DBM IV Cardiff Final Programme

Contents
Conference co-chairs' foreword The conference programme at-a-glance Keynote speakers' biographies and abstracts Detailed conference programme List of abstracts List of delegates List of partners and sponsors
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DBM IV Conference Programme & Book of Abstracts, Cardiff 5-7 December 2012
Conference Co-Chairs' Foreword

We are delighted to welcome you to the Fourth Destination Branding & Marketing (DBM) Conference and the first to be hosted by the Welsh Centre for Tourism Research at Cardiff Metropolitan University. Croeso i Gymru - welcome to Wales. With over 110 delegates, it is the largest DBM conference to date and we hope it will continue the momentum of those held at the Institute For Tourism Studies, Macao SAR, China (2005, 2007 & 2009). We would like to thank Dr Don Dioko (Institute For Tourism Studies, Macao) and Professor Rich Harrill (University of South Carolina) for working with us to continue the DBM series in Cardiff, where we will again explore new developments related to destination brands and marketing. In the last decade, the words 'brands', 'reputation' and 'public diplomacy' have increasingly appeared in national, regional and local place image strategies. Today, there are almost 300 countries, territories and administrative areas in the world and approximately 3400 cities. All of them no matter what their size, reputations, markets and resources are grappling with the challenges of being competitive in the twenty-first century by seeking to improve, adapt or in some way manage their international image. Over the next three days we have an opportunity to discuss the leading-edge of research and practice in this emerging multidisciplinary field and we hope you will find the keynotes, presentations and networking events stimulating and enjoyable. The conference sessions focus on: (i) consumer relationships & experiences; (ii) social & digital media; (iii) narratives of place & storytelling; (iv) destination image & identity; (v) city brands; (vi) cultural & creative industries; (vii) events; (viii) partnerships & stakeholders; (ix) innovation & sustainability; (x) hospitality & a sense of place. In traversing the relationships between these themes, the conference will examine the connections between place-making, authenticity, image, cultural identity, contested heritages, events and urban design. If we are to advance the study and practice of destination development, we need conferences such as these, that bring together researchers and practitioners in constructive dialogues. The full papers and abstracts in the proceedings provide an insight into current thinking, but there remains much to do. However, as with all journeys, hanner y daith, cychwyn - half the challenge is starting. We hope you find your time in Cardiff enjoyable and professionally valuable. Please try to make some space to explore Wales and its capital city especially at this time of year. As cochairs, we would like to thank those who have helped to create this conference - our delegates, sponsors (Institute For Tourism Studies, Macao, University of South Carolina, Finnmark University College, Universitat Pompeu Fabra, Barcelona and Zagreb Institute for Tourism), colleagues on the scientific and organising committee, paper reviewers and keynote speakers. Our particular thanks go to Cardiff Metropolitan's Victoria Richards, Rebecca Arrowsmith, Jane Phillips and Helen Hallam and our former colleague Richard Ward.
Conference Co-Chairs Professor Nigel Morgan Welsh Centre for Tourism Research Professor Annette Pritchard Welsh Centre for Tourism Research
Conference Programme At-a-Glance

Wednesday 5th. December 09.0016.00 09.15-10.30 10.30-11.00 11.00-13.00 13.00-14.00 14.00-14.45 14.45-15.45 15.45-16.15 16.15-17.15 19.30-20.30 Conference Registration, Radisson Blu Conference Atrium Conference Opening, Azzuro 2 Keynote: Malcolm Allan (PlaceMatters), Azzuro 2 Tea & Coffee Break Parallel Paper Sessions Lunch, Radisson Blu Keynote: Tom Buncle (YellowRailroad), Azzuro 2 Parallel Paper Sessions Tea & Coffee Break Parallel Paper Sessions Uffindell Reception in the Victor Salvi Room Wales Millennium Centre Cardiff Bay: Welcome from Sponsors
Thursday 6th. December 8.3012.00 09.00-09.45 09.45-10.45 10.45-11.15 11.15-12.00 12.00-13.00 13.00-14.00 14.00-15.30 15.30-16.00 16.00-16.45 16.45-18.15 19.30 20.00-22.00 Conference Registration, Radisson Blu Conference Atrium Keynote: Dr Mihalis Karavatis (Leicester University) Azzuro 2 Parallel Paper Sessions Tea & Coffee Break Keynote: Jon Munro (VisitWales), Azzuro 2 Parallel Paper Sessions Lunch, Radisson Blu Parallel Paper Sessions Tea & Coffee Break Keynotes: Sofie Flensburg & Israel Ubeda (VisitSweden), Azzuro 2 Parallel Paper Sessions Radisson Blu Wine Reception & Performance by Cardiff Male Choir/ Cr Meibion Caerdydd Gala Dinner, Azzuro Ballroom, Radisson Blu Hotel Conference Awards, sponsored by the Journal of Destination Marketing & Management & The Journal of Place Branding & Public Diplomacy Entertainment & Dancing
22.00-late Friday 7th. December 9.15-10.00 10.00-10.30 10.30-11.30 11.30-12.15 12.15-13.15
Keynote: Jose Filipe Torres (Bloom Consulting) Azzuro 2 Tea & Coffee Break Parallel sessions Closing Panel Azzuro 2 Lunch & Depart
Keynote Speaker
Malcolm Allan Experience Masterplanning: The Core of Destination Specification, Testing, Assembly and Branding
The focus of this presentation is the need for the development of 'experience masterplans', plans that specify in detail the experience that is being planned for a place or a development, plans that are based on sound consumer and market research, on competitor analysis and assessment, and which have been subject to risk analysis and development appraisal. All too often masterplanners and architects are commissioned at the beginning of projects to come up with designs to accommodate ideas for place and destination development that have not been subject to such analyses and it comes as no surprise that when their designs are tested for economic and financial viability that they do not work. Also still prevalent is a tendency for local authorities to approach placemaking from a wholly spatial perspective, imagining what the new place will look like before analysing who it is for, will they come, and will it work economically and from the point of view of the experience it will provide for residents and visitors. At the heart of all places and destinations is the experience on offer to the visitor and the resident, be it a historic city or particular heritage attraction, a cultural attraction in a city centre or a mixed-use retail-led development in a city centre or an out of town location, a university campus, a business park or a new railway station. Truly understanding the experience to be offered to people and businesses by a planned mix of facilities, services and events and testing them against consumer trends, needs, wants and aspirations of people in target market segments, comparing the likely costs of provision against estimated costs of income, is a sound way of planning a place and destination experience. The plan an Experience Masterplan can then form the basis of a brief for spatial masterplanners and architects to accommodate the proposals on the site(s) for the development. It also provides a brief for the attraction of investment, the attraction of occupiers and operators and is the basis for the brand strategy and marketing plan for the development. Referencing a number of international case studies of projects where this approach has been developed, the author will offer examples of emerging practice in the development of this tool for destination development, place making and place branding. Malcolm Allan trained as a town planner, civic designer and development economist and has forty years experience of town planning, mixed-use development, destination development, place marketing, place and destination branding. Malcolm has worked in the UK public sector as a regional, city and borough planner, for a county level regeneration and development agency, and as a consultant, for companies including PA Consulting, Victor Hausner and Associates, ThinqGlobal, Placebrands, Locum Destination Consulting and Colliers International UK before setting up his new consultancy, Placematters, in 2012. Malcolm has worked for clients in Australia, the China, Hungary, Ireland, Kazakhstan, Malaysia, the Netherlands, Portugal, Russia, Slovakia, Spain, and the UK.
Keynote Speaker
Tom Buncle
Destination Branding: Key to Competitiveness or Yesterday's Tactic?
Branding has long been considered the cornerstone of destination marketing. A strong brand underpinned a destinations communications. It differentiated the destination from its competitors and enabled it to become recognisable and memorable in the eyes of its prospective visitors. But that was when destinations predominantly in the form of national tourism organisations (NTOs), destination management organisations (DMOs), and the tourism industry largely controlled the messages spread about the destination. It was also when communication was characterised by a dominant seller disempowered buyer relationship, which was one-way and top-down, from the destination to potential visitors. But, now that digital technology and social media have broken that mould and communication is possible by anyone in any direction at any time, has this anarchic, 24/7, always-on world undermined the role of the destination brand? Has it resulted in a commoditisation of destinations? Is destination branding a concept whose time has passed? And are NTOs and DMOs fighting a losing battle trying to differentiate their destinations in a world that no longer cares? Using case studies from his own experience, Tom Buncle will examine the role of a destination brand and its relationship with stakeholders, explore the process of developing a destination brand, and assess the implications of digital democracy and empowered consumers for the future of destination branding. The session will finish with an open discussion, which will address the question Has destination branding had its day? Tom Buncle is Managing Director of Yellow Railroad, an international destination consultancy that helps countries, cities and regions improve their competitiveness as tourism destinations. He has undertaken branding, marketing, and responsible tourism strategies for destinations in the UK, Europe, Africa, the Middle East, North America and the Caribbean. Tom has 30 years' experience on four continents in destination development, branding, marketing, policy formulation and organisational change. He is a former Chief Executive of the Scottish Tourist Board and international manager of the British Tourist Authority in Southeast Asia, Norway, London, and California. He authored the definitive Handbook on Tourism Destination Branding (pub. 2009) for the United Nations World Tourism Organization (UNWTO) and European Travel Commission (ETC).
Keynote Speakers
Sofie Flensburg & Israel Ubeda The Power of Digital Marketing: Promoting Sweden Online
VisitSweden is the official communications organization that promotes the brand of Sweden and Swedish destinations and experiences internationally. Digital platforms and social media are an essential element of its activities to build the brand Sweden, to market Swedish experiences abroad and in its image-building efforts for the country. This presentation focuses on how VisitSweden harnesses social media in its marketing; it will discuss the importance of being online for tourist boards and explore examples of successful case studies drawn from both VisitSwedens activities in the Spanish market and its international campaigns.
Sofie Flensburg is PR & Social Media Manager at VisitSweden Spain. Sofie has worked at VisitSweden Spain since 2009, before which she studied Marketing & Leadership in the Tourism Industry in Malm, Sweden. She has a background in the hotel industry in Spain, speaks four languages and is an expert in working with both traditional media and in the new social media landscape. Israel Ubeda is Internet Communication Manager at VisitSweden Spain. Israel has worked at VisitSweden Spain since 2009, before which he studied Computer Science at Universitat Autnoma de Barcelona. He has a background in computer programming in R&D, speaks six languages and is passionate about everything related to computers, communication and language learning.
Keynote Speaker
Dr Mihalis Karavatis
The Destination Brand: Between Place & Experiences
This presentation will attempt to problematize concepts that are commonly taken for granted in destination marketing. It will use a combination of theoretical insights and practical examples in order to suggest a rethinking of what destination brands are and what they can do, attributing central significance to experiences. It will also link the notion of destination branding to the wider notion of place branding focusing on issues of identities, culture and stakeholders.
Mihalis Karavatis is an expert in the fields of Place Marketing and Place Branding and has published extensively in this area. He lectures in marketing at the University of Leicester, having previously worked as a freelance marketing consultant and Associate Professor at the International Business School, Budapest. He obtained his PhD (From City Marketing to City Branding: An Interdisciplinary Analysis with Reference to Amsterdam, Budapest and Athens) at the University of Groningen and his research and consultancy activities currently focus on the marketing/branding of places and the marketing of tourism destinations, including market research and stakeholder analysis for cities. He is a regular speaker on city marketing and city branding and co-editor (with Gregory Ashworth) of Towards Effective Place Brand Management: Branding European Cities and Regions (Edward Elgar, 2010).
Keynote Speaker
Jon Munro
Putting Content at the Centre of Your Digital Marketing
This presentation will focus on the importance of content in digital marketing. It will particularly discuss the importance of developing themes in line with the brand story places are trying to tell, the centrality of innovation, consistency across communications, delivering across multiple channels and developing conversations and buzz in the short term that help support the longer term and associated strategy. Jon Munro is a marketing professional and digital marketing specialist with over 12 years experience across the public and private sectors. He is passionate about doing digital better. Jon believes that success is based on good planning, effective project management and paying particular attention to the people that work within and to the business; plus a good dose of creativity and lots of fun. His experience covers travel, tourism, leisure, charity, events, software, apparel, fashion, online retail and B2B. He heads up the digital team at Visit Wales with overall responsibility for developing and taking forward digital marketing strategy in UK and international markets. He is also Managing Director at Cinch, established as a marketing consultancy in 2004 but now part of a 'networked' agency team, whose services include strategy and planning, digital consultancy and supporting change. After obtaining a first class degree in Business and Marketing at University of Wales, Swansea, Jon managed and developed a variety of activity and tourism related businesses in the UK, Turkey, Australia and New Zealand. Having decided to settle in Wales he worked as Marketing Manager for a computer software company before moving to Visit Wales heading up their product marketing and a new team. Here he was responsible for developing and taking forward Visit Wales product and niche marketing activity across online and offline channels - including Visit Wales' first campaign based on user generated content and a web 2.0 approach, which won the CIM Wales Marketing Awards 2008.
Keynote Speaker
Jose Filipe Torres
'Building a City Brand from Scratch'
This presentation will discuss the application and value of branding in relation to city brands. In particular, based on the city brand strategy, it will discuss how to build an entirely new city brand in Brazil based on the Bloom Destination Brand Strategy. Jose Filipe Torres has worked in the consulting and marketing industry across the world. The American company Future Brand invited him to join the company in 2001 where he initiated and established Country Branding as a service. In 2003 he founded Bloom Consulting, where he currently works as the CEO. Today, according to The Economist and Forbes Magazine, he is considered one of the top global specialists in Country Branding and he gives more than 30 conference addresses each year worldwide. Working directly with heads-of-state, his list of clients includes the Bulgarian, Polish, Portuguese, Spanish and Latvian governments, along with many other countries and regions. In 2011 his company instigated a global project, researching and analyzing 193 countries on their brand performance a project which has resulted in the Bloom Consulting Country Branding Ranking.
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Detailed Conference Programme

