Importance of the Slogans as a Brand Communication Tool of Tourist Destinations

The new and creative marketing strategies came into existence to attract consumers towards the brand by marketing agencies. One of these innovative marketing tools is mobile advergame which is observed as an attractive marketing tactic to enhance product awareness. The present study aims to identify the use of mobile advergame as a brand communication tool in Malaysia. A total of 366Malaysian gamers were taken into consideration as respondents of this study. A structured online based questionnaire wasdesigned for the study and self-brand congruity measurement was adopted to measure an association between consumer’s self-image and characteristics of brand’s value among gamers. The participants were asked about their experiences related to the advertisements occurred during the game. The findings revealed a positive relationship between self-brand congruity’s brand recall, brand attitude and purchase intention, entertainment brand recall, and brand attitude. As the main purpose of mobile advergame is to enhance the brand awareness; therefore, a consistency between the product and game content should be identified by the advertising company.

Download Full-text

Place branding and local food souvenirs: the ethical attributes of national parks’ brands

Journal of Place Management and Development ◽

10.1108/jpmd-06-2019-0043 ◽

2020 ◽

Vol 13 (2) ◽

pp. 163-175

Author(s):

Lucia Pizzichini ◽

Valerio Temperini ◽

Gian Luca Gregori

Keyword(s):

National Parks ◽

Small Businesses ◽

National Park ◽

Local Food ◽

Place Branding ◽

Food Products ◽

Communication Tool ◽

Content Type ◽

Tourist Destinations

Purpose This paper aims to identify what ethical attributes tourists associate with national parks’ brands shown on food souvenir labels and the influence of such attributes on purchase motivations. Design/methodology/approach An exploratory study was carried out involving a total of 102 Italian tourists, who were interviewed at two different souvenir shops in Italy. Respondents were first asked to describe what images and values they were associating with the visited Italian National Park. The second level of questions related to the association of food products with national parks and the purchase motivations of food products branded with the national park’s label. The ethical attributes associated with the national parks’ brands and their relevance in purchase motivations were detected and analyzed through content analysis. Findings The analysis of the national park brand allows highlighting the food souvenir role in communicating ethical values that influence the perceived quality of food as well as tourists’ purchase motivations. The analysis reveals interesting implications for the enhancement of local productions in tourist destinations, more specifically, how the place brand can act as a valuable communication tool. Particular attention is given to the crucial role that national parks’ brands play in strengthening the value proposition of small businesses located within parks. This vision must be implemented from the perspective of mutual promotion of local food and tourism in these parks. Originality/value The results of this paper contributed to the literature by filling the gap regarding the role of place brands in promoting food souvenirs.

Download Full-text