dbm iv cardiff final programme

7/22/2019 DBM IV Cardiff Final Programme

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Contents

Conference co-chairs' foreword 2

The conference programme at-a-glance 3

Keynote speakers' biographies and abstracts 4

Detailed conference programme 10

List of abstracts 19

List of delegates 49

List of partners and sponsors 53


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2DBM IV Conference Programme & Book of Abstracts, Cardiff 5-7 December 2012

Conference Co-Chairs' Foreword

We are delighted to welcome you to the Fourth Destination Branding & Marketing (DBM)

Conference and the first to be hosted by the Welsh Centre for Tourism Research at Cardiff

Metropolitan University. Croeso i Gymru - welcome to Wales. With over 110 delegates, it isthe largest DBM conference to date and we hope it will continue the momentum of those held

at the Institute For Tourism Studies, Macao SAR, China (2005, 2007 & 2009). We would like to

thank Dr Don Dioko (Institute For Tourism Studies, Macao) and Professor Rich Harrill

(University of South Carolina) for working with us to continue the DBM series in Cardiff, where

we will again explore new developments related to destination brands and marketing.

In the last decade, the words 'brands', 'reputation' and 'public diplomacy' have increasingly

appeared in national, regional and local place image strategies. Today, there are almost 300

countries, territories and administrative areas in the world and approximately 3400 cities. All

of themno matter what their size, reputations, markets and resourcesare grappling withthe challenges of being competitive in the twenty-first century by seeking to improve, adapt or

in some way manage their international image. Over the next three days we have an

opportunity to discuss the leading-edge of research and practice in this emerging multi-

disciplinary field and we hope you will find the keynotes, presentations and networking events

stimulating and enjoyable.

The conference sessions focus on: (i) consumer relationships & experiences; (ii) social & digital

media; (iii) narratives of place & storytelling; (iv) destination image & identity; (v) city brands;

(vi) cultural & creative industries; (vii) events; (viii) partnerships & stakeholders; (ix) innovation

& sustainability; (x) hospitality & a sense of place. In traversing the relationships between

these themes, the conference will examine the connections between place-making,

authenticity, image, cultural identity, contested heritages, events and urban design. If we are

to advance the study and practice of destination development, we need conferences such as

these, that bring together researchers and practitioners in constructive dialogues. The full

papers and abstracts in the proceedings provide an insight into current thinking, but there

remains much to do. However, as with all journeys, hanner y daith, cychwyn - half the

challenge is starting.

We hope you find your time in Cardiff enjoyable and professionally valuable. Please try to

make some space to explore Wales and its capital cityespecially at this time of year. As co-

chairs, we would like to thank those who have helped to create this conference - our

delegates, sponsors (Institute For Tourism Studies, Macao, University of South Carolina,

Finnmark University College, Universitat Pompeu Fabra, Barcelona and Zagreb Institute for

Tourism), colleagues on the scientific and organising committee, paper reviewers and keynote

speakers. Our particular thanks go to Cardiff Metropolitan's Victoria Richards, Rebecca

Arrowsmith, Jane Phillips and Helen Hallam and our former colleague Richard Ward.

Conference Co-Chairs

Professor Nigel Morgan Professor Annette Pritchard

Welsh Centre for Tourism Research Welsh Centre for Tourism Research


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Conference Programme At-a-Glance

Wednesday 5th. December

09.0016.00 Conference Registration, Radisson Blu Conference Atrium09.15-10.30 Conference Opening, Azzuro 2

Keynote: Malcolm Allan (PlaceMatters), Azzuro 2

10.30-11.00 Tea & Coffee Break

11.00-13.00 Parallel Paper Sessions

13.00-14.00 Lunch, Radisson Blu

14.00-14.45 Keynote: Tom Buncle (YellowRailroad), Azzuro 2




19.30-20.30 Uffindell Reception in the Victor Salvi Room Wales MillenniumCentre Cardiff Bay: Welcome from Sponsors

Thursday 6th. December

8.3012.00 Conference Registration, Radisson Blu Conference Atrium

09.00-09.45 Keynote: Dr Mihalis Karavatis (Leicester University) Azzuro 2



11.15-12.00 Keynote: Jon Munro (VisitWales), Azzuro 2





16.00-16.45 Keynotes: Sofie Flensburg & Israel Ubeda (VisitSweden), Azzuro 2


19.30 Radisson Blu Wine Reception & Performance by Cardiff Male Choir/

Cr Meibion Caerdydd

20.00-22.00 Gala Dinner, Azzuro Ballroom, Radisson Blu Hotel

Conference Awards, sponsored by the Journal of Destination Marketing

& Management& The Journal of Place Branding & Public Diplomacy

22.00-late Entertainment & Dancing

Friday 7th. December

9.15-10.00 Keynote: Jose Filipe Torres (Bloom Consulting) Azzuro 2


10.30-11.30 Parallel sessions

11.30-12.15 Closing Panel Azzuro 2

12.15-13.15 Lunch & Depart


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KeynoteSpeakerMalcolm Allan

Experience Masterplanning:

The Core of Destination

Specification, Testing, Assembly

and Branding

The focus of this presentation is the need for the development of 'experience masterplans',

plans that specify in detail the experience that is being planned for a place or a

development, plans that are based on sound consumer and market research, on

competitor analysis and assessment, and which have been subject to risk analysis and

development appraisal. All too often masterplanners and architects are commissioned at

the beginning of projects to come up with designs to accommodate ideas for place anddestination development that have not been subject to such analyses and it comes as no

surprise that when their designs are tested for economic and financial viability that they do

not work. Also still prevalent is a tendency for local authorities to approach placemaking

from a wholly spatial perspective, imagining what the new place will look like before

analysing who it is for, will they come, and will it work economically and from the point of

view of the experience it will provide for residents and visitors.

At the heart of all places and destinations is the experience on offer to the visitor and the

resident, be it a historic city or particular heritage attraction, a cultural attraction in a city

centre or a mixed-use retail-led development in a city centre or an out of town location, auniversity campus, a business park or a new railway station. Truly understanding the

experience to be offered to people and businesses by a planned mix of facilities, services

and events and testing them against consumer trends, needs, wants and aspirations of

people in target market segments, comparing the likely costs of provision against estimated

costs of income, is a sound way of planning a place and destination experience. The plan

an Experience Masterplancan then form the basis of a brief for spatial masterplanners

and architects to accommodate the proposals on the site(s) for the development.

It also provides a brief for the attraction of investment, the attraction of occupiers and

operators and is the basis for the brand strategy and marketing plan for the development.Referencing a number of international case studies of projects where this approach has

been developed, the author will offer examples of emerging practice in the development of

this tool for destination development, place making and place branding.

Malcolm Allantrained as a town planner, civic designer and development economist and

has forty years experience of town planning, mixed-use development, destination

development, place marketing, place and destination branding. Malcolm has worked in the

UK public sector as a regional, city and borough planner, for a county level regeneration

and development agency, and as a consultant, for companies including PA Consulting,

Victor Hausner and Associates, ThinqGlobal, Placebrands, Locum Destination Consulting

and Colliers International UK before setting up his new consultancy, Placematters, in 2012.

Malcolm has worked for clients in Australia, the China, Hungary, Ireland, Kazakhstan,

Malaysia, the Netherlands, Portugal, Russia, Slovakia, Spain, and the UK.


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Keynote SpeakerTom Buncle

Destination Branding: Key to

Competitiveness or Yesterday's Tactic?

Branding has long been considered the cornerstone of destination marketing. A strong brand

underpinned a destinatins cmmunicatins. It differentiated the destinatin frm its cmpetitrsand enabled it to become recognisable and memorable in the eyes of its prospective visitors. But

that was when destinationspredominantly in the form of national tourism organisations (NTOs),

destination management organisations (DMOs), and the tourism industrylargely controlled the

messages spread about the destination. It was also when communication was characterised by a

dominant sellerdisempowered buyer relationship, which was one-way and top-down, from the

destination to potential visitors.

But, now that digital technology and social media have broken that mould and communication is

pssible by anyne in any directin at any time, has this anarchic, 24/7, always-n wrld

undermined the role of the destination brand? Has it resulted in a commoditisation of destinations?

Is destination branding a concept whose time has passed? And are NTOs and DMOs fighting a losingbattle trying to differentiate their destinations in a world that no longer cares? Using case studies

from his own experience, Tom Buncle will examine the role of a destination brand and its

relationship with stakeholders, explore the process of developing a destination brand, and assess the

implicatins f digital demcracy and empwered cnsumers fr the future f destinatin

branding. The session will finish with an open discussion, which will address the questin Has

destination branding had its day?