Day 1: Wednesday 5th. December 2012
09.00 1600 Conference Registration Desk Open, Radisson Blu Hotel
9.15-9.45
Croeso/Welcome & Sponsors' Opening Addresses 9.45-10.30 Keynote Speaker: Malcolm Allan (PlaceMatters)
Introduced by Professor Nigel Morgan (WCTR, Cardiff Metropolitan University)
10.30-11.00
Tea & Coffee Break
Digital & Social Media 11.00-13.00 (Bianco)

Chaired by Dr Claire Haven-Tang (WCTR, Cardiff Metropolitan University) 11.00 Ana Maria Munar (Copenhagen Business School, Denmark) & Jens Kr. Steen Jacobsen (University of Stavanger, Norway) Tourist Motivation 2.0: Why So Tourists Contribute to Social Media? 11.30 Lorraine Lobascio & William Norman (Clemson University, USA) Mobile Technologies and the Tourists' Information Search. 12.00 Jose Fernandez-Cavia (Universitat Pompeu Fabra, Barcelona, Spain) How to Analyse a Destination Website: Methodology and Recommendations. 12.30 Ranjani Lyer (Wipro Consulting Services) Social Media and BPM Build Effective Marketing Channels for 21st. Century Corporations.
Consumer Relationships & Experiences (I) 11.00-13.00 (Verde)

Chaired by Dr Jose Fernandez-Cavia (Universitat Pompeu Fabra, Barcelona, Spain) 11.00 Karolina Janiszewska (Poznan University of Economics, Poland) The Strategic Importance of Consumer Insight in Defining Place Brand Identity and Positioning. 11.30 James Seymour (Durban KwaZulu-Natal Convention Bureau, South Africa) and Ernie Heath (University of Pretoria, South Africa) Towards a Strategic Marketing Framework for Sustainable Business Tourism Destination Success. 12.00 Sameer Hosany (Royal Holloway, University of London, England), Girish Prayag (SKEMA Business School, France), Siripan Deesilatham (Royal Holloway, University of London, England), Khaled Odeh (Al-Hussein bin Talal University, Turkey), Giacomo Del Chiappa (University of Sassari, Sardinia) Measuring Tourists' Emotional Experiences: Extension and Further Validation of the Destination Emotion Scale. 12.30 Ruth M. W. Yeung & Virginia M. C. Lau (Institute for Tourism Studies, Macao) Economic Disparities Effect: Trip Characteristics of Visitors From Eastern & Western China.
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City & Regional Brands (I) 11.00-13.00 (Azzuro I)

Chaired by Dr Don Dioko (Institute For Tourism Studies, Macao) 11.00 Marta Plumed Lasarte (University of Zaragoza, Spain) Perceived City Values From the Residents' Perspective: A Study of Zaragoza's City Brand. 11.30 Keith Dinnie, Erdin akmak & Sebastiaan Straatman (NHTV Breda University of Applied Sciences, The Netherlands) Vietnam's Destination Brand: The Link Between Tourist Satisfaction and Willingness to Purchase Vietnamese Export Products. 12.00 Karen Davies (Welsh Centre for Tourism Research, Cardiff Metropolitan University, Wales) & Ieuan Sherwood (Bridgend Borough Council) Creating a Regional Brand Through the Strategic Development of an Events Portfolio as part of a DMP: A Case Study of Bridgend County Council. 12.30 Kirk S. Bowman (Georgia Institute of Technology, USA) Innovative Bureaucrats and Tourism Rebranding in Buenos Aires.
Storytelling, Narratives & Places (I) 11.00-13.00 (Azzuro II)

Chaired by Peter Cole (Capital Regional Tourism, Wales) 11.00 David Botterill (Welsh Centre for Tourism Research, Cardiff Metropolitan University, Wales) Tourism Destination Stewardship and Violence 11.30 Hadyn Ingram, Saloomeh Tabari & Wanthanee Watthanakhomprathip (London School of Commerce, England) Political Instability in Tourism: Thailand as a Travel Destination. 12.00 Lalith Chandralal (University of Sri Jayewardenepura, Sri Lanka) & Jennifer Rindfleish (University of New England, Australia) Exploring the Determinants of Memorable Tourism Experiences. 12.30 Crowns Adepeko (National Open University of Nigeria) Idanre Hills, the Tourists' Attraction and Developing and Sustaining Tourism in Ondo State, Nigeria.
13.00-14.00
Buffet Lunch, The Radisson Keynote Speaker: Tom Buncle (YellowRailroad)

Introduced by Professor Rich Harrill (University of South Carolina)
14.00-14.45
City & Regional Brands (II) 14.45-15.45 (Verde)

Chaired by Dr Keith Dinne (NHTV Breda University of Applied Sciences, The Netherlands) 14.45 Frederic Bouchon (Taylor's University, Malaysia) Truly Asia and Global City? Branding Strategies and Contested Identities in Kuala Lumpur. 15.15 Gloria Jimenez Marin (Universidad de Sevilla), Carmen Silva Robles (Universidad de Cadiz, Spain) & Rodrigo Elias Zambrano (Universidad de Huelva, Spain) Shopping Tourism: The Shopping as a Selling Point for Tourist Destinations & City Branding. A Case Study of Seville.
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Consumer Relationships & Experiences (II) 14.45-15.45 (Azzuro I)

Chaired by Dr Ana Maria Munar (Copenhagen Business School, Denmark) 14.45 Caroline Ritchie (Welsh Centre for Tourism Research, Cardiff Metropolitan University, Wales) & Ceri Webber (independent scholar) Could a Wine Tourism Route be Developed to Support Rural Tourism in Wales? 15.15 Timothy Jeonglyeol Lee (Ritsumeikan Asia Pacific University, Japan) Strategic Development of the Medical Tourism Industry in Japan.
Destination Communications 14.45-15.45 (Bianco)

