Thesis (MPhil (Information Science))--University of Stellenbosch, 2009. / ENGLISH ABSTRACT:
Marketing practitioners and academics are increasingly applying the concepts and techniques
of products or services branding to the branding of destinations. To date, most of these
studies focussed on using product and services branding concepts for branding destinations
on the level of an individual resort, city or country. This thesis extends this trend by
considering to what degree these destination branding ideas can also be used to brand an
entire region consisting of several countries with multiple destinations. The specific focus is
on developing such a regional branding framework for the tourism industry of the Southern
African Development Community (SADC).
First the state of tourism within the SADC region was described, including the establishment
of RETOSA and the tourism performance of the region. On the basis of this overview,
opportunities for regional destination branding were then considered.
Secondly, the core concepts of product branding and their application to destination branding
were discussed. Four theoretical frameworks for branding were reviewed and then used to
compare product and destination branding.
Thirdly, the Association of Southeast Asian Nations (ASEAN) was used as a case study of a
region that has attempted regional destination branding initiatives, with a view to what the
SADC-region may learn from this experience.
In conclusion a regional destination branding framework is proposed for the SADC region.
The following list makes up the elements of this framework: the vision and mission, the
destination brand and its proposition, core values of the destination and its brand identity,
brand image, clear view of the market, audience and competitors, brand personality, brand
positioning, stakeholder consultation process and tourism marketing research. / AFRIKAANSE OPSOMMING:
Bemarkingspraktisyns en akademici pas toenemend die konsepte en tegnieke van produk- en
dienste-bemarking op die bemarking van destinasies toe. Tot op hede was die focus van die
meeste studies om bemarkingskonsepte toe te pas op destinasies soos `n individuele oort, stad
of land. Hierdie tesis gaan verder as dit en oorweeg ook on watter mate hierdie
bemarkingsidees ook gebruik kan word om `n hele streek, wat uit verskeie lande bestaan, te
bemark. Daar word spesifiek gepoog om `n streeksbemarkingsraamwerk vir die
toerismebedryf van die Suid-Afrikaanse Ontwikkelingsgemeenskap (SADC) daar te stel.
Eerstens word die stand van toerisme in die SADC-streek beskryf, insluitend die
ontwikkeling van SADC en die Streekstoerisme Organisasie van Suider-Afrika (RETOSA).
Hierdie oorsig is gebruik om geleenthede vir streeksbemarking te oorweeg.
Tweedens worddie kernkonsepte van produkbemarking en hulle toepassing op
streeksbemarking bespreek. Vier teoretiese raamwerke vir bemarking word beskou en
gebruik om produk- en destinasie-bemarking te vergelyk.
Derdens word die Assosiasie van Suidoos-Asiatiese Lande (ASEAN) as `n gevallestudie van
`n streek wat sulke bemarkingsinisiatiewe reeds geïmplimenteer het, bestudeer om te sien wat
SADC daaruit kan leer.
Laastens word `n streeksbemarkingsraamwerk vir die SADC-streek voorgestel. Die elemente
waaruit die raamwerk beslaan, sluit die volgende in: die visie en misie, die
streekshandelsmerk en sy proposisie, die kernwaardes van die streek en handelsmerkidentiteit,
handelsmerkbeeld, oorsig oor die mark, toeskouers en kompetisie,
handelsmerkpersoonlikheid, posisionering, insethouer konsultasieproses en toerismemarknavorsing.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/4062 |
| Date | 03 1900 |
| Creators | Manasoe, Benjamin |
| Contributors | Maasdorp, C. H., University of Stellenbosch. Faculty of Arts and Social Sciences. Dept. of Information Science. |
| Publisher | Stellenbosch : University of Stellenbosch |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Rights | University of Stellenbosch |
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