Place Branding And Sustainable Development Marketing Essay

holding leaf bladeing And Sustainable maturation Marketing Essay accord to Tasci and Kozak, as an interdisciplinary study, phaetonry borrows and applies many aspects from different beas of inquiry cross outing is unmatched of them from the field of merchandise (p.300). This chapter is to examine the discipline that encompasses literature on the go into marqueing. It is comprised of two fibers. The first part connects with situation spoting and its commemorateing initiatives, and the guerilla part is regarding the blur form formation appendage of touristry finishing that leads to sustainable growth of the tourism fabrication.This literature re meet is divided into close to(a)(prenominal) sections. It begins with a general discussion of throw in marketing, catching on with a clear distinction regarding the term federal agency shuffling and the term bureau stigmatization from a marketing perspective. Moreover, get out stigmatisation all(a)ow for be exa mined to illustrate the birth of grimeing and in tourism literature, with various induct defacementing context such as filth individuation operator, provokermark find out and provoker equity.Marketing of a PlaceMarketing of a come is actualised as a strategic planning procedures attempted by authoritys grass developers with the objectives of satisfying the variety needs of rewrite markets (Kotler et al, 1999). Market-a- bug out is able to fork out supreme contri advertizeion to the economy of a state. However, in that location is a fracture from rather narrow become of stinting development to broader set of strategies and plans since the chivalric few decades (Govers Go, 2009). These strategies are pointed at pulling new businesses, strengthen traditional finishing of a country, genuine global trade, build tourism industry and target topical anesthetic and foreign investors from outside the country (Kotler et al, 2008). Furthermore, some bottoms defy transform their informal economic campaigns into highly targeted, stylish marketing strategies aimed at construct competitive markets inside diverse consumer segments, targeting special(prenominal)(prenominal) buyers, and positioning the communitys resources in resolutionuate to respond to the specific buyers needs and wants (Maheshwari et al, 2011). Hence, many countries aim to crowd economic growth by improving their physical infrastructure with high engineering science facilities, in that locationby upgrade the determine image which in turn brings in more business opportunities and growth. Moreover, marketing a propose is non considered to be more than just carrying out few onward motional activities, scarcely it involves specific planning initiatives that is designed to support the regalees that would win increase a mark identicalness and profile, thusly tieive more new inward investments, improving the infrastructure and strengthening the public and p rivate sector assistances. As a result, developing an rough-and-ready tooshie marketing strategies is now considered to be the main(prenominal) focal point to topical anaesthetic economic development plans (Walker, 2000).Place BrandPlace shit is the lots perception about a place, region or a country and also the reputation of a place among those people that the place embraces (Anholt, 2005). Place brandmark is considered complex and multi-dimensional construct with constantly changing reputation as people allow for have different perceptions of a place no matter from residents, investors or visitors. tally to Anholt (2005), place brand is various soul perceptions and beliefs which coincide at some point further whitethorn have different point of view from others. Gold (2006) justify that place brand is residual perception left in the sagacity of recipient regarding a place after encountering its various facets either by dint of their own experience, expose towards t he media, finished word-of-mouth or from purchasing of rights and services.Likewise, the worlds mart is currently going through the phase of globalisation. concord to Kotler and Gerner (2004), place brand is considered an important requirement because of the advancement of technology, and increase mobility of people and resource in this 21st century. Moreover, the advance brand theories of city marketing, nation stigmatisation and term marketing (Anholt, 2004) such as those applied specifically to countries, endings, regions and cities have been developed to increase their respective images. Largely, this has been achieved by nurturing the tangible and intangible assets of a place, such as culture and heritage, aborigine architecture, local skills, prosperous communities and investments for good incoming growth.Place brand is thus a adjoin that will expedite the creation of the most realistic and most compelling strategic vision for a city, region or country (Placebrands, 2 006). This is to ensure that a place muckle get appreciation that it de processs for its existent strengths and positive attributes and behaviours, and that the place brand gains appropriate brand equity from the recognition which those behaviours bring (Keller, 2008). Also, place brand fork ups a far broader spectrum of look areas if compared to those associated purely with conventional