Destination Brand Building, Promotion and Branding-impact Analysis of Brand Building Elements

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DESTINATION BRAND BUILDING, PROMOTION & BRANDING:

IMPACT ANALYSIS OF BRAND BUILDING ELEMENTS

PARIKSHAT SINGH MANHAS

DEEPAK RAJ GUPTA

JEET DOGRA*

ABSTRACT

Increasing tourism demand for destination brands raises the competition for tourism

destinations to develop and project them as a promising tourism destination which bifurcates

from others to gain the competitive advantage. Based on the argument, explored from the

extensive literature review, the present study was framed and tested for understand the whole

concept of destination brand building. The major objectives of this research study were identified

and analyzed the brand building elements and their contributions towards destination promotion,

destination branding and the overall phenomenon of destination brand building. The brand

building elements were identified and selected according to their relevance in tourism sector. The

survey area for this study was one of the promising tourism destinations of North India i.e.

Jammu. The self-structured survey instrument was developed and distributed in the form of

questionnaire to 130 tourists who completed their tour to Jammu. The assembled instrument was

empirically validated through the valid responses of 108 tourists. The descriptive analysis and

correlation tests were performed by using SPSS 17.0 to identify the inter-relationship between

various constructs used in the study. Although there were significant relationships between brand

building elements vis--vis destination branding, destination promotion and destination brand

building. But, the results suggested that in Jammu, the implications of brand building elements

toward building Jammu as a promising tourism destination brand, somehow, in an infant stage.

Furthermore, there have to do more work for pushing these elements for building Jammu as a

premium destination brand.

Keywords: Brand Building Elements; Destination Brand Building; Destination Promotion;

Destination Branding; Jammu.

______________________________________________________________________________

*Corresponding Author

Mr. Jeet Dogra

Assistant Professor

Indian Institute of Tourism & Travel Management (IITTM),

(An Organization of Ministry of Tourism, Govt. of India)

Bhubaneswar Campus, Odisha, India 751019

E-Mail: [email protected]; Website: www.iittm.org

Profile: http://iittm.academia.edu/JeetDogra

To cite this article: Manhas, P. S., Gupta, D. R., & Dogra, Jeet. (2012). Destination Brand Building, Promotion & Branding: Impact

analysis of Brand Building Elements. In Ashok Aima, Parikshat Singh Manhas & Jaya Bhasin (Eds.), Tourism

Destination Management: Strategic Practices and Policies (pp. 390-405). New Delhi: Kanishka Publishers,

Distributors.

______________________________________________________________________________

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1. INTRODUCTION AND BACKGROUND OF THE STUDY

Tourism is well accepted phenomenon for contribution towards economy of the nation.

Furthermore, tourism can contribute to the enhancement of regional areas through public and

private sector investment in new infrastructure and facilities. From developed countries to the

developing nations, it plays a significant role in generating revenues and from that revenues even

the investment again can be in the overall development and management of the tourism

destination. Due to the increasing number of tourist, the tourism destination across the globe face

a stiff competition among them and the need to develop, project and market the destinations

become mandatory. If any tourism destination will remain in the list of preferred destinations and

to be in the list of top tourism destinations then the process of continuous branding and

marketing should be practiced for gaining the competitive advantage.

According to Manhas & Dogra (2012), the present global scenario in the tourism industry

is competitive in nature. They further explored that due to this, the tourism destinations

worldwide make several efforts toward projecting their destinations with the latest advent of

online technologies (p. 130).

Tourism is often advocated as a means to diversify economic conditions in rural and

regional areas by providing alternative sources of employment and income generation arising

from fluctuations and downturns in traditional industries such as agriculture and forestry,

depressed commodity prices and drought conditions (Parliament of Victoria Rural and Regional

Committee, 2008).

Since the 1960s there has been a growing stream of research investigating tourism

destination management, development and especially the destination marketing and promotion.

