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Abstract

The application of branding to tourism is has been widely explored, but most are confined to tourism products in spite of the multidimensional nature of tourism destination branding. In fact, brands pervade almost all aspects of tourism products and services, tourist behaviors and choice, and destination images, and should be promoted via both internal and external marketing efforts. This is particularly important in service industries, where customers' experiences are created by interaction with employees and local customers. Tourism is unique in that when visitors come to a tourism destination, they encounter not only specifically designated service employees, but also the general local population. From the internal marketing standpoint, destination marketers need to take into account the role of local people in two distinctive ways. They should examine how to lead local people appropriate perception and behavior toward visitors, and they also need to motivate local people to use and participate in tourism and leisure activities to make a more salient tourism segment for many tourism destinations particularly in the post-September 11 environment of the economic downturn and decreasing number of tourists. Indeed, in terms of tourism destination branding, the role of local people in tourism destinations is essential, but has not yet been explored in tourism research.

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INTERNAL BRANDING OF TOURISM DESTINATION: THE INFLUENCE OF LOCAL PEOPLE'S BRAND IDENTIFICATION ON THEIR VISITOR SATISFACTION ACTIVITIES TOWARD VISITORS, THEIR INTENTION OF WORD-OF-MOUTH, AND THEIR PARTICIPATION IN TOURISM AND LEISURE ACTIVITIES

The application of branding to tourism is has been widely explored, but most are confined to tourism products in spite of the multidimensional nature of tourism destination branding. In fact, brands pervade almost all aspects of tourism products and services, tourist behaviors and choice, and destination images, and should be promoted via both internal and external marketing efforts. This is particularly important in service industries, where customers' experiences are created by interaction with employees and local customers. Tourism is unique in that when visitors come to a tourism destination, they encounter not only specifically designated service employees, but also the general local population. From the internal marketing standpoint, destination marketers need to take into account the role of local people in two distinctive ways. They should examine how to lead local people appropriate perception and behavior toward visitors, and they also need to motivate local people to use and participate in tourism and leisure activities to make a more salient tourism segment for many tourism destinations particularly in the post-September 11 environment of the economic downturn and decreasing number of tourists. Indeed, in terms of tourism destination branding, the role of local people in tourism destinations is essential, but has not yet been explored in tourism research.