A Survey on Destination Branding Image Perspective of User Sentiments

Authors: Alok Aamle, Nidhi Pare

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Abstract

In a tourism context, the image potential customers have of a destination is a very important issue. Images play an essential role in destination choice matters and in this regard, as tourism services are intangible, images are said to become even more important than reality. The concepts of destination image and destination marketing and branding are closely interrelated. The ultimate goal of any destination is to influence possible tourists’ travel related decision making and choice through marketing activities. It is acknowledged that brand image has an impact on the behavior of individuals. It influences the tourists’ pre-purchase decision-making behavior where destinations with stronger images are more likely to be selected. In this concern,this paper builds upon an existing research that was carried out on tourists’ perspective

Introduction

Data mining and their techniques are helps to analyze large amount of data using computational algorithms and provide the understanding about the key information hidden in huge data. In this context a number of applications in real world are getting advantages of the capabilities for making fruitful decisions, recognitions and predictions. Destination marketers are striving to promote and position their respective destination by creating positive images in the minds of tourists to select their destination ahead of others. Ongoing developments in the tourism industry, competition among tourist destinations, changing customer expectations and habits are factors that have urged tourist destinations to be conceived as brands since they have to be managed in a strategic manner in order to be successful. The brand image of destinations is essential due to three main reasons. Firstly, brand image influences the tourists’ choice of the holiday destination. It represents tourists’ “mental picture formed by a set of attributes that define the destination in its various dimensions” and “exercises a strong influence on consumer behaviour in the tourism sector” [1]. Tourists usually lack information about destinations they have not previously visited and hence destinations with stronger images are more likely to be chosen. Secondly, brand image influences postpurchase decision-making behaviors including evaluation (satisfaction) and future behavioural intentions

Conclusion

A clear branding strategy is critical for the success of tourism Industry. Marketing theory and practice has confirmed huge importance of brands for the organizations trying to provide superior quality of services and products as well. Brands also have very important role in tourism and the role of the brand can identify two levels- branding of individual provider that offer different types of tourist service and branding of tourist destination. This paper basically, introduced vast variety of destination branding of people sentiment of review about image branding. Additionally various literature show that prior work done in tourism field. Hence, finally this study is delivered existing work of the different destination brand image.