Tom Buncle is Managing Director of Yellow Railroad, an international destination consultancy that

helps countries, cities and regions improve their competitiveness as tourism destinations. He has

undertaken branding, marketing, and responsible tourism strategies for destinations in the UK,

Europe, Africa, the Middle East, North America and the Caribbean.

Tom has 30 years' experience on four continents in destination development, branding, marketing,

policy formulation and organisational change. He is a former Chief Executive of the Scottish Tourist

Board and international manager of the British Tourist Authority in Southeast Asia, Norway, London,

and California. He authored the definitive Handbook on Tourism Destination Branding(pub. 2009) for

the United Nations World Tourism Organization (UNWTO) and European Travel Commission (ETC).


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Keynote SpeakersSofie Flensburg & Israel Ubeda

The Power of Digital Marketing: Promoting Sweden Online

VisitSweden is the official communications organization that promotes the

brand of Sweden and Swedish destinations and experiences internationally.

Digital platforms and social media are an essential element of its activities to

build the brand Sweden, to market Swedish experiences abroad and in its

image-building efforts for the country. This presentation focuses on how

VisitSweden harnesses social media in its marketing; it will discuss theimportance of being online for tourist boards and explore examples of

successful case studies drawn from both VisitSwedens activities in the Spanish

market and its international campaigns.

Sofie Flensburg isPR & Social Media Manager at VisitSweden Spain. Sofie has

worked at VisitSweden Spain since 2009, before which she studied Marketing &

Leadership in the Tourism Industry in Malm, Sweden. She has a background in

the hotel industry in Spain, speaks four languages and is an expert in working

with bth traditinal media and in the new scial media landscape.

Israel Ubedais Internet Communication Manager at VisitSweden Spain. Israel

has worked at VisitSweden Spain since 2009, before which he studied

Computer Science at Universitat Autnoma de Barcelona. He has a background

in computer programming in R&D, speaks six languages and is passionate

about everything related to computers, communication and language learning.


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Keynote SpeakerDr Mihalis Karavatis

The Destination Brand: Between

Place & Experiences

This presentation will attempt to problematize concepts that are commonly taken for

granted in destination marketing. It will use a combination of theoretical insights and

practical examples in rder t suggest a rethinking f what destinatin brands are and what

they can do, attributing central significance to experiences. It will also link the notion of

destination branding to the wider notion of place branding focusing on issues of identities,

culture and stakeholders.

Mihalis Karavatisis an expert in the fields of Place Marketing and Place Branding and has

published extensively in this area. He lectures in marketing at the University of Leicester,

having previously worked as a freelance marketing consultant and Associate Professor at the

International Business School, Budapest. He obtained his PhD (From City Marketing to City

Branding: An Interdisciplinary Analysis with Reference to Amsterdam, Budapest and Athens)

at the University of Groningen and his research and consultancy activities currently focus on

the marketing/branding of places and the marketing of tourism destinations, including

market research and stakeholder analysis for cities. He is a regular speaker on city marketing

and city branding and co-editor (with Gregory Ashworth) of Towards Effective Place Brand

Management: Branding European Cities and Regions(Edward Elgar, 2010).


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Keynote SpeakerJon Munro

Putting Content at the Centre of Your

Digital Marketing

This presentation will focus on the importance of content in digital marketing. It will

particularly discuss the importance of developing themes in line with the brand story places

are trying to tell, the centrality of innovation, consistency across communications, delivering

across multiple channels and developing conversations and buzz in the short term that help

support the longer term and associated strategy.

Jon Munrois a marketing professional and digital marketing specialist with over 12 yearsexperience across the public and private sectors. He is passionate about doing digital better.

Jon believes that success is based on good planning, effective project management and

paying particular attention to the people that work within and to the business; plus a good

dose of creativity and lots of fun. His experience covers travel, tourism, leisure, charity,

events, software, apparel, fashion, online retail and B2B. He heads up the digital team at

Visit Wales with overall responsibility for developing and taking forward digital marketing

strategy in UK and international markets. He is also Managing Director at Cinch, established

as a marketing consultancy in 2004 but now part of a 'networked' agency team, whose

services include strategy and planning, digital consultancy and supporting change.

After obtaining a first class degree in Business and Marketing at University of Wales,

Swansea, Jon managed and developed a variety of activity and tourism related businesses in

the UK, Turkey, Australia and New Zealand. Having decided to settle in Wales he worked as

Marketing Manager for a computer software company before moving to Visit Wales -

heading up their product marketing and a new team. Here he was responsible for

develping and taking frward Visit Wales prduct and niche marketing activity acrss

online and offline channels - including Visit Wales' first campaign based on user generated

content and a web 2.0 approach, which won the CIM Wales Marketing Awards 2008.


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Keynote SpeakerJose Filipe Torres

'Building a City Brandfrom Scratch'

This presentation will discuss the application and value of branding in relation to city brands.

In particular, based on the city brand strategy, it will discuss how to build an entirely new

city brand in Brazil based on the Bloom Destination Brand Strategy.

Jose Filipe Torreshas worked in the consulting and marketing industry across the world. The

American company Future Brand invited him to join the company in 2001 where he initiated

and established Country Branding as a service. In 2003 he founded Bloom Consulting, where

he currently works as the CEO.

Today, according to The Economistand Forbes Magazine, he is considered one of the top

global specialists in Country Branding and he gives more than 30 conference addresses each

year worldwide. Working directly with heads-of-state, his list of clients includes the

Bulgarian, Polish, Portuguese, Spanish and Latvian governments, along with many other

countries and regions. In 2011 his company instigated a global project, researching and

analyzing 193 countries on their brand performancea project which has resulted in the

Bloom Consulting Country Branding Ranking.


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Detailed Conference Programme

Day 1: Wednesday 5th. December 2012

09.001600 Conference Registration Desk Open, Radisson Blu Hotel

9.15-9.45 Croeso/Welcome & Sponsors' Opening Addresses9.45-10.30 Keynote Speaker: Malcolm Allan (PlaceMatters)

Introduced by Professor Nigel Morgan

(WCTR, Cardiff Metropolitan University)


Digital & Social Media 11.00-13.00 (Bianco)Chaired by Dr Claire Haven-Tang (WCTR, Cardiff Metropolitan University)

11.00 Ana Maria Munar (Copenhagen Business School, Denmark) & Jens Kr. Steen Jacobsen

(University of Stavanger, Norway) Tourist Motivation 2.0: Why So Tourists Contribute to

Social Media?

11.30 Lorraine Lobascio & William Norman (Clemson University, USA) Mobile Technologies

and the Tourists' Information Search.

12.00 Jose Fernandez-Cavia (Universitat Pompeu Fabra, Barcelona, Spain) How to Analyse a

Destination Website: Methodology and Recommendations.12.30 Ranjani Lyer (Wipro Consulting Services) Social Media and BPM Build Effective

Marketing Channels for 21st. Century Corporations.

Consumer Relationships & Experiences (I) 11.00-13.00 (Verde)Chaired by Dr Jose Fernandez-Cavia (Universitat Pompeu Fabra, Barcelona, Spain)

11.00 Karolina Janiszewska (Poznan University of Economics, Poland) The Strategic

Importance of Consumer Insight in Defining Place Brand Identity and Positioning.

11.30 James Seymour (Durban KwaZulu-Natal Convention Bureau, South Africa) and Ernie

Heath (University of Pretoria, South Africa) Towards a Strategic Marketing Framework for

Sustainable Business Tourism Destination Success.

12.00 Sameer Hosany (Royal Holloway, University of London, England), Girish Prayag

(SKEMA Business School, France), Siripan Deesilatham (Royal Holloway, University of

London, England), Khaled Odeh (Al-Hussein bin Talal University, Turkey), Giacomo Del

Chiappa (University of Sassari, Sardinia) Measuring Tourists' Emotional Experiences:

Extension and Further Validation of the Destination Emotion Scale.

12.30 Ruth M. W. Yeung & Virginia M. C. Lau (Institute for Tourism Studies, Macao)

Economic Disparities Effect: Trip Characteristics of Visitors From Eastern & Western China.


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City&Regional Brands (I) 11.00-13.00 (Azzuro I)Chaired by Dr Don Dioko (Institute For Tourism Studies, Macao)

11.00 Marta Plumed Lasarte (University of Zaragoza, Spain) Perceived City Values From the

Residents' Perspective: A Study of Zaragoza's City Brand.11.30 Keith Dinnie, Erdin akmak & Sebastiaan Straatman (NHTV Breda University of

Applied Sciences, The Netherlands)Vietnam's Destination Brand: The Link Between Tourist

Satisfaction and Willingness to Purchase Vietnamese Export Products.