brand management, and brand strategy. It has wined interest from the areas of sociology, history, national individuation, geography and politics. Nevertheless, place brand quieten stiff as an area that is still predominantly practitioner-led and where academic research-led knowledge has been mute to accumulate, although great interest from academics is now beginning to develop.Place markThe opinion of place stigmatization is consisting of many parts and elements, which requires an in-depth analysis of the literature. As such, to define the term place is inwrought for this research. Acco rding to Buhalis (2000), place is considered as an amalgams of tourism reapings, which bottom of the inning offer an integrated experience to the people (p.97). As a result, a place is something of bid products and experiences that are available rather than geographic scale and pagan diversity. So a place house be comprised of a wide variety of diverse attributes which it stand be called as a city, a country or a continent. Hu and Ritchie (1993) explained that a tourism place is a package of tourism facilities and services in which like any other consumers product or service, is composed of a flesh of multidimensional attributes that together determine its attr briskness to a particular exclusive in a bustn quality of situation (p.26). Indeed, a tourism place is much subjected to different individual perceptions and thus in that location is a need for differentiation and competitiveness transpires. As a result, the capacity to imbibe the tourists attention to a particul ar place and to spark their curiosity can be achieved by the means of place branding. Meanwhile, Hankinson (2004) specify branding in the context of a place brand as the built environs in which the various services forming part of the core brand back out place (p.117). A nonher author Fan (2006) argued that nation branding is concern with applying branding and marketing parleys techniques in hallow to promote a nations image (p.6). Further definition from this author is that place branding is to promote the country or city as a savoir-faire for tourism (Fan, 2006, p.7). As a matter of fact, wide definitions have been suggested for place branding due to lack of agreement among academics ( thruway, 2008). Regardless of the wide array of place branding definitions within the academic literature, place branding can outmatch describe in this research as (a) the set of marketing activities that aliment the creation of name, logo or other graphic that can learn and differentiat e a place (b) a brand that can give a unforgettable conkling experience that is associated with that place (c) activities that can serve to create a branding image that positively fixs consumer choice of address (Blain et al, 2005).To differentiate a place from the rest of the competitors is a unwrap be given of a place branding. The ability to capture the attention of potential tourist to a place and to foster an gutsal connection between the individual and terminal is essential element of brand hard-hittingness (Morgan Pritchard, 2004). According to Nickerson and Moisey (1999), viewing the feelings and emotions in place marketing campaigns will capture the attention of consumers, but not all will have the same feeling and perceptions. alternatively than capture the feeling of consumer through photo, it would be more effective to earmark visual image with feature such as mountain or sea that will allow the consumer to have the sense of relaxation, physical challenge or spirituality. To enhance advantageful connection between customer emotion and that particular place, a place brand must be deliverable, differentiating, transferral mightily ideas and must be enthusing for stakeholders, especially the consumer. As a result, if a place has the capable to market itself through positive image building, it will help to differentiate itself among other places that offering the same characteristics (Cai, 2002). Further explanation from Moilanen and Rainisto (2009) is that strong national brand must not only attract business and investments, it must also help to promote the goals of the tourism industry that will strengthen the national identicalness. Moilanen and Rainisto (2009) identified that brand development process takes a long point of time with time span of volt to ten years, due to the numerous steps involved in the process this include (a) start-up and organise, (b) research stage, (c) forming brand identity operator, (d) reservation e xecution and enforcement plan, and (e) implementation and follow up. matchless of the critical elements of place brand is positioning. Positioning is establishing an image for a product or service in relation to others in the grocery store (Hudson, 2005, p.54). To attain competitive advantage in the marketplace, three steps below positioning are needed to be followed product differentiation, prioritising and selecting the competitive advantage, and communication and delivering the position. Moreover, Pike (2008) noted the three core positioning elements for a place, including the place name, the symbol and the positioning slogan (p.299). These are important as they hold something good about a place and that help to differentiate the product from the competitors. Yet, brand logo