average
4,12 1,17 0,77 0,29 0,08 1,81
for year 2016
Average
11 months 4,42 1,17 0,83 0,29 0,11 2,02
2017.
LPG gas
Average
1,80 0,38 0,34 0,09 0,18 0,82
for year 2016
Average
11 months 2,08 0,38 0,39 0,09 0,19 1,04
2017. Source: own study based on the report of Gas Stations in Poland 2010-2017 - three quarters of 2017, POPiHN. Units: PLN. 1 USD = 3,68 PLN (26.07.2018).
Image 1 A glimpse at the “Regional pantry”
Source: Author
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Table 11 List of products, at the Spiżarnia Regionów (Regional Pantry) stand Line no. Product Category 1 Mushrooms in jars Preserves 2 Meat in jars Meat 3 Wafers Confectionary 4 Cupcake with seeds Confectionary 5 Oatmeal cookies Confectionary 6 Bee honey Honey 7 Pressed juice Drinks and juices 8 Pressed juice – O! own jams Drinks and juices 9 Jam Preserves 10 Craft beer Drinks and juices 11 Highly mineralized water Drinks and juices 12 Orangeade Drinks and juices 13 Craft beer Drinks and juices 14 Juice - concentrate Drinks and juices Source: own study.
Table 12 The schedule of the „Spiżarnia Regionów” project. Date State September 2017 Spiżarnia Regionów pilot project at 400 facilities, 4 voivodeships Spring 2018 Expansion of the number of stations by another 150 facilities and subsequent voivodeships July 2018 Spiżarnia Regionów pilot project in 590 facilities Source: own study.
Table 13 Sources of information used in implementing innovations. Source Assessment Competitors 4,2 Internal sources of information (e.g. employees, including management) 4,1 Benchmarking, that is, copying solutions used in other countries 3,7 Electronic network information (Internet and databases) 3,5 Customers 3,4 Financial condition of the company (bad or good) 3,4 Fairs and exhibitions 3,1 Conferences, professional press 2,8 Literature 2,7 Suppliers of goods 2,5 Suppliers of equipment, materials and software 2,4 Consulting companies 2,0 Universities / research institutes 1,9 Technology development support organizations (incubators, chambers, associations, etc.) 1,7 The respondents had the opportunity to answer on a scale of 1-5, where 1- is irrelevant at all, and 5 - very significant. Source: own study based on research.
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The discussed study of a Podlasie and Warmisko-Mazurski PKN ORLEN is the visible market representative group of Poles was voivodeship (13 facilities per 1000 leader in terms of the number of gas relatively extensive, and from the (GUS 2016) (Wyciszkiewicz stations with 1778 facilities (over point of view of this article and the Zawadzki 2018). 1200 of its own, others under research in the form of searching for franchise agreements), which new sales channels for regional Fuel sold at gas stations is a accounts for 26% of the share in the products. The study also asked relatively low-margin product, hence number of gas stations. It is worth about the use of a broad range of dynamic changes in the range of noting that the second placed the gas station commercial facility, petrol stations. Increasingly, the gas network (BP) has 'only' 534 and more specifically the immediate station customer can benefit from properties, which accounts for reasons for visiting a station. The services that were previously 7.81%. During the reading of this results are presented in Table 8. reserved for other commercial units, article, 400,000 liters of fuel, 3 such as sending and receiving thousand hot dogs and 2.2 he research demonstrate that courier parcels, selling motor thousand coffees was sold at PKN 89% of respondents insurance or renting cars. “On the ORLEN stations11. T benefited from gas stations one hand, the maximization of during the last month and 28% customer satisfaction and the olski Koncern Naftowy purchased goods. Despite the induction of positive brand ORLEN was established at changing function of gas stations as perception by customers of a given P the end of the last century as a commercial facility, the main network underlies these activities” a result of the state merger of CPN - reason for visiting this type of retail (the customer experience), “on the Centrala Produktów Naftowych outlet is the purchase