Tourism is a promise and destinations communicate the credibility of that promise by means of destination brands. Branding has become a key tool for tourism destinations to make explicit the complexity of experiences to be expected by tourists visiting a destination. This paper provides a comprehensive literature review of various issues associated with tourism destination branding. It brings together a wide range of debates in the generic marketing literature, places them alongside the nuances of tourism, and thereby identifies unique challenges of branding in tourism destination contexts. Finally, a case study of USP based national tourism branding campaigns in the Caribbean is presented.

/pdf/the-evolution-of-destination-branding-a-review-of-branding-1z8z4fp0r8.pdf

The evolution of destination branding: A review of branding literature in tourism

Give us 5 minutes and we will show you the best book to read today. This is it, the service management for competitive advantage that will be your best choice for better reading book. Your five times will not spend wasted by reading this website. You can take the book as a source to make better concept. Referring the books that can be situated with your needs is sometime difficult. But here, this is so easy. You can find the best thing of book that you can read.

Service Management: A Competitive Advantage.

Telehealth services provide a means of monitoring a patient’s vital signs through the use of equipment or mobile devices and have the potential to extend clinical outreach to more patients regardless of geographical locations. However, patient acceptance is essentially important for the success of telehealth implementations. Thus, it is of interest to evaluate patients’ attitudes and perceptions toward the use of telehealth services. This study combines service quality model and importance-performance analysis to evaluate telehealth services provided by a case hospital. The results show that six items belong to major weaknesses, which should be addressed immediately in order to reduce patients’ complaints. In contrast to major weaknesses, there are seven items classified as major strengths, which should be maintained to provide telehealth service excellence in order to establish better and longer relationships with patients in the long-term perspectives.

Telehealth services evaluation: a combination of SERVQUAL model and importance-performance analysis

This paper draws from the generic literature on branding to develop the idea of tourist based destination branding. In that process, it identifies various tourism related nuances that obfuscate brand building in tourism. Tourist based brand equity proposed as an alternative to the more traditional destination resource centered idea of brand equity. Measurement approaches to quantify destination brand equity are compared, highlighting the pros and cons of each approach.  Throughout the discussion, examples of successful destination branding practices are integrated.

/pdf/place-branding-in-tourism-a-review-of-theoretical-approaches-e15irqxd45.pdf

Place branding in tourism: a review of theoretical approaches and management practices

The present study delves into a review of the destination brand equity literature published since 2001, aiming to offer tourism researchers a reference guide to the general context, corresponding methods, and focus of previous works. A multisource search resulted in the identification of 64 relevant papers. Content analysis using multiple classifier variables provides further insights into specific geographical, conceptual, and methodological aspects. Conclusions pertain to the multidimensional character of the construct, the methodology, and context in which destination brand performance has been developed. Destination brand equity appears as a rapidly conceived concept, borrowed from traditional (corporate/product) branding theory, while discussion on its definition and operationalization is still in progress and has yet to mature in a multidisciplinary context. As the first attempt to review destination brand equity within the top tourism and marketing journals and relevant search engines, the study may contribute to a comprehensive overview of the field. The outcomes offer marketing scholars an in-depth view of the concept, providing an overall insight on the various ways destination brands might be evaluated.

/pdf/destination-brand-equity-research-from-2001-to-2012-41pir3j79w.pdf

Destination brand equity research from 2001 to 2012

In today's global economy, each place competes with other places for economic benefits. Destination has become a product that has to be promoted and sold in the most advantageous terms. The work bellow is an analysis of "brand equity" concept for touristic destinations, as found in the specific literature. Destination brands differ from product brands, major distinction being given by their stability/ instability. Brands of products are stable; this constant is maintained by the use of quality standards. Even in case of services, situation can be controlled, as quality standards could be perpetuated by a franchise system. Destinations are not depending on a single person, who decides, but a variety of them, economic agents, businesses, institutions and local population that can create/print form and structure changes of the destination. The concept de brand equity applied for touristic destinations, is something relatively recent. The dimensions of a brand for touristic destinations are: awareness, image, loyalty, quality and value. All these dimensions build the branding equity of a destination. There is interdependency, between quality, image, loyalty and value. In order to determine the perception in regards to the quality of tourism services in Romania, in 2010 a comprehensive study was done among the inhabitants of Oradea city. Through this study we have pursued several objectives: to assess the importance of service characteristics, performance evaluation of tourism services in Romania, tourism personnel evaluation, in terms of evaluation and performance, perception of the quality-price ratio for Romania, compared with other tourist destinations. We call on the exploratory study conducted, as the value of the dimension- destination of the brand equity is given by the price-quality ratio. Using an explorative study on the market of Oradea city, it was highlighted the connection between perception of touristic services, estimation price-quality (value) and the loyalty potential of the foreign clients in proportion with the Romanian tourists, consumers of the Romanian touristic products.

The brand equity of touristic destinations - the meaning of the value

The importance-performance grid is a marketing instrument used to make decisions regarding the growth of the consumersâ€(tm) satisfaction, by optimizing the attributes of products. This grid is a useful instrument, as it is shown in the paper, to the extent to which the importance and performance of the attributes are correctly recorded. Another idea underlined in the paper is that regarding the difficulty to directly determine the importance of attributes or in the same stage with the determination of the service performance, according to these attributes. The objectives of this paper are to analyze the importance-performance grid (suggested by Martilla and amended by Abalo),through an empirical study in the field of tourist services used and to test the conditions to carry out this grid taking into account the hypothetical case of indirectly determining the importance of the quality attributes. The literature in the field regarding the importance-performance analysis is analysed and the subsequent amendments to the previous grid suggested by Martilla and James in 1977. The present paper is a continuation of several studies on the same subject, in which the following research methods were used: direct survey by questionnaire, the Spearman correlation coefficient, and the entropy calculus. A comparative analysis of the importance-performance grid if directly recording the importance of attributes (through survey by questionnaire) and of the indirect determination of the importance of the attributes (through the Spearman coefficient and entropy calculus) is being suggested. The results indicate possible uses of methods, yet it raises a series of collateral problems regarding their application. The contribution of this paper is given by the suggestion of two methods to indirectly determine the importance of attributes, which take into account the data measurement scale used and the collinearity among attributes and which lead to pertinent results when we use the IPA grid amended by Abalo as a decision instrument.

The construction of importance-performance grid in tourist services research without the direct determination of the attributes importance

It is considered that a weakness of the Romanian tourism offer is the quality of guest services. In this paper we established as an objective to examine in detail the importance given by the consumers to the components of guest service quality and their perceived performance, based on the three pillars of service quality: the material base (equipments), staff training and staff behavior. The emphasis is on the investigation regarding staff training and behaviour, taking into account the multiple attributes SERVQUAL scale. On the basis of this work lies a survey done in March-April 2010 on the population of Oradea, on a sample of 1060 people. Results confirm the importance granted to staff in ensuring quality of tourism services and their perceived relatively weak performance.

Guest services quality assesment in tourism, using an attributes scale

Destination Management as Determinant of Tourist Attractiveness

The aim of the current research is to establish whether there is a connection between the socio-demographic features of the potential consumers and the predilection towards the wellness consumerism, in order to evaluate the potential wellness market in Ro

The identification of a profile of the wellness tourism consumer

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