Chaired by Dr Noelle O'Connor (Limerick Institute of Technology, Eire) 14.45 Ranjani Lyer (Wipro Consulting Services) Enabling Effective Application Integration Programs. 15.15 Marvin Capco, Gerard Alvn P. Apostol, Erika Pamela Bulacan, Janina R. Cambronero, Katrina Mari B. Flores, Aaron B. Evangelista, Roshni S. Raichandani, Lorelie M. Rojas & Charmaine Anne M. Solis (Phillipines) The Effectiveness of General Santos City's Destination Marketing Organization Integrated Marketing Communication Strategies
15.15-15.45
Tea & Coffee Break
Cultural & Creative Industries & Events 16.15-17.45 (Bianco)

Chaired by Dr Dewi Jaimangal-Jones (WCTR, Cardiff Metropolitan University) 16.15 Peter Cole (Capital Regional Tourism, Wales) Challenges Faced in Developing Cultural & Creative Industries. 16.45 Brendon Knott (Cape Peninsula University, South Africa), Alan Fyall & Ian Jones (Bournemouth University, England) National-Branding and Mega Events: South Africa and the 2010 FIFA World Cup.TM 17.15 Terry Stevens (Stevens & Associates, Wales) Crimes Aginst the Consumers: Serial Reproduction and the Need for Innovation in the Future Cultural Tourism Development in Destinations.
Storytelling, Narratives & Places (II) 16.15-17.45 (Verde)

Chaired by Dr Virginia M. C. Lau (Institute For Tourism Studies, Macao) 16.15 Julia M. Trapp-Fallon (Welsh Centre for Tourism Research, Cardiff Metropolitan University, Wales) Pilgrims, Pandas and Place: Changing India. 16.45 Azizul Hassan (University of Greenwich, England), Mizan Rahman (University of Lincoln, England), Shamim Ehsanul Haque (Brac University, Bangladesh) Understanding Tourism Where the Place Has Religious Importance: The Case of Buddhist Vihara at Paharpur. 17.15 Claudia Melis & Ernestina Giudici (University of Cagliari, Italy) Brand: Does it Add Value to Intangible Cultural Heritage?
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Cultural & Creative Industries & Identities 16.15-17.15 (Azzuro I)

Chaired by Dr Nick Clifton (Cardiff Metropolitan University, Wales) 16.15 Bente Heintum (Finnmark University College, Norway) & Jens Kr. Steen Jacobsen (University of Stavanger, Norway) Guidebooks as destination image formation agents: a content analysis of highlights in Northern Norway. 16.45 Szilvia Gyimthy (Aalborg University, Denmark), Carina Ren & Lill Bjrst Arctic Destination Branding Amid Contested Climate Discourses.
19.00 19.30 20.30
Coach Pick-Up From Radisson Blu Hotel Uffindell Wine Reception & Canapes in the Victor Salvi Room at the Wales Millennium Centre followed by free night in Cardiff Bay Coach Pick-Ups and Return to Radisson Blu Hotel
22.30 & 23.00
Day 2: Thursday 6th. December 2012

09.00 1200 Conference Registration Desk Open, Radisson Blu Hotel
09.00-9.45
Keynote Speaker: Dr Mihalis Karavatis (University of Leicester)

Introduced by Dr Sanda Corak (Institute For Tourism Zagreb)
Destination Partnerships & Stakeholders (I) 09.45-10.45 (Bianco)

Chaired by Prof Terry Stevens (Stevens & Associates, Wales/WCTR) 09.45 Bodil Stilling Blichfeldt (Aalborg University, Denmark), John Hird (Hird & Ko), Peter Kvistgaard (Kvistgaard Consulting) & Anette Therkelsen (Aalborg University, Denmark) In Search of Place Brand Identity: 'How We See Us'. 10.15 Anna Augustyn (University of Bialystok, Poland) The Programme of Economic Promotion of Eastern Poland and its Influence on Social and Economic Development in the Area.
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Storytelling, Narratives & Places (III) 09.45-10.45 (Verde)

Chaired by Dr Diane Sedgley (WCTR, Cardiff Metropolitan University) 09.45 Niels Frederik Lund (University of Surrey, England) The Power of Storytelling: Utilizing the Hollywood Scripting Formula in Destination Branding. 10.15 Rosanna Vitiello & Louise Dreier (Ralph Appelbaum Associates) Found in translation: Uncovering Hidden Stories to Build Value for a Place and Strengthen its Image.
Destination Image & Identities (III) 09.45-10.45 (Azzuro I)

Chaired by Dr Szilvia Gyimthy (Aalborg University, Denmark) 09.45 Nick Clifton (Cardiff Metropolitan University, Wales) At the Intersection of Tourism Studies and Economic Geography? Branding of the Region, Branding From the Region. 10.15 Veronika Grishel (Cracow University of Economics, Poland) National branding by Diaspora: an example of Poland.
10.45-11.15
Tea & Coffee Break Keynote Speaker: Jon Munro (VisitWales)

Introduced by Dr Fernandez-Cavia, Jose (Universitat Pompeu Fabra, Barcelona, Spain)
11.15-12.00
Destination Partnerships & Stakeholders (II) 12.00-13.00 (Bianco)

Chaired by Dr Irena Ateljevic (Zagreb Institute for Tourism, Croatia) 12.00 Natasha Cox (Griffith University, Australia) Stakeholder-Agency Theory: A Destination Branding Application. 12.30 Magdalena Florek (Poznan University of Economics, Poland) Building the Image of a Place Brand with the Support of the Local Commercial Brands.
Destination Image & Identities (IV) 12.00-13.00 (Verde)

Chaired by Dr Sanda Corak (Zagreb Institute for Tourism, Croatia) 12.00 Eduardo Oliveira (University of Groningen, The Netherlands) A Region as a Destination: Towards a Place Branding Strategy for the Northwest of Portugal. 12.30 Sharon Kiely & Noelle O'Connor & Sinead O'Leary (Limerick Institute of Technology, Eire) A Critical Review of County Clare's (Ireland) Tourism Destination Brand.
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Consumer Relationships & Experiences (III) 12.00-13.00 (Azzuro I)

Chaired by Dr Sheena Carlisle (WCTR, Cardiff Metropolitan University) 12.00 Ruth Yeung & Veronica Lam (Institute for Tourism Studies, Macao) Prediction of Visitor Attendance at Stage Shows: A Modelling Approach. 12.30 Robert Nash (Bond University, Australia), Liz Britt Dalkarl (Robert Gordon University, Scotland), Craig Leith (Aberdeen College, Scotland), Andrew Martin (Robert Gordon University, Scotland) & Paul Stansbie (Grand Valley State University, USA) An Evaluation of the Potential to Develop In-Bound Japanese Tourism to Northeast Scotland Using the Thomas Blake Glover Connection.
Storytelling, Narratives & Places (IV) 12.00-13.00 (Azzuro II)

Chaired by Dr Bente Heintum (Finnmark University College, Norway) 12.00 Noelle O'Connor (Limerick Institute of Technology, Eire) & Karl Russell (London Metropolitan University, England) A Conceptual Investigation into the Use of Social Media as a Branding Tool for Emerging Tourism Destinations. 12.30 Zhihong Gao (Rider University, New Jersey USA), Postsocialism and the Logic of Red Tourism in China: A Qualitative Content Analysis
13.00-14.00
Lunch, Radisson Blu
Destination Partnerships & Stakeholders (III) 14.00-15.30 (Bianco)

Chaired by Professor Timothy Jeonglyeol Lee (Ritsumeikan Asia Pacific University, Japan) 14.00 Morten Boesen (Roskilde University, Denmark) Destination Brand Development in Strategic Networks: A Process Perspective. 14.30 Rebecca Richardson (Newcastle University, England) Coperation, Partnership and Leadership: Place Branding in Three European Cities. 15.00 Omkumar Krishnan (IIM Kozhikode, India) & Lubna Nafees (IMT Ghaziabad, India) The Role of Image Formation Agents in Destination Branding: The Case of Seven Sisters of India.
Destination Image & Identities (V) 14.00-15.30 (Verde)

Chaired by Dr Magdalena Florek (Poznan University of Economics, Poland) 14.00 Ghina Said (Heriott Watt University, Dubai Campus, UAE) & Ian Michael (Zayed University, Dubai, UAE) Nation Branding: A Case Study of the UAE. 14.30 Katarina Milicevic (Institute for Tourism, Zagreb, Croatia) Bozo Skoko (Faculty of Political Sciences, Zagreb, Croatia) & Damir Kresic (Institute for Tourism, Zagreb, Croatia) The Power of Tourism in Creating a National Brand: The Case of Croatia. 15.00 Sanda Corak, Snjezana Boranic Zivoder & Irena Ateljevic (Zagreb Institute for Tourism, Croatia) A World of Paradigm Shift: An Opportunity for the Croatian 'True' Brand.
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Consumer Relationships & Experiences (IV) 14.00-15.30 (Azzuro I)

Chaired by Emma Bettinson (WCTR, Cardiff Metropolitan University) 14.00 Jillian Robinson & Noelle O'Connor (Limerick Institute of Technology, Eire) Tourism Destination Image as a Tool for Destination Promotion: An Irish Case Study. 14.30 Araron Tkaczynski (University of Queensland, Australia) Flower Power: A Visitor Segmentation Study of the 201 Toowoomba Carnival of Flowers. 15.00 Ella Hastings (VisitWales) & Nigel Morgan & Annette Pritchard (Welsh Centre for Tourism Research, Cardiff Metropolitan University, Wales) A New DMO Marketing Evaluation Framework: The Case of VisitWales.
Sustainable Innovations & Place (I) 14.00-15.30 (Azzuro II)

Chaired by Dr Robert Govers (the Rotterdam School of Management, The Netherlands) 14.00 Ernestina Giudici & Angela Dettori (University of Cagliari, Italy) Is a Green Brand Able to Address Customers' Choices? 14.30 Mizan Rahman (University of Lincoln, England), Azizul Hassan (University of Greenwich, England) & Shamim Ehsanul Haque (Brac University, Bangladesh) Sustainable Tourism Practices and Development: The Case of the Sundarbans. 15.00 Sheena Carlisle (Welsh Centre for Tourism Research, Cardiff Metropolitan University, Wales), Martin Kunc (Warwick University, England), Eleri Jones (Welsh Centre for Tourism Research, Cardiff Metropolitan University, Wales) & Scott Tiffin (Centre for Innovation Studies, Calgary) Supporting Innovation for Tourism Development Through Multi-Stakeholder Approaches: Experiences From Africa.
15.30-16.00
Tea & Coffee Break Keynote Speakers: Sofie Flensburg & Israel Ubeda (VisitSweden)
Introduced by Dr Bente Heintum (Finnmark University College, Norway)
16.00-16.45
Sustainable Innovations & Place (II) 16.45-17.45 (Bianco)