The research is generally fragmented, often case specific and underpinned by a range of values,

theoretical frameworks and world views, such that it is often difficult to draw meaningful

insights and identify implications for practice. Moreover, many tourism managers, destination

stakeholders and other tourism practitioners dont have the time, access to resources or skills to

put this growing body of information into context and extract lessons for practice. As a result,

many practitioners still tend to rely on gut feeling, anecdotal evidence and personal experience to

guide them in their decision-making (Wray et al., 2010).

Destination Branding is a complex subject; not just because of its overlap between

service, corporate and product branding but also because of the multiplicity of stakeholders,

diverse customer base and product offerings (Balakrishnan, Nekhili & Lewis, 2008).

Destination branding is largely confined to the use of logos and slogans (Pike, 2005).

Destination branding is complex as it has elements of product, service and corporate branding

involved; acts as an umbrella brand that extends to a multiplicity of products which may or may

not be related and have a diversity of customers (Balakrishnan, 2008; Fan, 2006).

It has been found that a symbiotic relationship between destination marketing

organizations (DMOs), local governments and private sector can have a positive effect on

destination growth (Bennett, 1999; Prideaux & Cooper, 2003). Now with close to 200 countries,

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a million tourist places, the challenges of branding are more complex (Moorthi, 2002) for some

challenges associated with service branding.

The present study was framed by exploring the related literature on brand building

elements which are relevant in the field of destination branding, destination promotion and

contribute in the overall phenomenon of destination brand building. The objectives were framed

and literature has been reviewed, after that conceptual model has been designed to have an initial

idea regarding the relationship between the various parameters included in the study. The data

has been collected and analyzed. Based on the findings, the suggestions also been given with the

relevant limitations and the study was concluded by identified the potential areas for future

research.

2. OBJECTIVES OF THE STUDY

The following were the main objectives:

1. To study and identify the brand building elements existing in the branding and promotion of

Jammu as a tourist destination.

2. To study the role and contribution of brand building elements in the promotion of Jammu as

a tourist destination.

3. To study the impact of brand building elements on destination brand building of Jammu.

4. To suggest the strategies regarding the improvement of branding and promotion of Jammu as

a tourist destination.

3. REVIEW OF LITERATURE

The section of literature review has been divided according to the major keywords

included in the study as explained below:

3.1 Brand and Brand Building

However, whilst the concept of branding has been used extensively in the context of

products and services with more than a century of thinking behind it, it is a relatively new

concept when applied to destination or places (countries, regions, cities etc.). From its initial

roots as a sign of ownership, branding has evolved and developed to the point where it can be

used as a significant measure of distinction, with the ability to command price premiums, engage

consumer loyalty both at the rational and emotional level and create a strong attachment in the

mind of consumers.

According to Kotler and Armstrong (2006), Brand Building and Management are

essential skills in the marketing of any product, service, organization, person, place or cause. A

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brand is not just the name put on an offering, it is the driving force that shapes the marketing

mix, providing a platform for an organizations strategies and tactics.

In recent years, the concept of tourism destination brand building has begun to be

extended to destinations or places countries, regions, cities. This reflects the facts that

destinations are increasingly at risk to the challenges posed by global, political and technological

changes and are finding themselves competing against a plethora of alternatives, some of which

are priced very aggressively. To face these challenges, destinations need to establish a strategic

vision and establish a market-orientated strategic planning process, adopting a market

perspective toward their product and consumers.

3.2 Tourism Destination

At the foundation level, destinations are essentially communities based on local

government boundaries. With regard to the multidimensional nature of destinations, it has been

suggested that the smaller the destination region, the greater the likelihood of internal

homogeneity. Logically, since the majority of tourism activity takes place at destinations, they

can be described as a place at which visitors temporarily base themselves to participate in

tourism related activities or non-activities.

The one of the significant definition of tourism destinations by Buhalis (2000, p. 97), he

defined the tourism destinations as geographical areas and can be interpreted as amalgams of

tourism products and services. They offer an integrated experience to consumers.

According to Pike (2004), destinations are places that attract visitors for a temporary stay

and range from continents to countries to states and provinces to cities to villages to purpose

built resort areas.

3.3 Destination Brand and Destination Branding

Although branding is not a new concept, the study of destination branding is a relatively

recent addition to the field of tourism research (Ricardo, 2009). The notion of branding has only

recently started to expand into the tourism industry and apparently became a topic of

examination in the late 1990s (Pike, 2002; Tasci & Kozak, 2006).

