3. Analysis of two destinations Positioning strategies:
Most of the Gulf Countries has an inadequacy of natural attractions, their arrangement of administration is practically indistinguishable and their tactics of diversification are pretty much identical. Hence, in order to rival against the other countries, they tend to focus on the tourism targets, aviation, real estate and large-scale events and exhibitions to brand themselves in a strategic manner (Hazime, 2011).
3.1 Dubai – Discover all that’s possible
Dubai is most likely one of the best known case of a city brand that has set up itself in a brief timeframe while riding the floods of globalization. A brand requires a submissive product as well as a purpose attached to it. About 30 years
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This particular campaign was introduced under the name of ‘Definitely Dubai’ to attract and increase the footfalls of the new and repeat visitors. The campaign had a contemporary dominance, mirroring the Dubai offerings and making it significant to the different tourist segments that were relevant in the market. Its immediate offering was pure simplicity. The logo was inspired by the Arabic calligraphy (Thuluth Script) which paid homage to the rich Arabic culture. The DTCM identified UK, Irish, European and American markets as their potential market target. But Dubai was not the only one which had offerings of the Arabic culture. The regional competition included Abu Dhabi, Qatar and Oman that has better attributes and strengths in terms of historic attractions. It also lacked in differentiating itself with a ‘point of difference’ in its regional competition. This campaign clearly lacked the symbol & the slogan offering, which denotes an insufficient pull factor to the …show more content…
Brand Identity: The Department of Tourism and Commerce Marketing (DTCM – Dubai Tourism Board) is focused on encouraging trade, business, shopping, lifestyle and tourism for Dubai. The Board concentrates on global promotion and positioning Dubai as a luxurious resort destination and not only a commercial hub. The strategy is to position Dubai as the primary choice of the global leisure and business traveler (Davidson, 2008).
Brand Image: Whereas the brand image that has been created in the consumer’s mind is that Dubai is a huge hub for branded shopping malls and a range of innovative man-made artificial tourist attractions & the Emirates
People are buying the product which gives them prestige. Marketers have interest on consumer psychology and they are playing with every day by showing that their product will give prestige in the society. It’s true that the transparent societies now needs brands image. Marketers analyze the interest and needs of consumer than create the product according to the need of the society. Brand can attain the people attraction and the business can have the good reputation by giving satisfaction to consumer. If the brand gives satisfaction and function are according to the expectation of consumer than the brand gets good image on the mind of consumer. brand image is great weapon to use for the competitors it builds in years , at once the business gets brand image it has competitive edge from other brands in the market. When consumer rely on the brand the company can create the long term relation with the consumer, in other words (CRM) consumer relationship management. The brand image has effect on the choice of every individual there believe and attitude change their preferences. Brand image can be effected by price as price is an important part for consumer when they are making purchase decision if they find the value of brand is equal to the pricing they purchase that brand if not they refuse it. Similarly the image of brand can be effected by the attributes and features or
Various elements of the brand strategy, such as the role of emotion, brand equity and brand identity, are interdependent on each other. Change of one element results in changes in another, but the consistency of all can build a strong brand. Brands can be divided into two categories, functional brands and symbolic brands. Airbnb does not only provide a platform for hosts and guests to interact, it also has a grand mission and vision to build a more inclusive community. As a symbolic brand, the use of symbolism is of importance in strategy. A look on the symbolism of the brand Airbnb and its relation to consumer, corporate and society will be developed in the following paragraphs.
The group penetrated the non-food market by launching Dana Plaza in the year 1987. A pioneer department store at the time it remains a preferred retail destination for Abu Dhabi residents today.
To name some of the iconic project the company is involved in; Abu Dhabi International Airport Expansion, Emirates Nuclear Energy Corporation (ENEC), Al Saadiyat Island Projects, Burj Khalifa, the Palm Dubai, Dubai Marina, Emirates Palace Hotel among others.
Tourism industry has many pillars which makes it effective, destinations, products, infrastructure, tourist security, marketing and so on, one of them is re branding of a destination, which is considered immensely important to cater the needs and wants of tourist and destination itself. This essay will critically evaluate the destination chosen which is London, its current situation for tourism activities, places and services which are offering to tourist and then moving onto the other side discussing the products or places which has not been promoted as like others, re branding them, creating a new slogan for marketing strategies, attracting and giving information to tourist via promotional activities to sell these brands.