12.00 Karen Davies (Welsh Centre for Tourism Research, Cardiff Metropolitan University,

Wales) & Ieuan Sherwood (Bridgend Borough Council) Creating a Regional Brand Through the

Strategic Development of an Events Portfolio as part of a DMP: A Case Study of Bridgend

County Council.

12.30 Kirk S. Bowman (Georgia Institute of Technology, USA) Innovative Bureaucrats and

Tourism Rebranding in Buenos Aires.

Storytelling, Narratives & Places (I) 11.00-13.00 (Azzuro II)Chaired by Peter Cole (Capital Regional Tourism, Wales)

11.00 David Botterill (Welsh Centre for Tourism Research, Cardiff Metropolitan University,

Wales) Tourism Destination Stewardship and Violence

11.30 Hadyn Ingram, Saloomeh Tabari & Wanthanee Watthanakhomprathip (London School

of Commerce, England) Political Instability in Tourism: Thailand as a Travel Destination.

12.00 Lalith Chandralal (University of Sri Jayewardenepura, Sri Lanka) & Jennifer Rindfleish

(University of New England, Australia) Exploring the Determinants of Memorable Tourism

Experiences.

12.30 Crowns Adepeko (National Open University of Nigeria) Idanre Hills, the Tourists'

Attraction and Developing and Sustaining Tourism in Ondo State, Nigeria.

13.00-14.00 Buffet Lunch, The Radisson

14.00-14.45 Keynote Speaker: Tom Buncle (YellowRailroad)

Introduced by Professor Rich Harrill (University of South Carolina)

City &RegionalBrands (II) 14.45-15.45 (Verde)Chaired by Dr Keith Dinne (NHTV Breda University of Applied Sciences, The Netherlands)

14.45 Frederic Bouchon (Taylor's University, Malaysia) Truly Asia and Global City? Branding

Strategies and Contested Identities in Kuala Lumpur.

15.15 Gloria Jimenez Marin (Universidad de Sevilla), Carmen Silva Robles (Universidad de

Cadiz, Spain) & Rodrigo Elias Zambrano (Universidad de Huelva, Spain) Shopping Tourism:

The Shopping as a Selling Point for Tourist Destinations & City Branding. A Case Study of

Seville.


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Consumer Relationships & Experiences (II) 14.45-15.45 (Azzuro I)Chaired by Dr Ana Maria Munar (Copenhagen Business School, Denmark)

14.45 Caroline Ritchie (Welsh Centre for Tourism Research, Cardiff Metropolitan University,

Wales) & Ceri Webber (independent scholar) Could a Wine Tourism Route be Developed toSupport Rural Tourism in Wales?

15.15 TimothyJeonglyeol Lee (Ritsumeikan Asia Pacific University, Japan)Strategic

Development of the Medical Tourism Industry in Japan.

Destination Communications 14.45-15.45 (Bianco)Chaired by Dr Noelle O'Connor (Limerick Institute of Technology, Eire)

14.45 Ranjani Lyer (Wipro Consulting Services) Enabling Effective Application Integration

Programs.15.15 Marvin Capco, Gerard Alvn P. Apostol, Erika Pamela Bulacan, Janina R. Cambronero,

Katrina Mari B. Flores, Aaron B. Evangelista, Roshni S. Raichandani, Lorelie M. Rojas &

Charmaine Anne M. Solis (Phillipines) The Effectiveness of General Santos City's Destination

Marketing Organization Integrated Marketing Communication Strategies


Cultural & Creative Industries & Events 16.15-17.45 (Bianco)

Chaired by Dr Dewi Jaimangal-Jones (WCTR, Cardiff Metropolitan University)

16.15 Peter Cole (Capital Regional Tourism, Wales) Challenges Faced in Developing Cultural

& Creative Industries.

16.45 Brendon Knott (Cape Peninsula University, South Africa), Alan Fyall & Ian Jones

(Bournemouth University, England) National-Branding and Mega Events: South Africa and the

2010 FIFA World Cup.TM

17.15 Terry Stevens (Stevens & Associates, Wales) Crimes Aginst the Consumers: Serial

Reproduction and the Need for Innovation in the Future Cultural Tourism Development in

Destinations.

Storytelling, Narratives & Places (II) 16.15-17.45 (Verde)Chaired by Dr Virginia M. C. Lau(Institute For Tourism Studies, Macao)

16.15 Julia M. Trapp-Fallon (Welsh Centre for Tourism Research, Cardiff Metropolitan

University, Wales) Pilgrims, Pandasand Place: Changing India.

16.45 Azizul Hassan (University of Greenwich, England), Mizan Rahman (University of

Lincoln, England), Shamim Ehsanul Haque (Brac University, Bangladesh) Understanding

Tourism Where the Place Has Religious Importance: The Case of Buddhist Vihara at Paharpur.

17.15 Claudia Melis & Ernestina Giudici (University of Cagliari, Italy) Brand: Does it Add Value

to Intangible Cultural Heritage?


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Cultural & Creative Industries & Identities 16.15-17.15 (Azzuro I)Chaired by Dr Nick Clifton (Cardiff Metropolitan University, Wales)

16.15Bente Heintum (Finnmark University College, Norway)& Jens Kr. Steen Jacobsen(University of Stavanger, Norway) Guidebooks as destination image formation agents: a

content analysis of highlights in Northern Norway.

16.45 Szilvia Gyimthy (Aalborg University, Denmark), Carina Ren & Lill Bjrst Arctic

Destination Branding Amid Contested Climate Discourses.

19.00 Coach Pick-Up From Radisson Blu Hotel

19.3020.30 Uffindell Wine Reception & Canapes in the Victor Salvi

Room at the Wales Millennium Centre followed by

free night in Cardiff Bay

22.30 & 23.00 Coach Pick-Ups and Return to Radisson Blu Hotel

Day 2: Thursday 6th. December 2012

09.001200 Conference Registration Desk Open, Radisson Blu Hotel

09.00-9.45 Keynote Speaker: DrMihalis Karavatis (University ofLeicester)Introduced by Dr Sanda Corak (Institute For Tourism Zagreb)

Destination Partnerships & Stakeholders (I) 09.45-10.45 (Bianco)Chaired by Prof Terry Stevens (Stevens & Associates, Wales/WCTR)

09.45 Bodil Stilling Blichfeldt (Aalborg University, Denmark), John Hird (Hird & Ko), Peter

Kvistgaard (Kvistgaard Consulting) & Anette Therkelsen (Aalborg University, Denmark) In

Search of Place Brand Identity: 'How We See Us'.

10.15 Anna Augustyn (University of Bialystok, Poland) The Programme of Economic

Promotion of Eastern Poland and its Influence on Social and Economic Development in the

Area.


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Storytelling, Narratives & Places (III) 09.45-10.45 (Verde)Chaired by Dr Diane Sedgley (WCTR, Cardiff Metropolitan University)

09.45 Niels Frederik Lund (University of Surrey, England) The Power of Storytelling: Utilizing

the Hollywood Scripting Formula in Destination Branding.10.15 Rosanna Vitiello & Louise Dreier (Ralph Appelbaum Associates) Found in translation:

Uncovering Hidden Stories to Build Value for a Place and Strengthen its Image.

Destination Image & Identities (III) 09.45-10.45 (Azzuro I)Chaired by Dr Szilvia Gyimthy (Aalborg University, Denmark)

09.45 Nick Clifton (Cardiff Metropolitan University, Wales) At the Intersection of Tourism

Studies and Economic Geography? Branding of the Region, Branding Fromthe Region.10.15Veronika Grishel (Cracow University of Economics, Poland)National branding byDiaspora: an example of Poland.


11.15-12.00 Keynote Speaker: Jon Munro (VisitWales)Introduced byDr Fernandez-Cavia, Jose(Universitat Pompeu Fabra, Barcelona, Spain)

Destination Partnerships & Stakeholders (II) 12.00-13.00 (Bianco)Chaired by Dr Irena Ateljevic (Zagreb Institute for Tourism, Croatia)

12.00 Natasha Cox (Griffith University, Australia) Stakeholder-Agency Theory: A Destination

Branding Application.

12.30 Magdalena Florek (Poznan University of Economics, Poland) Building the Image of a

Place Brand with the Support of the Local Commercial Brands.

Destination Image & Identities (IV) 12.00-13.00 (Verde)Chaired by Dr Sanda Corak (Zagreb Institute for Tourism, Croatia)

12.00 Eduardo Oliveira (University of Groningen, The Netherlands) A Region as a Destination:

Towards a Place Branding Strategy for the Northwest of Portugal.

12.30 Sharon Kiely & Noelle O'Connor & Sinead O'Leary (Limerick Institute of Technology,

Eire) A Critical Review ofCounty Clare's (Ireland) Tourism Destination Brand.