The area of tourism destination branding already attracted lot of attention and lot of

researchers given the definitions. Destination branding can be defined as the development and

active management of destination brands. The development of brand names, logos or symbols

may push a destinations competitive edge, although the destination management needs to plan

carefully because branding decision are of a strategic and long-term nature (Caldwell & Freire,

2004; Okoroafo, 1989).

According to Kerr (2006, p. 277), a destination brand is defined as a name, symbol,

logo, word or other graphic that both identifies and differentiates the destination; furthermore it

conveys the promise of a memorable travel experience that is uniquely associated with the

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destination; it also serves to consolidate and reinforce the recollection of pleasurable memories

of destination experience.

Another most recognized definition of destination branding is presented by Cai (2002, p.

722), who claims destination branding is selecting a consistent element mix to identity and

distinguish it through positive image building; unlike typical goods and services, the name of a

destination brand is relatively fixed by the actual geographic name of the place.

From a destination management perspective a destination brand can be defined as a

name, symbol, logo, word, mark or other graphic that both identifies and differentiates the

destination, furthermore, it conveys the promise of a memorable travel experience that is

uniquely associated with the destination, it also serves to consolidate and reinforce the

recollection of pleasurable memories of the destination experience (Heath 2002; Ritchie and

Crouch 2003).

3.4 Destination Marketing and Destination Promotion

Buhalis (2000, p. 100) defines destination marketing tasks which goes beyond traditional

business marketing approach.

Destination promotion has to operate as a mechanism to facilitate regional development

objectives and to rationalize the provision of tourism; ensures equitable returns on resources

utilized for the production, delivery of tourism services; needs to care for the regeneration of

resources used in the destination.

Therefore, destination promotion is a strategic mechanism and not only a sales tool. As

such, it requires a certain way of strategic thinking with a particular focus on local stakeholders

and destination resources (Sharma & Dogra, 2011).

Increasingly, destinations are being forced to adopt a market perspective towards their

product and consumers and need to effectively communicate and promote their competitive

advantages. This requires the development of a full marketing plan and roll-out program to sell

the destination to whatever audience it may be seeking to attract e.g. investors, tourists and

potential citizens. For best practices, the travel and tourism companies need to establish its own

quality management system to help in comparing (benchmarking) the tourism company to its

competitors and if necessary (in most cases), differentiate it from others (Eraqi, 2008).

Destination branding helps define a place and create a unique identity with clear and

strong values, appealing to both our rational and emotional motivations. However, as with any

other brand, destinations need to be backed up by product, service delivery and quality plus an

appeal to that sometimes elusive emotional side of the human psyche. If the infrastructure,

economic base, level of service and attitudes are not there on the ground, the brand promise will

quickly be undermined and wither.

The present research is proposed with this perspective in view.

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4. BRAND BUILDING ELEMENTS (BBE)

Extensive Literature review on Brand Building Elements (BBE) has been done and

identifies the key brand attributes which are functional and symbolic or intangible and tangible

attributes (Echner and Ritchie 1993; Chernatony and McWilliam, 1997; Bhat and Reddy, 1998;

Mowle and Merrilees, 2005; Hankinson, 2005; Wood 2007) (Please Refer Table 1).

Table 1: Brand Building Elements (BBE)

Symbolic Intangible / Tangible Functional

Customer loyalty and intension

to re-visit Destination popularity

Personality of the

destination

Ability to reinforce self-

expression Destination reputation

Ability to satisfy

promises

Destination ability to create a unique

experience

Tangibles at

destination

Word-of-Mouth publicity

Hospitality at

destination

Destinations Safety and Security

Convenience to stay or access the

destination

5. CONCEPTUAL MODEL

Please Refer Figure 1

Figure 1: Conceptual Model of relationship between Brand Building Elements (BBE) and

Destination Branding (DB), Destination Promotion (DP), Destination Brand Building (DBB)

Symbolic Elements

(BBE1)

Intangible / Tangible

(BBE2)

Functional Elements

(BBE3)

Brand Building

Elements (BBE) =

BBE1+BBE2+BBE3

Destination

Branding (DB)

Destination

Promotion (DP)

Destination

Brand Building

(DBB)

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6. HYPOTHESES OF THE STUDY

Based on the literature review and conceptual framework, following hypotheses were

considered for the study:

H1: There is a significant relationship between brand building elements and destination

promotion.


branding.

