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Hospitality and Tourism Management
Purdue University
Building a Stronger Economy through Tourism R&D
Xinran LehtoPurdue Tourism & Hospitality
Research Center
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Tourism Center Mission
AActive Engagementctive Engagement
Creative Discovery
Experiential Learning
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Active Engagement
50+ sponsored projects for 20 Indiana counties, Non-sponsored services for 23 Indiana counties
Director appointed to Indiana Governor’s Tourism Council
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Expanding Impacts
Geographically:
Grassroots > county > state > neighboring state > west coast
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Scope of Services
Marketing and Economic Research Visitor profiles studies Analyses of advertising effectiveness and
marketing evaluation Destination Image and Branding studies Economic impact studies World Wide Web site effectiveness
assessments
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Scope of Services
Value-Added Data Analysis
Audits of survey datasets Secondary data analysis to provide
added value to survey sponsors
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Harrison County –
comprehensive tourism studies resulting in a community-embraced destination branding program
Case Study: Harrison County
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2004
Research plan initiated Visitor Profile Economic Impact Image Return on Investment Conference center feasibility
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Destination Profile - location
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Destination Attributes
Scenic beauty, outdoor rec., caves Historic – Indiana’s first State Capitol –
1816 – 1824 Small town charm Burgeoning agri-tourism business
development 1998 – Caesars Indiana (503/867 rooms)
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Image Study Objectives
Examine perceptions of visitors and potential visitors of Harrison County as a travel destination
Assess the sense of place of Harrison County as perceived by residents and tourism businesses
Identify gaps between projected, perceived and desired images of Harrison County
www.cfs.purdue.edu/HTM
What is a brand?
. . . That set of emotional responses associated with exposure to a product or service.
The true definition of a product or service, sourced from a core set of identity factors.
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What a brand is not
Logo Tagline Signature colors Characters (Ronald McDonald)
All the above are tools used in marketing to convey the essence of the brand.
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Getting to the core
Attributes – what does the brand offer? Pleasant and safe Friendly Pure & simple atmosphere Relaxing Scenic Easy going Fun for adults & families A good stop along the way
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Getting to the core Benefits – what does the brand do for me?
Proximity to cities Close to nature Geologically diverse Inexpensive getaways Comparable amenities Variety of activities Entertainment I can be me
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Finally, getting to the core
Brand core“What is the brand’s soul or essence?”
THE ESSENTIAL INDIANA EXPERIENCE
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www.cfs.purdue.edu/HTM
www.cfs.purdue.edu/HTM
