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Journal articles on the topic 'Heritage branding'
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Fierro, Alvaro, and Ibon Aranburu. "Airbnb Branding: Heritage as a Branding Element in the Sharing Economy." Sustainability 11, no. 1 (December 23, 2018): 74. http://dx.doi.org/10.3390/su11010074.
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The cultural heritage of cities has been proven to be a generator of economic activity and a singular place branding/marketing tool for territories. In addition, in recent times, there has been a boom in the collaborative economy in urban destinations, epitomized by accommodation companies, such as Airbnb. The main objective of this article was to analyze how cultural heritage adds value to the collaborative economy. To this end, a method was proposed that analyzed Airbnb host descriptions, detecting the cultural and heritage goods mentioned, therein, which are used as marketing elements. From these cultural assets, various econometric models were generated that aimed to assess the number of guest reviews, which were used as a proxy for the number of guests. To evaluate this method, a case study was developed in the city of Bilbao. In view of the results, it can be concluded that cultural heritage and spatial location positively influence the activity of the collaborative economy, increasing the number of guests and their economic value.
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Nukhu, Rhulia, and Sapna Singh. "Branding dilemma: the case of branding Hyderabad city." International Journal of Tourism Cities 6, no. 3 (July 9, 2020): 545–64. http://dx.doi.org/10.1108/ijtc-08-2019-0130.
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Purpose Hyderabad City today is a blend of metro and heritage causing much dilemma to what it offers the visitors. A mixture of the “Nawabi – the good old days city” and “information technology hub – a new metropolitan city,” has changed the perception of the city. This has blurred the vision of positioning the city. The purpose of this paper is to analyze the existing city image and the execution of a clear brand message in the face of ambiguous essence of the place. Design/methodology/approach The exploratory case study was divided into two parts. In the first stage of the study, an in-depth interview was conducted on tour operators, hotels and hospitality managers, tourists and residents. In the second stage of the study, the review text was scrapped from TripAdvisor. Further text collocate, linked analysis and word trees were done on reviews of Hyderabad city using Voyant tools to find the core attributes of the city image. Findings The finding indicates that the city branding is diluted with a blended essence of heritage and metropolis, making the positioning of the city ambiguous. Moreover, the findings reveal that the blend of the two dichotomous characteristics of the city can study out through the implementation of the dual branding and story narration of the city. Research limitations/implications The study is no short of limitations, as it is a case-based, subjectivity is inevitable, the selection of the respondents for the interviews was on convenience-based. The number of interviewees for the study is limited thus cannot be generalized. In addition, another limitation of the study is that only few reviews on Hyderabad city were found on TripAdvisor not enough to sustain more elaborated results and, as the reviews were basically from tourists, further there may be some elimination of other important aspects of the city. Text analysis has its own limitation such as it cannot track sarcasm or identify the spelling errors or synonymous. Despite the limitations, the study attempts to shed some light on the city’s needs to rebranding. Practical implications One of the important contributions of the study is its implications, for tour operators and policymakers. For the former, the need to communicate and position the brand and develop a strategy that bridges the gap between heritage image and metropolis. In addition, for the later, for setting the national urban policies that conserve the heritage sites and improvise the management. Social implications To conserve the culture, tradition and heritage sites in the impetus of the city’s phenomenal urbanization and development. Originality/value City as a brand is complex, the present research brings out the complexity based on the essence of the city bridging the gap through an insightful approach. Expanding the body of knowledge, at the same time providing insightful implications for destination stakeholders such as managers, policymakers and destination management organizations.
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Gumede, Thembinkosi, and Ikechukwu Ezeuduji. "Managing Heritage Tourism Brand in South Africa: A Synthesis of Literature." African Journal of Hospitality, Tourism and Leisure 10(4), no. 10(4) (August 31, 2021): 1302–20. http://dx.doi.org/10.46222/ajhtl.19770720.164.
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This paper aims to explore how branding essentials can foster or derail heritage tourism growth. Brand management capabilities support heritage tourism destinations such as South Africa to achieve competitive advantage in the global tourism marketplace. Heritage tourism destinations in Africa operate within a highly competitive environment as most of them offer identical products and services to their clientele. Unique historical and political backgrounds associated with particular geographical regions foster their heritage tourism growth. Subsequently, in South Africa, different forms of tourism that exist within the heritage tourism niche such as cultural tourism have gained immense popularity as they attract numerous domestic and international tourists to heritage tourism sites. Branding as a composite of numerous essentials including, but not confined to, brand essence, brand image and brand loyalty, is believed to be a key factor that can either stimulate or hinder heritage tourism growth in tourist destinations including South Africa. A conceptual model has been developed in this paper, based on the interlinkages between the key essentials of destination branding and how they influence heritage tourism growth. This paper posits that there is a strong relationship and interrelatedness between destination branding and heritage tourism growth.
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Frösén, Johanna, and Mikko Laukkanen. "Reviving heritage brands – the case of Petrodvorets Watch Factory." Emerald Emerging Markets Case Studies 6, no. 1 (April 29, 2016): 1–18. http://dx.doi.org/10.1108/eemcs-06-2015-0105.
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Subject area Branding and brand management. Study level/applicability This case is intended for advanced-level marketing courses (MSc, MBA and EMBA). Students should have some familiarity with central marketing issues and concepts, specifically related to segmentation, targeting and positioning; branding and brand management; and consumer behaviour. Case overview This teaching case concentrates on branding in an emerging markets context, heritage branding, brand revival and entrepreneurial marketing. The case illustrates the challenges and opportunities related to re-launching a heritage brand in the Russian market. Expected learning outcomes The teaching objectives of the case are to provide students with an understanding of how branding tools are applied in an entrepreneurial context and how brands, especially heritage brands, are revived and managed. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code Marketing.
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Dannita, Sarah, and Shannaz Deniar. "The Chaebol’s contribution on South Korea nation branding through Korean wave." Satwika : Kajian Ilmu Budaya dan Perubahan Sosial 5, no. 2 (October 31, 2021): 317–36. http://dx.doi.org/10.22219/satwika.v5i2.17609.
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Korean Wave atau yang dikenal dengan Hallyu Wave menjadi salah satu ciri nation branding dari Korea Selatan. Sebagai sebuah kebutuhan dari negara untuk memperkuat eksistensinya, kajian mengenai nation branding menjadi menarik untuk melihat bagaimana strategi yang dipilih dari aktor negara serta bagaimana bentuk kolaborasi yang mereka lakukan. Penelitian ini menelaah kontribusi Chaebol dalam penguatan nation branding melalui Korean Wave. Dengan menggunakan Nation Branding Index oleh Simon Anholt, penelitian ini melihat bagaimana bentuk kontribusi dan kolaborasi antar aktor dalam enam index, yakni national governance, export promotion, tourism, investment and immigration, cultural/heritage relations, dan public/ people. Hasil penelitian ini memperlihatkan usaha Chaebol melalui kerjasama, joint venture, produksi, distribusi, serta promosi konten-konten dalam hallyu terlihat berdampak signifikan baik dalam citra promosi maupun pemasaran produk kepada masyarakat internasional. The Korean Wave, also known as the Hallyu, is one of the nation branding’s characteristics of South Korea. As a need from the state to strengthen its existence, the study of nation branding is interesting to see how the strategies chosen by state actors are and what forms of collaboration they take. This study will examine the contribution of Chaebol in strengthening nation branding through the Korean Wave. By using the Nation Branding Index by Simon Anholt, this study looks at the forms of contribution and collaboration between actors in six nation branding indexes, namely national governance, export promotion, tourism, investment and immigration, cultural/heritage relations, and public/people. The results of this study show that Chaebol's strategies through cooperation, joint ventures, production, distribution, and promotion of hallyu content has a significant impact both in image promotion and product marketing to the international community towards South Korea.
