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Essay / Research Paper Abstract
This 3 page paper considers how branding may be used by tourist destinations. The paper looks at how this may be achieved and gives a short example of a branding strategy for a tourist attraction. The bibliography cites 8 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEbrndtr.rtf
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Unformatted sample text from the term paper:
tourist destinations have been more reluctant to take up this popular marketing tool (Killgren, 1998). To understand why this reluctance has occurred and how branding may be adapted to the
tourist market there is the need to understand what is meant by branding so that it can be applied to real life examples. The American Marketing Association define a
brand as "a name, term, logo, sign, symbol, or design or combination of them, intended to identify the goods or services of one seller or group of sellers to differentiate
them from those of the competition" (Kotler, 2003; 418). The different aspects and messages may appeal to different levels of a consumers decision making process. For a branding to realise
the potential benefits the message and association at the different levels, such as attributes, benefits values, culture and personality will need to appeal the potential end users (Kotler, 2003). Not
of these levels will need to be apparent in all campaigns (Hooley et al, 2002). One example of successful branding in the UK has been that of the Tussards
Group, who own attractions such as Alton Towers; a theme park, Warwick Castle and Madam Tussards Waxwork museum. Each of these are different, but there is also company branding.
Whilst each attraction is marketed separately there is a brand logo for the group, this shows a family group and has been used to communicate quality and family fun. Here
there are the messages of benefits of enjoyment as well as family values. However, this is only a single company and few other examples exist. However recent research indicates that
branding will help attract visitors that may not otherwise attend (Siegel, 2003). It can also be realised that when it comes to branding in tourism there is also the opportunity
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