Chaired by Eduardo Oliveira (University of Groningen, The Netherlands) 16.45 Brian Eaton (University of Cumbria, England) & Li Liu (Xuzhou City Bureau of Culture & Education, China) Utilising Craft and Traditional Skills: Can Xuzhou Utilize Cumbria's Brand Development Experience? 17.15 Stacy Wall, Heather Hartwell, Susanna Curtin, Ann Hemingway & Alan Fyall (Bournemouth University, England) Wellbeing Destination Branding: Potential Impact Achieved Through Cross Boundary Tourism and Public Health Policy Synergies.
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Consumer Relationships & Experiences (V) 16.45-17.45 (Verde)

Chaired by Emma Bettinson (WCTR, Cardiff Metropolitan University) 16.45 Tanveer Abbas, Rizwan Saleem & Muhammad Mohsin Butt (International Islamic University, Islamabad, Pakistan) The Relationship of Life Satisfaction with Buying Intention and Brand Behavior for Global Brands. 17.15 Pallav H. Joshi & Vaishali P. Joshi (Marwadi Education Foundation Group, Gujarat, India) A Comparative Analysis of Tourism Marketing & Promotions: India with respect to Southeast Asia.
Sustainable Innovations & Place (IV) 16.45-17.45 (Azzuro I)

Chaired by Professor Robert Nash (Bond University, Australia) 16.45 Francesca Zunino (University of Modena & Reggio Emilia, Italy), Marco Devecchi (University of Toronto, Canada) Local and Transnational Sustainable Ecotourism of the Natural-Cultural Landscape: Asti, Piedmont, Italy. 17.15 Claire Haven-Tang & Eleri Jones (Welsh Centre for Tourism Research, Cardiff Metropolitan University, Wales) Made in Monmouthshire: Creating a Sense of Place.
19.30
Welcome Drinks Reception Sponsored by Radisson Blu, Cardiff Gala Dinner & Awards at the Radisson Blu Hotel
Includes Awards for Best Papers sponsored by the Journal of Destination Marketing & Management (www.elsevier.com/locate/jdmm) & The Journal of Place Branding & Public Diplomacy (http://www.palgravejournals.com/pb/index.html).
20.00
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Day 3: Friday 7th.December
09.15-10.00
10.00-10.30
Keynote Speaker: Jose Torres (Bloom Consulting)

Introduced by Dr Don Dioko (Institute For Tourism Studies, Macao)
Tea & Coffee Break
Storytelling, Narratives & Places (VI) 10.30-11.30 (Verde)

Chaired by Dr Rich Harrill (University of South Carolina) 10.30 Federica Caboni & Ernestina Giudici (University of Cagliari, Italy) Are Salt Flats Elgible as Place Brands? 11.00 Noelle O'Connor & Sinead O'Leary (Limerick Institute of Technology, Eire) An American in Ireland: Leveraging the JFK Connection to Enhance Ireland's Tourism Image.
Consumer Relationships & Experiences (VI) 10.30-11.30 (Azzuro I)

Chaired by Dr Sheena Carlisle (WCTR, Cardiff Metropolitan University) 10.30 Ramon Diaz-Bernardo (IE Business School, Madrid, Spain) Franchising in the Hotel Industry: An Analysis of Three Confronting Theories to Explain Why Hotel Chains Franchise 11.00 Matthew Cooper, Akash Puranik & Maiia Andrushchenko (Ealing, Hammersmith & West London College, England) 'Made in Wales': Perceptions Pertaining to Welsh Higher Education Brand Identity.
Consumer Relationships & Experiences (VII) 10.30-11.30 (Bianco)

Chaired by Dr Ruth M. W. Yeung (Institute For Tourism Studies, Macao) 10.30 Mizanur Rahman (Bangladesh) Financing Tourism with Credit: Insights From Tourists From Bangladesh. 11.00 Rajagopal (Tecnologico de Monterrey, Mexico) Destination Brand Manifestation and Retrieval Effects on Shopping Behaviour.
Closing Round Table Discussion

11.30-12.15 (Azzuro 2) 12.15-13.15 Lunch Disperse
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Abstracts in Theme Order

Digital & Social Media
Ana Maria Munar and Jens Kr. Steen Jacobsen Tourist Motivation 2.0: Why do tourists contribute to social media. Copenhagen Business School, Denmark; University of Stavanger, Norway Electronic social media is increasingly relevant as tourism practises affecting destination development and branding. However, there is still a deficiency of empirical research on the motivational factors that lie behind the creation and sharing of online content by tourists. This study explores the motivation of tourists who contribute to social media sites. It examines the relationship between tourists use of information sources and their willingness to share online content on different types of social media (e.g. social networks, review sites, etc.), based on a summer season survey in the mature and wellknown destination of Mallorca, Spain. Findings contribute to the understanding of tourists social media adoption in technologically advanced markets with high levels of ICT adoption and use, in relation to a mainstream holiday location that is generally well-known in Western Europe. Empirical evidence is presented of who, when, how and why create and share travel experiences on social media. The paper discusses motivation schemes for knowledge and experience-sharing and it critically analyses technological mediation through electronic word-of-mouth and involvement factors related to virtual dissemination of travel experiences. Results provide insights on different motivational factors such as personal benefits, community related benefits and social capital that influence the sharing of user generated content in tourism. Moreover, the paper discusses technology adoption, transformations of tourism socio-cultural practices, hedonic aspects and utilitarian values of new media. Finally, this study contributes to expanding the knowledge-base on technological mediation and emerging tourism cultures. Lorraine Lobascio & William Norman Mobile Technologies and the Tourists' Information Search. Clemson University, USA The use of mobile technologies is increasing and the tourism industry is reacting to the dramatic growth of smart phones and tablets (My Destination 2012). Research on mobile commerce (mcommerce) has suggested that it differs from e-commerce which is based on the wired Internet (Siau, Lim & Shen 2001). M-commerce is likely to be seen as an added convenience in other industries while it has the potential to become integral to communication within the tourism industry (Eriksson 2003). Tourism managers have an unprecedented opportunity to reach target audiences using information sources found on mobile devices (Kim, Park & Morrison 2008). The purpose of this study is to apply the model of tourist acceptance of mobile technology (Kim, Park & Morrison 2008) to a sample of 600 tourists visiting Oconee County, South Carolina during the summer season in 2012. There is a need for research which examines the relevancy of external variables to the model of tourist acceptance of mobile technology (Kim, Park & Morrison 2008). However, the overreliance on intent rather than behavior in technology acceptance models has been criticized and Gretzel (2011) argues that there is not enough research on actual use. Participants will be asked to indicate their use of mobile technologies and answer a series of questions related to external variables such as tripographics, psychographics, and demographics. The results of this study have the potential to address the relevancy of the external variables to the model of tourist acceptance of mobile technology (Kim, Park & Morrison 2008) as well as establish frequencies of actual behavior as recommended by Gretzel (2011). This study and the rigor of the proposed methods are academic in nature though the authors anticipate that the findings will have practical implications for destination managers on how to maximize the potential of mobile technology.
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Ranjani Iyer Social Media and BPM Build Effective Marketing Channels for 21st. Century Corporations. Wipro Consulting Services With the worlds Business population proactively using online social media , organizations today are changing their business operating models to harness the power of Interactive Online and moving their brand to be exactly where your audience is .21st Century Corporations see increasing business value of social-networking platforms such as Twitter and Facebook as a mechanism to collaborate with internal and external customers . Enterprises today look for ways to integrate social networks into their business processes and increase the effectiveness of Marketing through the social channel. Marketing through the Social networking channel is four fold (1) Generating critical Mass of Brand awareness with an increase in number of customer touch points (2) Increasing the brand engagement index and allowing headroom for customers to interact with the brand on a more frequent basis (3) Acts as a medium for customers to collaborate and perform as a sales advocacy group (4) Build intelligence on customer markets to define customer retention strategies and reduce customer churn based on customer intelligence of the way they interact with the brand . One efficient approach is to use BPM tools, that integrate external applications and data into business workflows. To use Social Media as an effective marketing channel it is important to define underpinning Business Processes for Social Process Design and related support processes and these are critical elements to how customers will interact with a brand and how these interactions can be ploughed back into the business as customer intelligence for effective decision making and targeted selling. Jose Fernandez-Cavia How to Analyse a Destination Website: Methodology and Recommendations. Universitat Pompeu Fabra, Barcelona, Spain The best way of fostering the competitive edge of a place is to create a strong brand recognition that reflects its identity. The brand proposal must be attractive to potential customers whether they are tourists, investors or residents and must be capable of focusing the numerous promotion efforts of public and private organisations -which are frequently scattered- in a single and coherent direction. In the tourism industry, ICT have caused a drastic modification of the behaviours of consumers or current travellers, creating, according to some experts, the rise of a new type of tourist: less interested in traditional tourism packages, less used to waiting or delays, more demanding and sophisticated, and comfortable directly contacting service providers (Buhalis & Law, 2008: 611). This new tourist uses the Web as a primary source of information. Thus, the need to develop a virtual presence with successful websites is one of the main challenges of the so-called Destination Marketing Organizations (DMO). On the other hand, research evaluating the communication efficiency of tourism websites started over ten years ago, according to Law, Qi and Buhalis (2010); however, as these authors rightly pointed out, the tourism industry yet lacks a universally accepted method for the evaluation of websites. The aim of this communication is to present a website assessment methodology, an interdisciplinary and integrated model which combines automated analyses with quantitative and qualitative data. It consists in an exhaustive template embracing fourteen diverse topics usability, languages, brand treatment, commercialization, etc.- each one with a set of indicators. In this presentation we will explain the methodology in detail and show a number of examples of the results that can be obtained.
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Consumer Relationships and Experiences