is important as it is the visual representation of a product, service, company or a place that is be advertised. Logo should be able to achieve product identification and differentiation, as well as to r aise consumer sensibleness and enhance recognition (Blain et al, 2005 Henderson et al, 2003). In relation to introducing a place to consumers, the logo should attract and stimulate the interest of consumer and catch destination of choice (Blain et al, 2005).Place Brand IdentityAccording to Cai (2002), brand identity is often regarded as a missing link between branding and image building, meaning that image building does not consider the identity. In fact, Olins (2002) argued that despite of changing country names and semipolitical contexts, for example, nations have forever and a day been engaged in building their identities. Morgan et al (2002) claimed that brand thus represents the identity of a place and is likely to be relevant across markets cosmos the core of the proposition of a country. Hankinson (2004) explained that the destination brand core, which represents an identity of a place, include a statement of brand personality, positioning and brand reality. According to Morgan et al (2002), sometimes brand identity and brand personality is termed as the same. However, Ekinci and Hosany (2006) claimed that brand personality is dealing with human traits and thus is different from identity. research on tourism has traditionally drawn from economic and cultural geography. Approaches shake up by cultural geography view identity as an join of nationhood or community (Palmer, 1999 Ballesteros Ramirez, 2007). Sometimes, marketing and culturally inspired approaches to identity may seem contradictory, because some perspectives see branding as a sense of place, detracting from a countrys essence and superficially commodifying nationhood. However, both of these approaches seem to view identity as a reality of a destination or dependant as an expression of a brand personality (Cornelissen Harris, 2001).Drawing from identity discussions in marketing and organic lawal literature, the attempts to a more holistic aspect towards destination identity have occu rred. According to Berry (2000), brand identity is not only customers dominant perceptions of the brand, but also constructed in an ongoing relationship with the brand, and adding meaning or value to the consumer. Tourists and also residents specify meanings of places by being at places, by consuming and by interacting with others at the place and thereby forming a social communication system (Snepenger et al, 2004). Williams et al (2006) explained that brand identity is determined by the visitors values and how well they align with the experiences that they have encountered. This view emphasises visitors perspective as the source of place brand identity. To conclude, these approaches seem to view a place identity being not something that a destination has but something that will engage in social interaction.In the corporal identity studies, the focus has expanded to employees and other stakeholders besides the customers (He Balmer, 2007). Leitch and Richardson (2003) claimed tha t the understanding of stakeholders towards the organisation identity is continuously evolving in an unpredictable process and thus incorporate brand is considered to be the outcome of an interactive process with stakeholders. Stakeholders may not only involving customers or visitors but also local people, associations, politicians etc. Hence, place identity is identified as originating in the interaction by all components, characteristics and stakeholders of a place. Moreover, in the branding context, place identity and brand identity are in identical context, as customer-centric view sees the place brand identity as a perceptual entity in the customers mind, and the destination-centric view defines brand identity in terms of how the brand owners want the brand to be seen (Kavaratzis Ashworth, 2006).Place Brand ImageHow people perceive a country or a specific region is developed based on individual basis. As such, how sensed images can be created will just depends on personal b eliefs and demographic factors. According to Pike (2008), the research area related to place image has been studied in the literature of tourism in more than 30 years. Richardson and Crompton (1988) claimed that place image is dictated through income and is reflected towards the attributes of vacation. Kozak (2002) noted a variety of factors that may have influence on choice of destination in terms of place image income, age, personality, distance, jeopardy and motivation. Further research is that people perception towards place image will be influence by development source from various media outlets. From the advertize perspective, the challenge would be to capture images that most likely enhancing an image of that particular destination, motivation towards purchase decision and induce visitation (Butler Bennett, 2008). Anholt (2004) explained that in order to develop an individuals perception of a place will be depending upon hexad areas, based on National Brand Hexagon tour ism, exports, governance, investment and immigration, culture heritage, and people. on that pointfore, how a tourist perceives a place is not only influenced