Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/20653
Title: Destination branding input–output analysis : a method of evaluating productivity
Authors: Tasci, AD
Denizci Guillet, B 
Keywords: Branding input-output analysis
Destination branding
IMC
Integrated marketing communication
Return on brand investment
ROBI
ROI
Issue Date: 2009
Publisher: Cognizant Communication Corporation
Source: Tourism analysis, 2009, v. 14, no. 1, p. 65-83 How to cite?
Journal: Tourism analysis 
Abstract: In the turbulent and competitive marketplace, branding by differentiation is accepted as a strategy for competitive advantage of destinations. However, the process of differentiation poses both challenges and opportunities for destination marketing authorities due to the intangible nature of destination products. In order to avoid threats and take advantage of opportunities, destination marketing has to be applied in its true meaning, namely, research, development, and integrated marketing communications. However, destination marketing authorities also have to make sure that resources used for marketing a destination result in measurable outputs. This article proposes a branding input–output analysis to define the productivity of destination branding activities. To provide a concrete basis for destination marketing authorities, models and formulas are generated along with practical implications and future research suggestions.
URI: http://hdl.handle.net/10397/20653
ISSN: 1083-5423
DOI: 10.3727/108354209788970126
Appears in Collections:Journal/Magazine Article

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