A THEORETICAL BACKGROUND FOR PLACE BRANDING IN A TOURISM CONTEXT

Abstract

This article aims to clarify the workings of place branding in a tourism context – destination branding. It has been recognized that the tourist buying decision has some unique aspects that differ from the more generic buyer behaviour. To have a clear idea about branding destinations one has to understand the specific characteristics of travel behaviour. Destination branding can be considered an exercise of identifying, organizing, and coordinating dimensions to deliver benefits relevant to the target markets. Destination brand dimensions are all of those attributes that are relevant and impact on the internal or external customers. A destination that has a clear position in terms of offer will potentially provide the means to satisfy in the most efficient way unsatisfied tourist’s needs. It has been recognised that the tourists´ needs are the driving force that motivates travel behaviour. Nevertheless, it has to be acknowledged that the perceived destination’s ability to satisfy a tourist’s needs may change along with his or her motivations. It is then assumed that the evaluation of a destination brand will also be dependent on the motives to travel. This article adopts several complementary approaches to investigate the destination brand workings. Sociological, anthropological, economic, and marketing studies are included to set up a theoretical discourse for destination brands.