Karolina Janiszewska The Strategic Importance of Consumer Insight in Defining Place Brand Identity and Positioning. Poznan University of Economics, Poland Place or destination branding has become a very popular approach to manage and foster development of cities, regions and countries. To make the process more efficient, it is necessary to define the basis of place brands properly. One of the key elements in defining brand identity is consumer insight,. The main prerequisites of consumer insight importance are dynamic changes in consumers needs and behaviors, which determines their decisions. Segmentation process based on demographic data in context of postmodernism is not sufficient any more to differentiate the brand. Looking for competitive advantage, brand managers more often focus on consumer behavior, attitude, values, needs and expectations. The competitive environment of place management causes that these tendencies also should be taken into consideration in place brand creation. In the paper the author indicates the complexity and multilevel character of defining consumer insight in place brand context. The paper presents possibilities and limitations of marketing research implementation in the process of defining consumer, in this case stakeholders, insight. Simultaneously, the author points out strategic meaning of consumer insight in place brand management process. James Seymour and Ernie Heath Towards a Strategic Marketing Framework for Sustainable Business Tourism Destination Success. Durban KwaZulu-Natal Convention Bureau, South Africa; University of Pretoria, South Africa Tourism flow generated by business tourism (meetings, incentive trips, conferences and exhibitions), is one of the most significant and lucrative segments of the tourism market (Davidson & Cope, 2003:4; Pearlman & Mollere, 2009:147; South African Tourism, 2007:10; Swartbrooke & Horner, 2001:3; Weber, 2001:599). However, from a strategic and financial perspective, business tourism is arguably one of the most complex forms of tourism marketing, as the purchase of a destination experience for a specific meeting is influenced by various factors and is particularly risky for the reputation of the client. However, until recently, few academic studies have focussed on business tourism (Davidson & Cope, 2003:20; Rogerson, 2005:176-177; Swartbrooke & Horner, 2001:3, 226). Furthermore, the key models of tourism destination competitiveness and success, namely those of Bornhorst, Ritchie and Sheehan (2010:584-587); Dwyer and Kim (2003:369-414); Heath (2003:6-14) and Ritchie and Crouch (2003:60-77), do not provide comprehensive accounts of the link between business tourism and destination competitiveness and success. Of particular significance is the fact that only a few academic studies detail one or more of the factors that specifically determine business tourism destination competitiveness. The purpose of this paper will be to introduce a brief overview of the key aspects of business tourism from a destination competitiveness perspective; to critically discuss the key factors that have contributed to business tourism competitiveness in leading international destinations, based on case study analysis; to share the key findings of empirical work being done in this sphere in South Africa; and to postulate a draft strategic framework for sustainable business tourism destination success. More specifically a concerted effort will be made to: clarify the link between business tourism and overall tourism destination competitiveness and success; outline the apparent factors that determine business tourism success; demonstrate how destination competitiveness and success factors relate to the specific factors that determine business tourism success; discuss the relevance and importance of these factors as perceived by key stakeholders in a particular business tourism destination in South Africa; and postulate a framework and guidelines for sustainable business tourism destination success.
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Ruth M. W. Yeung and Virginia M. C. Lau Economic Disparities Effect: Trip Characteristics of Visitors From Eastern & Western China. Institute for Tourism Studies, Macao China has become an important target for many international destinations and statistics show that the mainland Chinese made over 70 million trips to oversea destinations in 2011 (CTA, 2012). In view of this, Chinese outbound travel has attracted significant attention of academic researchers and destination marketers. However, most studies take a general view of Chinese travel behavior in foreign countries by examining their travel patterns, attraction visited and their demographic profile (e.g. Ryan and Mo, 2001; Suzuki, 2002; Liu and Du, 2006; Arlt and Feng, 2007; Zhao and Du, 2009; van Dijk, 2011). This general overall view underestimates the heterogeneous nature of travelers as there are substantial differences between the eastern regions and the western regions in terms of economy and so forth. Little research has been carried out to investigate the impact of economy disparity on travel characteristics among regions with developed and less developed economy. To bridge the research gap, the purpose of this study is twofold; first to characterize outbound Chinese typology visited Macau, second to compare the travel characteristics among regions with developed and underdeveloped economy. The research information provides empirical insights and helps for destination marketers to differentiate promotional plans to target the market in a strategic approach. A total of 4,254 respondents from eastern regions, western regions, and two economic zones, namely Hong Kong and Taiwan were recruited to complete a self-administrated questionnaire regarding their trip characteristics together with demographic information. Results show that most of the travelers from the western regions (relatively underdeveloped) were first time visitor, having the highest percentage of joining group tours, the least percentage of staying in 5 star hotels accommodation and the least overall satisfaction. The findings confirm that travel characteristics of respondents from the western regions differ significantly from other regions.
Caroline Ritichie and Ceri Webber Could Wine Tourism Route be Developed to Support Rural Tourism in Wales. Welsh Centre for Tourism Research, Cardiff Metropolitan University; Unafilliated Increasingly the economic status of rural areas in many Western European countries has been a key concern of their governments. Various strategies have been proposed to address this issue amongst which is the proactive development of wine tourism since most vineyards are in rural areas. For example, between the 1950s and 1980s the rural areas of Spain experienced mass depopulation to urban areas in search of work causing major economic problems. To halt / reverse the situation internal rural tourism and international wine tourism in Spain was strongly supported by the government. The success of this policy helped sustain rural population levels and contributed to improvements in landscape, heritage and environment. The authors believe that a sufficient interest in wine has emerged which could support the development of more localised, regional wine tourism within the UK as part of the further development of rural tourism. The purpose of this study is to assess the potential for the development of wine tourism via a wine route in the Monmouthshire, Wales. It identifies key factors which would facilitate that development, such as Areas of Outstanding Natural Beauty and high quality local food provision.
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Timothy Jeonglyeol Lee Strategic Development of the Medical Tourism Industry in Japan. Ritsumeikan Asia Pacific University, Japan The study focuses on the strong potential and growing popularity of the health-related tourism industry. It aims to provide strategic development for Japan to be a leading destination for the medical and health tourism industry by comparing the cases of Singapore and Hungary. An overview of the industry, the current situation, concerning issues and directions to pursue for the successful development of the health-related tourism industry in each of the three countries will be investigated. It will include conducting a field survey involving stakeholders from these countries. The study will provide a strategic analysis for the sustainable and efficient development of the health tourism industry in Japan to create the optimal approach that can help national economy. Ruth Yeung and Veronica Lam Prediction of Visitor Attendance at Stage Shows: A Modelling Approach. Institute for Tourism Studies, Macao Event tourism has attracted increasing attention as events are a significant component to building brand destination (Kim, Allen and Kardes, 1996). A large body of literature look into motivation of visitors to attending special event (e.g. Uysal, Gahan, and Martin, 1993; Mohr, Backman, Gahan and Backman, 1993; Crompton and McKay, 1997; Formica and Murrmann, 1998); however, little attention has been given to understand and predict visitor behaviour for attending stage shows on a regular basis (Reddy, Swaminathan and Motley, 1998). There is dearth knowledge concerning motivation and determinants of visitor attendance of live stage shows and it is deemed meaningful and necessary to investigate the factors that may stimulate stage show attendance. This study builds a model to predict visitor attendance on top of identifying motivational factors for visitor attendance to stage show in Macau. Macau was chosen as the study context for being a tourism city; the hotel industry has sourced high performance shows, such as ZAIA to perform at the Venetian Macao-Resort-Hotel and House of Dancing Water at City of Dream to increase destination visit. To achieve the research purpose, a quantitative approach was adopted and a total of 342 respondents who were visitors to Macau were recruited and their motivation and impact on attendance to stage show were measured. Logistic regression was performed to test the relationship between motivation and event attendance. The outputs reveal that three pull/push factors, namely atmosphere, location, convenience to buy tickets, and three demographic factors, namely gender, occupation, income have significant effect on event attendance. A model was developed to predict visitor attendance to stage show performance with a good overall accuracy rate of 84.7%. This research provides insight to formulate effective strategic marketing programme to encourage visitor attendance. Aaron Tkaczynski Flower Power: A Visitor Segmentation Study of the 201 Toowoomba Carnival of Flowers. University of Queensland, Australia Events that act as attractions with drawing power can influence a travellers decision to visit a destination. Based on their potential attractiveness as a tourism catalyst, events have been strategically utilised as part of a destinations branding and marketing campaign. Whilst it is argued that events can be employed to strengthen, enhance, or change a destinations brand, it is firstly essential to identify a profile of actual and potential event visitors. Armed with this knowledge, destination marketers can identify how their destination is perceived by these relevant segments which can be used to inform future destination branding and marketing campaigns. This research aimed to segment visitors to the 2011 Toowoomba Carnival of Flowers, a major regional festival held in