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Consumer Relationships & Experiences (III) 12.00-13.00 (Azzuro I)Chaired by Dr Sheena Carlisle (WCTR, Cardiff Metropolitan University)

12.00 Ruth Yeung & Veronica Lam (Institute for Tourism Studies, Macao) Prediction of VisitorAttendance at Stage Shows: A Modelling Approach.

12.30 Robert Nash (Bond University, Australia), Liz Britt Dalkarl (Robert Gordon University,

Scotland), Craig Leith (Aberdeen College, Scotland), Andrew Martin (Robert Gordon

University, Scotland) & Paul Stansbie (Grand Valley State University, USA) An Evaluation of

the Potential to Develop In-Bound Japanese Tourism to Northeast Scotland Using the Thomas

Blake Glover Connection.

Storytelling, Narratives & Places (IV) 12.00-13.00 (Azzuro II)Chaired by Dr Bente Heintum (Finnmark University College, Norway)

12.00 Noelle O'Connor (Limerick Institute of Technology, Eire) & Karl Russell (London

Metropolitan University, England) A Conceptual Investigation into the Use of Social Media as

a Branding Tool for Emerging Tourism Destinations.

12.30 Zhihong Gao (Rider University, New Jersey USA), Pstscialism and the Lgic f Red

Turismin China: A Qualitative Content Analysis


Destination Partnerships & Stakeholders (III) 14.00-15.30 (Bianco)Chaired by Professor Timothy Jeonglyeol Lee (Ritsumeikan Asia Pacific University, Japan)

14.00 Morten Boesen (Roskilde University, Denmark) Destination Brand Development in

Strategic Networks: A Process Perspective.

14.30 Rebecca Richardson (Newcastle University, England) Coperation, Partnership and

Leadership: Place Branding in Three European Cities.

15.00 Omkumar Krishnan (IIM Kozhikode, India) & Lubna Nafees (IMT Ghaziabad, India) The

Role of Image Formation Agents in Destination Branding: The Case of Seven Sisters of India.

Destination Image & Identities (V) 14.00-15.30 (Verde)Chaired by Dr MagdalenaFlorek (Poznan University of Economics, Poland)

14.00 Ghina Said (Heriott Watt University, Dubai Campus, UAE) & Ian Michael (Zayed

University, Dubai, UAE) Nation Branding: A Case Study of the UAE.

14.30 Katarina Milicevic (Institute for Tourism, Zagreb, Croatia) Bozo Skoko (Faculty of

Political Sciences, Zagreb, Croatia) & Damir Kresic (Institute for Tourism, Zagreb, Croatia)

The Power of Tourism in Creating a National Brand: The Case of Croatia.

15.00 Sanda Corak, Snjezana Boranic Zivoder & Irena Ateljevic (Zagreb Institute for Tourism,

Croatia) A World of Paradigm Shift: An Opportunity for the Croatian 'True' Brand.


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Consumer Relationships & Experiences (V) 16.45-17.45 (Verde)Chaired by Emma Bettinson (WCTR, Cardiff Metropolitan University)

16.45 Tanveer Abbas, Rizwan Saleem & Muhammad Mohsin Butt (International IslamicUniversity, Islamabad, Pakistan)The Relationship of Life Satisfaction with Buying Intention

and Brand Behavior for Global Brands.

17.15 Pallav H. Joshi & Vaishali P. Joshi (Marwadi Education Foundation Group, Gujarat,

India) A Comparative Analysis of Tourism Marketing & Promotions: India with respect to

Southeast Asia.

Sustainable Innovations & Place (IV) 16.45-17.45 (Azzuro I)Chaired by Professor Robert Nash (Bond University, Australia)

16.45 Francesca Zunino (University of Modena & Reggio Emilia, Italy), Marco Devecchi

(University of Toronto, Canada) Local and Transnational Sustainable Ecotourism of the

Natural-Cultural Landscape: Asti, Piedmont, Italy.

17.15 Claire Haven-Tang & Eleri Jones (Welsh Centre for Tourism Research, Cardiff

Metropolitan University, Wales) Made in Monmouthshire: Creating a Sense of Place.

19.30 Welcome Drinks Reception Sponsored by

Radisson Blu, Cardiff

20.00 Gala Dinner & Awards at the Radisson Blu HotelIncludes Awards for Best Papers sponsored by the Journal of Destination

Marketing & Management(www.elsevier.com/locate/jdmm)& The Journal

of Place Branding & Public Diplomacy(http://www.palgrave-

journals.com/pb/index.html).
https://staffemail.uwic.ac.uk/owa/redir.aspx?C=6373dfeff34c4541a14f37fbf5dff9dd&URL=http%3a%2f%2fwww.elsevier.com%2flocate%2fjdmmhttps://staffemail.uwic.ac.uk/owa/redir.aspx?C=6373dfeff34c4541a14f37fbf5dff9dd&URL=http%3a%2f%2fwww.elsevier.com%2flocate%2fjdmmhttps://staffemail.uwic.ac.uk/owa/redir.aspx?C=6373dfeff34c4541a14f37fbf5dff9dd&URL=http%3a%2f%2fwww.elsevier.com%2flocate%2fjdmmhttp://www.palgrave-journals.com/pb/index.htmlhttp://www.palgrave-journals.com/pb/index.htmlhttp://www.palgrave-journals.com/pb/index.htmlhttp://www.palgrave-journals.com/pb/index.htmlhttp://www.palgrave-journals.com/pb/index.htmlhttp://www.palgrave-journals.com/pb/index.htmlhttps://staffemail.uwic.ac.uk/owa/redir.aspx?C=6373dfeff34c4541a14f37fbf5dff9dd&URL=http%3a%2f%2fwww.elsevier.com%2flocate%2fjdmm


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Abstracts in Theme Order

Digital & Social Media

Ana Maria Munar and Jens Kr. Steen JacobsenTourist Motivation 2.0: Why do tourists contribute to social media.

Copenhagen Business School, Denmark; University of Stavanger, Norway

Electronic social media is increasingly relevant as tourism practises affecting destination development

and branding. However, there is still a deficiency of empirical research on the motivational factors that

lie behind the creation and sharing of online content by tourists. This study explores the motivation of

turists wh cntribute t scial media sites. It examines the relatinship between turists use f

information sources and their willingness to share online content on different types of social media

(e.g. social networks, review sites, etc.), based on a summer season survey in the mature and well-

known destination of Mallorca, Spain. Findings contribute to the understanding f turists scial

media adoption in technologically advanced markets with high levels of ICT adoption and use, inrelation to a mainstream holiday location that is generally well-known in Western Europe. Empirical

evidence is presented of who, when, how and why create and share travel experiences on social

media. The paper discusses motivation schemes for knowledge and experience-sharing and it critically

analyses technological mediation through electronic word-of-mouth and involvement factors related

to virtual dissemination of travel experiences. Results provide insights on different motivational factors

such as personal benefits, community related benefits and social capital that influence the sharing of

user generated content in tourism. Moreover, the paper discusses technology adoption,

transformations of tourism socio-cultural practices, hedonic aspects and utilitarian values of new

media. Finally, this study contributes to expanding the knowledge-base on technological mediation and

emerging tourism cultures.

Lorraine Lobascio & William Norman

Mobile Technologies and the Tourists' Information Search.

Clemson University, USA

The use of mobile technologies is increasing and the tourism industry is reacting to the dramatic

growth of smart phones and tablets (My Destination 2012). Research on mobile commerce (m-

commerce) has suggested that it differs from e-commerce which is based on the wired Internet (Siau,

Lim & Shen 2001). M-commerce is likely to be seen as an added convenience in other industries while

it has the potential to become integral to communication within the tourism industry (Eriksson 2003).

Tourism managers have an unprecedented opportunity to reach target audiences using information

sources found on mobile devices (Kim, Park & Morrison 2008). The purpose of this study is to apply

the model of tourist acceptance of mobile technology (Kim, Park & Morrison 2008) to a sample of 600

tourists visiting Oconee County, South Carolina during the summer season in 2012. There is a need for

research which examines the relevancy of external variables to the model of tourist acceptance of

mobile technology (Kim, Park & Morrison 2008). However, the overreliance on intent rather than

behavior in technology acceptance models has been criticized and Gretzel (2011) argues that there is

not enough research on actual use. Participants will be asked to indicate their use of mobile

technologies and answer a series of questions related to external variables such as tripographics,

psychographics, and demographics. The results of this study have the potential to address the

relevancy of the external variables to the model of tourist acceptance of mobile technology (Kim, Park

& Morrison 2008) as well as establish frequencies of actual behavior as recommended by Gretzel

(2011). This study and the rigor of the proposed methods are academic in nature though the authors

anticipate that the findings will have practical implications for destination managers on how to

maximize the potential of mobile technology.