of fuels for other hand, the relatively low with Petrochemia Płock. PKN 91% of respondents. However, what margins on the fuel sold” ORLEN is a State Treasury should be noted is that about 1/3 of (Suszyńska, Zawadzki 2017, p.23). company, and has been people visit the sanitary The structure of average retail fuel continuously recognized as the most infrastructure and make purchases prices is presented in table 10. valuable Polish brand for the last at the store. nine years. It is included in the list It should be emphasized that the gas of the largest companies in the Gas station sector in Poland station margin constitutes 2.8% of world in the „Fortune 500” the retail selling price of Pb95 magazine as the only Polish The gas station sector in Poland unleaded gasoline and 2.5% of the company. PKN ORLEN has been consists of about 6835 facilities (as retail selling price of diesel. By listed on the Warsaw Stock at 31.03.2018) and the number of comparison, the sale of one cup of Exchange for 17 years as part of the gas stations in the last seven years coffee is over 4 PLN net profit WIG20 and WIG30 indexes and (2011-2018) has fluctuated on a margin and the liter of Pb95 the Respect Index, which brings relatively even level. The leader in gasoline sold is only PLN 0.13 together socially responsible terms of the number of petrol (Suszyńska, Zawadzki 2017, p.24). companies. At European level, PKN stations is PKN Orlen, followed by What is more, the gas station Orlen manages six refineries and a BP and Lotos. Table 9 presents the segment as a part of trade is network of 2,700 gas stations in estimated number of gas stations by becoming more and more vital. The Central Europe: Poland (PKN individual operators. Independent customers' shopping mission is ORLEN), Germany (Star), Czech gas stations (2,895 facilities) play an changing. The gas station store is Republic (Benzina) and Lithuania important role due to the number already considered as a type of (Ventus)12. of facilities. typical convenience store, a kind of place for meetings and everyday When writing about PKN Orlen It is worth noting that gas stations shopping. There are two main issues and the gas station operating under are disproportionately spread across that help in its purpose: the change this brand, the idea of selling the country. The highest density of shopping habits and the statutory should be mentioned from the coefficient occurs in the Śląskie prohibition of trading on Sunday point of view of product sales in the Voivodeship (85 facilities per (recent government regulations). O! Shop store, which are 1000km2) km2) and the lowest in characterized by an extensive
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catering offer. O!Shop offers fresh promoted. The project is will also be implemented in other meals prepared in front of implemented in cooperation with gas station networks. customers, as well as quick and the Ministry of Agriculture and convenient shopping of a wide Rural Development and the enchmarking, a practice used range of products. The company is Agricultural Market Agency. As part in management, consisting dynamically developing the non-fuel of the store, special shelves have B in comparing and sales sector, in accordance with been designated and special stands implementing best practices from meeting the changing expectations have been created namely competing enterprises, is mentioned of customers’ strategy. O! Shop is a furnishing referring to traditional as one of the main sources of response to market trends, among decor at the facilities with a larger innovation among companies in the which you can see the growing store area. In addition, the purchase gas station sector. In March 2018 importance of a healthy and fresh of products in the discussed offer is the author conducted research catering offer, but also the need to additionally rewarded as part of the among gas station experts16, which quickly and comfortably meet Orlen loyalty program. Image No. 1 indicate that the three most consumer needs. „The fact that the shows an exemplary stand located at important sources of information stop. cafe and O! Shop concept a petrol station in