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Seraphin, Hugues, Anca C. Yallop, Alexandru Capatîna, and Vanessa GB Gowreesunkar. "Heritage in tourism organisations’ branding strategy: the case of a post-colonial, post-conflict and post-disaster destination." International Journal of Culture, Tourism and Hospitality Research 12, no. 1 (March 5, 2018): 89–105. http://dx.doi.org/10.1108/ijcthr-05-2017-0057.
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Purpose The purpose of this study is to investigate the link between history (heritage) and tourism marketing (destination branding). More specifically, the paper focusses on how heritage is used by private- and public-sector tourism organisations of post-colonial, post-conflict and post-disaster (PCCD) destinations in their branding strategy. In particular, the paper investigates how these organisations use heritage in their branding and logo design. Design/methodology/approach Within the paradigm of theory building and exploratory approach, this conceptual study is based on a narrative literature review and analysis of research and secondary data on Haiti. The study uses visual research methods to examine and reveal the basis and composition of logos of both private- and public-sector organisations in Haiti. Findings The findings of this paper suggest that capturing the essence of the destination is critical for any visual identification (i.e. logos), and that the visual identification can either adjust representation of past events to the time being (heritage) or move away from the past with clear expectations for the future. Such findings are reflected within the new marketing strategies adopted by the Haitian destination marketing organisation (DMO) and a private resort that we used as examples. Both moved from an idiosyncratic identity-based logo to a universal “sea-and-sun” stereotyped one that goes against heritage for which authenticity is the most important criterion. Practical implications The findings of this research may help destination managers in general, and DMOs in PCCD destinations in particular, to design logos aligned with their marketing and branding strategies. The findings of the paper may also assist industry experts in designing logos that communicate with potential tourists, by leveraging heritage to influence their emotion and decision making. Originality/value This paper represents one of the first papers in tourism research that examines branding strategies of both public and private sectors in the context of Haiti. The research contributes to the body of knowledge on heritage and destination marketing by exploring the role of heritage in the Caribbean area’s branding and marketing strategies.
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Jasni Dolah, Khaw Wei Huan, Lilian Lee Shiau Gee, and Julina Ismail@Kamal. "CREATIVE AND INNOVATIVE DESTINATION BRANDING FOR PENANG TOURISM." Jurnal Gendang Alam (GA) 12, no. 1 (June 30, 2022): 71–82. http://dx.doi.org/10.51200/ga.v12i1.3680.
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As the economies of Southeast Asian countries continue to develop at a faster pace, the opportunity to preserve and promote indigenous heritage and culture is critical. While the heritage buildings and culture of Malaysia may appear familiar and unpopular among locals, they continue to be in greater demand among foreign tourists. The purpose of this study is to examine the local attractions in Penang, which has been perceived as an unpopular tourism destination in recent years due to a lack of creative destination branding but has been recognized as a World Heritage Site by the United Nations Educational, Scientific, and Cultural Organization (UNESCO) for its historical heritage. Historical destinations should be rebranded through the creation of brand histories, as each heritage structure has a unique backstory. To summarize, innovative destination branding strategies were used to accomplish the objective. The foundation of destination branding is to promote the destination and attract new tourists. Observation and questionnaires were used to generate concept proposals. Three critical aspects of a heritage destination can be improved through this research project: the reputation, identity, and perception of the local attraction. Local historic structures should be maintained and protected for aesthetic and safety reasons. This proposal may be accepted as a viable solution for reviving Penang's tourism industry through a creative and innovative approach to destination branding.
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Kostopoulou, Stella, Paraskevi-Kali Sofianou, and Konstantinos Tsiokanos. "Silk Road Heritage Branding and Polycentric Tourism Development." Sustainability 13, no. 4 (February 9, 2021): 1893. http://dx.doi.org/10.3390/su13041893.
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Cultural heritage, considered as a tool for sustainable tourism development and place branding, makes a destination appealing to visitors; hence, cultural heritage tourism can be a driving force for economic growth in cities and regions. Polycentricity is a useful multi-scalar concept in spatial theory that describes how adjacent urban centers can interact with each other, creating synergies and generating broader spatial networks. Cultural heritage and tourism, perceived as important factors of integration in a polycentric spatial structure, can further promote regional branding strategies. In this paper, a polycentricity index is introduced as a methodological tool for networking cultural heritage destinations, with an application to the Silk Road heritage. Silk Road cultural assets traced on the historical Silk Road routes linking East and West, can serve as tourist attraction poles and as an essential component for branding destinations through networking at various spatial scales. The Region of Eastern Macedonia and Thrace in Northern Greece, endowed with a plethora of Silk Road cultural assets, most of which are still untapped, is used to highlight the proposed methodology. The ultimate objective is the designation of polycentric destination networks based on Silk Road assets, in order to build regional branding opportunities over the Region.
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Hakala, Ulla, Paula Sjöblom, and Satu-Paivi Kantola. "Toponyms as carriers of heritage: implications for place branding." Journal of Product & Brand Management 24, no. 3 (May 18, 2015): 263–75. http://dx.doi.org/10.1108/jpbm-05-2014-0612.
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Purpose – The purpose of this paper is to analyse the role of a place’s name as the carrier of identity and heritage from the residents’ perspective. The authors assess the extent to which names of municipalities carry the place’s heritage, and how this can further be transferred to the place brand. The context is a situation in which a municipality changes its name, or is at the risk of doing so, as a result of municipal consolidation. Design/methodology/approach – The authors conducted a large survey in the south-western Finland in spring 2013. The survey questionnaire was posted to 5,020 randomly selected residents, and the final sample comprised 1,380 recipients. The authors offer a framework for operationalising place heritage, comprising four components: history, place essence, symbols and residential permanence. Findings – Most respondents attached importance to the name of their home town. The majority also felt that a name change would mean losing part of the place’s history. A strong place heritage proved to correlate positively with the importance of the municipality name. Practical implications – The developed framework for place heritage can serve as a tool for place branding studies and practical place branding. A stable name has an essential role in branding places. The authorities should understand the crucial relationship between place name, heritage and identity, and their importance to the residents. Originality/value – To the authors’ knowledge, this study is the first to report empirical research on the relation between place names and place branding from the heritage perspective.
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Rakhmawati, Yuliana. "Batik Madura: Heritage Cyberbranding." Jurnal Komunikasi 10, no. 1 (March 1, 2016): 57. http://dx.doi.org/10.21107/ilkom.v10i1.1840.
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<p><strong>Abstrak</strong></p><p><br />Madura dalam perspektif komunikasi bukan hanya ditempatkan sebagai<br />kumpulan etnisitas melainkan juga sebuah entitas budaya yang melakukan<br />konstruksi atas situs, cara hidup(way of life) dan ide-ide. Proses internalisasi,<br />eksternalisasi dan objektivasi dalam rangkaian interaksi bersama melahirkan<br />produk-produk budaya yang mempunyai nilai filosofi. Batik Madura merupakan<br />salah satu situs kekayaan budaya dengan menampilkan warna kearifan lokal <br />ala haute couture. Dalam perjalanan pergaulannya, Batik Madura semakin <br />berkembang dan terlibat secara aktif dalam dinamika derasnya kompetisi pasar.<br />Strategi diperlukan untuk melestarikan Batik Madura bukan hanya sebagai<br />salah satu warisan (heritage) kekayaan budaya melainkan juga sebagai sebuah<br />kekuatan merek (branding) akan kualitas dari situs budaya.</p><p><br />Kata kunci: Batik Madura, Heritage, Branding</p>
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Amir Hamzah, Shazlin, and Shamsul Amri Baharuddin. "Lagu Malaysia Truly Asia Sentuhan Ahmad Nawab: Sebuah Penjenamaan Bangsa Berakarkan Rumpun Nusantara." Jurnal Komunikasi: Malaysian Journal of Communication 37, no. 2 (June 30, 2021): 37–52. http://dx.doi.org/10.17576/jkmjc-2021-3702-03.
