A brand identity for the Frisian Wadden Sea

Auteurs

• Stefanie Schmaus

Paramètres

• Affaires et économie

En savoir plus sur le livre

In today’s globalized world, leisure tourism significantly impacts many regions, with traveler numbers rising annually. As the destination market becomes more internationalized, competition intensifies, offering travelers a multitude of options. Destination selection has evolved into a lifestyle indicator, mirroring visitors’ motivations and self-image. Destinations must effectively communicate their unique experiences to attract potential tourists and fulfill their desires. Branding plays a crucial role in this process. The perception of a destination by both non-visitors and actual tourists is vital for shaping marketing strategies and building a strong brand. Stefanie Schmaus has explored the development of a destination brand identity for the Frisian Wadden Sea, focusing on the destination image from its key international source market. Through a survey, she identified cognitive, affective, and unique image dimensions among current and potential visitors from Germany. The findings informed the brand values and essence of the future brand identity, establishing a unique selling proposition (USP) for the destination. Schmaus’ research offers valuable insights for regional destination management organizations and tourism suppliers, merging academic theories of image analysis and branding with practical applications in the tourism sector.

Achat du livre

• Année de publication: 2013