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Ranjani Iyer

Social Media and BPM Build Effective Marketing Channels for 21st. Century Corporations.

Wipro Consulting Services

With the worlds Business population proactively using online social media , organizations today arechanging their business operating mdels t harness the pwer f Interactive Online and mving

their brand to be exactly where your audience is .21st Century Corporations see increasing business

value of social-networking platforms such as Twitter and Facebook as a mechanism to collaborate with

internal and external customers . Enterprises today look for ways to integrate social networks into their

business processes and increase the effectiveness of Marketing through the social channel. Marketing

through the Social networking channel is four fold (1) Generating critical Mass of Brand awareness with

an increase in number of customer touch points (2) Increasing the brand engagement index and

allowing headroom for customers to interact with the brand on a more frequent basis (3) Acts as a

medium for customers to collaborate and perform as a sales advocacy group (4) Build intelligence on

customer markets to define customer retention strategies and reduce customer churn based on

customer intelligence of the way they interact with the brand . One efficient approach is to use BPMtools, that integrate external applications and data into business workflows. To use Social Media as an

effective marketing channel it is important to define underpinning Business Processes for Social

Process Design and related support processes and these are critical elements to how customers will

interact with a brand and how these interactions can be ploughed back into the business as customer

intelligence for effective decision making and targeted selling.

Jose Fernandez-Cavia

How to Analyse a Destination Website: Methodology and Recommendations.

Universitat Pompeu Fabra, Barcelona, Spain

The best way of fostering the competitive edge of a place is to create a strong brand recognition thatreflects its identity. The brand proposal must be attractive to potential customers whether they are

tourists, investors or residents and must be capable of focusing the numerous promotion efforts of

public and private organisations -which are frequently scattered- in a single and coherent direction.

In the tourism industry, ICT have caused a drastic modification of the behaviours of consumers or

current travellers, creating, according to some experts, the rise of a new type of tourist: less interested

in traditional tourism packages, less used to waiting or delays, more demanding and sophisticated, and

comfortable directly contacting service providers (Buhalis & Law, 2008: 611). This new tourist uses the

Web as a primary source of information. Thus, the need to develop a virtual presence with successful

websites is one of the main challenges of the so-called Destination Marketing Organizations (DMO).

On the other hand, research evaluating the communication efficiency of tourism websites started over

ten years ago, according to Law, Qi and Buhalis (2010); however, as these authors rightly pointed out,

the tourism industry yet lacks a universally accepted method for the evaluation of websites. The aim of

this communication is to present a website assessment methodology, an interdisciplinary and

integrated model which combines automated analyses with quantitative and qualitative data. It

consists in an exhaustive template embracing fourteen diverse topics usability, languages, brand

treatment, commercialization, etc.- each one with a set of indicators. In this presentation we will

explain the methodology in detail and show a number of examples of the results that can be obtained.


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Consumer Relationships and Experiences

Karolina Janiszewska

The Strategic Importance of Consumer Insight in Defining Place Brand Identity and Positioning.

Poznan University of Economics, Poland

Place or destination branding has become a very popular approach to manage and foster development

of cities, regions and countries. To make the process more efficient, it is necessary to define the basis

of place brands properly. One of the key elements in defining brand identity is consumer insight,. The

main prerequisites f cnsumer insight imprtance are dynamic changes in cnsumers needs and

behaviors, which determines their decisions. Segmentation process based on demographic data in

context of postmodernism is not sufficient any more to differentiate the brand. Looking for

competitive advantage, brand managers more often focus on consumer behavior, attitude, values,

needs and expectations. The competitive environment of place management causes that these

tendencies also should be taken into consideration in place brand creation. In the paper the author

indicates the complexity and multilevel character of defining consumer insight in place brand context.

The paper presents possibilities and limitations of marketing research implementation in the process ofdefining consumer, in this case stakeholders, insight. Simultaneously, the author points out strategic

meaning of consumer insight in place brand management process.

James Seymour and Ernie Heath

Towards a Strategic Marketing Framework for Sustainable Business Tourism Destination Success.

Durban KwaZulu-Natal Convention Bureau, South Africa; University of Pretoria, South Africa

Tourism flow generated by business tourism (meetings, incentive trips, conferences and exhibitions), is

one of the most significant and lucrative segments of the tourism market (Davidson & Cope, 2003:4;

Pearlman & Mollere, 2009:147; South African Tourism, 2007:10; Swartbrooke & Horner, 2001:3;

Weber, 2001:599). However, from a strategic and financial perspective, business tourism is arguablyne f the mst cmplex frms f turism marketing, as the purchase f a destinatin experience for

a specific meeting is influenced by various factors and is particularly risky for the reputation of the

client. However, until recently, few academic studies have focussed on business tourism (Davidson &

Cope, 2003:20; Rogerson, 2005:176-177; Swartbrooke & Horner, 2001:3, 226). Furthermore, the key

models of tourism destination competitiveness and success, namely those of Bornhorst, Ritchie and

Sheehan (2010:584-587); Dwyer and Kim (2003:369-414); Heath (2003:6-14) and Ritchie and Crouch

(2003:60-77), do not provide comprehensive accounts of the link between business tourism and

destination competitiveness and success. Of particular significance is the fact that only a few academic

studies detail one or more of the factors that specifically determine business tourism destination

competitiveness. The purpose of this paper will be to introduce a brief overview of the key aspects of

business tourism from a destination competitiveness perspective; to critically discuss the key factorsthat have contributed to business tourism competitiveness in leading international destinations, based

on case study analysis; to share the key findings of empirical work being done in this sphere in South

Africa; and to postulate a draft strategic framework for sustainable business tourism destination

success. More specifically a concerted effort will be made to:

clarify the link between business tourism and overall tourism destination competitiveness and

success;

outline the apparent factors that determine business tourism success;

demonstrate how destination competitiveness and success factors relate to the specific factors

that determine business tourism success;

discuss the relevance and importance of these factors as perceived by key stakeholders in a

particular business tourism destination in South Africa; andpostulate a framework and guidelines for sustainable business tourism destination success.


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Ruth M. W. Yeung and Virginia M. C. Lau

Economic Disparities Effect: Trip Characteristics of Visitors From Eastern & Western China.

Institute for Tourism Studies, Macao

China has become an important target for many international destinations and statistics show that themainland Chinese made over 70 million trips to oversea destinations in 2011 (CTA, 2012). In view of

this, Chinese outbound travel has attracted significant attention of academic researchers and

destination marketers. However, most studies take a general view of Chinese travel behavior in foreign

countries by examining their travel patterns, attraction visited and their demographic profile (e.g. Ryan

and Mo, 2001; Suzuki, 2002; Liu and Du, 2006; Arlt and Feng, 2007; Zhao and Du, 2009; van Dijk, 2011).

This general overall view underestimates the heterogeneous nature of travelers as there are

substantial differences between the eastern regions and the western regions in terms of economy and

so forth. Little research has been carried out to investigate the impact of economy disparity on travel

characteristics among regions with developed and less developed economy.

To bridge the research gap, the purpose of this study is twofold; first to characterize outbound Chinesetypology visited Macau, second to compare the travel characteristics among regions with developed

and underdeveloped economy. The research information provides empirical insights and helps for

destination marketers to differentiate promotional plans to target the market in a strategic approach.

A total of 4,254 respondents from eastern regions, western regions, and two economic zones, namely

Hong Kong and Taiwan were recruited to complete a self-administrated questionnaire regarding their

trip characteristics together with demographic information. Results show that most of the travelers

from the western regions (relatively underdeveloped) were first time visitor, having the highest

percentage of joining group tours, the least percentage of staying in 5 star hotels accommodation and

the least overall satisfaction. The findings confirm that travel characteristics of respondents from the

western regions differ significantly from other regions.

Caroline Ritichie and Ceri Webber

Could Wine Tourism Route be Developed to Support Rural Tourism in Wales.

Welsh Centre for Tourism Research, Cardiff Metropolitan University; Unafilliated

Increasingly the economic status of rural areas in many Western European countries has been a key

concern of their governments. Various strategies have been proposed to address this issue amongst

which is the proactive development of wine tourism since most vineyards are in rural areas. For

example, between the 1950s and 1980s the rural areas of Spain experienced mass depopulation to

urban areas in search of work causing major economic problems. To halt / reverse the situationinternal rural tourism and international wine tourism in Spain was strongly supported by the

government. The success of this policy helped sustain rural population levels and contributed to

improvements in landscape, heritage and environment.

