Destination Branding

Destination Branding

Branding is defined as the name, symbol, or term that distinguishes a company or seller from others in terms of their products. Therefore, brands are used in marketing and advertisements for recognition as well as making value statements. Destination branding offers a description of the brand-centric orientation of geographic sites, for instance, tourism destinations. Furthermore, destination branding is used for positioning the brand in an attractive, credible, and distinct in the tourism industry.  However, destination branding has a challenge of the aggregation of multi-layered aspects of services containing the individual performance of the various stakeholders involved. Destinations offer a coalescence of tourism products and services that are experienced under the brand name provided by the site, hence, ensuring that the clients have an integrated encounter.  Considering that destinations are places where people visit intending to experience a particular perception of the environment, branding is dictated by various elements. In addition, factors considered when ensuring that tourists experience the best include travel encounters, cultural background, aim of the visit, as well as psychographic and demographic features.

The composite process of creating and maximizing brands for the various destinations is related to the desired destination images, destination experiences, and the differentiation between destinations. The Disney Animal Kingdom, Walt destiny, is one of the major tourist destinations that utilizes diverse factors in their branding. The sites give the clients what they want and need, therefore, outshining its competitors. Website optimization is another technique used by the Disney Animal Kingdom to strengthen their brand. The use of social media platforms is another strategy used by Disney to maximize the impact of its brand name. Moreover, the destination also offers various booking modes which are suitable for international and local tourists.

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