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How to attract tourists to a small town

List this Seller's Books. Payment Methods accepted by seller. Stock Image. Published by Butterworth-Heinemann, Used Condition: Good. Save for Later. About this Item Ships from the UK. Tourists' expectations when visiting a particular place are related to several features of the chosen destination: culture, architecture, gastronomy, infrastructure, landscape, events, shopping, etc.

These features attract people to the destination and contribute to the overall experience of the trip. As a whole, they are crucial aspects of the destinations and have a profound influence on their success. Therefore, the study of the market segment of urban destinations is particularly important due to the impact on the economic development of cities. A destination's competitiveness refers to the ability of the brand to successfully occupy a niche in the market in the long term.

  • Fundamentals of Youth Triathlon.
  • What most attracts us to a tourist destination? Attractions, culture and gastronomy -- ScienceDaily?
  • Tourism marketing for cities and towns: Using Branding and Events to ….
  • What most attracts us to a tourist destination? Attractions, culture and gastronomy -- ScienceDaily!

It is the potential to create and integrate value-added products to maintain the resources while keeping their position in the market compared with other competitors. For the brand image, the uniqueness of the destination is key to its desired positioning and this makes the brand unique and distinguishable for tourists.

This research helps to understand how European cities use their most attractive features to compete in the market segment of urban destinations and to stand out from other competing cities. The aim of this study was twofold. On the one hand, it sought to identify the dominant features of communication to attract visitors to Europe's most popular urban destinations. On the other, the study aimed to determine the most relevant characteristics of the destinations that act as distinguishing elements.

It is a baseline study on the most popular destinations in the context of European urban tourism that addresses the limitations of previous studies.

An analysis of terminology use in place branding

The study performs a content analysis to identify the similarities and differences of the official communication channels of the twelve most popular urban destinations in Europe. In addition, a wide range of other themes have been explored, including: the application of branding concepts on different geographical entities using corporate identity methodology to examine interface dissonance Trueman et al. Given the dynamic and growing nature of the academic discipline of place branding coupled with increased practitioner interest, Lodge , called for the development of an agreed place-branding vocabulary.

This paper takes one step in this direction exploring the use of place terms such as place, location, destination, country, nation, city and regions within the two broad discipline groups of business and branding, and tourism. Further, the research goes on to analyse the use of these terms to refer to branding initiatives associated with different geographical entities.

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The paper starts with a brief review of the importance of place branding, and its development. The next section summarises other authors' discussions of the use of various place terms, and on this basis proposes a model of the relationships between the meanings of such terms.

Tourism Marketing for Cities and Towns: Using Branding and Events to Attract Tourists

The methodology for the analysis undertaken in this project is discussed next, and this leads into an analysis of the findings. Finally, conclusions are outlined and further research is proposed.

How to attract tourists to a small town

Branding as a construct can be traced back to the late 19th century with the development of branded consumer goods such as Quaker Oats and Gillette Low and Ronald, Although criticised for being too product oriented, this definition has endured contemporary literature Wood, and is viewed as a common starting point for works associated with brands Kerr, Further, McGnally et al. Among the conditions that make place branding a necessity is the growing power of international media, the falling cost of international travel, rising consumer spending power, the threat of place parity, a scarce pool of international investors, competition for skilled and professional immigrant's and growing consumer demand for a diverse cultural diet stimulated by low-cost global communication media.

To be precise, place branding, both as a necessity and a phenomenon, is mainly provoked by globalisation processes where the market place for ideas, culture, reputation, in addition to products, services and funds are fusing into a single global community Anholt, People can now simply work and live almost anywhere, abandoning failing and deteriorating places for ones offering growing opportunities Kotler, Therefore, whether at the national, regional, city or town level, branding is as much a way of planning developmental policies as branding in the private sector is about business strategy.

Globalisation has created a competitive arena where newly developing places can now compete with the charm and appeal of older more established places. The study of place branding extends across a wide range of academic areas Hankinson, ; however, it is in the sphere of travel tourism, defined as a life away from home, that an understanding of place branding is most developed, hence the primary focus of the branding literature Hankinson, Studies on destination image as a concept of branding theory began in the early s through Hunt's influential works on the role of image in tourism development Hunt, Branding theories within the context of leisure tourism began to gain visibility in as the focal topic of the Annual Travel and Tourism and Research Association's Conference Blain et al.

Practitioners' perspectives on destination branding argue for leveraging gains from tourism marketing for further economic development Kotler and Gertner, ; Gnoth, ; Park and Petrick, , the rationale being that the most arresting aspect of place brand images are quite often to be found in tourism marketing efforts Sundaram, This supports the notion that place branding has transcended into a composite construct that not only encompasses tourism but also economic, socio-political and historical prospects Gnoth, ; Papadopoulos and Heslop, , van Ham, ; Olins, Dinnie postulates that there exists a strong argument for place branding to transcend the confines of a single industry in order to achieve a more cohesive image.

In addition to the work on leisure tourism, research has focused on four forms of place branding: business tourism Ulaga et al. The complexity of identifying a single destination, however, is complicated by the fact that a destination may include several towns, cities or municipalities, other government provinces or even an island archipelago may be the entire country; place branding, travel, tourism and brand management literature provide ample evidence of the forgoing Morgan et al.

Decorously, the form of geographical entity does not limit the scope of destination branding provided a direct association with tourism is established, although it has been noted that destination branding has been conflated with nation branding Anholt, Is there a relationship between the application of specific place terms and geographical entity? The methodology involved the identification of as many case-study papers published in academic journals in the area of place branding as possible.

The relevant journals were found to be broadly in the business and branding areas and in tourism. The search procured a total of 67 papers in 12 journals.

Corporate Communications, an International Journal. Similarly, the purpose of Nordicom Review was to provide media-based research, which was felt to be too specific to be grouped in either discipline. Place brand terms used were not combined as that would have violated the purpose of the study, to establish how each place term is applied by discipline and in relation to geographical entities.

The cross-tabulation of the collated variables was analysed to determine the frequency of application of place brand terms used. The analysis of the collated variables was deemed more appropriate and necessary to reduce complexity and to produce meaningful interpretations of variable associations. On initial administration of the chi-square test, the minimum expected cell frequency was violated by 75 cells for RQ1 and 51 cells for RQ2 see Appendix B : Tables B1, B2, respectively. It was therefore concluded that there are too many different place brand terms used in the sample population.

This meant that the chi-square tests could not be used to establish the presence or lack of a significant difference in the application of place brand terms by discipline and geographical entity. Geographical entity descriptor GED. The presence of Researchers have emphasised the need for an agreed vocabulary in the place-branding arena.

Resources Type:

The research has revealed that the focus of discussion for place branding has shifted from tourism to business and marketing; case studies in the discipline of Branding and Business Perhaps, given time, greater precision may be observed either implicitly or through the formation of place term definitions. This was an exploratory study; therefore, further research should be undertaken to confirm findings.

The content analysis conducted in the study serves as a primary starting point for a more comprehensive empirical research, and further discussion of the use and definition of the terminology of place branding. Additionally, research should consider using multi-method data collection, which may include surveys, focus groups and interviews with academics undertaking place-branding research in order to confirm and extend the findings of the study.

Destination Branding: creating the unique destination proposition by N. Morgan, A. Pritchard and R. Pride , ; Brand New Justice: the upside of global branding by S. Anholt ; National Image and Competitive Advantage: the theory and practice of place branding by E.