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Since 1972, Tourism Malaysia has been making efforts at branding Malaysia as a unique tourist destination in South East Asia. In this process, songs play a significant role. In 1999, Malaysia Truly Asia was composed by Dato’ Seri Ahmad Nawab and it became the most iconic song for the ministry's branding campaign. The song was initially recorded in English and later translated into seventeen languages for international markets. This song introduces and highlights cultural heritage musical elements of the three main ethnic groups in Malaysia: the Malays, Chinese and Indians with a touch of kompang (single-headed frame drum), Kelantan Wayang Kulit (shadow puppets) music, serunai (quadruple reed wind instrument), tabla (a pair of double-headed drums), accordion and seruling (flute). National songs represent and build kinship amongst Malaysians who associate themselves with a more ‘authority-defined’ ideology because it is based on ethno-national politics as a result of colonial legacy. This article discusses the concept of ‘nation branding' used as a marketing tool for the tourism sector of Malaysia. Any nation branding effort for Malaysia will always be infused with elements of historical heritage within the archipelago that are hybrid and shared. Symbols of historical heritage that are firmly intertwined within the performing arts culture live within the soul of Ahmad Nawab. Naturally, he embodied and imbued this into a popular song until it became accepted by many as the Malaysian identity. Keywords: Nation branding, historical heritage, hybrid history, tourism, popular songs.
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Vegheș, Călin. "Cultural Heritage and Nation Branding: A Marketing Driver for Sustainable Development." European Journal of Sustainable Development 11, no. 1 (February 1, 2022): 42. http://dx.doi.org/10.14207/ejsd.2022.v11n1p42.
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Until recently, brands and branding were used almost exclusively in a commercial context as tools employed in the promotion and sales of different goods and services. The extension of the scope of marketing to the societal level has expanded the area of branding applicability from economic to social, from profit to non-profit, and from individuals to nations. Valuable elements, an important part of them having a solid cultural background, can be identified and employed nowadays to build and capitalize on brands not only for products and services but also for individuals and communities, respectively organizations and nations. Does cultural heritage matter, and if so, to what extent, in the endeavors of building, promoting, and capitalizing on a nation's brand? Can cultural heritage contribute to the nation's branding effort and act together as a marketing driver to enable a country's sustainable development? These are the questions this paper aims to answer from a marketing perspective, after assessing the secondary data on cultural heritage, nations' branding, and dimensions of sustainable development for a group of selected countries.
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Colavitti, Anna Maria, and Alessia Usai. "Partnership building strategy in place branding as a tool to improve cultural heritage district’s design. The experience of UNESCO’s mining heritage district in Sardinia, Italy." Journal of Cultural Heritage Management and Sustainable Development 5, no. 2 (August 17, 2015): 151–75. http://dx.doi.org/10.1108/jchmsd-02-2014-0007.
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Purpose – Literature on cultural districts has repeatedly pointed out the role of place branding as a tool to upgrade the image of urban environment as an indicator of meaning and significance. Throughout the case of UNESCO’s mining heritage district in Sardinia (Italy), the purpose of this paper is to investigate on the role that Place Branding Organizations (PBOs) has and/or may have in the construction of coherent images for landscape and cultural heritage in the design of “sustainable” cultural districts in connection with local authorities’ agenda. At this purpose, the authors propose an operative definition of “partnership building strategy” and a new analytic framework to evaluate PBO’s activity within place branding theory. Design/methodology/approach – Considering what recently expressed by UNESCO about the integration between spatial and cultural planning, the authors focus the research on cultural heritage districts protected by this organization. Starting from the definition of strategy proposed by Anholt (2011) and the participation-based approach outlined by Hankinson (2010), the authors propose a new analytic framework to evaluate PBO’s activity and the authors try to apply it to the experience of mining heritage in Sardinia (Italy), comparing the activity of local PBOs (the Consortium for the UNESCO’s Sardinian Geo-mining Park and the Local Tourism System) with the Development Plan of the Carbonia-Iglesias Province. In the final part of the work, the authors discuss the outcomes of the comparative analysis in terms of partnership building strategy and its influence on cultural heritage district design. Findings – The experience of the Sardinia district proves that partnership building strategy has a relevant role both in place branding and cultural heritage district design but it is not sufficient to make this letter really functioning. It confirms also that a place brand can survive to political regime changes on a periodic basis only if the PBO establishes an appropriate institutional framework for the creation of a cooperative network that can take the branding process forward. The research finding about place branding of UNESCO’s mining heritage sites, outline the demand for a new and more integrated approach in the district design, inspired to the geographic studies on “cultural basin.” Research limitations/implications – The analytical framework which the authors provide on the basis of a new operative definition of partnership strategy building, has proved to be a useful tool to assess PBO’s activity but, despite this, it represents only a partial result because the theoretical model of the relationships between PBOs, local and supra-local actors requires further developments to describe the effective type and nature of this links. Practical implications – The research finding about place branding of UNESCO’s mining heritage sites, outline the demand for a new and more integrated approach in the district design, inspired to the geographic studies on “cultural basin.” To achieve a real sustainable development and a shared enhancement of identity and landscape, the authors propose as a possible solution the abandonment of administrative boundaries in cultural planning through a correspondence between cultural district and historic region, this latter defined according to the methods and tools developed by the geographical sciences for the “cultural basin.” At this scope the authors propose a new methodological framework which takes the participation-based place branding into the “cultural heritage chain” for the district design, setting a future research agenda. Originality/value – The authors propose an operative definition of “partnership building strategy” for the participation-based approach outlined by Hankinson (2010) and, on this base, the authors test a new analytic framework to evaluate PBOs’ activity which combines the traditional activities of promotion and marketing with PBOs’ partnership strategies. Finally, the authors propose a methodological frame which brings the participation-based place branding into the “cultural heritage chain” setting a future research agenda in cultural heritage district’s design.
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Rana, Md Sohel. "Branding Islamic Heritage to Promote Tourism in Bangladesh." IOSR Journal of Business and Management 19, no. 07 (July 2017): 36–40. http://dx.doi.org/10.9790/487x-1907033640.
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Vasavada, Falguni, and Gurpreet Kour. "Heritage Tourism: How Advertising is Branding the Intangibles?" Journal of Heritage Management 1, no. 1 (June 2016): 22–34. http://dx.doi.org/10.1177/2455929616640688.
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Chhabra, Deepak. "Heritage branding of India: A Gandhi tourism perspective." Annals of Tourism Research 62 (January 2017): 110–12. http://dx.doi.org/10.1016/j.annals.2016.12.009.
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Radosavljević, Uroš, and Irena Kuletin Ćulafić. "Use of Cultural Heritage for Place Branding in Educational Projects: The Case of Smederevo and Golubac Fortresses on the Danube." Sustainability 11, no. 19 (September 24, 2019): 5234. http://dx.doi.org/10.3390/su11195234.