Wielkopolska15, used in implementing innovation perfectly fits into the expectations of and Table 11 shows product are: competitors, internal sources of consumers is best demonstrated by specification. information (e.g. management), and the fact that rebuilt stations benchmarking. Table 13D shows generate both an increase in the The "Spiżarnia Regionów" project the distribution of responses to the number of transactions and higher was launched as a pilot in question about sources of non-fuel sales”, stated Zbigniew September 2017 and was warmly information. Leszczyński, Member of the PKN welcomed by customers. The ORLEN board for Sales13. number of outlets with the offer Conclusions being discussed increased and it is „Regional pantry” planned to introduce it to other The research shows that Poles are facilities. Table 12 shows the eager to buy regional products and t is the PKN ORLEN network schedule of the project. look for them in places where they that currently focuses the most have never been available i.e. at gas I on regional products. PKN PKN Orlen press releases and the stations. Both research results and ORLEN has special shelves marked growing number of gas stations in the development of the "Spiżarnia as “Spiżarnia Regionów” [Regional the "Spiżarnia Regionów" offer Regionów" concept show that gas pantry”] at selected gas stations confirm that this project will be stations will be an important sales where food products from regional expanded within the group. channel for regional products. The suppliers (mainly food and craft Another example of a gas station pilot program "Spiżarnia Regionów" beer) are highly promoted. There network that has introduced at Orlen gas stations proved to be a are more than 70 regional products regional products into its facilities is success, and regional products are available for customers, from 23 the Citronex network (gas station more and more widely available at Polish farmers and entrepreneurs, facilities are located in South West the gas stations of the Polish in 4 provinces14. Such offer should Poland). Customers can buy, among concern. Considering the specificity be considered as a response to the others, fresh tomatoes (and whole of the sector and benchmarking as a current customer purchase needs. crates), bananas or cold pressed method for changing the offer, it Currently, products at 590 stations, juices from local suppliers at the can be assumed that the remaining made by local producers are Citronex gas stations. The solutions operators of the station network will available: regional beer, juices and used by PKN Orlen, as a leader in introduce regional products to the beverages from Polish fruit, honey, terms of the number of gas stations offer shortly. Conclusion: regional local pastries, and snacks. Products and as the owner of a valued brand, goods are being chosen increasingly that are part of the interest in are being emulated by other gas and desired by customers of gas traditional, often original recipes station networks. In the near future, stations in Poland. from Polish producers are the "Spiżarnia Regionów" solution
13https://www.orlen.pl/PL/BiuroPrasowe/S 15 ORLEN gas station, MOP, A2 motorway, fuel concerns) carried out during the trony/Nowe-stop.cafe-i-O!Shop-ju%C5%BC- 63-005 Tulce; 18.07.2018. PetroTrend Petrol Forum 2018. na-ponad-100-stacjach-ORLEN.aspx 16 Survey among experts from the gas station 14 https://www.orlen.pl sector (station owners, decision-makers of PAGE 259 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
References Wyciszkiewicz P., Zawadzki, T. http://promocjazywnosci.pl/rozdzia (2018), Satysfakcja klientów l_2_4.html Gulbicka, B. (2014). Żywność obiektów handlowych na przykładzie tradycyjna i regionalna w Polsce. stacji paliw - raport z badań, https://www.gov.pl/rolnictwo/prod Warszawa: IERiGR, 7. Problemy Rynku Nieruchomości, ukty-regionalne-i-tradycyjne1 Poznań: SRMWW. Suszyńska K., Zawadzki, T. (2017), https://stat.gov.pl/statystyka- Formy zarządzania stacjami paliw w Gas stations in Poland 2010-2018 - regionalna/rankingi- Polsce, Przegląd Nauk Stosowanych Q1 2018 report, POPiHN. statystyczne/powierzchnia-wedlug- nr 14, Opole: Politechnika Opolska. wojewodztw/ Gas Stations in Poland 2010-2017 - three quarters of 2017, POPiHN