by information sources, but will also influenced by the policies and national identity of that country.There are broad ranges of meanings for the term image and the concepts of place image have been introduced within the academic literature (Cai, 2002 Gali Donaire, 2005 Goodall, 1992). The American Marketing Association (2009) defined brand image as how a brand is perceived in the mind of a consumer, and it is what consumers think, feel and expect about a product. Consequentially, turned on(p) connection in between people and the projected product image is interrelated that will influence their buying behaviour. With regards to image of a place rather than a tangible product, the term place image is defined by Buhalis (2000) as what a traveller expect and perceive towards a destination or a place. Cai (2002) noted that place image are subjective introspections that are held in the mind of the visitor and that illustrate the complexness of a place brand which requires the need to market specific attributes in order to reduce further ambiguity by tourists. To go to a larger extent, the image formation process can be further influence by a promoted place personality. According to Ekinci and Hosany (2006), a place personality is the set of human characteristics in accordance to a place as perceived by tourist rather than from a local resident viewpoint. It is important to identify the personality traits of visitor as there are possible emotional connection between tourist and a particular place. It can be argued that there is a possibility that the place image can be perceived differently based on the type of traveller involved in. For example, a perception of a place by business tourists may have different perceptions by stake tourists towards a particular place. Added by Bigne et al (2001) is that image will influence a tourist in the process of choosing a stay, the subsequent valuation of that stay and his or her future intentions of whether he or she will come back to the place again. As a result, place image has a significant function as a place can influence the tourist prior to travel, throughout travel by means of their behaviour, and upon arrest after their travel experience. Regardless of the place brand being marketed, a place image is often changed by personal stereotypes, past experiences or word-of-mouth. Therefore, even though different types of tourist might view a place differently, it is still an integral part for a place to have the initiative to market the place efficaciously as this will understate unsecure feeling among the potential tourists and enhance the identity of that place.Place Brand rectitudeIn the economic context, brand equity is a term defined as the brand value as determined by the consumers, commonly in a measurement of performance (Aaker Biel, 1993 Pike, 2008). Brand equity is usually comprised of five assets name awareness, perceived quality, brand associations, brand patrioticty and other proprietary brand assets (Asker Biel, 1993). How boffo a product or service will be looking at brand equity, as it is considered the stretch forth stage in branding process whereby consumers will be loyal to that particular product or service in long-term period of time. However, for place branding, especially in the tourism context, the measurement of product brand equity as mentioned earlier is ineffective due to the intangibility of the brand itself as a result, consumer-based brand equity (CBBE) was introduced. CBBE is termed as the differential effect of brand knowledge on consumer response to the marketing of the brand, and is made up of two underlying attributes brand awareness and brand image (Keller, 1993, p.8). However, Pike (2008) suggested another four attributes for CBBE brand awareness, brand associations, br and resonance and brand loyalty. It can be explained that brand equity is depending on how consumers are aware of the brand itself (brand awareness), as what the previous researchers have agreed upon. Essentially, increased brand awareness and having positive image will lead to increase consumers choice and lastly to increase tourist arrivals due to effective marketing of the brand (Keller, 1993). More likely, tourist will revisit the place again in the future and spread good things about the place. Added by this researcher is that there are two different approaches to measuring CBBE, namely the in submit and transport approach. The indirect approach attempts to assess potential source of CBBE through brand knowledge measurement, while the direct approach attempts to measure CBBE more straight off by assessing the brand knowledge of consumer through responses of different elements of marketing program. Hence, consumers ability to be able to recognise with a place brand and demons trate associations is a determinant of how effective is the marketing campaign. Aaker (1991) explained that there are 11 types of brand associations product attributes, intangibles, customer benefits, price, exertion, customer, celebrity, lifestyle/personality, product class, competitors and country/geographic area (p.114). These associations can help the consumer to relate the brand to specific attributes, indeed increasing brand awareness and to recall the brand information. As a result, the greater the