Branding a Destination Identity - a Conceptual Framework

• Autorzy: Saimir Suma , Kreshnik Bello
• Języki publikacji: EN

Abstrakty

EN

Globalization has been playing a big role by mainly diminishing traveling barriers between countries. This trend had brought also an increase in competition between countries to identify and to distinguish themselves and to define how they want to be perceived by the tourists. In this case, developing a clear destination brand identity is crucial for success. Brand identity and brand image are two concepts that are related to each other but their meanings are different. There are several studies from the demand side concerning with destination brand image. Conversely, there is a lack of studies conducted in destination brand identity by considering the supplier side. Thus, the main purpose of this study is to investigate the brand identity creation from the supplier side and develop a conceptual model based on theoretical and empirical analysis.(author's abstract)

Słowa kluczowe

EN

Branding; Strategic analysis

PL

Budowanie świadomości marki; Analiza strategiczna

• Czasopismo: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Scientific Journal. Service Management
• Rocznik: 2012
• Tom: 9
• Strony: 89--100

Twórcy

autor

Saimir Suma

• European University of Tirana

autor

Kreshnik Bello

• European University of Tirana

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