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Understanding Chinese place branding from government perspective: A case study of Chongqing
Bowen Zhang University of Leicester UK
Ying Song Chongqing Technology and Business University China
Abstract
ue to the complexity and foundation is still vague and weak government perspective. multi-disciplinary nature of since it either directly apply Adopting a case study approach and D place branding, there is no marketing theory or branding interview as data collection method, universal explanation and theory theory to local context or only focus this paper, firstly, answers why the accepted commonly with decade on practices perspective such as government conduct place branding commitments and research. This mega events. Hence, this research and how they conduct a place research aims to find answers and try to merge this research gap and branding campaign. Then further explanations that at least partly provide a path to better understand conclude what is place branding answer how place branding is place branding. Research shows that from a government perspective. conceptualised in China. place branding in China is Special case is analysed as in reality, Particularly, Similarities and influence and largely controlled by place branding has multi-aspects differences of Chinese place government. Therefore, it is and government cannot fulfil every branding are presented in some reasonable and meaningful to find function. research, however, theoretical what place branding is from
PAGE 261 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
Monitoring changes of destination image representations through mega sports events
Andreas Zins Nanjing Tech University Pujiang Institute China, and MODUL School of Tourism and Hospitality Management Austria
Arno Scharl MODUL University Vienna, Department of New Media Technology Austria
Astrid Dickinger MODUL Univerity Vienna, Department of Tourism and Service Management Austria
Abstract
his study highlights the system showcased in the past 2. It extracts factual and affective advantages of a continuous applications such as UNEP Live knowledge. 3. It explores T and long-term monitoring of Web Intelligence contextualized information spaces. the influences of a mega-sport event (unep.ecoresearch.net, online) 4. It visualizes context along on the autonomous and organic developed for the United Nations multiple semantic dimensions, for change agents (Gunn 1997) Environment Programme, and the example relations among named reflecting the image of a destination semantic search of the Climate entities based on co-occurrence in the digital and public Resilience Toolkit patterns. 5. It includes the information space. This paper (toolkit.climate.gov, online) webLyzard Stakeholder Dialogue outlines the use of a Web developed for NOAA, the U.S. and Opinion Model (WYSDOM), intelligence portal for continuous National Oceanic and Atmospheric which evaluates the degree of monitoring of media news and Administration. association between an organization social media coverage in the context with desired topics considered of destination positioning (Scharl et arcus et al. (2011) important and in line with evolving al. 2016). The system relies on the demonstrated the communication goals (Scharl et al. webLyzard Web intelligence M usefulness of tracking 2017). platform technology (Scharl et al. user-generated content (TwitInfo) 2017; www.weblyzard.com) which for event exploration (in this case: vents leverage corporate aggregates, analyses and visualizes in soccer game). The webLyzard brand development through real-time online sources like Twitter, platform goes far beyond that Esponsorship instruments in a Facebook, Google+ and YouTube as functionality. 1. It covers online similar way to destinations well as news channels, Fortune 1000 media news as well as user-generated contributing to brand positioning companies among others. This content of social media platforms. and promotion. Cultural and sports