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Queensland, Australia. An on-site self-administered questionnaire was utilised and 296 valid surveys were analysed using Two-Step cluster analysis. Three clusters, labelled residents, day-trippers, and visiting friends and relatives (VFR) were identified. A key finding of this research is that the festival is largely visited by residents or friends or family of Toowoomba residents. Conversely, attendance at the major promoted activities was minimal, yet shopping and dining were rated highly amongst the three clusters. These findings would suggest that the Toowoomba Carnival of Flowers is attracting largely locals and, consequently, its ability to act as a tourist attraction with drawing power is minimal. Based on these findings, an opportunity for future research is to consider destination branding from a resident and a VFR perspective. Here, it can be identified why these segments attend the festival which can be used to inform future destination branding and marketing campaign to residents and, importantly, tourists.
Ella Hastings, Nigel Morgan and Annette Pritchard A New DMO Marketing Evaluation Framework: The Case of VisitWales. VisitWales; Welsh Centre for Tourism Research, Cardiff Metropolitan University, Wales Destination Management Organisations (DMOs) are under increasing pressure to demonstrate cost effectiveness and evidence the additional value which accrues from their marketing interventions. This study reviews traditional destination marketing key performance indicators (KPIs) and suggests they largely evaluate what can be measured not what should be measured. We argue that these KPIs are particularly unsuited to assessing the impact of DMO digital platforms and provide little strategic direction for brand development in todays dis-intermediated marketing environment. The paper analyses the process by which one DMO (Visit Wales) responded by developing new KPIs within a marketing evaluation framework and discusses the pilot year of their operation. The outcome of collaboration between tourisms academic and industry knowledge communities, the paper thus seeks to transform organisationally-held knowledge into publicly available explicit knowledge, which has the potential to inform sectoral innovation and increase competitiveness. Federica Caboni and Ernestina Giudici Are Salt Flats Eligible as Place Brands? University of Cagliari Summary of aim: The aim of this work is to explore in depth localities where salt flats are located (in work or out of production) to test if the conditions to re-discover, re-invent, and evaluate these localities highlighting their identity, and their intangible cultural heritage exist. In fact, salt flats are localities that also when out of production; keep the charm of a place in which drops of sea have become magic crystals: this means that salt flats may become places able to involve tourists and create destinations (Saarinen 2004) where living an emotionally unique experience. Moreover, many of them have been turned into protected areas: in this way the emotions that salt flats are able to generate increase significantly because of the presence of several species of animals that find food and protection, as well as various species of shrubs and flowers. Approach: The paper analyzes in what way a particular environment like salt flats can be promoted as a place brand (Papadopoulos 2004) to develop a place normally unknown, as a new tourist destination. We adopted the case study methodology (Yin 2009) to investigate the particularity of salt flats and verify the opportunity to create a place brand of its. Key Arguments: Place brand, Salt Flats, tourism destination. Findings: The research is in progress, and the findings are currently being analyzed.
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Robert Nash, Liz Britt Dalkarl, Craig Leith, Andrew Martin and Paul Stansbie An Evaluation of the Potential to Develop In-Bound Japanese Tourism to Northeast Scotland Using the Thomas Blake Glover Connection. Bond University, Australia; Robert Gordan University, Scotland; Aberdeen College, Scotland; Robert Gordan University; Grand Valley State University, USA This research explores the strength of the potential niche market associated with the Japanese connection to Thomas Blake Glover. The study involved research to ascertain whether there is sufficient demand in Japan to sustain a heritage attraction, or trail built up around Blake Glover in Northeast Scotland, as a means to counteract the decline of primary sector industries in the area. More specifically the research set out to identify strategies to optimise the Glover connection as a resource for NE Scotland. The research also highlights issues of significance to the wider Scottish tourism product in terms of attempting to attract the Japanese market to Scotland.
Mathew Cooper, Akash Puranik and Maiia Andrushchenko 'Made in Wales' Perceptions Pertaining to Welsh Higher Education Brand Identity. Ealing, Hammersmith and West London College, England Aims: To assess perceptions contributing towards the Welsh brand and in particular Wales as a destination for Higher Education. Objectives: To identify and rank key perceptual elements that contribute to the purchase decision for international students enrolling at a Higher Education institution associated with Wales. To analyse the findings in relation to current marketing output (Welsh Tourist Board and Welsh Higher Education.) To make recommends with regard to optimising the effectiveness of the marketing function both at an institution level and also in general terms for the Welsh Tourist Board. Approach Qualitative research is essential when it is the quality or perception of an experience that is important and not the frequency of an opinion or event (Easterby-Smith, 2008). Emotions can rarely be averaged, however, the combining of a qualitative and quantitative approach is common (Sharrock & Hughes, 2007) for philosophical, especially epistemological issues to be regarded as the preliminary ones that need to be addressed. Key Arguments / Findings A work in progress; this research hypothesises that the UK HE sector has assumed that pull factors associated with foreign markets have been based around a brand value (destination brand) associated with UK study in the first instance and secondly and more specifically Wales as an education related brand in its own right. Recent governmental policy shifts have led to the removal of the PSW (post study work visa) and thus a potential dislocation within the pull factors associated with these overseas markets. These changing environmental conditions means that UK based education will need to reevaluate its marketing strategy and ensure that the brand image it is portraying is as effective as possible.
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Lalith Kotuwegoda Palliyaguruge and Jennifer Rindfleish Exploring the Determinants of Memorable Tourism Experiences. University of Sri Jayewardenepura, Sri Lanka; University of New England, Australia This paper presents the preliminary findings of the qualitative phase of a PhD research project which explores the determinants of memorable tourism experiences (MTEs). Data analysis involved 100 reported tourism experiences at two travel blogs and 35 in-depth interviews with a purposive sample of frequent Australian travellers. Thematic inductive content analysis was employed to identify common patterns of MTEs and MAXQDA10 qualitative data handling software was used to facilitate the data analysis. Findings revealed 10 themes of positive MTEs namely meaningfulness, affective feelings, novelty and difference, authentic local experiences, perceived significance, local hospitality, collective mentality, professionalism of local guides, perceived flexibility and the serendipitous nature of experiences. Negative experiences were seldom reported and tend to have less impact on future travel decisions. Analysis also revealed that novelty seeking travellers do not intend to re-visit the same destination despite having had memorable experiences. Further findings revealed three groups of participants based on their willingness to generate word of mouth recommendations: reluctant recommenders, reactive recommenders and enthusiastic recommenders; with MTEs having more impact on the enthusiastic recommenders. These findings provide important managerial implications for destination marketing efforts. Mizanur Rahman Financing Tourism with Credit: Insights From Tourists From Bangladesh Bangladesh For the last 10 years Bangladesh, a South Asian developing country, has experienced a real GDP growth rate of 5% -6% on average. This period of economic success had resulted in an upwardly mobile middle-class population representing almost 10% of the total population of Bangladesh. Limited local tourism choice induces the urban affluent, and the burgeoning middle-class to seek out alternative holiday destinations overseas. Spending a vacation outside ones own country is expensive, even if this vacation destination is in a neighboring and nearby country. Despite real and disposable income growth in recent years for a Bangladeshi tourist, it often necessitates foregoing other consumption opportunities to finance a holiday abroad. A good number of urban Bangladeshis therefore resort to a travel loan or a holiday credit product from the bank to realise their overseas tour. In a culture where credit usage for luxuries is uncommon, this suggests a very strong personal motivation - both intrinsic and extrinsic. A lot of outbound tourists are first-time tourists for whom novelty value is the strongest determinant as opposed to more common goals such as peer approval or experience. These tourists have also redefined what meaning tourism has in their life: a shift from hedonism to using tourism to experience education, development, and progress. This study is important because tourists from developing countries will significantly increase as nations such as Bangladesh move towards becoming a middle income economy from a low income one. Their aspirations and motives play a part in determining what destinations become more meaningful and interesting to such tourists. As a cluster, they may have immense impact on businesses - as they can influence the global allied industries relating to outbound tourism such as hospitality, civil aviation, etc.
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Ramon Diaz-Bernardo Franchising in the Hotel Industry: An Analysis of the Three Confronting Theories to Explain Why Hotel Chains Franchise IE Business School, Madrid, Spain Franchising in the hospitality industry is a growing trend. According to the Mintel Marketing Intelligence 2009 International Hotel Industry Report, 67% of US room capacity is branded, mainly through franchise contracts. Almost all the big international hotel chains are involved in franchising, eighteen of the world top twenty hotel brands use franchising as a growing strategy, and franchising is also becoming more popular in the European hotel industry. All these facts make franchising a hot topic of interest and research in the hotel industry. In this article we have analyzed one of the most relevant lines of research in the franchising literature: the creation of a franchising system. Three confronting theories are reviewed and presented in this paper to explain the franchising phenomenon in the hospitality industry, namely, the resource scarcity theory, the agency theory, and the plural from theory. Through a series of in-depth interviews with top executives of international hotel chains that are using franchising intensively as a form of international expansion we have tested the three competing theoretical explanations with the real practice of the industry. The conclusion of our analysis is that probably none of the three confronting theories is able to explain the full franchising occurrence in the international hotel industry, but each theory explains different parts of the franchising phenomenon, so they should be perceived as complementary theories to explain the full franchising phenomenon in the hospitality industry.
City and Regional Brands