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Medieval fortresses represent an important tangible heritage of a nation’s culture and a valuable development asset for a particular destination on which its place-branding strategy for tourism could be built upon. Traditionally in Serbia, heritage protection and conservation have been mainly concentrated on the tangible aspects of cultural sites and monuments. Nevertheless, with the advent of urban heritage integration in the local sustainable development processes and place-branding strategies, a greater appreciation of the spirit of the place and its intangible components, as well as the need to adapt it to local contexts with more participatory forms of heritage planning, have started to emerge. A wide range of stakeholders brought the involvement and participation of both the local government and community members, including residents, as an indispensable element of the protection actions and broader urban development policies. The paper aims to validate the correlation between both intangible and tangible cultural heritage and its contemporary use for place branding and tourism development. In doing so, we have employed the case study method on the two fortresses on the Danube in Serbia to show the ways in which local stakeholders have mobilized their forces in cooperation with the university to use their cultural heritage assets for tourism and more extensive sustainable territorial development. We have found that despite new inclusive forms of governance, which is attracting the attention of planning and heritage practitioners in Serbia, the contemporary approach of integrative protection and the intangible aspects of cultural heritage are still not fully utilized. For this reason, in this study, we consider methods based on environmental aesthetics approaches to cultural heritage that point out the significant inclusion of immaterial intangible cultural heritage in an unbreakable bond with material tangible heritage. The most remarkable result of our research is that while a vast number of stakeholders with local knowledge and sense of the spirit of the place have been involved in the planning process, intangible aspects of the analyzed heritage cases are present in educational projects, and are only partially present if it comes to implementation. This clearly demonstrates that the focus on tangible aspects and spatial interventions of the place branding of cultural heritage is still dominant in Serbia, despite acknowledgment of the economic and social aspects of sustainability in the planning phase in educational projects.
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Siregar, Mariana R. A., and Diana Amaliasari. "COMMUNICATING BOGOR CITY AS CITY HERITAGE THROUGH SPATIAL CITY." JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) 3, no. 1 (March 10, 2019): 27–31. http://dx.doi.org/10.33751/jhss.v3i1.1097.
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City branding is an effort to build the economy of a city,country or province. Study about city branding is part of city planning that aims to build differentiation and strengthen the city brand. Bogor City as one of the cities that have the potential of its culture but still have not determined its capital brand. This research aims to find out how Bogor implement the primary communications strategy. The strategies include landscape, infrastructure, organizational structure, administration, and also culture behavior approach. Qualitataive method used to determine the most influential approach to city branding. Information gained through in-depth interviews to several stakeholders and files. This study find several outputs such as: The strategy of landscape approach and infrastructure approach mainly supported the establishment of Bogor as heritage city. Meanwhile Organization structure and administration approach as well as the culture behavior already existed, but the implementstion still not optimal and not clearly visible.
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Daldanise, Gaia. "From Place-Branding to Community-Branding: A Collaborative Decision-Making Process for Cultural Heritage Enhancement." Sustainability 12, no. 24 (December 12, 2020): 10399. http://dx.doi.org/10.3390/su122410399.
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The international debate on cultural heritage enhancement and cultural cross-overs, highlights the need to rethink the relationship between economy, society and territory by working on innovative urban planning and evaluation approaches. In recent times, the concept of “place branding” has become widespread in strategic urban plans, linking marketing approaches to the attractive features of places. The purpose of this study is to outline a holistic approach to cultural heritage enhancement for urban regeneration based on creative and collaborative place branding: “Community branding”. The methodology was tested in Pisticci—near Matera (Basilicata region, Italy)—starting from its historic center. As a multi-methodological decision-making process, Community branding combines approaches and tools derived from Place Branding, Community Planning, Community Impact Evaluation and Place Marketing. The main results achieved include: an innovative approach that combines both management and planning aspects and empowers communities and skills in network; the co-evaluation of cultural, social and economic impacts for the Pisticci Sustainable Urban Lab (PLUS); the writing and signing of an “urban contract” with local Municipality, research centers and PLUS hub association.
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Fedorova, Sardana N., and Sardana V. Maximova. "Branding as a mean for ethnocultural tourism development in Sakha Republic (Yakutia)." Neophilology, no. 21 (2020): 170–75. http://dx.doi.org/10.20310/2587-6953-2020-6-21-170-175.
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The brand is an important element in the development of tourism, it exposes all the advantages of tourist products, cultural and natural heritage, brand identifies tourist product from the total mass of services provided in this sphere. We discuss different categories of tourist brands. Tourist product and region image are formed due to branding. Presented examples of regional brands affect the fame and recognition of the territory.The purpose of this research is to review the structure of the brand of the tourist enterprise, to identify the peculiarities and importance of the branding efficiency. We present a scientific overview of the definitions “brand”, “branding”, as well as the task is to reveal the definition of “branding in tourism”, its history and position in the modern tourist market of the Sakha Republic (Yakutia). Due to comparative analysis we highlight modern approaches to the study of the region brand. It is justified that the favorable natural and cultural heritage of the region gives all opportunities for positioning the region as an investment attractive region. The result of the study was the conclusion that the region branding is an element of the promotion system of the Sakha Republic (Yakutia) as a tourist region.
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Putra, Putu Pendy Amdika. "PENGARUH CITY BRANDING DAN CITY IMAGE TERHADAP KEPUTUSAN BERKUNJUNG DAN MINAT BERKUNJUNG KEMBALI KE OBJEK WISATA HERITAGE DI KOTA DENPASAR." Tulisan Ilmiah Pariwisata (TULIP) 4, no. 2 (December 26, 2021): 51. http://dx.doi.org/10.31314/tulip.4.2.51-64.2021.
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Wisata heritage adalah wisata yang memanfaatkan benda peninggalan sejarah. Keputusan berkunjung ke objek wisata heritage diera sekarang tidak tinggi oleh sebab itu diperlukan city branding dan city image. Tujuan dari penelitian ini adalah mengetahui pengaruh pengaruh city brаnding tеrhаdаp kеputusаn bеrkunjung, city image tеrhаdаp kеputusаn bеrkunjung, kеputusаn bеrkunjung tеrhаdаp minаt bеrkunjung kеmbаli, city brаnding tеrhаdаp minаt bеrkunjung kеmbаli, city Image tеrhаdаp minаt bеrkunjung kеmbаli, city branding terhadap keputusan berkunjung dan minat berkunjung kembali dan mengetahui pengaruh city image terhadap keputusan berkunjung dan minat berkunjung kembali. Penelitian ini menggunakan metode kuantitatif. Populasi dalam penelitian ini adalah seluruh wisatawan domestik yang sudah berkunjung ke Museum Bali, Monumen Perjuangan Rakyat Bali, dan Museum Le Mayeur. Jumlah sampel adalah 100 responden. Hasil penelitian menunjukkan bahwa city branding berpengaruh positif dan signifikan terhadap keputusan berkunjung, city image berpengaruh positif dan signifikan terhadap keputusan berkunjung, keputusan berkunjung berpengaruh positif dan signifikan terhadap minat berkunjung kembali , city branding tidak berpengaruh signifikan terhadap minat berkunjung ulang, city image tidak berpengaruh signifikan terhadap minat kunjung ulang, Hasil analisis menunjukkan ada pengaruh mediasi antara city branding dengan minat berkunjung ulang melalui keputusan berkunjung dan ada pengaruh mediasi antara city image dengan minat berkunjung ulang melalui keputusan berkunjung.
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Prabainastu, Harsacitta. "Pengaruh City Branding dan City Image Terhadap Keputusan Berkunjung Wisatawan ke Kota Denpasar." JURNAL DESTINASI PARIWISATA 8, no. 2 (December 19, 2020): 184. http://dx.doi.org/10.24843/jdepar.2020.v08.i02.p03.
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One of the city that developing in increasing tourist visits is Denpasar. In increasing number of visits, one of the ways that government had to do is city branding. In this research city branding is influenced by city image, city branding influences visit decision, and city image influences visit decision. This research method uses qualitative approach with data collection techniques in qualitative and literature review. Findings of this research indicate that city branding has significant effect on city image, city branding has significant effect on visit decision and city image has significant effect on visit decision. Even though, there is relative answer, but the government of Denpasar city must realize this condition to develop Denpasar city with sustainable heritage tourism.