PAGE 262 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018 events are considered instrumental Washington, DC : Taylor and UNEP Live. 2018. Available from: to this field of strategic destination Francis. http://uneplive.unep.org [accessed marketing. A selection of published 2 May 2018]. U.S. Global Change studies about the impact on Knott, B, Fyall, A and Jones, I 2015. Research Program. 2018. Available destination image and reputation “The nation branding opportunities from: http://www.globalchange.gov emphasizes this relevance: the provided by a sport mega- event: [accessed 2 May 2018]. webLyzard Olympic Games in Bejing 2008 (Lai South Africa and the 2010 FIFA technology. 2018. Available from: 2018), the Rugby World Cup in World Cup”, Journal of Destination http://www.webLyzard.com New Zealand 2011 (Werner, Marketing & Management, 4, pp 46- [accessed 2 May 2018]. Dickson & Hyde 2016), The FIFA 56. World Soccer Championship South Werner, K, Dickson, G & Hyde, K Africa 2010 (Knott, Fyall & Jones Lai, K 2018. “Influence of event 2016. “Mega-events and increased 2015), European Cultural Capitals image on destination image: The collaborative capacity of tourism (de Rosa, Bocci & Dryjanska 2018 case of the 2008 Beijing Olympic destinations: The case of the 2011 online), Marathon in the USA in Games”, Journal of Destination Rugby World Cup”, Journal of 2009 (Chen, Ji & Funk 2014). Marketing & Management, 7, pp 153- Destination Marketing & Management, 163. 5, pp 227-238. e propose using this technology for a use case Marcus, A, Bernstein, M:, Badar, O, W like the 2018 FIFA Karger, DR, Madden, S and Miller, World Soccer Championship in RC 2011. “TwitInfo: Aggregating Russia. In contrast to concurrent and Visualizing Microblogs for (with the event duration) or post- Event Exploration”, Proceedings of hoc study approaches, a continuous the 2011 annual conference on media monitoring allows for longer human factors in computing time horizons and for tracking of systems (CHI-11) pp 227– relevant information sources, 236.Vancouver, Canada: ACM. geographically and contextually. Theoretically, this allows for de Rosa, AS, Bocci, E and optimized public outreach and Dryjanska, L 2018. “Social targeted interventions before, representations of the European during and after an event. Since this capitals and destination e-branding showcase is not shared with via multi-channel web stakeholders involved into the FIFA communication”, Journal of 2018, we cannot assume such a Destination Marketing & Management, built-in feedback loop. However, online. this piece of research will follow the media representations for Russia Scharl, A, Lalicic, L & Önder, I and the involved venue cities over 2016. "Tourism Intelligence and the period of May to November Visual Media Analytics for 2018 and exhibit the major Destination Management positioning shifts together with Organizations", In: Xiang, Z and tracking their causes and origins. Fesenmaier, DR, Analytics in Smart Tourism Design - Concepts and References Methods. Cham: Springer, pp 165- 178. Chen, N, Ji, S, and Funk, DC 2014. “An extended study on destination Scharl, A, Herring, D, Rafelsberger, image decay of sport tourists W, Hubmann-Haidvogel, A, Kamolov, R, Fischl, D, Föls, M and over time”, Journal of Destination Weichselbraun, A. (2017). Marketing & Management, 2, pp 241- “Semantic Systems and Visual Tools 252. Gunn, C 1997. Vacationscape: to Support Environmental Developing tourist areas, 3rd ed., Communication”, IEEE Systems Journal, 11(2), pp 762-771.
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Index by author last name
Augustyn, Anna, 86 Kobierecki, Anna, 130 Song, Ying, 261 Avraham, Eli, 44 Kobierecki, Michał, 131 Sudirman, Nurul Ilmi, 211 Capobianco, Paul, 26 Kompaniets, Olga Rauhut, 132 Sun, Siyao, 247 Casais, Beatriz, 155 Kour, Gurpreet, 143 Taecharungroj, Viriya, 226 Cassinger, Cecilia, 61, 63 Lalou, Georgia, 145 Thufvesson, Ola, 63 Castillo, Jose, 64 Larraufie, Anne-Flore Maman, van Garderen, Guido, 28 Chattalas, Michael, 73 147 Vinnicombe, Thea, 230 Chen, Jingjing, 78 Lewicki, Marcin, 149 Wang, Dian, 237 Choe, Yeongbae, 79 Li, Jinping, 247 Wen, Chunying, 238 Choi, Suh-Hee, 79 Liang, Jinpeng, 95 Wong, Hio Kuan Kay, 230 Clarke, Rodney J, 162 Liu, Chao, 151, 