The authors believe that a sufficient interest in wine has emerged which could support the

development of more localised, regional wine tourism within the UK as part of the further

development of rural tourism. The purpose of this study is to assess the potential for the development

of wine tourism via a wine route in the Monmouthshire, Wales. It identifies key factors which would

facilitate that development, such as Areas of Outstanding Natural Beauty and high quality local food

provision.


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Timothy Jeonglyeol Lee

Strategic Development of the Medical Tourism Industry in Japan.

Ritsumeikan Asia Pacific University, Japan

The study focuses on the strong potential and growing popularity of the health-related tourism

industry. It aims to provide strategic development for Japan to be a leading destination for the medicaland health tourism industry by comparing the cases of Singapore and Hungary. An overview of the

industry, the current situation, concerning issues and directions to pursue for the successful

development of the health-related tourism industry in each of the three countries will be investigated.

It will include conducting a field survey involving stakeholders from these countries. The study will

provide a strategic analysis for the sustainable and efficient development of the health tourism

industry in Japan to create the optimal approach that can help national economy.

Ruth Yeung and Veronica Lam

Prediction of Visitor Attendance at Stage Shows: A Modelling Approach.

Institute for Tourism Studies, Macao

Event tourism has attracted increasing attention as events are a significant component to building

brand destination (Kim, Allen and Kardes, 1996). A large body of literature look into motivation of

visitors to attending special event (e.g. Uysal, Gahan, and Martin, 1993; Mohr, Backman, Gahan and

Backman, 1993; Crompton and McKay, 1997; Formica and Murrmann, 1998); however, little attention

has been given to understand and predict visitor behaviour for attending stage shows on a regular

basis (Reddy, Swaminathan and Motley, 1998). There is dearth knowledge concerning motivation and

determinants of visitor attendance of live stage shows and it is deemed meaningful and necessary to

investigate the factors that may stimulate stage show attendance. This study builds a model to predict

visitor attendance on top of identifying motivational factors for visitor attendance to stage show in

Macau. Macau was chosen as the study context for being a tourism city; the hotel industry has sourced

high performance shows, such as ZAIA to perform at the Venetian Macao-Resort-Hotel and House ofDancing Water at City of Dream to increase destination visit.

To achieve the research purpose, a quantitative approach was adopted and a total of 342 respondents

who were visitors to Macau were recruited and their motivation and impact on attendance to stage

show were measured. Logistic regression was performed to test the relationship between motivation

and event attendance. The outputs reveal that three pull/push factors, namely atmosphere, location,

convenience to buy tickets, and three demographic factors, namely gender, occupation, income have

significant effect on event attendance. A model was developed to predict visitor attendance to stage

show performance with a good overall accuracy rate of 84.7%. This research provides insight to

formulate effective strategic marketing programme to encourage visitor attendance.

Aaron Tkaczynski

Flower Power: A Visitor Segmentation Study of the 201 Toowoomba Carnival of Flowers.

University of Queensland, Australia

Events that act as attractins with drawing pwer can influence a travellers decisin t visit a

destination. Based on their potential attractiveness as a tourism catalyst, events have been

strategically utilised as part f a destinatins branding and marketing campaign. Whilst it is argued

that events can be emplyed t strengthen, enhance, r change a destinatins brand, it is firstly

essential to identify a profile of actual and potential event visitors. Armed with this knowledge,

destination marketers can identify how their destination is perceived by these relevant segments

which can be used to inform future destination branding and marketing campaigns. This research

aimed to segment visitors to the 2011 Toowoomba Carnival of Flowers, a major regional festival held in


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Queensland, Australia. An on-site self-administered questionnaire was utilised and 296 valid surveys

were analysed using Two-Step cluster analysis. Three clusters, labelled residents, day-trippers, and

visiting friends and relatives (VFR)were identified. A key finding of this research is that the festival is

largely visited by residents or friends or family of Toowoomba residents. Conversely, attendance at the

major promoted activities was minimal, yet shopping and dining were rated highly amongst the three

clusters. These findings would suggest that the Toowoomba Carnival of Flowers is attracting largelylocals and, consequently, its ability to act as a tourist attraction with drawing power is minimal. Based

on these findings, an opportunity for future research is to consider destination branding from a

resident and a VFR perspective. Here, it can be identified why these segments attend the festival which

can be used to inform future destination branding and marketing campaign to residents and,

importantly, tourists.

Ella Hastings, Nigel Morgan and Annette Pritchard

A New DMO Marketing Evaluation Framework: The Case of VisitWales.

VisitWales; Welsh Centre for Tourism Research, Cardiff Metropolitan University, Wales

Destination Management Organisations (DMOs) are under increasing pressure to demonstrate cost

effectiveness and evidence the additional value which accrues from their marketing interventions. This

study reviews traditional destination marketing key performance indicators (KPIs) and suggests they

largely evaluate what canbe measured not what shouldbe measured. We argue that these KPIs are

particularly unsuited to assessing the impact of DMO digital platforms and provide little strategic

direction for brand development in todays dis-intermediated marketing environment. The paper

analyses the process by which one DMO (Visit Wales) responded by developing new KPIs within a

marketing evaluation framework and discusses the pilot year of their operation. The outcome of

collaboration between turisms academic and industry knwledge cmmunities, the paper thus seeks

to transform organisationally-held knowledge into publicly available explicit knowledge, which has the

potential to inform sectoral innovation and increase competitiveness.

Federica Caboni and Ernestina Giudici

Are Salt Flats Eligible as Place Brands?

University of Cagliari

Summary of aim: The aim of this work is to explore in depth localities where salt flats are located (in

work or out of production) to test if the conditions to re-discover, re-invent, and evaluate these

localities highlighting their identity, and their intangible cultural heritage exist. In fact, salt flats are

localities that also when out of production; keep the charm of a place in which drops of sea have

become magic crystals: this means that salt flats may become places able to involve tourists and create

destinations (Saarinen 2004) where living an emotionally unique experience. Moreover, many of them

have been turned into protected areas: in this way the emotions that salt flats are able to generate

increase significantly because of the presence of several species of animals that find food and

protection, as well as various species of shrubs and flowers.

Approach: The paper analyzes in what way a particular environment like salt flats can be promoted as a

place brand (Papadopoulos 2004) to develop a place normally unknown, as a new tourist destination.

We adopted the case study methodology (Yin 2009) to investigate the particularity of salt flats and

verify the opportunity to create a place brand of its.

Key Arguments: Place brand, Salt Flats, tourism destination.

Findings: The research is in progress, and the findings are currently being analyzed.


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Robert Nash, Liz Britt Dalkarl, Craig Leith, Andrew Martin and Paul Stansbie

An Evaluation of the Potential to Develop In-Bound Japanese Tourism to Northeast Scotland Using

the Thomas Blake Glover Connection.

Bond University, Australia; Robert Gordan University, Scotland; Aberdeen College, Scotland; Robert

Gordan University; Grand Valley State University, USA

This research explores the strength of the potential niche market associated with the Japanese

connection to Thomas Blake Glover. The study involved research to ascertain whether there is

sufficient demand in Japan to sustain a heritage attraction, or trail built up around Blake Glover in

Northeast Scotland, as a means to counteract the decline of primary sector industries in the area. More

specifically the research set out to identify strategies to optimise the Glover connection as a resource

for NE Scotland. The research also highlights issues of significance to the wider Scottish tourism

product in terms of attempting to attract the Japanese market to Scotland.

Mathew Cooper, Akash Puranik and Maiia Andrushchenko

'Made in Wales' Perceptions Pertaining to Welsh Higher Education Brand Identity.Ealing, Hammersmith and West London College, England

Aims:

T assess perceptins cntributing twards the Welsh brand and in particular Wales as a

destination for Higher Education.

Objectives:

To identify and rank key perceptual elements that contribute to the purchase decision for

international students enrolling at a Higher Education institution associated with Wales.

To analyse the findings in relation to current marketing output (Welsh Tourist Board and Welsh

Higher Education.)To make recommends with regard to optimising the effectiveness of the marketing function both

at an institution level and also in general terms for the Welsh Tourist Board.

Approach

Qualitative research is essential when it is the quality or perception of an experience that is important

and not the frequency of an opinion or event (Easterby-Smith, 2008). Emotions can rarely be

averaged, however, the combining of a qualitative and quantitative approach is common (Sharrock &

Hughes, 2007) for philosophical, especially epistemological issues to be regarded as the preliminary

ones that need to be addressed.

Key Arguments / FindingsA work in progress; this research hypothesises that the UK HE sector has assumed that pull factors

associated with foreign markets have been based around a brand value (destination brand) associated

with UK study in the first instance and secondly and more specifically Wales as an education related

brand in its own right. Recent governmental policy shifts have led to the removal of the PSW (post

study work visa) and thus a potential dislocation within the pull factors associated with these overseas

markets. These changing environmental conditions means that UK based education will need to re-

evaluate its marketing strategy and ensure that the brand image it is prtraying is as effective as

possible.