Key words : city branding, city image
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Hart Robertson, Margaret. "Heritage interpretation, place branding and experiential marketing in the destination management of geotourism sites." Culture & Society issue 4, no. 2 (December 31, 2015): 289–309. http://dx.doi.org/10.1075/ts.4.2.06rob.
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In these competitive times for tourism marketing, “place branding” has become an essential element of a tourist destination’s success, an element of market differentiation with respect to rival tourist areas. Place branding captures the attention of potential tourists using experiential marketing; it creates destination loyalty using techniques such as heritage interpretation to create unique and memorable experiences for visitors. A memorable tourism experience may produce repeat visits and word-of-mouth or active social web promotion of the destination. Heritage interpretation communicates information to visitors and tourists about the sites and destinations they visit. An interpretive plan specifies exactly how heritage interpretation will be used to communicate with potential visitors using oral, written and digitally communicated language. A well-constructed plan is necessary in order to generate tourist income responsibly and sustainably for local communities. This article examines the value-added roles heritage interpretation and interpretive planning play in experiential marketing and in destination management as a whole. It looks at interpretation at the personal on-site level and as used on the internet. The goal of place branding is to allow communities to function as their own destination management organizations and to exert control over their most valuable economic resources, their intangible heritage: landscape, ecosystem, and traditional way of life. The general framework considered is responsible geotourism, designed to improve the quality of life for the host and the quality of experience for the tourist.
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Dai, Tianchen, Ji Li, Gül Aktürk, and Jian Jiao. "The Overlooked Contribution of National Heritage Designation in City Branding and Tourism Management." Sustainability 14, no. 14 (July 7, 2022): 8322. http://dx.doi.org/10.3390/su14148322.
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The designation of cultural heritage, especially the World Cultural Heritage Site, is extensively discussed regarding its impacts on tourism destination branding. However, the impact of the designation(s) of World and/or National Cultural Heritage Site on affective city image and behavioural intention is still under-researched. This study aims to investigate the respective impact of visitors’ awareness of the world and national heritage status on existential authenticity perceived at the heritage site, affective city image, and behavioural intention. The quantitative research method was employed to test the proposed structural model. A structured questionnaire was sent, and 363 valid responses were collected from domestic visitors at the Xiaoling Tomb of the Ming Dynasty, China. The results demonstrate that cultural heritage designation, whether it is a world or a national one, when recognised by domestic visitors, determines the shaping of a positive affective image of the city hosting the heritage site, as well as visitors’ future intentions. However, visitor awareness of the world status and national status does not condition the affective city image and behavioural intentions in the same manner. This research takes the lead to stress the significant role of national heritage status in city branding and urges managerial attention.
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Psimouli, Maria, Styliani Kladou, and Ilias Kapareliotis. "BRANDING FAMILY-OWNED CRETAN WINERIES: THE ROLE OF HERITAGE." Global Fashion Management Conference 2020 (November 5, 2020): 1435–56. http://dx.doi.org/10.15444/gmc2020.10.08.02.
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Soetjipto, Shania Helena, and Aditya Satyagraha. "Destination Branding Semarang Chinatown as a Cultural Heritage Site." International Conference of Innovation in Media and Visual Design 1, no. 1 (November 25, 2020): 94–108. http://dx.doi.org/10.31937/imdes.v1i1.1123.
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Semarang Chinatown area is one of the historical sites of Ancient Semarang Heritage City where there are cultural relics in store. Consisting of, viz.: architecture, food, stories, and environment that’s prominent with a Chinese family style atmosphere. Ironically, numerous cultural assets contained in the Semarang Chinatown Area are less celebrated unlike Semawis Night Market since people envision the area Semarang Chinatown only has it as its prime and foremost attraction. People's awareness to to other cultural and historical assets is immensely minimal. Therefore, through this Final Project the writer has chosen to fathom this issue and to come up with a solution. By establishing a brand new and fresh visual identity, the author wishes to be able to introduce Semarang Chinatown Area as an integrated cultural historic area to a wider-reaching audience to array a large selection of richness of philosophy, culture, and value that will not only enrich the knowledge of visitors but also to entertain them with some aesthetic pleasure.
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Cvijic, Sinisa, and Jasna Guzijan. "Cultural and historical heritage: An asset for city branding." Spatium, no. 30 (2013): 23–27. http://dx.doi.org/10.2298/spat1330023c.
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Achieving wider recognition is part of the development agenda of contemporary cities, which are all confronted with the need to stand out and compete against one another. City branding reads as and plays an important role in this struggle for recognition. The identity of a city is generated over a long period, as it undergoes historical change, resulting in cultural diversity as the product of a specific environment. This paper discusses the possibility of using the cultural and historical heritage of Trebinje and its identity as an asset to create its city brand. Trebinje is a small city situated in the vicinity of Dubrovnik, a major tourist destination with a rich cultural and historical heritage and an excellent city brand. Dubrovnik may be seen as jeopardising the development of Trebinje?s authentic identity; on the other hand, the strong historical ties between the two cities can actually be used as an asset to develop Trebinje?s city brand. The material and non-material heritage which helped the formation of Trebinje?s identity, is analysed. The Mediterranean region in which it is located, its rich history, authentic architecture and different cultural influences, including the national poet Jovan Ducic, have all helped create Trebinje?s genius loci. The same factors may be used to communicate its new image. After that, the paper outlines models of the possible use of the recognised assets to brand the city and emphasise the importance of the effective presentation of these assets for creating a recognisable city image. It also proposes specific actions and interventions that may contribute to branding the city.
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Bulotaite, Nijole. "University heritage—an institutional tool for branding and marketing." Higher Education in Europe 28, no. 4 (December 2003): 449–54. http://dx.doi.org/10.1080/0379772032000170417.
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Graziano, Teresa, and Valentina Erminia Albanese. "Online Place Branding for Natural Heritage: Institutional Strategies and Users’ Perceptions of Mount Etna (Italy)." Heritage 3, no. 4 (December 17, 2020): 1539–58. http://dx.doi.org/10.3390/heritage3040085.
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In recent years, tourist destinations and strategies of place branding have been facing new challenges owing to the diffusion of Information and Communications technologies. Smart devices can give tourists/prosumers the possibility to co-create and share their travel experience to the point to influence the destination web reputation and, consequently, its digital place image and branding. Furthermore, new technologies can be also used as effective analytical tools to scrutinize the role of online co-created narratives in influencing the web reputation of a specific tourist site, natural heritage included. The study focuses on the online destination image of Mount Etna, an active volcano located in Southern Italy inserted in the UNESCO World Heritage List since 2017. The web reputation of this natural heritage site has been analyzed through a twofold methodology: a manual online content analysis and a software-based Sentiment Analysis methodology. The paper highlights the crucial role of new technologies both as tools of analysis in tourism and heritage studies and as “catalysts” of e-narratives able to influence place images. In so doing, the research aims at providing other researchers and policy-makers with new theoretical and methodological insights about the challenges and potentialities of smart technologies in exploring the online place image, thus contributing to a novel conceptualization of place branding through the theoretical/operational framework of Place Branding 3.0. In particular, the mixed-method approach represents an innovative framework insofar as it provides an in-depth evaluation of users’ online perceptions both at the “micro” scale—at the level of contents, through the manual content analysis—as well as at the “macro” scale, thanks to the software-based Sentiment Analysis methodology.