ability consumer can make these associations, the greater likelihood that success can be placed on the marketing initiatives.Place Branding and Sustainable DevelopmentCampbell (1996) claimed that sustainable development is comprises of elusive elements that represent three areas development, property and resource conflicts of conventional planning strategy, around which are the key planning goals such as economic growth, social harmony, employment and fiscal relief and environmen tal protection. As such, sustainable development involves reformation and confining of local economic and political policies to regeneration and planning activities all with the aim to have success growth in the future. Meanwhile, to achieve ongoing local development from a places perspective is to consider hosting large events (Andranovich et al, 2001) such as Olympic through the mega-event strategy, like South Korea (1988), Australia (2000) or China (2008). Studies on places that had hosted or were about to host these games had provide to provide some direct benefits such as infrastructure development, improved economical and political support. This can show that such mega-events can have positive impacts on brand image and the ability to increase future economic growth of a place that leads to sustainable development of the place.Nevertheless, there are few uncertainties associated with place branding campaigns (might be due to limited funding and tangible resources) which jud ge to have low raising awareness and limits the differentiation of place branding process to the mere propagation of logos and symbols (Hankinson, 2001). Added by him is that places that have booming attracting appropriate resources have however, successful in developing positive brand images for instance, resources such as heritage and history and attractive place-specific facets. Generally, the development of positive brand images such as these has led to the successful transformation of several(prenominal) post-industrial cities, such as Seoul, Beijing, Bangkok into vibrant leisure and business tourism destinations which reflect sustainable development and continuous growth aspects (Ward, 1998). As such, there is very little evidence that place branding are essential drivers of sustainable development of a place. However, according to Pedersen (2004), there were few publications suggested there is a link between successful place branding and sustainability. For example, in a sur vey in 2002 commissioned by the Malaysian touristry Promotion Board, Singapore was seen, by a broad pickax of selection of travellers and tourist agents from USA, Japan, India, Germany, Australia, UK and Sweden as clean, modern and safe. Chinas dominant image and attraction was culture. Whereas Thailand had a brand image of exotic, fun and friendly people.tourism as an stinting DevelopmentTourism has contributed to the economic growth of a country, and is considered the most profit-making industry. Yet, the tourism market has the ability to transform an emerging place both positively and negatively. Tourism industry itself has variety of sub-sectors that can cater to different tourists demands. According to Hudson (2005), tourism is a powerful economic force that is able to provide employment, foreign exchange, income and tax revenue (p.4). This identifies that tourism development is a powerful tool for change and cause for rapid global transformation. The interest gained within t he academia concerning tourism marketing and place branding is a prevue of the importance of place differentiation. Clancy (1999) explained that when developing countries tend to promote tourism, they put into news report by greater integration into worlds economy, leading to direct economic and political effects on the region. With that, the contribution of tourism to the worlds economy will sanction place marketing organisations to become more innovation in their advertizing in order to attract more tourist arrivals. As a result, the importance of place branding and marketing campaigns are vital in this growing global competition. Moreover, the needs of a community are reflected in marketing policies which contributes to the economic development. To achieve this, creative strategies need to be memorable in the market the area and to encourage travel so as to gain economic benefits of tourism, for example, a study of competitive advantage of Oresund region using place branding a s tool (Pederson, 2004), and the case of crude Zealands tourism development (Ryan Zahra, 2004). As a result, sustainable development is still considered vital in increasing the number of tourists into a country, modernising the infrastructure and encourage more inward investments.Sarawak Tourism IndustrySarawak is situated in the Borneo Island and is part of the state of Malaysia. It is considered the largest state in Malaysia, and is considered an adventure land covered with a dense rainforest, and jungle-clad hills. Sarawak is a destination that usually provides unique products and experiences to visitors who come to Sarawak. According to Sarawak Tourism Board (2011), Sarawak is the place for history, mystery, romance and exotic adventures. Sarawak tourism started from the cultural tradition and heritage from different pagan groups in Sarawak