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Lalith Kotuwegoda Palliyaguruge and Jennifer Rindfleish

Exploring the Determinants of Memorable Tourism Experiences.

University of Sri Jayewardenepura, Sri Lanka; University of New England, Australia

This paper presents the preliminary findings of the qualitative phase of a PhD research project which

explores the determinants of memorable tourism experiences (MTEs). Data analysis involved 100reported tourism experiences at two travel blogs and 35 in-depth interviews with a purposive sample

of frequent Australian travellers. Thematic inductive content analysis was employed to identify

common patterns of MTEs and MAXQDA10 qualitative data handling software was used to facilitate

the data analysis. Findings revealed 10 themes of positive MTEs namely meaningfulness, affective

feelings, novelty and difference, authentic local experiences, perceived significance, local hospitality,

collective mentality, professionalism of local guides, perceived flexibility and the serendipitous nature

of experiences. Negative experiences were seldom reported and tend to have less impact on future

travel decisions. Analysis also revealed that novelty seeking travellers do not intend to re-visit the same

destination despite having had memorable experiences. Further findings revealed three groups of

participants based on their willingness to generate word of mouth recommendations: reluctant

recommenders, reactive recommenders and enthusiastic recommenders; with MTEs having moreimpact on the enthusiastic recommenders. These findings provide important managerial implications

for destination marketing efforts.

Mizanur Rahman

Financing Tourism with Credit: Insights From Tourists From Bangladesh

Bangladesh

For the last 10 years Bangladesh, a South Asian developing country, has experienced a real GDP growth

rate of 5% -6% on average. This period of economic success had resulted in an upwardly mobile

middle-class population representing almost 10% of the total population of Bangladesh. Limited localtourism choice induces the urban affluent, and the burgeoning middle-class to seek out alternative

holiday destinations overseas. Spending a vacatin utside nes wn cuntry is expensive, even if this

vacation destination is in a neighboring and nearby country. Despite real and disposable income

growth in recent years for a Bangladeshi tourist, it often necessitates foregoing other consumption

opportunities to finance a holiday abroad. A good number of urban Bangladeshis therefore resort to a

travel loan or a holiday credit product from the bank to realise their overseas tour. In a culture where

credit usage for luxuries is uncommon, this suggests a very strong personal motivation - both intrinsic

and extrinsic. A lot of outbound tourists are first-time turists fr whm nvelty value is the strngest

determinant as ppsed t mre cmmn gals such as peer apprval r experience. These turists

have als redefined what meaning turism has in their life: a shift frm hednism t using turism t

experience educatin, develpment, and prgress. This study is imprtant because turists frm

developing countries will significantly increase as nations such as Bangladesh move towards becoming

a middle income economy from a low income one. Their aspirations and motives play a part in

determining what destinations become more meaningful and interesting to such tourists. As a cluster,

they may have immense impact on businesses - as they can influence the global allied industries

relating to outbound tourism such as hospitality, civil aviation, etc.


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Ramon Diaz-Bernardo

Franchising in the Hotel Industry: An Analysis of the Three Confronting Theories to Explain Why

Hotel Chains Franchise

IE Business School, Madrid, Spain

Franchising in the hospitality industry is a growing trend. According to the Mintel MarketingIntelligence 2009 International Hotel Industry Report, 67% of US room capacity is branded, mainly

through franchise contracts. Almost all the big international hotel chains are involved in franchising,

eighteen of the world top twenty hotel brands use franchising as a growing strategy, and franchising is

also becoming more popular in the European hotel industry. All these facts make franchising a hot

topic of interest and research in the hotel industry. In this article we have analyzed one of the most

relevant lines of research in the franchising literature: the creation of a franchising system. Three

confronting theories are reviewed and presented in this paper to explain the franchising phenomenon

in the hospitality industry, namely, the resource scarcity theory, the agency theory, and the plural from

theory.

Through a series of in-depth interviews with top executives of international hotel chains that are usingfranchising intensively as a form of international expansion we have tested the three competing

theoretical explanations with the real practice of the industry. The conclusion of our analysis is that

probably none of the three confronting theories is able to explain the full franchising occurrence in the

international hotel industry, but each theory explains different parts of the franchising phenomenon,

so they should be perceived as complementary theories to explain the full franchising phenomenon in

the hospitality industry.

City and Regional Brands

11.30 Keith Dinnie, Erdinc Cakmak and Sebastian

Vietnam's Destination Brand: The Link Between Tourist Satisfaction and Willingness toPurchase Vietnamese Export Products.Straatman NHTV Breda University of Applied Sciences, The Netherlands

Destinatin branding seeks t enhance a cuntrys image primarily within the dmain f turist

attraction. The importance of country image has been widely discussed in the tourism literature (Beerli

and Martin, 2004; Echtner and Ritchie, 1993; Pike, 2002). Hwever, the link between a cuntrys

tourism image and its image as a country of origin for products and services is less explored (Mossberg

and Kleppe, 2005). Our study therefore seeks to contribute to furthering understanding of this

potentially important link. This study investigates the link between a tourist-focused destination brand

and the willingness of consumers to purchase products from that country. Taking Vietnam as the locus

of study, a survey was conducted in that country with a sample of 710 tourists from 47 countries.

Previous studies such as those by Nadeau et al. (2008) and Heslop et al. (2004) were drawn upon in the

development of the survey instrument, a questionnaire comprising 5-point scales.

The result of this study provides clear support for a positive relationship between the tourism

destination image and product purchase intention from that country. Tourists who evaluate positively

the tourism destination are more likely buyers of the products from that country when they are back

hme. The mean scres fr the intentin cnstructs shw verall that Vietnamese prducts

perception of value for money is more positively viewed than the Vietnamese product quality. There is

support for the assertion that built environment beliefs towards a tourism destination image affects

the product purchase intention from that country more than the natural environmental beliefs.

Accordingly, for instance increasing the service quality in a tourism destination also would positively

affect the purchase of export products from that country in its visitors home markets.


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Karen Davies and Ieuan Sherwood

Creating a Regional Brand through Strategic Development of an Events Portfolio as part of a DMP: A

Case Study of Bridgend County Council

Welsh Centre for Tourism Research, Cardiff Metropolitan University, Wales; Bridgend Borough Council

The primary research was conducted as part of a Strategic Insight Programme that looked at ways inwhich Bridgend County Borough Council (BCBC) and the Events Management team at Cardiff

Metropolitan University could collaborate in the future. The exercise was initiated by the fact that

Bridgend, althugh running several hme-grwn events, lacked the expertise and events

management experience to plan, implement and develop these as effectively as they would like. A

series of focus groups centred around specific topics relating to the strategic and operational planning

of events took place with Karen, Ieuan (Tourism Manager, BCBC) and various members of BCBC, during

which it became clear that not only the day to day planning but also the overall strategic outlook

towards events in the Council needed addressing.

A Destination Management approach to the events in Bridgend was highlighted as being the most

forward-looking, cohesive option that would find solutions to both short-term and long-term issueswithin the region, a focus on the development of a portfolio of events being a major part of this plan.

Discussins develped n what wuld cnstitute the Reginal Brand and hw events culd be used t

develp this image. A stakehlder management apprach t the develpment and streamlining of

the current events that take place with an emphasis on community consultation exercises and effective

evaluation techniques were seen to be the most important tactics to improve current event provision,

whilst a more strategic view on developing certain events so that can they fulfil tourism objectives was

also seen as essential. The attraction of additional larger scale events to the region which could be

better described as turism events is anther fcus f the Destinatin Management Plan, but ne

which would require extra resources in terms of time, money and expertise. Key to the development

of the region is both the retention of the current community style events and the attraction of more

short-term major events that can generate income and other economic and social impacts such as theregeneration of urban and rural spaces.

Crown Adepeko

Idanre Hills. The Tourist's Attraction and Virile Tool in Developing and Sustaining Tourism in Ondo

State, Nigeria.

National Open University of Nigeria

Tourism as a new course of study not only in Ondo State but in Nigeria at large is being given the

needed encouragement and awareness in recent times. Nigeria like some nations of the world is

naturally endowed and blessed with scenes that attract both domestic and international admirers.

