Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/131051
|
| Title: | 更多歡樂在菲律賓:菲律賓旅遊形象之品牌分析
It’s More Fun in the Philippines: Brand Analysis of the Philippines’ National Tourism Campaign |
| Authors: | 盧家豪
Lucero, Jalenico Mateo |
| Contributors: | 白德傑
Glen Howard Brodowsky
盧家豪
Jalenico Mateo Lucero |
| Keywords: | 品牌化
品牌形象
品牌意象
旅遊地品牌化
菲律賓
旅遊業
旅遊品牌化
Branding
Brand Image
Brand Imagery
Destination Branding
Philippines
Tourism
Tourism Branding |
| Date: | 2020 |
| Issue Date: | 2020-08-03 17:47:28 (UTC+8) |
| Abstract: | This study aims to analyze the effectiveness of the Philippines’ tourism campaign, “It’s More Fun in the Philippines”, as referenced by different media efforts employed by the tourism agency, and as reflected through the perception of the tourists. Using the models of associative neural network, perceptual and sensory systems, and meanings to look at branding strategy, brand Imagery, and brand Image, respectively. Content analysis of emerging themes as evident in various media, including internal documents, TV commercials, and Instagram posts, was used in the study.
The study found out that while the branding strategies and the employment of brand imagery are aligned, tourists responded and resonated differently to the campaign, as pointed out by various reasons relating to semantics, perception, and brand implementation. Analysis of tourist social media posts, although positive, focused on other themes aside from fun. This suggests a gap between the messages aimed at tourists and the benefits and features that they remember and share from their visit. Based on these findings, three recommended courses of action are given: (1) retain and reevaluate the campaign’s concept and messaging, (2) abandon the current messaging and instead focus on the features of each tourist spots (“house of brands” approach), or (3) add value to the tourism experience and brand using eco-tourism as the messaging. |
| Reference: | Anwar, A., Gulzar, A., Solhail, F., & Akram, S. (2011). Impact of Brand Image, Trust, and Affect on Consumer Brand Extension Attitude: The Mediating Role of Brand Loyalty. International Journal of Economics and Management Sciences, 73-79.
Ares, G., & Varela, P. (2018). Methods in Consumer Research. Cambridge: Elsevier/Woodhead Publishing.
Batey, M. (2008). Brand Meaning. New York: Routledge Press.
Burmann, C., Riley, N.-M., Halaszovich, T., & Schade, M. (2017). Identity-Based Brand Management : Fundamentals-Strategy-Implementation-Controlling. Wiesbaden: Springer Fachmedien.
Calderwood, L., Soshkin, M., & Fisher, M. (2019). The Travel & Tourism Competitiveness Report 2019. Platform for Shaping the Future of Mobility. Geneva: World Economic Forum.
Caulfield, J. (2019, September 6). How to do thematic analysis. Retrieved from Scribbr: https://www.scribbr.com/methodology/thematic-analysis/
Donald, S. H., & Gammack, J. G. (2007). Tourism and the Branded City: Film and Identity on the Pacifi c Rim. Burlington: Ashgate Publishing Company.
Echtner, C., & Ritchie, J. (2003). The Meaning and Mesurement of Destination Image. The Journal of Tourism Studies, 37-48.
Galarpe, K. (2010, November 21). Pilipinas Kay Ganda` logo lifted from Poland logo? Retrieved from ABS-CBN News: https://news.abs-cbn.com/nation/11/21/10/%E2%80%98pilipinas-kay-ganda%E2%80%99-officially-dead
Godfrey, J. (1984). I Love New York. In J. Godfrey, Tourism Management (pp. 148-149). London: Rosamunde Burn Associates.
Harish, R. (2010). Brand architecture in tourism branding: the way forward for India. Journal of Indian Business Research, 153-165.
Hawkins, J. (2017). The SAGE Encyclopedia of Communication Research Methods. Los Angeles: SAGE Publishing.
Henderson, P., & Cote, J. A. (1998, April). Guidelines for Selecting or Modifying Logos. Journal of Marketing, 14-30.
Hicks, R. (2013, August 28). The thinking behind why ‘it’s more fun in the Philippines. Retrieved from Mumbrella Asia: https://www.mumbrella.asia/2013/08/the-idea-behind-the-more-fun-in-the-philippines-campaign
Ho, M. (2018). Asia Pacifc: Regional Tourism Trends, a market report. Singapore: Horwath HTL.
Hoxha, H. (2019, February 20). The Importance of Top of Mind Awareness in Brand Development. Retrieved from Medium: https://medium.com/@hanahoxha/the-importance-of-top-of-mind-awareness-in-brand-development-d35bbb510890
ITC-UNWTO. (n.d). National Tourism Strategies. Geneva: Interntaional Trace Center - U.N World Trade Organization.