11.30 Keith Dinnie, Erdinc Cakmak and Sebastian Vietnam's Destination Brand: The Link Between Tourist Satisfaction and Willingness to Purchase Vietnamese Export Products.
Straatman NHTV Breda University of Applied Sciences, The Netherlands Destination branding seeks to enhance a countrys image primarily within the domain of tourist attraction. The importance of country image has been widely discussed in the tourism literature (Beerli and Martin, 2004; Echtner and Ritchie, 1993; Pike, 2002). However, the link between a countrys tourism image and its image as a country of origin for products and services is less explored (Mossberg and Kleppe, 2005). Our study therefore seeks to contribute to furthering understanding of this potentially important link. This study investigates the link between a tourist-focused destination brand and the willingness of consumers to purchase products from that country. Taking Vietnam as the locus of study, a survey was conducted in that country with a sample of 710 tourists from 47 countries. Previous studies such as those by Nadeau et al. (2008) and Heslop et al. (2004) were drawn upon in the development of the survey instrument, a questionnaire comprising 5-point scales. The result of this study provides clear support for a positive relationship between the tourism destination image and product purchase intention from that country. Tourists who evaluate positively the tourism destination are more likely buyers of the products from that country when they are back home. The mean scores for the intention constructs show overall that Vietnamese products perception of value for money is more positively viewed than the Vietnamese product quality. There is support for the assertion that built environment beliefs towards a tourism destination image affects the product purchase intention from that country more than the natural environmental beliefs. Accordingly, for instance increasing the service quality in a tourism destination also would positively affect the purchase of export products from that country in its visitors home markets.
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Karen Davies and Ieuan Sherwood Creating a Regional Brand through Strategic Development of an Events Portfolio as part of a DMP: A Case Study of Bridgend County Council Welsh Centre for Tourism Research, Cardiff Metropolitan University, Wales; Bridgend Borough Council The primary research was conducted as part of a Strategic Insight Programme that looked at ways in which Bridgend County Borough Council (BCBC) and the Events Management team at Cardiff Metropolitan University could collaborate in the future. The exercise was initiated by the fact that Bridgend, although running several home-grown events, lacked the expertise and events management experience to plan, implement and develop these as effectively as they would like. A series of focus groups centred around specific topics relating to the strategic and operational planning of events took place with Karen, Ieuan (Tourism Manager, BCBC) and various members of BCBC, during which it became clear that not only the day to day planning but also the overall strategic outlook towards events in the Council needed addressing. A Destination Management approach to the events in Bridgend was highlighted as being the most forward-looking, cohesive option that would find solutions to both short-term and long-term issues within the region, a focus on the development of a portfolio of events being a major part of this plan. Discussions developed on what would constitute the Regional Brand and how events could be used to develop this image. A stakeholder management approach to the development and streamlining of the current events that take place with an emphasis on community consultation exercises and effective evaluation techniques were seen to be the most important tactics to improve current event provision, whilst a more strategic view on developing certain events so that can they fulfil tourism objectives was also seen as essential. The attraction of additional larger scale events to the region which could be better described as tourism events is another focus of the Destination Management Plan, but one which would require extra resources in terms of time, money and expertise. Key to the development of the region is both the retention of the current community style events and the attraction of more short-term major events that can generate income and other economic and social impacts such as the regeneration of urban and rural spaces. Crown Adepeko Idanre Hills. The Tourist's Attraction and Virile Tool in Developing and Sustaining Tourism in Ondo State, Nigeria. National Open University of Nigeria Tourism as a new course of study not only in Ondo State but in Nigeria at large is being given the needed encouragement and awareness in recent times. Nigeria like some nations of the world is naturally endowed and blessed with scenes that attract both domestic and international admirers. These admirers are most of the time tourists. Such tourists could be Trekkers, Photographers, Botanists, Zoologists, Writers, Artists, Poets and even Scientists. Some of the major tourist centres in Nigeria includes: Olumo Rock, Abeokuta; Erin-Ijesa Water fall, Erin-Ijesa; Ikogosi Warm Spring,IkogosiEkiti; Obudu Ranch in Calabar; Zuma Rocks in Zuba, Abuja; Yankari Games Reserve in Bauchi and Idanre Hills in Idanre, Ondo State which is the focus of this paper. This paper therefore attempts to bring to the fore, Idanre Hills as a virile tool in developing and sustaining tourism in Ondo State by discussing the following points: (a) A look at Idanre community (b) Idanre Hills in the past and present the journey so far (c) Government and Community involvements in the development of Idanre Hills in becoming an International Tourist Centre (d) Idanre Hills in the future.
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Marta Plumed Lasarte Perceived City Values From the Residents' Perspective: A Study of Zaragoza's City Brand University of Zaragoza, Spain In the development plans of a city, the management of its image is essential. The responsible administration has to take into account not only the image created from the perspective of the outsiders, but also the image perceived by the citizens, which is important because it affects to the global image and therefore to the development of the city. Some scholars deal about internal image as identity (Seisdedos, 2004, 2006) or "sense of place" (Relph, 1976, 1986, quo ted by Stern & Krakover, 1993), but regardless of the name, the key is that citizens are also consumers of the brand of their own city -as described by Hankinson (2004)-, so it is important for the local administration to develop marketing and branding actions directed to the inhabitants. These actions have to be consistent with the identity of the city with the aim of improving its internal image, reinforcing the proud of the citizens at the same time, which is why a previous social study of the local population is required. In this paper the internal image of the city of Zaragoza (Spain) is studied thanks to a survey to 450 residents with the objective of analysing how they feel identified with the twelve values that the brand is using to represent the city and its citizens. Thus, the study analyzed -through 7 point Likert scalestwo different concepts: on one hand it classified the inhabitants perception on their own city, and on the other hand it explained if those values -chosen as a result of a social analysis of Zaragoza- are actually representing the image of the city according to the residents point of view. Gloria Jimenez Marin, Carmen Silva Robles and Rodrigo Elias Zambrano Shopping Tourism: The Shopping as a Selling Point for Tourist Destinations and City Branding. A Case Study of Seville. Universidad de Sevilla, Spain; Universidad de Cadiz, Spain; Universidad de Huelva, Spain The used time for entertainment has increased participation as much as home as outside it and, in our days. We look at the proliferation of a wide range of activities that are included in the leisure economy: tourism, catering, shopping, sports, entertainment...In this sense, many studies conclude that the related activities leisure time of individuals with strong potential for growth as amusement parks, restaurants, tour operators and, most of all, new retail formats that are configured as great business opportunities. Consequently, the main objective of this article is to relate some of the main activities that are encompassed in the new economy of leisure. As a specific example is to analyze the complementarity between trade and tourism in a particular case: Shopping in Seville. Firstly, there is a theoretical review of the phenomenon of leisure within the needs of individuals and further expenditure is quantified oriented towards this type of activities. So, we study a classification of the activities offered by the main Spanish companies for the entertainment and the role of shopping as one of the leading suppliers of trade and leisure. Finally, this exercise has been articulated in a dual approach to complementarity between the commercial and tourist activities. Firstly we performed a quantification of nonresident consumption by commercialareas, and secondly, it has been developed a classification of regions in terms of its commercial and tourism potential through a cluster analysis.
Kirk. S. Bowman Innovative Bureaucrats and Tourism Rebranding in Buenos Aires Georgia Institute of Technology, USA No other city in Latin American experienced the transformation of tourism more than Buenos Aires. From 2000 to 2010, tourism in Buenos Aires grew by more than 70% and the years of greatest growth were when the city was relatively expensive. Based on more than 200 interviews and 11 research field trips over 12 years, I use a prospective process tracing methodology to understand and explain change.
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This research demonstrates that a highly professional, well-funded, and deliberative bureaucracy headed by creative leadership transformed the brand of Buenos Aires from a stagnant tourism destination based on nostalgia to a dynamic international tourism destination based on the creativity, identity, and authenticity. The most visible exponent of the model is Hernn Lombardi, the Minister of Culture and President of the Tourism Board for the City of Buenos Aires. The Lombardi model of cultural urban tourism is based on the premise that all tourism is cultural, and that the majority of participants in any activity must be locals for authenticity to endure. Tourism must be spread throughout multiple neighborhoods to maintain low density, and a wide range of cultural events and activities must be nourished throughout Buenos Aires. I use prospect theory to explain why Buenos Aires embraced tourism and implemented innovative and risky policies. A favorable social structure is a necessary facilitating component for the Buenos Aires model. Frederic Bouchon Truly Asia and Global City? Branding Strategies and Contested Identities in Kuala Lumpar Taylor's University, Malaysia Urban economic development is driven by service industries and innovation where quality of life, infrastructures and creative image play mutually reinforcing roles on the attractiveness of cities and tourism. Since 2010, the Malaysian government has embarked on the nations Economic Transformation Programme that places Kuala Lumpur amongst the pivotal agents of change while becoming a competitive global city. Before that, the city had positioned itself as a multicultural and colourful tourism destination within the Malaysia, Truly Asias campaign framework. The aim of global positioning places Kuala Lumpurs branding in a new and ambiguous situation. The current urban brand relies on contrasted, if not blurred, images, echoing a society with contested identities. This study aims to review the evolution of the Kuala Lumpur image, and urban and tourism marketing strategies. It also aims to examine the urban branding of a nation-building upon Malay-Muslim values against the Global city branding favoring a more liberal agenda. It underlines the challenges in reconciling local values which stress on an essentialist perception of image with the global city values. Furthermore, this study aims at providing a framework of urban branding from a South-East Asian and developing city perspective. The methodology used follows a case study approach. It takes into account a review of information in the public domain and analyses the promotional materials. The paper is articulated around the conceptual framework of urban tourism as well as urban branding. The findings from this research reveal a pattern of top-down strategies that illustrates competing stories told by proponents and opponents of the urban project. Based on this research, the paper argues for a specific framework of branding, when it comes to places, with competing narratives.
Storytelling, Narratives and Places

