chapter  8
21 Pages

Developing an Authentic Brand Image

Branding a destination involves communicating both tourism products and services and also the emotional impact of the visit experience. Branding services is challenging because of their unique characteristics, especially perishability and heterogeneity. A successful brand must be authentic, understandable, memorable, and useable. In addition, three types of product knowledge, features, benefits, and values, should be communicated to potential tourists to assist them in making a destination decision. The emotional marketing message will also be used to appeal to the potential tourists' own values and sense of identity. The community can either enhance or improve its existing brand image, which must be integrated into all the communities' social media. Because of social media, the consumer now is involved in the creation of the brand image. Online communities will construct the brand image as they share ideas and perceptions about the city.