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| 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. |
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| 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: | [International MBA] Theses
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