These admirers are most of the time tourists. Such tourists could be Trekkers, Photographers,Botanists, Zoologists, Writers, Artists, Poets and even Scientists. Some of the major tourist centres in

Nigeria includes: Olumo Rock, Abeokuta; Erin-Ijesa Water fall, Erin-Ijesa; Ikogosi Warm Spring,Ikogosi-

Ekiti; Obudu Ranch in Calabar; Zuma Rocks in Zuba, Abuja; Yankari Games Reserve in Bauchi and

Idanre Hills in Idanre, Ondo State which is the focus of this paper. This paper therefore attempts to

bring to the fore, Idanre Hills as a virile tool in developing and sustaining tourism in Ondo State by

discussing the following points: (a) A look at Idanre community (b) Idanre Hills in the past and present

the journey so far (c) Government and Community involvements in the development of Idanre Hills in

becoming an International Tourist Centre (d) Idanre Hills in the future.


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Marta Plumed Lasarte

Perceived City Values From the Residents' Perspective: A Study of Zaragoza's City Brand

University of Zaragoza, Spain

In the development plans of a city, the management of its image is essential. The responsible

administration has to take into account not only the image created from the perspective of theoutsiders, but also the image perceived by the citizens, which is important because it affects to the

global image and therefore to the development of the city. Some scholars deal about internal image as

identity (Seisdeds, 2004, 2006) r "sense f place" (Relph, 1976, 1986, qu ted by Stern & Krakover,

1993), but regardless of the name, the key is that citizens are also consumers of the brand of their own

city -as described by Hankinson (2004)-, so it is important for the local administration to develop

marketing and branding actions directed to the inhabitants. These actions have to be consistent with

the identity f the city with the aim f imprving its internal image, reinfrcing the prud f the

citizens at the same time, which is why a previous social study of the local population is required.

In this paper the internal image of the city of Zaragoza (Spain) is studied thanks to a survey to 450

residents with the objective of analysing how they feel identified with the twelve values that the brandis using to represent the city and its citizens. Thus, the study analyzed -through 7 point Likert scales-

tw different cncepts: n ne hand it classified the inhabitants perceptin n their wn city, and n

the other hand it explained if those values -chosen as a result of a social analysis of Zaragoza- are

actually representing the image f the city accrding t the residents pint f view.

Gloria Jimenez Marin, Carmen Silva Robles and Rodrigo Elias Zambrano

Shopping Tourism: The Shopping as a Selling Point for Tourist Destinations and City Branding. A Case

Study of Seville.

Universidad de Sevilla, Spain; Universidad de Cadiz, Spain; Universidad de Huelva, Spain

The used time for entertainment has increased participation as much as home as outside it and, in our

days. We look at the proliferation of a wide range of activities that are included in the leisure economy:

tourism, catering, shopping, sports, entertainment...In this sense, many studies conclude that the

related activities leisure time of individuals with strong potential for growth as amusement parks,

restaurants, tour operators and, most of all, new retail formats that are configured as great business

opportunities. Consequently, the main objective of this article is to relate some of the main activities

that are encompassed in the new economy of leisure. As a specific example is to analyze the

complementarity between trade and tourism in a particular case: Shopping in Seville. Firstly, there is a

theoretical review of the phenomenon of leisure within the needs of individuals and further

expenditure is quantified oriented towards this type of activities. So, we study a classification of the

activities offered by the main Spanish companies for the entertainment and the role of shopping as

one of the leading suppliers of trade and leisure. Finally, this exercise has been articulated in a dual

approach to complementarity between the commercial and tourist activities. Firstly we performed a

quantification of nonresident consumption by commercialareas, and secondly, it has been developed a

classification of regions in terms of its commercial and tourism potential through a cluster analysis.

Kirk. S. Bowman

Innovative Bureaucrats and Tourism Rebranding in Buenos Aires

Georgia Institute of Technology, USA

No other city in Latin American experienced the transformation of tourism more than Buenos Aires.

From 2000 to 2010, tourism in Buenos Aires grew by more than 70% and the years of greatest growth

were when the city was relatively expensive. Based on more than 200 interviews and 11 research field

trips over 12 years, I use a prospective process tracing methodology to understand and explain change.


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This research demonstrates that a highly professional, well-funded, and deliberative bureaucracy

headed by creative leadership transformed the brand of Buenos Aires from a stagnant tourism

destination based on nostalgia to a dynamic international tourism destination based on the creativity,

identity, and authenticity. The most visible exponent of the model is Hernn Lombardi, the Minister of

Culture and President of the Tourism Board for the City of Buenos Aires. The Lombardi model of

cultural urban tourism is based on the premise that all tourism is cultural, and that the majority ofparticipants in any activity must be locals for authenticity to endure. Tourism must be spread

throughout multiple neighborhoods to maintain low density, and a wide range of cultural events and

activities must be nourished throughout Buenos Aires. I use prospect theory to explain why Buenos

Aires embraced tourism and implemented innovative and risky policies. A favorable social structure is

a necessary facilitating component for the Buenos Aires model.

Frederic Bouchon

Truly Asia and Global City? Branding Strategies and Contested Identities in Kuala Lumpar

Taylor's University, Malaysia

Urban economic development is driven by service industries and innovation where quality of life,infrastructures and creative image play mutually reinforcing roles on the attractiveness of cities and

tourism. Since 2010, the Malaysian government has embarked n the natins Economic

Transformation Programme that places Kuala Lumpur amongst the pivotal agents of change while

becoming a competitive global city. Before that, the city had positioned itself as a multicultural and

colourful tourism destination within the Malaysia, Truly Asiascampaign framework. The aim of global

psitining places Kuala Lumpurs branding in a new and ambiguus situatin. The current urban brand

relies on contrasted, if not blurred, images, echoing a society with contested identities. This study aims

to review the evolution of the Kuala Lumpur image, and urban and tourism marketingstrategies. It also

aims to examine the urban branding of a nation-building upon Malay-Muslim values against the Global

city branding favoring a more liberal agenda. It underlines the challenges in reconciling local values

which stress on an essentialist perception of image with the global cityvalues. Furthermore, this studyaims at providing a framework of urban branding from a South-East Asian and developing city

perspective.The methodology used follows a case study approach. It takes into account a review of

information in the public domain and analyses the promotional materials. The paper is articulated

around the conceptual frameworkof urban tourism as well as urban branding.The findings from this

research reveala pattern of top-down strategies that illustrates competing stories told by proponents

and opponents of the urban project. Based on this research, thepaper argues for a specific framework

ofbranding, when it comes to places, with competing narratives.

Storytelling, Narratives and Places

Hadyn Ingram, Saloomeh Tabari and Wanthanee WatthanakhomprathipPolitical Instability in Tourism: Thailand as a Travel Destination

London School of Commerce, England

PurposeExplores the nature and characteristics of destination attractiveness and loyalty -the

circumstances in which some holiday destinations are chosen and returned to despite internal

problems and negative publicity.

Design/methodology/approachReviews the literature on loyalty and destination attractiveness,

proposing a conceptual model which is tested against a case study of Thailand.

FindingsConcludes that the effects of adverse publicity on political instability to tourism receipts

may be temporary, providing a destination has a strong perceived image (such as Thailand) and the

disruption does not last too long.


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Niels Frederik Lund

The Power of Storytelling: Utolizing the Hollywood Scripting Formula in Destination Branding

University of Surrey, England

Summary of aims: The aim was to investigate if the Hollywood scriptwriting formula could be applied in

destination marketing, specifically in destination branding.

Key argument/findings: The argument was that Hollywood produces popular films that capture the

imagination of viewers everywhere. These popular films are based on a well-established scriptwriting

formula and the key to good scriptwriting is good storytelling. Likewise, branding is essentially about

creating stories that can appeal to the emotions of the consumer. In tourism stories also play an

important role as they give meanings to sights. If the story is interesting then the sight becomes

interesting. Tourist experiences consist of stories and these experiences shape our identity. Thus,

stories do not only make sights more interesting, they also become part of our identity. As storytelling

is important for creating an attractive tourism product and an appealing brand, it is suggested that

marketers should apply the Hollywood scriptwriting formula when creating the destination marketing

mix. The rationale is that Hollywood producers are the best at creating interesting stories with massappeal, and therefore one should apply their scriptwriting formula in the marketing mix.

The findings showed that the Hollywood scriptwriting formula did carve out a clear and concise brand

and it also identified three clear themes in the product mix. However, did the scriptwriting formula

really make a difference or could a normal marketing approach have created the same result? Further

research is needed to make a better assessment.

Approach: A six step scriptwriting process was applied in the marketing mix of a destination. The

destination was Vilnius in Lithuania.

Rosanna Vitiello and Louise Dreier

Found in Translation: Uncovering Hidden Stories to Build Value for a Place and Strengthen its Image.

Ralph Appelbaum Associates

A lonely field in Scotland unleashes the story of legendary battles and nations won. Hidden in the

rafters of an Olympic stadium lie hundreds f bird bxes that say as much abut the places attitude t

wildlife as the sporting ceremonies within. A smart phone becomes a time machine, that materi

dbm iv cardiff final programme

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