H3: Brand Building elements has a positive impact on Destination Brand Building.

7. RESEARCH METHODOLOGY

7.1 Survey Instrument

The survey instrument will be self-structured questionnaire based on the previous review

of literature. The technique of 5 point Likert Scale was used where 1 = Strongly Disagree; 2 =

Disagree; 3 = Neutral; 4 = Agree; 5 = Strongly Agree. The survey instrument had the following

two sections:

i. First Section was deal with the demographic profile of the respondents.

ii. Second Section was related to the questions on Brand Building Elements (i.e. on

Symbolic elements, Intangible / Tangible and Functional Elements), Destination

Branding, Destination Promotion and Destination Brand Building.

7.2 Study Area

The study area was Jammu City which is situated in the North India and is receiving

more than 10 million tourists every year while the number is growing day-by-day.

7.3 Sample Design

Total 130 questionnaires were distributed while 108 responses were found valid and were

consider for the study. The sample was included the tourists who completed their tour of Jammu.

The data collection was done at Jammu Railway Station. The technique of Convenient Sampling

was applied for data collection.

7.4 Data Analysis

The data was analyzed for finding the descriptive analysis and correlation analysis with

the help of statistical software SPSS version 17.0.

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The demographic profile of the respondents is presented in Table 1. It was found that the

gender consists of 68.5% of Male and 31.5% of Female. Majority of the respondents were

belonged to 38-57 age group while 58+ age group consisted of 26.5% and 28.5% of the

respondents were belonged to 18-37 age group. The educational level of the respondents

included the 21.5% studied till Higher Secondary Level while the respondents completed their

College was 52% and only 26.5% belonged to University Level Educational group. The majority

of the respondents i.e. 36.5% were belonged to the 20,000-39,999 income group while 23%,

15.5%, 15.5% and 9.5% were belonged to the income groups of 40,000-59,999; 19,999 or less,

60,000-79,000; 80,000 or above respectively (Please Refer Table 2).

Table 2: Demographic Profile of the respondents

Demographic Profile

Variables Response

Gender Male 68.5%

Female 31.5%

Age (in years)

18-37 28.5%

38-57 45%

58+ 26.5%

Education levels

(completed)

Secondary & Higher Secondary school 21.5%

College 52%

University 26.5%

Monthly household

income (in INR)

19,999 or less 15.5%

20,000-39,999 36.5%

40,000-59,999 23%

60,000-79,999 15.5&

80,000 or above 9.5%

Table 3 presented the Descriptive Analysis. Basically, to understand the frequency

distribution of the respondents, the descriptive analysis was done and the mean, standard

deviation from the mean values were found which further analyzed for identifying the overall

mean to know their relationship between the various parameters as shown in the Figure 1.