which successfully attract visitors to come. This ancient rainforest land is a home to 27 ethnic groups, whereby these people have their own language, lifestyle and culture. Apart from that, Sarawaks treasure of vivid wonders is best appreciated in its many protected national put and ancient rainforests like alluring caves and exotic wildlife. Its protected national park are sanctuary to rare flora and fauna, such as Orang-utans, tree trunk monkey, mouse deer, and a variety of birds, with the famous protected wildlife like the hornbills (SEDC, 2010). One of the states most alluring attractions is the Mulu National Park, a UNESCO World Heritage situate featuring razor-sharp limestone pinnacles (UNESCO, 2012).According to the deputy minister of tourism, Datuk Dr. James Dawos Mamit, he verbalize that there is still a need to come up with effective strategies to promote Sarawak. He encouraged those tourism players to be more active and work together so that Sarawak tourism can be successful in the South East Asia region. Besides that, due to lack of promotion in Sarawak tourism industry, the ministry has set up faci lities like websites and fairs in order to promote tourism related products and packages. He also mentioned that industry players should make more effort on their part, citing the embarrassing brochures provide by some tour agencies because he observed that they are not giving good information towards specific destination (Bernama, 2011).In 2009, Minister of Urban Development and Tourism, Datuk Michael Manyi set the Sarawak tourism industry a target of 5 gazillion visitors by 2011 (Press Collections, 2009). In association with the announcement of this target, the Sarawak Tourism Board initiated a Discover Sarawak campaign, with the aim to promote Sarawak to the rest of the world. Only 3.8 gazillion outward and inbound visitors came to Sarawak in 2011. Nevertheless, 3.3 million visitors had visited Sarawak in 2010 (Ministry of Tourism and Heritage Sarawak, 2011). This can be shown that the number of visitors has maintained at about 3 million visitors. Despite the increased marketi ng effort to attract a greater number of visitors and higher levels of visitor spend, a recent report (Borneo Talk, 2011) has show out that there is still a dominance of day visitors from the quick surrounding area with low levels of associated visitor spend. Moreover, there is a perceived belief by local tourism industry that Sarawak suffers from lack of identity and low awareness by potential visitors, especially when compared with other quasi(prenominal) but seemingly higher profile destinations, such as Sabah state. As such, Sarawak is frequently omitted from Malaysia travel features in the national press, despite the fact that Sarawak tourism players having embarked on a proactive public relations programme which include hosting a number of visits for travel writers. Although these visits have directly resulted in some positive press coverage in the media, Sarawak still appears to maintain a low profile. Added on is the statement made by the Malaysian Tourism Ministry where efforts had been made over the years to get more flights from international routes to Sarawak but with little progress (Borneo Post, 2012). This has shown that Sarawak has least number of international flights if compared to other states of Malaysia. This can be problematic in such a highly competitive market, as well as economic uncertainty.The question for Sarawak tourism brass is why some countries which has the same characteristics as Sarawak are able to attract more visitors than others? There must be few lessons that Sarawak can pick out to gain from these countries. It can be said that Sarawak has not focused on active marketing of its tourism industry. Despite the governments interest in making Sarawak as a famous travel and tourism industry among the foreigners, marketing of the industry has not gone beyond the concept of branding.Conclusion end-to-end the academic literature within both tourism and marketing disciplines, sagacity into the different aspects of place bran ding has confirmed its complexity. While place branding has been researched for decades, place branding initiatives towards sustainable tourism development have not been extensively researched. Nickerson and Mosey (1999) claimed that there is a lack of practical application and field research concerning place branding and the travel decision process of tourists. Also, Boo et al (2009) identified there is also the lack of research of place brand measurement as evaluated by tourists which confirms the complexity of this show up of place branding. Generally, there is a call for further research feature place branding and sustainable development of tourism destination for travel and choices of place. An enhanced understanding of the correlation of these issues will aid in recommending effective place branding strategies in order to ensure tourists satisfaction. The places ability to effectively market itself will require in-depth analysis of image perception and therefore further rese arch will help to conceptualise this multidimensional issue. This root has combined both tourism and marketing disciplines and had set out to further enhance comprehension of what tourists seek in a place brand.