Exploring the Destination Branding Process: A Case Study of the Greek Island of Rhodes

BONIATI, SMARAGDA (2009) Exploring the Destination Branding Process: A Case Study of the Greek Island of Rhodes. [Dissertation (University of Nottingham only)] (Unpublished)

[img] PDF - Registered users only - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (1MB)

Abstract

The destination brand is defined as a ‘name, symbol, logo, word or other graphic that both identifies and differentiates the destination; 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 destination experience’ (Ritchie and Ritchie, 1998, p.277).

Furthermore, the destination brand is also defined as ‘a unique combination of product characteristics and added values, both tangible and non-tangible’ (WTO, 2007, p.45). Moreover, a destination brand is not just a trademark or logo, as products and brands are, but an experience and an image that indicates a value system and positioning. In other words it is a ‘Promise’ which establishes the experience that the tourist can expect from the destination (op. cit.).

Hankinson (2004) states that destination brands are strategically important since they communicate the identity of the destination, they improve value and they build relationships with visitors or suppliers. In addition, Cooper and Hall (2008) claim that a successful destination brand should be credible, deliverable and different while it should convey powerful ideas, enthuse destination partners and resonate with the visitor.

This project explores issues regarding destination branding and its importance. The research conducted for the purpose of the project focuses on the Greek island of Rhodes and on its branding procedure. Through the research the author managed to investigate and compare the image that the visitors of the island have with the image that the tourism authorities promote. Additionally, the logo of the island was analysed and investigated. The research produced interesting findings and they should be useful for the local authorities of the island and for the tourism sector in general.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 05 Mar 2010 14:24
Last Modified: 26 Oct 2016 09:18
URI: http://eprints.nottingham.ac.uk/id/eprint/23105

Actions (Archive Staff Only)

Edit View Edit View