247 Wong, Siao Fui, 121 De Nisco, Alessandro, 81 Liu, Yanping, 153 Wu, Yingying, 238 Deffner, Alex, 145 Lucarelli, Andrea, 61 Xue, Ke, 78 Deng, Minlin, 151 Mac, Lancy, 164 Yu, Chung-En, 95 Dickinger, Astrid, 262 Mammadov, Magsud, 30 Yu, Mingyang, 78 Dikobe, Kabelo Botlhe, 84 Mańkowska, Sylwia Dudek, 83 Yu, Wenxin, 247 Eksell, Jorgen, 63 Mansson, Maria, 63 Zawadzki, Tomasz, 249 Evangelista, Felicitas, 164 Mavragani, Eleni, 91 Zhang, Bowen, 261 Fan, Hong, 84, 219 Monteiro, Patrícia, 155 Zhao, Ying, 95 Florek, Magdalena, 81, 85, 86 Ngan, Henrique Fátima, 95 Zins, Andreas, 262 Fry, Gerald, 88 Oliver, Jessica, 162 Gazda, Jakub, 90 Pan, Ying Jen, 164 Gkritzali, Alkmini, 91 Peralta, Rachel Luna, 174 Grimmer, Louise, 93 Peterková, Jana, 188 Gritzalis, Dimitris, 91 Pokarier, Christopher, 196 Grochowski, Mirosław, 83 Polyakova, Tatiana, 40, 197 Gyimothy, Szilvia, 61 Poon, Stephen, 198 Hahn, Song Ee, 79 Priyanti, Irawati, 73 Herezniak, Marta, 86 Qamar, Hikmah Nurul, 211 Hervé, Atayi, 25 Qin, Yachen, 151 Hong, Cheong Hin, 95 Rao, Fang, 151 Hoyne, Andrew, 97 Rebelo, Catia, 41 Iao, In Mei Christina, 98 Ren, Gill, 219 Johns, Adam, 114 Ruzzier, Maja Konecnik, 225 Jørgensen, Ole Have, 116 Ruzzier, Mitja, 225 Katsafadou, Sotiria, 145 Saren, Mike, 197 Kavaratzis, Mihalis, 143, 197 Sargeni, Angela, 147 Kerr, Greg, 162 Scharl, Arno, 262 Kler, Balvinder Kaur, 121 Smrekar, Mojca, 225
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Index by subject
academics ...... 226 city brand personality ...... 219 EU ...... 81 advertising ...... 44, 237, 238 city branding ...... 116 Europe ...... 81 affinity ...... 44 city image ...... 63, 78, 151, 237 evaluation ...... 86 ancient capitals ...... 219 city marketing ...... 93 exoticism ...... 95 Athens ...... 91 cognitive and affective experience ...... 85 attitudes...... 81 perceptions ...... 81 FIFA ...... 262 authenticity ...... 162 cognitive appraisal ...... 78 gas stations ...... 249 autonomous change agents .... 262 collaborative ...... 41 gastronomy ...... 90 Azerbaijan ...... 30 collaborative branding ...... 41 government ...... 261 BCM ...... 28 comparative study ...... 81 Greater Bay Area ...... 95 beer market ...... 149 complexity ...... 84 Greece ...... 91, 145 Borneo ...... 121 concept maps ...... 28 group package tours ...... 164 bottom-up ...... 132 conceptual model ...... 44 Guangdong ...... 95 brand ...... 188 construal ...... 79 Gujarat ...... 143 brand building ...... 143 content analysis ...... 121 Haute-villégiature ...... 147 brand concept maps ...... 28 country perceptions ...... 73 heritage ...... 162 brand effectiveness ...... 86 creative ...... 145 Hong Kong ...... 95 brand equity ...... 225 creative city ...... 145 Horsens ...... 116 brand experience ...... 85 creative industries ...... 83, 97 hospitality design ...... 198 brand recognition ...... 149 creative place brand ...... 83 hotel ...... 198 brand revitalization ...... 151 creativity ...... 97, 145 hotel websites ...... 230 brand strategy ...... 130 cuisine ...... 196 identity ...... 162 branding ...... 88, 90 cultural ...... 114 identity-making ...... 143 sports ...... 131 cultural diplomacy ...... 196 image ...... 25, 114 cultural heritage ...... 198 image formation ...... 121 branding effectiveness ...... 86 customer-based brand equity . 225 inclusive branding ...... 41 branding strategies ...... 97 Czech Republic ...... 188 India ...... 143 branding strategy ...... 130 Czechia ...... 188 Indonesia ...... 73, 211 campaigns ...... 143 dark tourism ...... 211 influencers ...... 91 case study ...... 143, 145, 211, 261 demographics ...... 116 innovation ...... 97, 130 casinos ...... 98 Denmark ...... 116 interdisciplinary perspectives ... 88 China ...... 98, 151, 237 destination affinity ...... 44 internal place branding ...... 155 Chinese-language ...... 237 destination branding ...... 73, 147 Internet ...... 219 Chongqing ...... 261 destination image ... 79, 121, 230, intra-national attractions ...... 95 city and regional branding ...... 83 262 investment ...... 188 city brand ... 63, 85, 86, 155, 219, destination marketing .. 132, 143, Italy ...... 81 247 174, 196 Japan ...... 26, 114, 196 city brand image ...... 63 district marketing ...... 93 Kerala ...... 143