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Sari, Anita Ratna, and Eny Susilowati. "BRANDING DAN KELANGGENGAN MEREK: STUDI PADA PUBLIC RELATIONS KUSUMA SAHID PRINCE HOTEL SOLO." Academic Journal of Da'wa and Communication 2, no. 1 (April 29, 2021): 53–78. http://dx.doi.org/10.22515/ajdc.v1i1.3298.
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The management of Kusuma Sahid Prince Hotel as one of heritage hotels has its own challenges to attract customer interest in the midst of competition for a number of hotels in Solo, one of which is about branding. This study aims to describe the branding of "The Truly Heritage Hotel" through the Public Relations (PR) of Kusuma Sahid Prince Hotel Solo in maintaining the brand longevity. The research method used was descriptive qualitative with the theory of Brand Expression and Brand Communication. The data collection was carried out through observation, interview, and documentation. In order to test the validity of the data, this research used the source triangulation technique and the interactive data analysis. The results showed that Kusuma Sahid Prince Hotel Solo implemented several strategies, in the form of: brand positioning, brand identity, brand personality, sales promotion, event, public relation, direct marketing, company sponsorship, and advertising. Besides, in order to maintain the brand longevity, the branding process was linked to brand origin and ownership, brand architecture, brand scope, and brand size. Furthermore, Kusuma Sahid Prince Hotel Solo had the brand characteristics used to maintain the brand longevity as "The Truly Heritage Hotel".
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Kim, Eunhye Grace, Deepak Chhabra, and Dallen J. Timothy. "Towards a Creative MICE Tourism Destination Branding Model: Integrating Heritage Tourism in New Orleans, USA." Sustainability 14, no. 24 (December 8, 2022): 16411. http://dx.doi.org/10.3390/su142416411.
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MICE tourism had become a significant development tool for local economies before the COVID-19 outbreak. An effective destination brand is one way in which MICE stakeholders can work together to redesign and rebrand MICE tourism in the post-pandemic times. This study argues that heritage resources at a MICE destination add to the attractiveness of the business destination brand. This study proposes a Creative MICE Destination Branding Model (CMDBM) to examine co-created destination branding. The study shows that the core component of the CMDBM is based on MICE travelers’ evaluations of the destination’s potential to build brand equity by integrating its cultural/heritage resources as value-added attractions. The proposed CMDBM, amended based on the study results, indicates that the significance of the destination brand experience is enhanced because of cultural experiences and the support of local heritage institutions.
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Adhurjya, Subham, Sourabh Meshram, Akarsh P. Nair, and S. Premlatha. "A Study on Geo-Branding of Bishnupur Through Cultural Heritage." International Journal for Research in Applied Science and Engineering Technology 10, no. 10 (October 31, 2022): 1084–88. http://dx.doi.org/10.22214/ijraset.2022.47134.
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Abstract: Geo-branding is a marketing tool, which can drive visibility and mileage with the advancement of technology. Technology integrated marketing enables connectivity across the globe creating awareness and influence. Destinations can be a strategic tool for positioning brands. This study focuses on Geo-branding as a marketing tool to position the brand Bishnupur in tourists' minds. The purpose of the study is to reinforce local identities to broaden market share. The methodology adopted for the study includes explorative research. A simple random sampling technique was adopted. Our analysis focuses on the differentiating factors about Bishnupur and the possible perception gaps. Statistical analysis includes correlation and regression techniques. The recommendations are based on the research findings.
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Nitavska, Natalija, and Daiga Skujane. "Re-branding Landscapes of Forgotten Resorts. Case of the Healing Resort Kemeri in Latvia." Landscape architecture and art 15 (March 23, 2020): 57–64. http://dx.doi.org/10.22616/j.landarchart.2019.15.06.
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Health resorts have been important landscape identity elements and economy drivers in European cities since the beginning of their development. The sea coastal area in Latvia is rich in sulphur springs that have been used for health procedures since 19th century. Kemeri resort in Jurmala City is known as a unique place that got its name from the forester house Kemeres where the first health procedures were performed by using sulphur spring mud. In 1836 Kemeri was declared as a resort and became known in the whole Russian Empire and later also in the Soviet Union. Significant landscape changes occurred after Latvia regained its independence in 1990, when the ownership of the land changed from the state to the private. Affected by disagreements between the new owners, lack of private and state investments, decrease of visitors from former Soviet Republics, insufficient capacity for competing with European resorts, the resorts in Latvia often became abandoned and forgotten. Historically valuable buildings and parks of the resorts were degraded, the number of inhabitants and visitors decreased. Today the regional government has found opportunities for re-development of Kemeri resort by searching for a new identity and re-branding the place. Re-branding has been used to enhance attractiveness of the place and increase economic benefits. Therefore, the aim of the study is to identify historic heritage values suitable for re-branding of the place and to analyse a potential development of the resort Kemeri. Assessment part of the article is based on historic heritage study by comparing historic and modern photography, field surveys to identify historic heritage values of the place and their influence on possible development scenarios. Historic heritage values were identified according to the Historicity and authenticity; Aesthetic quality and integrity; Social meaning. The other parts of the article are addressed to re-branding of the place that includes involvement of identified historic heritage values into the new identity to enhance functionality, recognisability and attractiveness of the resort Kemeri.
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Hammouda, Kareem Nabil. "Heritage as a Key Element of Cities and Destinations Branding." Academic Research Community publication 3, no. 4 (May 27, 2019): 32. http://dx.doi.org/10.21625/archive.v3i4.536.
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Today, in a globalized connected world, Nations, cities, destinations are in a continuous competition with international rivals to define their place and value among others. It’s no longer valid for cities to stand still in such competition, depending on their basic momentum of their resources to position themselves in such global contest. Branding is an essential part of the economic sustainable development of a city and marketing it as a destination for tourism.Heritage plays a central role in creating destination brand, as heritage, with its tangible and intangible qualities is a prime factor in brand creation. This paper will be discussing the role of the heritage in its brand creation in its symbolic and identity inherits. This will be executed by exploring the definitions and strategies of destination branding, its elements and means to create such brand and the contemporary means the heritage is presented on the online space.
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Kádár, Bálint, and János Klaniczay. "Branding Built Heritage through Cultural Urban Festivals: An Instagram Analysis Related to Sustainable Co-Creation, in Budapest." Sustainability 14, no. 9 (April 22, 2022): 5020. http://dx.doi.org/10.3390/su14095020.
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Global tourism is posing challenges on the environmental and social sustainability of host communities, while the industry itself has proven to be vulnerable to threats such as a global pandemic. Proximity tourism was demonstrated to be a more sustainable form in every aspect, especially when locals can co-create the experience and develop place attachment in urban environments through placemaking practices valuing previously underused urban heritage. An alternative urban festival in Budapest focusing on the built environment attracts locals annually to visit open houses providing visitors with genuine experiences. Residents are actively involved in the cultural placemaking practices of the event. As visitors documented the festival and the architectural heritage and uploaded hundreds of photos of their experience to social media platforms such as Instagram, they contributed to the branding process of the event and to the placemaking process involving less known heritage values. In this study, a dataset of more than ten thousand posts was retrieved by scraping Instagram posts based on hashtags related to the Budapest100 festival and analyzed from a temporal and spatial aspect. Returning visitors were identified, who contribute substantially to the sustainability of the event and to the branding of the built environment. Results suggest that community-based local urban festivals are a sustainable form of proximity tourism, resilient even to the COVID-19 pandemic. Place branding through urban festivals focusing on the local built heritage can also decrease the growing pressure on city centers in tourist-historic cities dealing with overtourism.
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Prasetya, Arif Budi, and Widya Pujarama. "KIPRAH HERITAGE SEBAGAI SIMBOLISASI CITY BRANDING DAN GOOD GOVERNANCE (Studi Semiotika Komunikasi Publik pada Kampoeng Heritage Kajoetangan sebagai Bagian City Branding Kota Malang)." Jurnal Ilmiah Dinamika Sosial 3, no. 2 (October 1, 2019): 234. http://dx.doi.org/10.38043/jids.v3i2.2200.