Table 3: Descriptive Analysis

Q.No Title Explanation Mean S.D. Overall Means

1 SE1 How much you satisfy with the tourism

services in Jammu 2.83 0.69

Mean of

BBE1 =

3.38

Mean

of

BBE1

+

BBE2

+

BBE3

= 3.38

2 SE2 Are you plan to re-visit Jammu within

one year 3.50 0.96

3 SE3

Are you agree that tourism services

available in Jammu will contribute in re-

visit the destination

3.83 0.69

4 IT1 Are you agree about the popularity of

Jammu as a tourist destination 3.50 0.96

Mean of

BBE2 =

9

5 IT2 Are you satisfy with the reputation

created by Jammu as a tourist destination 3.83 0.69

3.45

6 IT3

Are you sure about the pleasant and

memorable experience that Jammu as a

tourist destination will create

3.50 0.96

7 IT4 Are you recommended Jammu as a

preferable tourist destination to others 3.17 0.69

8 IT5

According to you, the present safety and

security arrangements in Jammu for

tourist are upto mark

3.17 0.69

9 IT6

Are you willing to extend your stay in

Jammu beyond your pre-decided

itinerary schedule

3.50 0.96

10 F1

Are you beleive that Jammu as a tourist

destination able to mark its presence as a

preffered tourism destination

3.50 0.96

Mean of

BBE3 =

3.30

11 F2

Are you agree that Jammu as a tourist

destination will be able to satisfy the

tourist perception of having quality

experience

3.17 1.07

12 F3 Are you satisfy with the availabilty of

souvneirs, handicrafts etc. of Jammu 3.50 0.50

13 F4

Are you satisfy with the overall

hospitality and the behaviour of local

service providers during your stay in

Jammu

3.50 0.96

14 F5

Are you sure that the present Jammu

tourism services and service providers

will contribute in making Jammu as a

destination brand

2.83 0.69

15 DB

Are you agree that the various symbolic,

intangible, tangible and functional

elements of Jammu as a tourism

destination has impact on destination

branding

3.83 0.69

16 DP





promotion

4.08 0.83

17 DBB





brand building

3.91 0.76

After knowing the demographic profile and descriptive analysis of the sample /

respondents, the need was to identifying the significant relationship between various parameters,

as depicted in Figure 1. Therefore, the statistical technique of Correlation Analysis between

Brand Building Elements (BBE) and Destination Branding (DB), Destination Promotion (DP),

Destination Brand Building (DBB) were identified, as shown in Table 4.

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Table 4: Correlation Analysis

Destination

Branding (DB)

Destination Promotion

(DP)

Destination Brand Building

(DBB)

Brand

Building

Elements

(BBE)

Pearson

Correlation .294 .032 .158

Sig. (2-tailed) .01 .001 .001

N 108 108 108

8. HYPOTHESIS ANALYSIS


promotion.

The correlation value of Brand Building Elements (BBE) and Destination Promotion

(DP) is r = .32, p < .001 (Please Refer Table 4), which means a positive relationship between

them. Hence, hypothesis H1 is accepted.


branding.

The correlation value of Brand Building Elements (BBE) and Destination Branding (DB)

is r = .294, p < .01 (Please Refer Table 4), which means a positive relationship between them.

Hence, hypothesis H2 is accepted.

H3: Brand Building elements has a positive impact on Destination Brand Building.

The correlation value of Brand Building Elements (BBE) and Destination Brand Building

(DBB) is r = .158, p < .001 (Please Refer Table 4), which means a positive relationship between

them. Hence, hypothesis H3 is accepted.

9. RESEARCH FINDINGS AND DISCUSSION

The following are the explanations of major research findings, first the individual mean

values were calculated and then the overall mean value was calculated. After that, the test of

correlation was applied to analyze the relationship between Brand Building Elements (BBE) and

Destination Branding (DB), Destination Promotion (DP), Destination Brand Building (DBB):

The mean value of Symbolic Elements (SE) was 3.38 which have the tendency over

Neutral and to somehow tend towards the area of Agree, which meant that the Symbolic

Elements has plays a significant role under Brand Building phenomenon. Similarly, the mean

value of Intangibles / Tangibles was 3.45 which also have the tendency over Neutral and to

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somehow tend towards the area of Agree, which meant that even the Intangibles / Tangibles

Elements has plays a significant role under Brand Building phenomenon. The third aspect of

Functional elements has mean value 3.30 which also have the tendency over Neutral and to

somehow tend towards the area of Agree, which meant that even the Functional Elements has

plays a significant role under Brand Building phenomenon.

In the next step, the overall mean value of three elements viz. Symbolic, Intangibles /

Tangibles and Functional Elements was calculated and that was 3.38 which again means that to

have the tendency over Neutral and to somehow tend towards the area of Agree, meant that

all the three elements has played significant role under the Brand Building phenomenon.