The Hospitality and Tourism sector is characterized as the fastest growing sector in Jamaica. Many tourists from all over the world travel each year because of the country’s beaches, culture, climate and landscape. Despite the contribution of other sectors the Hospitality and Tourism is still the giant industry that contributes largely to Jamaica market share. In this paper, we will call the Hotel that I am employed ‘Hotel A’ for privacy reasons. Hotel A was formed in 1981and has developed to be one of the largest all-inclusive resorts in the country, tackling all factors that impact on its overall success. Some of these factors are political, economic, social, technological environmental and legal factors called the PESTEL framework. “A
Egypt is one of the most beautiful countries. It is the oldest tourist destination on earth. Nowadays, tourism is one of the most important industries and it is the leader in providing new jobs to decrease the unemployment rate. It involves a range of organizations, businesses and government agencies working together complementary to each other. After January 25th, the rates of tourism has decreased in Egypt due to many reasons. It has been proven that tourist’s number has fallen from 14 million in 2010 to 10.2 million in 2013. According to (Tourism in Egypt: A slow recovery- CNN.com) “The world Economic Forum has just declared Egypt one of the most dangerous places on earth for tourists. The report puts Egypt above Yemen and Pakistan in terms of risks for visitors”. Moreover, there are many causes which result in decreasing rates of tourism such as political instability, presence of terrorism and absence of security. This decrease has effect the economic crisis negatively and also the employees who are involved in this field have almost stopped working because the number of tourists has been decreased in a horrible way.
But what is city marketing? City Marketing is the promotion of a city, or a district within the city, with the aim of encouraging activities to take place there. It is used to reshape the overall perceptions of a city in order to encourage tourism, attract new residents, or enable business relocation. A significant feature of city marketing is the development of new landmark, buildings and structures (Smyth & Hedley, 1994, pp. 2-3). We can see city marketing as one of the results of the introduction of non-profit marketing, which allows the definition of marketing to be broadened, were it is thus related to an increasing demand from public sector for marketing concepts (Tross, 2006).
*Problems: How far can management push this branding strategy without undercutting the distinctiveness of each individually branded hotel?
[5] Nandan, S. (2005) An exploration of the brand identity-brand image linkage: A communications perspective, Brand Management. (pp 264 – 278)
From a desert outpost on the world map, Dubai has successfully turned itself into becoming one of the most sought-after travel destinations in the United Arab Emirates. The ambitious city-state of high-rise buildings, sunshine and of course, the shopping malls offered by Dubai attract a large number of tourists each year.
Tourism and Hospitality has developed rapidly and becoming extremely important to economy in the world. The income that several countries in the world receive from tourism industry can be reached to $1billion per year. In addition, Marketing is one of the most important factors that help and effect to tourism industry in many positive ways. Marketing evolved in the tourism industry since 1980. It promotes tourism industry by encouraging the tourists to travel at their destination with the strategy that made up to the tourist satisfaction. However, a marketing strategy does not have to be complex, in fact it should be a easily understood which ensure the advantage of marketing of the products and services to the tourist business to obtain positive
Moreover, the InterContinental Hotels & Resorts is considered the first international hotel brand in the world, as it began operations in the year 1946 (About InterContinental Hotels Group Brands, 2015). Over time the hotel group has evolved to encompass quality hotel rooms not only in North America, but in Central and South America, Europe, the Middle East, Africa, Australia, and Asia-Pacific (IHG – InterContinental Hotels Group, 2015). In addition, they have acquired extended stay facilities and the Hualuxe Hotels & Resorts, which specifically “celebrates the essence of Chinese hospitality” (About InterContinental Hotels Group Brands, 2015). In my opinion, this shows that their target market has changed by expanding their scope of travel, which means they are traveling to farther and farther locations and require the familiar surroundings with equivalent product quality at the final destination. The InterContinental Hotels Group is in the fourth and final stage of the product life cycle, which is the decline stage (Editorial Board, 2014, p. 212). Indeed, the brands lengthy history indicates it has loyal customers, but its addition of innovations indicates the targeting of new customers for the organization, which are clear signs of a business in the decline stage of the product life cycle (Editorial Board, 2014, p.
Tourism is the journey of people to destinations outside from their normal places of work and residence area. Tourism also the activities that they do during they stay in the selection destinations and the facilities created to serve for their needs. Tourism is the monetary value that tourists spent in the visit to the destination.
At the present time, one of the inseparable parts of the economic growth is considered as tourism industry. Commonly, tourism is the movement of people to other places for business or leisure purposes as well as covers their activities. Holloway and Humphreys defines that the places where tourists come and spend their money are called as “tourist destinations” in other words “receiving areas”. Many countries have been improving tourism to overcome economic difficulties since it is growing fast. The industry activities have been demonstrated a general positive trend in the economy and it has already become the inherent part of economic development. In host countries, tourism has led to such positive consequences as the improved infrastructure,