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Chauhan, Himanshu, and Hemraj Verma. "EXPLORATORY RESEARCH FOR THE UNDERSTANDING OF THE ROLE PLAYED BY CULTURAL DESTINATION BRANDING IN THE ECONOMIC DEVELOPMENT OF TRIBAL INDIA – CASE STUDY OF JAUNSAR BAWAR TRIBAL REGION OF THE HIMALAYAS." YMER Digital 20, no. 12 (December 22, 2021): 525–32. http://dx.doi.org/10.37896/ymer20.12/49.
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Purpose: Cultural Destination Branding plays an important role to attract tourists. Jaunsar Bawar is endowed with historical and archaeological sites. The main purpose of this study is to identify the constituent elements of the overall image of the brand of Jaunsar Bawar’s main heritage destinations by utilizing heritage, general, and unique images, and it proposes a model for branding Jaunsar Bawar’s cultural & heritage destinations. The region has all the potential to be an important cultural destination in the world. Well-planned branding strategies of these cultural destinations are a primary requirement to attract both foreign and domestic tourists. There are some barriers, which can impede successful cultural tourism marketing in Jaunsar Bawar. Lack of coordination among stakeholders, insufficient funding and providing less importance to the needs of the tourists can obstruct successful cultural destination branding. Developing creative promotional program, coordination among relevant stakeholders, conservation and protection of heritage sites and active participation of both private and public sector are necessary to implement cultural destination branding in Jaunsar Bawar. Design/methodology/approach – This research is exploratory in nature and it uses the qualitative approach of primary research methodology by adopting a non-random stratified sampling method. To collect the data, approach of face-to-face semi-structured & openended interviews of 19 local people as well as some from outside region but having specific knowledge about Jaunsar Bawar due to their detailed work done here was conducted. Outcomes – The study shows that the people believe Destination Branding as an effective tool for the enhancement of the tourism in field related to Cultural & Historical perspective of a tribal region like Jaunsar Bawar. The study also establishes that the various initiatives in field of creating a destination brand enhances the reputation and build a very strong, unique & competitive brand in the minds of locals as well as in the minds of tourists/ visitors who are planning or who have visited Jaunsar Bawar and this could result in the economic development of this Himalayan tribal region. Research implications – The findings of the study represent a significant contribution to the field of destination branding and will help practitioners to develop destination brand of their area of research and achieve competitive advantage in long-run which will create several business opportunities in the local area and thus gives competitive advantage in the long-run. Research limitations – The study is confined only to the region of Jaunsar Bawar thus having a limited geographic scope of one region of one state of India. Therefore, studying other tribal regions of Himalayas may carry out further research. Keywords: Jaunsar Bawar, Tourism, Cultural Destination Branding,, Economic Development, Cultural Tourism, Destination Brand.
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Wu, Yi, and Zhewei Chang. "CITY BRANDING IDENTITY STRATEGY OF CREATING CITY CULTURAL VALUE-TAKE THE CREATION OF SHANGHAI CITY BRANDING AS AN EXAMPLE." Cultural Communication And Socialization Journal 1, no. 2 (October 22, 2020): 34–36. http://dx.doi.org/10.26480/ccsj.02.2020.34.36.
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In recent years, the value of city culture has become a core element of city development, and the creation of city culture through “cultural regeneration” has become an important element of establishing a city branding. However, city branding cannot be effectively activated through simple city cultural resource development, publicity and activities, and there are limitations in creating branding uniqueness and resonance with citizens or tourists. Only by grasping the characteristics of the city to form a unique urban creativity and continuously update it can citizens or tourists experience the special features in the city, and thus successfully activate the city branding. In order to enhance the competitiveness of cultural cities, it is necessary to fully combine the characteristics of modern cultural heritage and contemporary city culture to create city charm. Through the construction of city branding identity with the participation of local society and residents, it will enrich the city culture, improve the quality of life, and contribute to the vitality of the regional economy. Shanghai selected as the research object was designated as one of the five trades in 1843, starting the history of the concession. Although it left many modern cultural heritages and formed a unique Shanghai-style culture, it did not disclose different city branding to the outside world. Therefore, in order to make Shanghai build a variety of cultural content, express its cultural power different from other cities, and create cultural value, this research aims to effectively use Shanghai’s distinctive history, culture, places and other core resources to establish a branding identity strategy different from similar cities at home and abroad.
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Hassan, Azizul, and Mizan Rahman. "World Heritage site as a label in branding a place." Journal of Cultural Heritage Management and Sustainable Development 5, no. 3 (November 16, 2015): 210–23. http://dx.doi.org/10.1108/jchmsd-01-2014-0002.
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Purpose – The purpose of this paper is to argue that the World Heritage Site (WHS) status as a label plays an important role in branding, creating awareness among the tourists and promoting a specific place – be it natural or cultural. Design/methodology/approach – The study is based on qualitative research and utilised interviews and explanatory case study method, taking Maritime Greenwich WHS as a case. Findings – It is found that the status of WHS motivates the tourists in general and heritage tourists in particular to visit the case study site. Also, the status helps in boosting the level of confidence of the tourists while selecting the site. Overall, it helps to reinforce the identity of a place. However, sustainability and conservation should not take a back seat when the very purpose of branding a site as WHS is this. Originality/value – It is ideal to have a balance in managing the demand and supply side of place management and marketing making sure that the heritage value and trust is kept intact.
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Mager, Anne. "Trafficking in Liquor, Trafficking in Heritage: Beer Branding as Heritage in Post‐apartheid South Africa." International Journal of Heritage Studies 12, no. 2 (March 2006): 159–75. http://dx.doi.org/10.1080/13527250500496102.
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Rakhmawati, Yuliana, Netty Dyah Kurniasari, and Ridho Marrotin Subastian. "Keris as Branding Destination Tourism: Indonesian Heritage Daggers from Madura." Komunikator 14, no. 1 (May 30, 2022): 42–52. http://dx.doi.org/10.18196/jkm.12818.
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Sumenep keris is known for its various philosophies and styles. This traditional Indonesian dagger had the potential to be developed as Madura’s brand tourism. Therefore, strategy is needed to formulate a suitable development model of Sumenep keris potential. Hence, this research aims to describe Sumenep keris potential and contribution to Madura tourism development. A phenomenological approach is used to explore the local keris artisan perspective in interpreting keris philosophy and the accompanying meaning. Data were collected through in-depth interviews and observation and the triangulation method in this research. The analysis results found that the Sumenep keris can be part of the development of a tourist destination brand. The brand will be closer to sticking to the identity of the Sumenep area as a cultural heritage tourism destination. The concept of brand development can be done by optimizing the various perspectives of the Sumenep keris as an index of Madurese culture. Since brand building for tourism destinations is a continuous process, this research is expected to be preliminary. Hence, future research can examine other forms of Madura’s culture that contribute to heritage branding tourism.
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Ryan, Jason, and Sari Silvanto. "World Heritage Sites: The Purposes and Politics of Destination Branding." Journal of Travel & Tourism Marketing 27, no. 5 (July 30, 2010): 533–45. http://dx.doi.org/10.1080/10548408.2010.499064.
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Tellström, Richard, Inga-Britt Gustafsson, and Lena Mossberg. "Consuming heritage: The use of local food culture in branding." Place Branding 2, no. 2 (April 2006): 130–43. http://dx.doi.org/10.1057/palgrave.pb.5990051.
