Visitor and stakeholder perceptions of destination brand personality: An analysis of a regional Australian tourism destination

Murphy, Laurie, Moscardo, Gianna and Benckendorff, Pierre (2006). Visitor and stakeholder perceptions of destination brand personality: An analysis of a regional Australian tourism destination. In: Gayle R. Jennings and Sue Beeton, 37th Annual Conferenc Proceedings : Travel and Tourism Research Association : New frontiers in Global Tourism - Trends and Competitive Challenges. Travel and Tourism Research Association 37th Annual Conference, Dublin, Ireland, (508-516). 18-20 June 2006.

Author Murphy, Laurie
Moscardo, Gianna
Benckendorff, Pierre
Title of paper Visitor and stakeholder perceptions of destination brand personality: An analysis of a regional Australian tourism destination
Conference name Travel and Tourism Research Association 37th Annual Conference
Conference location Dublin, Ireland
Conference dates 18-20 June 2006
Proceedings title 37th Annual Conferenc Proceedings : Travel and Tourism Research Association : New frontiers in Global Tourism - Trends and Competitive Challenges
Place of Publication Boise, ID, U.S.A.
Publisher Travel and Tourism Research Association
Publication Year 2006
Sub-type Fully published paper
ISBN 0976806819
Editor Gayle R. Jennings
Sue Beeton
Start page 508
End page 516
Total pages 9
Language eng
Abstract/Summary Destination Management Organisations (DMOs), whose jurisdiction may cover a country, state/province, region or specific city or town, are a critical component of the tourism industry (Blain, Levy and Ritchie, 2005). Increasingly, destination branding is being used by DMOs to differentiate their region from the competition by developing a unique selling proposition that is sustainable, believable, and relevant. Morgan, Pritchard and Pride (2002) acknowledge the challenges faced by destination marketers given limited budgets, lack of overall product control and political pressures and claim that the creation of brand saliency – the development of an emotional relationship with the consumer through highly choreographed and focused communication campaigns – holds the key to destination differentiation. According to Anholt (2005), the kind of shared vision and common purpose which is a precondition of successful branding can only be achieved through ‘soft power’, and by a critical mass of stakeholders voluntarily endorsing and agreeing to support the national or regional brand strategy. This requires that the DMO be willing and able to consult well and widely enough to build a sense of shared ownership of the idea without hampering their ability to create something beyond mere political compromise. While this need to create a shared vision has been proposed little research appears to have been conducted into the congruity between the destination images of tourists and those of a key group of stakeholders – tourism operators. This paper compares the perceptions of tourism operators and tourists on a set of destination image dimensions as part of the development of a destination brand for a regional Australian destination. In particular the study reported explored perceptions of destination brand personality and sought to identify the degree of congruity between tourism operator perceptions and the perceptions of tourists to the destination.
Q-Index Code E1
Q-Index Status Provisional Code

Document type: Conference Paper
Collection: UQ Business School Publications
 
Versions
Version Filter Type
Citation counts: Google Scholar Search Google Scholar
Created: Wed, 04 May 2011, 08:25:58 EST by Dr Pierre Benckendorff on behalf of School of Tourism