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Kyoto ...... 114 place marketing ...... 93, 132, 145 sports events ...... 131 literature review ...... 237 placelessness ...... 198 stereotype ...... 73 local products ...... 149, 249 Poland ... 81, 83, 86, 90, 149, 249 stereotype content model ...... 78 locals ...... 25 Polish regions ...... 90 stereotyping ...... 151 Lund, Sweden ...... 132 political animosity ...... 81 Stockholm ...... 63 luxury ...... 147 Porto ...... 155 strategy ...... 151 Macao ...... 79, 95, 98, 230 Portugal ...... 41, 155 structured experience ...... 85 Made in EU ...... 81 postcolonial image ...... 25 surveys ...... 116 Madhya Pradesh ...... 143 practitioners ...... 147, 226 Sweden ...... 63, 130, 132 Mainland Chinese tourists ...... 98 precinct marketing programs ... 93 nation branding ...... 130 Malaysia ...... 121 profiling ...... 98 Malaysian Borneo ...... 121 projected image ...... 114 Taiwan ...... 164 management cycle ...... 226 projection ...... 79 target audience ...... 44 marketing ...... 26, 78, 132 promotion ...... 188 terror attacks ...... 63 marketing communication ...... 90 public diplomacy ...... 30, 131 terrorism ...... 63 measurement ...... 86, 238 QCA ...... 121 text analysis ...... 219 Mediatization ...... 63 qualitative analysis ...... 121 Thailand ...... 88 mega sports events ...... 262 qualitative approach ...... 211 time and place branding ...... 40 methodology ...... 28, 116 qualitative content analysis ...... 44 tourism ...... 95, 98, 132, 174 microblogging ...... 91 Rajasthan ...... 143 tourism ads ...... 44 misbranding ...... 88 rebranding ...... 88 tourism marketing ..... 26, 44, 78, Nanjing ...... 151 regional products ...... 149, 249 164 narrative analysis ...... 174 regionalism ...... 198 tourism promotion ...... 44, 164 nation branding . 30, 61, 73, 130, regression ...... 238 tourist ...... 25 131 repair strategy ...... 247 tourist attractions ...... 95 national stereotypes ...... 73 research ...... 28, 116 tourist destination ...... 88 negative event ...... 247 residents ...... 79 tourists ...... 78 Negative MWOM ...... 91 residents' age ...... 116 traditional ...... 114 Negative WOM ...... 91 residents' involvement ...... 155 traditional crafts ...... 114 news media ...... 219, 262 residents' perception ...... 25 traditional products ...... 149, 249 Nordic ...... 61 residents' perceptions ...... 155 transformative approach ...... 41 North Toraja ...... 211 retail resilience ...... 93 travel blogs ...... 121 Norway ...... 61 retailing ...... 93 travel characteristics ...... 98 Olympics ...... 131 revitalization ...... 151 travel experience ...... 147 outbound tourists ...... 164 Russia ...... 197, 262 travel vlogs ...... 174 perception ...... 79 sales and promotion channels trends ...... 130 perceptions ...... 25, 81, 230 ...... 249 tropical urbanism ...... 198 performance evaluation ...... 86 segmentation ...... 98 Twitter ...... 91 personality ...... 219 sensory landscapes ...... 145 urban brand ...... 247 Philippines ...... 174 service expectations ...... 73 urbanism ...... 198 place ...... 198 Seychelles ...... 25 value co-destruction ...... 91 place advertisements ...... 238 Shenzhen ...... 151 value dimensions ...... 164 place brand ...... 145, 226 Slovenia ...... 225 visit intent ...... 78 place branding 26, 40, 41, 61, 84, small places ...... 40 visual narratives ...... 41 97, 114, 155, 162, 174, 197, small tourist destination ...... 225 vlogging ...... 174 238, 247, 261 Soca valley ...... 225 vlogs ...... 174 place branding practice ...... 84 social media ...... 174, 262 vocabulary ...... 219 place branding research ...... 84 sports ...... 131 Volos, Greece ...... 145 place identity ...... 114, 145, 162 sports branding ...... 131 websites ...... 230
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wine marketing ...... 90 wine sector ...... 90 WOM ...... 91 word of mouth ...... 91
PAGE 267 OF 268 PROCEEDINGS OF THE 3RD INTERNATIONAL PLACE BRANDING AND 6TH DESTINATION BRANDING AND MARKETING CONFERENCES INSTITUTE FOR TOURISM STUDIES, MACAO, 5 TO 7 DECEMBER 2018
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