Philippine E-Journals

BUILDING A SUCCESSFUL TOURISM BRAND FOR THE PHILIPPINES AND THE STRUGGLE WITH DESTINATION IMAGE AND TOURISM SLOGANS

Victoria H. Villegas

 

Abstract:

Brands, images and slogans have been interchangeably used for marketing destinations of all sizes. However, there is a need to understand the destination branding process and what it entails, how identities and images play a crucial part and the way tourism taglines are able to summarize all of the destination’s value in a string of words. Two destinations were taken as case study areas to determine the success factors for a destination brand and the effect of perceived images to visitor intention through qualitative and quantitative methods.