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Schildenfeld, Ivana, and Stana Odak Krasić. "Potentials and Possibilities of Branding Intangible Cultural Heritage Using the Example of Šibenski botun." Suvremene teme 11, no. 1 (2020): 84–95. http://dx.doi.org/10.46917/st.11.5.
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The tourist market is expanding quickly and tourists are becoming more demanding and selective. Therefore, tourism requires creating an image and a brand based on an authentic identity by using innovative and enticing ideas that will result in attracting the attention of target audiences. “Šibenski botun” with its historical, social and cultural potential, as cultural heritage represents an ideal platform for the branding process and the development of cultural tourism. To begin with the branding process, it was necessary to explore the perception of the local community as one of the primary audiences. To this end, a questionnaire was used as a measuring instrument in the data collection method on a previously selected sample. The study confirmed a hypothesis that Šibenik residents were not perceiving “Šibenski botun” as the city’s brand, but as an extremely important souvenir. Using three structured interviews possibilities and potentials of “Šibenski botun” have been studied for the purpose of the branding process.
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Wang, Cangbai. "Heritage as theatre: Reconceptualizing heritage-making in urban China." China Information 31, no. 2 (July 2017): 195–215. http://dx.doi.org/10.1177/0920203x17709916.
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Since China’s signing of UNESCO’s World Heritage Convention in 1985, cultural heritage in China has become a booming industry and a key area of scholarly investigation. The mainstream literature on China’s heritage and urbanization tends to view heritage as a civilizing agent to regulate and improve the urban population. Drawing on Clifford Geertz’s notion of ‘theatre state’ and through a case study of Jiangmen, this article reconceptualizes China’s urban heritage industry as ‘theatre’. It shifts the focus away from neat political rationalities to messy ‘magical assemblages’, such as dramatic museum representation, monumental architecture and expressive ceremonies, in state-led heritage-making processes. It argues that the Chinese government makes heritage by using not only the means of political rationalities but also, and perhaps more importantly, the power of spectacle, sensation and awe. China’s heritage industry is thus as much ‘a technique of enchantment’ as ‘a technique of government’, revealing complicated processes of China’s negotiation with the Western-centred conceptualization of modernity and cultural heritage. Additionally, it draws attention to diasporic resources in urban heritage-making, broadening the existing research that has predominantly focused on the employment of nostalgic and/or exotic appeal for city branding and development.
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Yamin, Muhammad. "Implementasi Konsep Nation Branding Anholt dalam Penyelenggaraan Asian Games Jakarta-Palembang 2018." Indonesian Journal of International Relations 4, no. 2 (June 5, 2020): 114–41. http://dx.doi.org/10.32787/ijir.v4i2.122.
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The 2018 Jakarta-Palembang Asian Games was held aiming to make this moment an Indonesian nation branding effort. Nation branding is considered as an important thing since it could increase nation’s visibility, reputation and product recognition in global market. This paper aims to analyse the implementation of Indonesia’s nation branding in Asian Games 2018. This research uses nation branding hexagon concept from Simon Anholt which consists of six aspects, these are people, tourism, exports, governance, investment and immigration, and culture and heritage. Research method used is descriptive qualitative with literature review as data collection technique. The research found out six aspects of nation brand hexagon has been implemented in various series of events in Asian Games 2018. It brings positive impact to Indonesia’s public image, especially the participating country in Asian Games 2019.
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Maruto, Nurul Aini Raosindah, and Anam Miftakhul Huda. "DESTINASI BRANDING KAMPUNG LAWANG SEKETENG SEBAGAI WISATA KULINER." Jurnal Ilmiah Komunikasi Makna 8, no. 2 (September 5, 2020): 118. http://dx.doi.org/10.30659/jikm.v8i2.11318.
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Kampung wisata Surabaya merupakan suatu bentuk struktur kehidupan masyarakat dengan potensi yang menjadi ciri khas dan tradisi dari warga kampung tersebut yang telah diresmikan oleh Pemerintah. Hal tersebut mendukung upaya dari potensi karakteristik dan tradisi yang berbeda-beda. Penelitian ini membahas tentang strategi dan program apa saja yang telah disusun untuk membranding Kampung Lawang Seketeng sebagai wisata kuliner. Pembentukan pada destinasi branding diikuti dengan wisata Heritage seperti Langgar dukur kayu yang merupakan icon utama dari kampung lawang seketeng. Penelitian ini merupakan penelitian Studi kasus dengan menggunakan metode kualitatif. Selain itu juga dilakukan teknik observasi dan wawancara dengan tim pengelola yang dinamakan Tim POKDARWIS. Kampung lawang seketeng merupakan kampung wisata yang baru diresmikan pada tahun 2019 sehingga hasil dari pembahasan penelitian ini, berdasarkan konsep tahapan destinasi branding yang ditemukan yaitu strategi dari tim pengelola untuk mengembangkan wisata kulinernya dengan aktif membuat program kuliner yang diadakan di kampung lawang seketeng dan aktif mempromosikan kuliner melalui aplikasi driver online maupun media sosial. Keterkaitan dari wisata Heritage sangat berdampak pada wisata kuliner yang mampu memberikan jumlah peminat dari wisatawan. Stretegi tersebut didukung dengan adanya tiga jenis kuliner khas kampung lawang seketeng yaitu Rujak topak, Sate manggul, dan Martabak mie
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Fan, Hong. "Branding a place through its historical and cultural heritage: The branding project of Tofu Village in China." Place Branding and Public Diplomacy 10, no. 4 (November 2014): 279–87. http://dx.doi.org/10.1057/pb.2014.28.
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Pétursson, Jón Þór, and Valdimar Tr Hafstein. "Stirring Up Skyr: From Live Cultures to Cultural Heritage." Journal of American Folklore 135, no. 535 (January 1, 2022): 49–74. http://dx.doi.org/10.5406/15351882.135.535.03.
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Abstract In recent years, the Icelandic dairy product skyr has been transformed from an everyday staple to a national food heritage. Skyr is high in protein and low in fat, and its nutritional value accounts for its international success. However, the domestic and international marketing of skyr glide effortlessly from medieval literature to modern healthy living in promoting skyr as a unique, wholesome, and authentic product: heritage food and Iceland's “secret to healthy living.” In this article, we explore how skyr has been recontextualized as heritage through the cultural staging of skyr-making and through branding efforts. It was not until skyr had become a standardized export commodity that people began to fear that action was needed to protect the traditional way of skyr-making. Picking up on the trend of “heritagization,” pioneered by Slow Food (which added skyr to its “Ark of Taste”) and by small farmers catering to tourists, industrial skyr producers have come around to narrating the cultural history of skyr, employing heritage branding to carve out a unique place within the global dairy-scape. We untangle the messy relationships between the local and the global in such heritage efforts by examining how global trends and markets influence people at local levels, impacting the way they think about and act on their own cultural forms, and how the local level, in turn, impacts global flows under the sign of heritage.
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Shelegina, О. N. "Environmental museums of Siberia socio-cultural practices of the development of etnocultural heritage." Ethnography of Altai and Adjacent Territories 10 (2020): 364–69. http://dx.doi.org/10.37386/2687-0592-2020-10-364-369.
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The historical dynamics reflects the actual process of spatial museification of the Siberian region. For the first time, the concept is introduced — the development of ethnographic heritage. On its basis, an analysis of socio-cultural practices of environmental museums based on ethnocultural heritage — “Shushenskoye”, “Old Siberian”, Ethnographic Museum of the Peoples of Transbaikalia. The significance of the ethnographic component is reflected in the museums-reserves on Lake Andreevskoye, “Friendship”, “Tomskaya Pisanitsa”. Identified innovative approaches to the development of ethnocultural heritage, the role of environmental museums in branding the territories of Siberia.