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| Author: | Daye, M. |
| Title: | Challenges and prospects of differentiating destination brands: The case of the Dutch Caribbean Islands |
| Journal: | Journal of Travel & Tourism Marketing
2010 : JAN/FEB, VOL. 27:1, p. 1-13 |
| Index terms: | tourist industry tourism marketing brands image communication case studies Netherlands Caribbean community Internet |
| Freeterms: | WWW |
| Language: | eng |
| Abstract: | This exploratory study explores brand image of the six islands of the Dutch Caribbean in order to determine the extent to which these destinations (here as: dest./dests.) communicate the unique identities of their dest. brands as presented on their official tourism homepage websites. Using a content analysis it is shown that these dests. demonstrated similar branding strategies, appearing to be basically undifferentiated in both functional and symbolic brand image appeals. It is proposed that these island dests. can possibly build strong, individual, dest. brand equity by focusing more on crafting and communicating distinctive, symbolic brand images. |
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