Keating, G. (2016, June 28). Brand Imagery Versus Brand Image. Retrieved from Hangar 12: https://www.hangar-12.com/blog/brand-imagery-versus-brand-image
Kim, D.-Y., Hwang, Y.-H., & Fesenmejer, D. R. (2005). Modelling Tourism Advertising Effectiveness. Journal of Travel Research, 42-49.
Lee, S., Song, H., Lee, C.-K., & Petrick, J. (2017). An Integrated Model of Pop Culture Fans’ Travel Decision-Making Processes. Journal of Travel Research, 1-16.
Lee, U. K. (2017). International Tourism Advertisements on Social Media: Impact of Argument Quality and Source. MDPI, Open Access Journal, 1-18.
Losa, R. (2019, February 19). DOT’s new font “Barabara” embraces Filipino sign painting. Retrieved from Scout PH: https://www.scoutmag.ph/culture/barabara-dot-fontface-roginl-20190219
Lund, N., Cohen, S., & Scarles, C. (2018). The power of social media storytelling in destination branding. Journal of Destination Marketing & Management, 271-280.
MasterCard Incorporated. (2019). Global Destination Cities Index 2019. New York: MasterCard Incorporated.
Maurya, U. (2012). What is a brand? A Perspective on Brand Meaning. European Journal of Business and Management , 122-133.
Meruenas, M. (2011, August 12). Tired of traveling, Tourism Secretary Lim resigns. Retrieved from GMA Network News Online: https://www.gmanetwork.com/news/news/nation/229224/tired-of-traveling-tourism-secretary-lim-resigns/story/
Ngai, E. W., Tao, S. S., & Moon, K. K. (2014). Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management, 33-44.
Papp-Váry, Á. (2010). Country slogans and logos: findings of a benchmarking study. International Conference on Management, Enterprise and Benchmarking, (pp. 199-208). Budapest.
Passow, T., Fehlman, R., & Grahlow, H. (2005). Country Reputation — From Measurement to Management: The Case of Liechtenstein. Corporate Reputation Review, 309-306.
Pavlic, I. (2013). The Importance of Cognitive Determinants in Tourism Destination Image Formation. Dubrovnik International Economic Meeting. Dubronovik.
Pike, S. D., Bianchi, C., Kerr, G. F., & Patti, C. (2010). Consumer-based brand equity for Australia as a long haul tourism destination in an emerging market. International Marketing Review.
Rosala, M. (2019, September 29). How to Analyze Qualitative Data from UX Research: Thematic Analysis. Retrieved from Nielsen Norman Group: https://www.nngroup.com/articles/thematic-analysis/
Scott, N., Ashton, A., Ding, P., & Xu, H. (2011). Tourism branding and nation building in China. International Journal of Culture, Tourism, and Hospitality, 227-234.
Siegel, W., & Ziff-Levine, W. (1990). Evaluating Tourism Advertising Campaigns: Conversion vs. Advertising Tracking Studies. Journal of Travel Research, 51-55.
Smithson, E. (2015, October 14). What Is Branding And Why Is It Important For Your Business? Retrieved from Brandingmag.com: https://www.brandingmag.com/2015/10/14/what-is-branding-and-why-is-it-important-for-your-business/
Spot.ph. (2010, November 19). "Pilipinas Kay Ganda" logo copied from Poland’s tourism campaign logo? Retrieved from Spot Philippines: https://www.spot.ph/newsfeatures/46988/pilipinas-kay-ganda-logo-copied-from-polands-tourism-campaign-logo
UN World Tourism Organization. (2020). UNWTO World Tourism Barometer May 2020. Geneva: UN World Tourism Organization.
United Nations World Tourism Organization. (2019). International Tourism Highlights. Madrid: UNWTO. doi:https://doi.org/10.3111/9789284421152
Vidal, L., Ares, G., & Jaeger, S. R. (2018). Application of Social Media for Consumer Research. In G. Ares, & P. Varela, Methods in Consumer Research (pp. 125-149). Cambridge: Woodhead Publishing.
Weng, P. W. (2019). Destination Competitiveness: An Antecedent or the Result of Brand Equity. In R. Hashim, M. Hanafiah, & M. Jamaluddin, Positioning and Branding Tourism Destinations for Global Competitiveness (pp. 50-70). Hershey: IGI Global. |
| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
107933047 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107933047 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000863 |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 304701.pdf | | 2158Kb | Adobe PDF2 | 212 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
