Destination Branding Process (3cr)

Objective

The focus is to make destinations more competitive, enjoyable and economically successful. This boost tourism and economic development capabilities and competitiveness by designing place branding strategies or tourism plans that make the destination preferred choice for tourists, businesses, relocation, students, and new residents.
The need is to strengthen city’s image, increase marketing focus, win market share, generate wider support, and move from marginal results to a more prosperous visitor economy.
Following main issues are dealt in this course:
- Introducing destinations and destinations marketing
- The importance and the critical roles played by the DMO (Destination Management Organization) in the tourism policy development and implementation.
- Scenario Thinking and The strategic purpose of destinations and their management and marketing
- Destination Branding, social, emotional and product properties
- Brand Evaluation, Brand Stakeholders, Brand Values
- Marketing research: identifying market segments for destination products; Anholt and Soffron Rankings
- Marketing destinations: strategies and practices, distributing brand message through stakeholders
- Branding Destination Workshop

The objectives of the course are as follows.
The student
- understands the meaning of destination branding process especially in tourism industry
- understands and can apply the destination branding process tools and processes to develop tourism and hospitality services.

Content

- Destination branding processes
- Distribution of destination branding
- Destination marketing processes

Qualifications

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Assessment criteria, satisfactory (1)

- 1-2 The student shows the basic knowledge in the topics defined in course objectives.
- 3-4: In addition to the previous, the student shows understanding and ability to use the given tools and processes to run destination brand process in tourism and hospitality business.
- 5: In addition to the previous, the student can analyse and reason the use of the different tools and models in destination branding and see and create to it’s destination competitive advantage