3. Methods ? 6 1.4. Results ? 7 2. Definition of tourism and destinations 8 2.1. Tourism ? 9 2.2. Destination ? 10 2.3. Target group 5 11 2.4. Target group ? 12 2.5. Marketing activity 13 2.6. Marketing context 14 2.7. Results 16 2.8. Conclusions 17 3. Marketing and marketing development 23 4. Conclusion 1 25 References 1. Background 1.1. Background The development of a brand is an integral part of business model development to attract new business and maintain existing business relationships (Gibson, 2006). Brand management and marketing are essential components for the development and success of travel destination businesses as well as for the development of tourism as a whole (Gibson, 2005). Many destinations, both cultural and national, have struggled to build their brand value among local and international visitors (Gill, 2007; O'Brien and Gibb, 2006). As a result, destination tourism was once very weak in the world tourism industry, although it had become strong in recent years, due to the rapid increase in spending on international tourism due, among others, to a high disposable income in many countries. The global value of destination tourism has continued to grow rapidly because of rising disposable income, as well as growing interest in travel destinations (O'Brien and Gibb, 2006) and tourism promotion (Gibb, 2002). Since 2010, the development of the destination tourism in Sweden has experienced a rapid increase due to the introduction of a series of new tax and promotional measures in early 2010. In this report, we focus on the implementation of a brand strategy (O'Brien and Gibb, 2006; O'Brien and Gibb, 2008). In some cities across the country, tourist marketing has become a key activity in terms of the brand development in a city and its surrounding vicinity. A brand strategy is, thus, a framework for the implementation of a comprehensive marketing activity with a purpose, that will result in a tourism destination business that attracts new clientele and keeps existing business relationships (O'Brien and Gibb, 2008). A brand concept provides a coherent picture of the whole range of attractions and events in a destination and can therefore be considered a “common ground” in which a business and its brand are aligned (O'Brien and Gibb, 2008).
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Mid-Sweden University Licentiate Thesis Plan Supervisors: Matthias Fuchs BO Venison Extension of the brand equity model in tourism destination context Tatiana Healing Contents 1. Introduction........................................................................................................................
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