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Tourism Brand: Why should a tourist come to this country and not to any other? by Joshua Smitth
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Tourism Brand: Why should a tourist come to this country and not to any other? by JOSHUA SMITTH
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Article Posted: 06/10/2013 |
Article Views: 39 |
Articles Written: 399 - MORE ARTICLES FROM THIS AUTHOR |
Word Count: 395 |
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Tourism Brand: Why should a tourist come to this country and not to any other? |
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Business,Travel & Tourism
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Tourism Brand “is the imagination and emotion a country inspires in visitors; a set of beliefs and associations they hold about a place.” The importance of Tourism Brand emerges from the fact that it can potentially add considerable revenues to the economy. In order for people to appreciate the strenghts of a country and the wonders it offers to visitors, countries have to create an image, a set of beliefs or associations they come up with when they are deciding where to go, for example on vacation. If a person is looking for something in a country as a destination, it is all about conveying that one should not go anywhere else but to that specific country. However, for Tourism Brand to be effective, a brand must be “believable and truthful” . In order to attract tourists, a country must convey an appealing framework or context that encourages tourist to visit the country; a context that has to match the reality of the country. Otherwise, these expectations (conveyed trough Tourism Brand)in the mind of the just-arriving traveller will play an opposite role to the intended. If this traveller arrived to the country expecting to explore the wilderness of a tropical country’s jungle, but upon his arrival he finds out there are no means to for it to be actually posible, he will come back to his country terribly disappointed. Not only will he never return, but also he will spread the word of his disappointment. In the context of the current economic crisis, the possibility of adding revenues to an economy that Tourism Brand offers should be really taken into account by governments. Instead of letting people create expectatives on their own, they are actually responsible for adopting a strategy that conveys a good and powerful message. Despite this potential of Tourism Brand of generating revenues, a country should not become dependent on a too narrow tourism brand, as the latter ultimately depends on the image of the country as a whole, which is vulnerable. In the same way as Tourism Brand can be improved or enhanced, it can also be harmed by certain events, which therefore will threaten a pillar of one country’s economy if the brand is too narrow. http://en-corporate.canada.travel/resources-industry/canada%E2%80%99s-tourism-brand http://www.diplomatictraffic.com/nation_branding.asp?ID=18
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