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is
not
very
likely
to
be
elected
in
the
short
term.
The
brand
associations
showed
no
big
changes
over
the
years
either,
but
anyway
showed
some
clear
associations
in
general
that
visitors
have
with
the
specific
destinations.
This
knowledge
is
valuable
when
it
comes
to
deciding
on
what
the
brand
of
a
destination
should
focus
on,
as
it
is
according
to
Pike
highly
recommendable
to
reinforce
the
aspects
for
which
the
destination
is
perceived
positively
for
in
peoples
minds.
Financial
aspects
should
be
considered
as
well
when
it
comes
to
branding.
First
of
all,
Pike
mentions
the
issue
of
potential
additional
revenues
from
brand
licensing
as
a
gap
that
future
researchers
could
put
emphasis
on.
On
the
other
hand,
introducing
a
brand
to
a
destination
and
accordingly
rebranding
or
repositioning
strategies
cause
significant
investment
in
resources
that
have
to
be
held
up
in
the
long
run.
Pike
states,
that
researchers
should
be
very
careful
with
recommendations
on
the
use
of
these
strategies
for
DMOs,
especially
when
their
resources
are
limited.
This
paper
is
a
very
valuable
contribution
to
the
limited
portfolio
of
branding
research
as
it
provides
knowledge
about
the
possibility
to
monitor
and
track
destination
brand
positions
over
a
period
of
time
and
also
points
out
interesting
gaps
that
can
be
addressed
in
further
research
on
destination
branding.
As
the
article
at
hand
was
published
six
years
ago,
the
following
paragraph
delivers
insight
into
the
current
state
of
art
in
destination
branding.
Very
interesting
at
this
point
is
a
paper
published
from
Pike
most
recently
in
2014,
where
the
exact
same
study
was
conducted
again:
Brand
performance
of
the
same
five
destinations
was
measured
this
time
between
2003
and
2012,
again
based
on
the
CBBE
(consumer-based
brand
equity).
The
results
showed,
that
the
visitors
perceptions
still
almost
didnt
change
over
the
10-year
period.
Pike
himself
as
well
published
further
papers
on
some
of
the
research
gaps
he
mentioned
in
his
article
from
2008
one
of
them
together
with
Samantha
Murdy
(2011)
on
visitor
relationship
marketing
opportunities.
The
study
showed,
that
destination
managers
consider
visitor
relationship
marketing
as
very
important,
but
the
strategic
intent
by
DMOs
to
invest
in
it
is
limited.
Together
with
Mason
Russel
he
also
published
a
paper
in
2011
on
the
competitiveness
of
destinations
with
regard
to
brand
positioning.
In
a
study
published
in
2014
also
by
Pike,
Bianchi
and
Lings
the
CBBE
model
was
used
as
a
tool
to
explore
attitudes
of
consumers
in
a
long-haul
travel
context
and
was
named
to
be
an
appropriate
model
for
researchers.
As
Pike
mentioned
in
his
article
from
2008,
destination
branding
concerns
different
stakeholders.
Garcia,
Gomez
and
Molina
(2012)
present
the
Success
Index
of
Triple-Diamonds
for
the
measurement
of
a
destinations
branding
success
with
special
focus
on
different
stakeholders,
not
only
on
visitors
perceptions.
A
very
recent
publication
(Campelo
et
al.,
2014)
stresses
out
the
importance
of
sense
of
place
when
it
comes
to
destination
branding.
It
focuses
on
the
importance
of
positioning
the
habitants
of
place
at
the
center
of
a
branding
strategy
in
order
to
develop
a
successful
and
effective
destination
brand.
Pike
and
Page
make
some
suggestions
in
a
publication
on
destination
marketing
(2014)
for
further
research
on
destination
branding,
like
that
there
is
still
not
much
literature
available
on
the
topic
of
modeling
destination
brand
identity.
Another
issue
mentioned
by
them
that
would
benefit
from
further
research
is
to
which
extent
a
slogan
is
effective
in
terms
of
meeting
customer
wants.
Also
they
state
that
research
on
what
makes
a
destination
brand
slogan
successful
is
limited
altogether.
References
Bianzi,
C./Pike,
S./Lings,
I.
(2013):
Investigating
attitudes
towards
three
South
American
destinations
in
an
emerging
long
haul
market
using
a
model
of
consumer-based
brand
equity
(CBBE).
Tourism
Management
14,
pp.
214-223
Campelo,
A./Aitken,
R./Thyne,
M./Gnoth,
J.
(2014):
Sense
of
Place:
The
Importance
for
Destination
Branding.
Journal
of
Travel
Research.
53(2),
pp.
154-166
Garcia,
J.A./Gomez,
M./Molina,
A.
(2012):
A
destination-branding
model:
An
empirical
analysis
based
on
stakeholders.
Tourism
Management
33(3),
pp.
646-661
Murdy,
S./Pike,
S.
(2011):
Perceptions
of
visitor
relationship
marketing
opportunities
by
destination
marketers:
An
importance-performance
analysis.
Tourism
Management
33,
pp.
1281-1285
Pike,
S.
(2008):
Destination
brand
positions
of
a
competitive
set
of
near-home
destinations.
Tourism
Management
30,
pp.
857-544
Pike,
S.
(2014):
Destination
Brand
Performance
Measurement
Over
Time,
in
Woodside,
A./Kozak,
M.
(ed.):
Tourists
Perceptions
and
Assessments.
Advances
in
Culture,
Tourism
and
Hospitality
Research,
Volume
8,
pp.
111-120
Pike,
S./Page,
S.J.
(2014):
Destination
Marketing
Organizations
and
destination
marketing:
A
narrative
analysis
of
the
literature.
Tourism
Management
41,
pp.
202-227
Pike,
S./Russel,
M.
(2011):
Destination
competitiveness
through
the
lens
of
brand
positioning:
the
case
of
Australias
Sunshine
Coast.
Current
Issues
in
Tourism
14(2),
pp.
169-
182