Country Image, Destination Image, Brand and Destination Management: “A Malfunctional Family” (Conference presentation)
Dermetzopoulos, A. S./ Christou, E./ Bonarou, C./ Δερμετζόπουλος, Α./ Χρήστου, Ε./ Μπονάρου, Χ.
Usual consumer products are generally connected directly to their manufacturer and their manufacturer’s
country and image. Yet, many products may not be connected to the image of the country they are actually produced in, but
the country where the company originally started business, even though that most of such products are made in third
countries. Tourism is by far more complicated: products have to be produced at the same time and place the tourist and the
destination co-exist.. Furthermore, products themselves cannot be separated from the image of the place they are produced
in. Tourism products can get an even harder riddle: a destination image may not even be compatible with the image of the
respective country!
The same problems apply to destination branding as well. Whereas in consumer products, companies can affect their brand
and image, destinations can hardly do so. Even where a Destination Management Organization exists, it usually acts just as
an advisory commission and it rarely has any actual authority.
This paper will address the unexplored complication of tourism destination, and it will try to suggest a step-by-step policy
framework targeting onto achieving communal cooperation in destination management and destination / country image and
branding.
Institution and School/Department of submitter: | Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων |
Keywords: | Country image;Destination image;Branding;Destination management;Tourism stakeholders;Εικόνα χώρας;Προορισμός εικόνας;Διαχείριση προορισμών |
Citation: | Country Image, Destination Image, Brand and Destination Management: “A Malfunctional Family” |
Description: | Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012 |
URI: | http://195.251.240.227/jspui/handle/123456789/1279 |
Publisher: | Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing Bucks New University |
Appears in Collections: | ICCMI (2012) |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Dermetzopoulos_Christou_Bonarou_Country_Image_Destination_Image_Brand.pdf | 448.37 kB | Adobe PDF | View/Open |
Please use this identifier to cite or link to this item:
This item is a favorite for 0 people.
http://195.251.240.227/jspui/handle/123456789/1279
This item is licensed under a Creative Commons License