Increasing destination competitivesness: Destination brands and their benefits for destination team members

Jonathan  Day,; Liping  Cai,; Laurie  Murphy,

Increasing destination competitivesness: Destination brands and their benefits for destination team members

Jonathan Day | Liping Cai | Laurie Murphy

Discipline: tourism, transport and travel

Abstract:

The purpose of the present study was to examine the impact of destination image and Destination Marketing Organizations (DMO’s) branding activities on the marketing activities of two stakeholder groups, products in the destination and tour wholesalers marketing the destination. The study considered the destination image of Australia in the United States and examined the perceived value of the Australian Tourist Commission’s destination branding in the United States. The study examined tour wholesalers selling Australian travel products and Australian tourism products including hotels, attractions, tour operators and others, promoting their products to markets in the United States. The study found that both tour operators and wholesalers leverage the destination image of Australia to promote their products. Results suggest that destination branding frees marketing resources that allow tour operators and wholesalers to focus on sales conversion activities. The researchers conclude that destination branding creates equity beyond the firm-consumer construct of traditional brand equity.

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