After the descriptive analysis, the next step was to analyze the relationship between

Brand Building Elements (BBE) and Destination Branding (DB), Destination Promotion (DP),

Destination Brand Building (DBB). We know that, the Correlation Coefficient (also known as

Pearson correlation) is a dimensionless measure of the degree of linear association of two values,

with value in the interval [1, 1] (Marques de S, p. 67). Moreover, the correlation coefficient

always takes a value between -1 and 1, with 1 or -1 indicating perfect correlation (Yale

University of Statistics) and correlation coefficient is denoted by r. Furthermore, in correlation

analysis, the determination of effect also calculated where r = .10 (small effect), r = .30 (medium

effect) and r = .50 represented accordingly (Field, 2006, p. 32).

Here, between the BBE and DB, the value of r = .294, p < .01 which means that the

positive relationship was existed while the value approximately touch in the zone of r = .30

which concluded the medium effect of brand building elements on destination branding. In the

next correlation analysis between BBE and DP, the value of r = .032, p < .001 which means that

the positive relationship was existed while the value lied in the zone of r = .10 which concluded

the small effect of these brand building elements on destination promotion. And finally, the

correlation between BBE and DBB has the value of r = .158, p < .001 which means that the

positive relationship was existed while the value lied in the zone of r = .10 which concluded the

small effect of these brand building elements on overall phenomenon of destination brand

building.

10. SUMMARY AND CONCLUSION

In this study, the objectives were to study and identify the brand building elements

existing in the branding and promotion of Jammu as a tourist destination. Some more objectives

were to study the role and contribution of brand building elements in the promotion of Jammu as

a tourist destination. Then, to study the impact of brand building elements on destination brand

building of Jammu and finally after analyzing the data, to suggest the strategies regarding the

improvement of branding and promotion of Jammu as a tourist destination. For that purposes, the

survey instrument was developed after the extensive literature survey and then the items /

statements were modified according to the study area i.e. Jammu City. The data collection was

done and with the help of statistical software SPSS 17.0, the data was analyzed to find out the

demographic profile and descriptive analysis. Furthermore, to know the relationship between the

parameters and to calculate the effect, the statistical technique of correlation analysis was used.

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Finally, the interpretation of results helped to understand the whole scenario of inter-linking

between the various parameters.

To conclude the study, destination branding and destination promotion helps to define a

place and create a unique identity with clear and strong values, appealing to both our rational and

emotional motivations. Increasingly, destinations are being forced to adopt a market perspective

towards their product and consumers and need to effectively communicate and promote their

competitive advantages. This requires the development of a full marketing plan and roll-out

program to sell the destination to whatever audience it may be seeking to attract e.g. investors,

tourists and potential citizens.

Moreover, the journey to excellence in the travel and tourism industry is not a quick fix.

It is a never-ending climb up the ladder of continual improvement. Key steps along the way

include ensuring that tourism organizations across the globe are aware of the Excellence

Framework, building on the good work of tourism organizations to date and continuing to

celebrate achievements, increased awareness like all tourism operators should be aware for

Excellence.

11. MANAGERIAL IMPLICATIONS

The results showed that there were positive relationships between brand building

elements vis--vis destination branding, destination promotion and destination brand building.

Hence, the managers should give priorities to the various brand building elements (viz. symbolic,

intangibles / tangibles and functional) mentioned in the study. Although in the context of Jammu,

the effect of these elements were on the lesser side but positive relationship justified their

relevance in the present competitive environment. These brand building elements in Jammu as a

tourism destination context, needs to be developed more so that timely dividends will be

generates for overall development of the destination.

12. LIMITATIONS AND FUTURE STUDY

The present study is based on the importance and the role played by various brand

building elements in the destination brand building processes. The data collection was done

during the particular time period of September to December, 2011. Hence, the first and foremost

limitation was time constraint. Then, only the tourist completed their visit to Jammu were taken

as respondents, so the geographical constraints were existed in the study. Even the lack of

financial resources also played as another constraint for this study. The future researcher can

take the next step in this study by eliminating the above mentioned points which further could

help to understand and practicing the concept of destination brand building.

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http://www.stat.yale.edu/Courses/1997-98/101/correl.htm

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Destination Brand Building, Promotion and Branding-impact Analysis of Brand Building Elements