政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/131051

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/131051

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题名:	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
作者:	盧家豪 Lucero, Jalenico Mateo
贡献者:	白德傑 Glen Howard Brodowsky 盧家豪 Jalenico Mateo Lucero
关键词:	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
日期:	2020
上传时间:	2020-08-03 17:47:28 (UTC+8)
摘要:	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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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.
描述:	碩士國立政治大學國際經營管理英語碩士學位學程(IMBA) 107933047
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0107933047
数据类型:	thesis
DOI:	10.6814/NCCU202000863
显示于类别:	[國際經營管理英語碩士學程IMBA] 學位論文

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