Destination Branding

Master's Thesis from the year 2013 in the subject Tourism, grade: 1,0, University of Applied Sciences Heide, language: English, abstract: Destinations are one of the tourism industries biggest brands. Nowadays, travelers§are overwhelmed with places, which fit in their holiday scheme. The tourism§market is crowded by destinations and the outcome is the substitutability of§places. (Pike, 2005) Destination branding is a way to differentiate a destination§from its existing competitors. Branding a country is a complex and multilevel§business. One of the core aspects in destination branding is to identify and differentiate§a destination through to a positive destination image. The destination§image is a crucial part in the travelers' decision making process and verifiable§influence the tourist behavior. Therefore the destination image has become one§of the major concepts in destination marketing. Special focus is given to the§destination image theory, which is a major aspect in destination branding.§(Echtner & Ritchie, 2003; Qu et al., 2011; Wang & Pizam, 2011)§Just as product brands, destination brands are living entities. They have to be§managed continuously and changed over time, to ensure a fit to environmental§changes. (Wang & Pizam, 2011) Sweden has therefore developed a national§branding and sales strategy for the tourism industry to implement until 2020 and§fully launched in 2013. (Gaßmann, 2013) A part of this strategy is the creation§of special themes to present a holistic Sweden image and destination brand.§(Communication Guide, 2013) Among others, this strategy will be used to compare§the presented and advertised Sweden image with the image perception on§the German source market, to analyze compliance or incongruity. Germany is§an interesting and important source market for the Swedish tourism industry.§According to the research of the UNWTO, Germany is one of the biggest§spenders in the tourism industry in 2011 (UNWTO, 2012). Based to the results§from IBIS, the Swedish Border Survey about foreign visitors in Sweden, Germany§hold the fourth place, after Norway, Finland and Denmark considering the§amount of travelers to the country in 2011, with 1.796.016 visitors (IBIS, 2012).§Taking this into account, presenting a positive, fitting and attractive country image§has to be one of Sweden's main aims. [...]