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Destination Branding: Focusing on Events Contribution on an Urban Level

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Destination Branding: Focusing on Events Contribution on an Urban Level By: Henrietta Acheampong Supervisor: Saeid Abbasian Master’s Dissertation: 15 Credits Södertörn högskola | The School of Natural Sciences, Technology and Environmental Studies Date of results: 4th June 2020 Abstract Today´s tourism sector is one of the fastest-growing sectors in the world and that has greatly influenced destinations. The recent development in the use of events to build, reinforce, and increase destination branding has received huge recognition. This paper examines the engagement of public and private stakeholders in creating or building the brand of Cape Coast as a destination. It is important to have all various stakeholders to understand the vision towards a common goal. This is because to build destination branding the brand needs to replicate the authenticity of the identity of the destination which in turn will assist in differentiating its goods and services from other competitors. Destination branding is seen as an important strategic tool for tourist destination since it underlines the huge significant contributor to the economic development and market opportunities. Cape Coast city is known for its attractions which is visited by both international and domestic tourists. The aim of this research is to explore how stakeholders can contribute in creating Cape Coast´s destination brand by using events. To achieve this aim, this research uses a qualitative method in the form of telephone interviews, which were conducted with representatives of the tourism sector in Cape Coast, Ghana. The collected data were analysed by using content analysis. The findings proved that there is a lack of continuity from the government, that there is inadequate brand communication among various stakeholders. Furthermore, this research brought to light that there is a need for product diversification and inadequate infrastructure in Cape Coast. The overall research openly gives an insight concerning the importance of destination branding, roles of stakeholders, events contribution to brand identity, diversification of products, communication platforms, and challenges of branding a destination in Cape Coast. Keywords: Branding, Destination, Stakeholders, Identity, Event, Cape Coast I Declaration I, Henrietta Acheampong, hereby declare that this dissertation is my contribution. All other patrons have been acknowledged in the text and listed in the reference section. Sincerely Henrietta Acheampong II Acknowledgement Firstly, I would like to thank everyone who supported me in making this project successful. A special thanks to my supervisor Saeid Abbasian who encouraged, directed, and motivated me. I would also like to thank Christian Widholm for his assistance and direction on the literature review. Lastly, my family and friends who were patient enough to believe, support, encourage and contribute to this project during this whole period of Covid-19. III Table of Contents Abstract ........................................................................................................................................ I Declaration .................................................................................................................................. II Acknowledgement ...................................................................................................................... III Lists of Abbreviation .................................................................................................................... VI 1 Introduction.......................................................................................................................... 1 1.1 Background .................................................................................................................................... 1 1.2 The Tourism Industry of Ghana ..................................................................................................... 2 1.3 Case Study Area, Cape Coast ......................................................................................................... 4 1.3.1 Problem Statement .................................................................................................................... 7 1.3.2 Purpose of the Study .................................................................................................................. 8 1.3.3 Research Questions .................................................................................................................... 9 1.3.4 Delimitation ................................................................................................................................ 9 1.3.5 Disposition of the Dissertation ................................................................................................... 9 2 Methodology ...................................................................................................................... 10 2.1 Research Design .......................................................................................................................... 10 2.1.1 Quantitative versus Qualitative Methods ..................................................................... 10 2.1.2 Similarities and Differences between Qualitative and Quantitative Method ............... 11 2.1.3 Advantages and Disadvantages of Quantitative and Qualitative Methods .................. 12 2.2 Research Method ........................................................................................................................ 12 2.3 Data Collection Method .............................................................................................................. 13 2.3.1 Participants in the Study .......................................................................................................... 14 2.3.2 Procedure for Choosing the Participants ................................................................................. 14 2.3.3 Data Collection Tools ................................................................................................................ 15 2.3.4 Data Collection Procedure........................................................................................................ 15 2.4 Analysis Method; Content Analysis ............................................................................................. 16 2.5 Validity and Reliability ................................................................................................................. 17 2.6 Ethical Issues ............................................................................................................................... 19 2.7 Methodological Dilemmas .......................................................................................................... 19 3 Literature Review ................................................................................................................ 21 3.1 Definition of a Destination .......................................................................................................... 21 3.2 Typology of Events ...................................................................................................................... 21 3.3 The Concept of Branding ............................................................................................................. 23 3.4 Destination Branding ................................................................................................................... 26 3.4.1 Developing a Brand Identity ..................................................................................................... 30 3.4.2 Brand Image ............................................................................................................................. 32 IV 3.4.3 Brand Positioning ..................................................................................................................... 33 3.5 Destination Stakeholders ............................................................................................................ 34 3.6 Summary...................................................................................................................................... 36 4. Empirical Findings ................................................................................................................... 37 4.1 Qualitative Answers of the Interviews (Primary Data) ................................................................ 38 4.1.1 Content Analysis of the Results ..................................................................................... 46 5. Discussion ........................................................................................................................... 52 5.1 The Importance of Understanding Destination Branding ........................................................... 52 5.2 Events Contribution to Destination Brand identity ..................................................................... 53 5.3 Roles and involvement of Stakeholders in Destination branding ............................................... 54 5.4 Diversification of Products .......................................................................................................... 55 5.5 Communication Platforms ........................................................................................................... 56 5.6 Challenges in Building a Destination brand ................................................................................
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