Hadyn Ingram, Saloomeh Tabari and Wanthanee Watthanakhomprathip Political Instability in Tourism: Thailand as a Travel Destination London School of Commerce, England Purpose Explores the nature and characteristics of destination attractiveness and loyalty -the circumstances in which some holiday destinations are chosen and returned to despite internal problems and negative publicity. Design/methodology/approach Reviews the literature on loyalty and destination attractiveness, proposing a conceptual model which is tested against a case study of Thailand. Findings Concludes that the effects of adverse publicity on political instability to tourism receipts may be temporary, providing a destination has a strong perceived image (such as Thailand) and the disruption does not last too long.
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David Botterill Tourism Destination Stewardship and Violence. Welsh Centre for Tourism Research, Cardiff Metropolitan University, Wales Tourism destination imagery is dominated by utopian ideals; aesthetic beauty, social orderliness and the virtuous human interactions of the 'good life'. Tourism places, on the other hand, are frequently charged with the transgressive possibility and tourist behaviour has often courted the criminogenic. Violence directly associated with the alcohol, sex and drug economies of tourism resorts has had significant media coverage in recent years. The spaces between tourism's utopian ideals and dystopian reality creates an uncomfortable territory for the practices of destination stewardship. Thus far, this 'in-between' territory has been 'off limits' for both researchers and practitioners of tourism destination management. The purpose of my paper is to legitimise scrutiny of this territory as a progressive move for both scholars and practitioners of tourism destination management. I will attempt this by reflecting on fieldwork conducted over the past 12 months in Australia and Brazil as a part of my tourism and crime project. Julia M. Trapp-Fallon and N.K Jaiswal Pilgrims, Pandas and Place: Changing India. Cardiff Metropolitan University, Wales; independent Researcher Summary of aims: By drawing upon first-hand accounts of visits to popular tourism destinations, this paper will address issues about the changing market for domestic tourism in India. In so doing, the overlap between tourism and pilgrimage will be discussed in the context of the tourism organisation and stewardship in these particular destinations. Key arguments/findings The changing economy and developing infrastructure affects tourism activity. In particular, a burgeoning middle class has led to domestic tourism growth and significant year on year increases in visitors to popular sites. These are most often sacred spaces and have special significance for the people of India. There may be mixed motivations to visit (Graburn, 1989) but deep in the psyche of Hindus (and other religions) is the desire to visit these most sacred places in India and experience closeness with the deities located there (Bhardwaj, 1973). The images are enduring. However experiences vary, especially as the behaviour and activities sought by an ever-increasing number of people are affecting the way that the destinations are managed. It is important to recognise the scale of the domestic market in India and tens of millions of people are recorded attending special events in the sacred calendar. Most of the organisation for these is achieved by a domestic informal sector comprising family-run and regionally concentrated small businesses (Gladstone 2005). The guardians of the sacred spaces are the pandas and these temple priests follow strict codes whilst attempting to steward vast numbers of visitors. The increasing numbers of pilgrims and tourists has tested their stewardship, sometimes revealing commercial motivations to those filled with religious sentiments. A number of authors have identified these issues (for example Bhardwaj,1973, Gladstone, 2005) but this paper will consider evolving destination image along with consideration of purpose and identity in a dynamic tourism context. The challenges of the blurring of definitions between pilgrimage and tourism, increasing numbers and changing attitudes will also be included.
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Azizul Hassan, Mizan Rahman and Shamim Ehsanul Haque Understanding Tourism Where the Place Has Religious Importance: The case of Buddhist Vihara at Paharpur. University of Greenwich, England; University of Lincoln, England; Brac University, Bangladesh Taking the case of the ruins of the Buddhist Vihara at Paharpur - the 7th century Buddhist archaeological area and a Cultural World Heritage Site declared by the UNESCO, this paper examines the theoretical aspects relating to the Vihara originating from the religion of Buddhism; and secondly, it applies those theoretical aspects to analyse the tourism there in the macro marketing context. Historically, an understanding of Buddhist theological background proved effective in balancing the benefits and conflicts between different groups of stakeholders, while promoting tourism. An example of such a case is the development of tourism in the Mekong region in Thailand (Theerappapisit, 2003). In this paper, the basis of relevance for places of religious importance as such is explored, focusing on the historical, political, cultural and social aspects - keeping the world heritage value in mind. This qualitative paper benefits from focus group discussions (FGDs) and personal observation. Findings indicate that the tourists visiting the religious destination are typically more conscious about their responsibilities to the nature, ecology and the environment in general. Their underlying motives and aspirations are explored offering insights and themes as they relate to tourism.
Claudia Melis and Ernestina Giudici Brand: Does it Add Value to Intangible Cultural Heritage University of Cagliari, Italy Summary of aim: This work is based on an in depth analysis of a specific Intangible Cultural Heritage (ICH) event taking place in Iglesias (Sardinia, Italy) during the Holy Week. The main aspect of interest of this event is connected with a strong character of authenticity maintained during the Centuries thanks to the attentive engagement of a specific organization named Archconfraternity. The purpose of this work is to investigate whether the adoption of a brand can increase the strength of the authenticity, or it can reduce it, thus shifting towards commoditization, as underlined for other situations by some scholars (Wanda George, 2010; Mac Cannel, 1973). Moreover, it is also a purpose of this work, devoting the attention to the way in which a ICH brand may influence the connected activities developed in the interested town. Approach: The paper adopts a qualitative approach in order to set a case study (Yin 2009). Archival documents and semi-structured interviews will be collected in order to acquire the necessaries informations. Key Arguments: Intangible Cultural Heritage, brand, cultural tourism Findings: The research is in progress, and the findings are currently being analyzed.
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Niels Frederik Lund The Power of Storytelling: Utolizing the Hollywood Scripting Formula in Destination Branding University of Surrey, England Summary of aims: The aim was to investigate if the Hollywood scriptwriting formula could be applied in destination marketing, specifically in destination branding. Key argument/findings: The argument was that Hollywood produces popular films that capture the imagination of viewers everywhere. These popular films are based on a well-established scriptwriting formula and the key to good scriptwriting is good storytelling. Likewise, branding is essentially about creating stories that can appeal to the emotions of the consumer. In tourism stories also play an important role as they give meanings to sights. If the story is interesting then the sight becomes interesting. Tourist experiences consist of stories and these experiences shape our identity. Thus, stories do not only make sights more interesting, they also become part of our identity. As storytelling is important for creating an attractive tourism product and an appealing brand, it is suggested that marketers should apply the Hollywood scriptwriting formula when creating the destination marketing mix. The rationale is that Hollywood producers are the best at creating interesting stories with mass appeal, and therefore one should apply their scriptwriting formula in the marketing mix. The findings showed that the Hollywood scriptwriting formula did carve out a clear and concise brand and it also identified three clear themes in the product mix. However, did the scriptwriting formula really make a difference or could a normal marketing approach have created the same result? Further research is needed to make a better assessment. Approach: A six step scriptwriting process was applied in the marketing mix of a destination. The destination was Vilnius in Lithuania.
Rosanna Vitiello and Louise Dreier Found in Translation: Uncovering Hidden Stories to Build Value for a Place and Strengthen its Image. Ralph Appelbaum Associates A lonely field in Scotland unleashes the story of legendary battles and nations won. Hidden in the rafters of an Olympic stadium lie hundreds of bird boxes that say as much about the places attitude to wildlife as the sporting ceremonies within. A smart phone becomes a time machine, that materializes past protests onto a quiet London street. Whether seemingly untouched or home to a new development, every site holds layers of narrative with the potential to define an authentic sense of place and reframe our perceptions towards it. Through a series of case studies, this paper argues that revealing such latent assets can define a place, and makes the case for interpretation as a powerful new tool in communicating a place brand. Throughout the ages, destinations have used an established model of turning to architecture to conjure up their very own icons, new monuments that distinguish their place from the next. The most successful architectural figureheads become vessels for content that reveals the values and stories of the place: Constantinoples Hagia Sofia stands as a symbol of power and religion; Pariss Eiffel Tower as monument to industry and progress and, more recently, Bilbaos Guggenheim marked a shift in the citys reputation from industry to culture. But that era is crumbling in the developed world, and those who manage and promote places face two key challenges:
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Firstly, as the pace of change in cities intensifies, its as if buildings came with an expiry date. Take Barcelonas Forum and countless World Expos as icons that have quickly become redundant. To heighten this, technology has enabled the story of a place to permeate a city, rather than be tied up with a singular monument. Secondly, as the global economy becomes increasingly volatile, monolithic projects are beyond the reach of many cities. Shallow pockets require a more thoughtful approach to placemaking and place branding flexible enough to adapt to an unpredictable world while making use of hidden assets and ubiquitous technology. Without our architecture, all were left with is content, and a new medium is required to communicate that; a different way to interpret the stories that define a sense of place, its reputation and its brand. While places speak, we dont always understand. An interpretive layer can act as translator: the channel that connects past to present, and people to place and to each other. From classic graphic panels to audio tours, from live storytelling to augmented reality, interpretation is a flexible tool that draws out the true stories behind our cities, creating meaning and distinction. As a place (and its reputation) evolves, interpretation does too. Ultimately, it fosters belonging and adds value to a place and the tourists, citizens and authorities that use it. This paper considers the value that interpretation can add to a place brand, exploring the following concepts through international case studies that address regeneration, heritage and technology: Shallow pockets: get creative. How can interpretation tap unused assets to shape a place-brand? Search for the authentic: get real. How can heritage and purpose be brought to life to build a places identity? Ubiquity of media and technology: get connected. How can media decode a place and uncover deep stories old and new? Participation and crowdsourcing: get involved. How can citizens and tourists help write the narrative and build a places reputation?
Noelle OConnor and Karl Russell A Conceptual Investigation into the Use of Social Media as a Branding Tool for Emerging Tourism Destinations Limerick Institute of Technology, Eire Web 2.0 technologies are very much changing the way tourist search, find, read and trust, as well as collaboratively produce information about tourism suppliers and tourism destinations (Sigala, Christou, and Gretzel, 2012). They are also playing an increasingly pivotal role within the hospitality industry allowing communication to take place within a relaxed, low-cost and variable way, and as a result, can be critically important (Bertella, 2011). McCleary and Altin (2011) suggest that social media is one of the fastest growing means of communication for business as well as for personal purposes. The hospitality industry can target customers online through many social media websites namely YouTube, Facebook, Twitter and LinkedIn which gained momentum in becoming a crucial element of the marketing strategy for many hospitality organisations (McCleary and Altin, 2011). Park (2012) maintains that the literature relating to how hospitality organisations are responding to the ever-growing tendency in using social media is a much needed area of research; therefore this research will involve an examination of the literature into the use of social media as a branding tool for emerging tourism destinations. The findings will help in determining industry best practices in relation to its usage and also in maintaining an on-line presence towards blending the key elements of
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marketing within the hospitality industry. Communicating the results of the study will promote wider learning within both industry and the acadmic commuity thus making a distinctive contribution to social media and marketing literature. In practical terms, the research will have immediate value to the hospitality industry for emerging tourism destinations. Zhihong Gao Postsocialism and the Logic of 'Red Tourism' in China: A Qualitative Content Analysis Rider University, New Jersey, USA Aims: Williams (1977) differentiates cultural elements into three groups: the residual, the dominant, and the emergent. However, in the postmodern world, commercial interests intentionally mobilize the residual for profit and, in the process, weave it into the dominant and the emergent to create a fabric of pastiche. The purpose of this project is to use the case of red tourism in China to investigate how individual consumers actively participate in the construction of this cultural pastiche. Approach: The project combines qualitative content analysis and semiotic analysis. The data are collected from the Internet and include 70 essays by Chinese bloggers on their tours of Jinggang Mountain, the military retreat of Chairman Mao and the Red Army before their arduous Long March to the north. Key arguments: Zhang (2008) argues that Chinese socialism does not disappear into the new universal defined by global capitalism. Rather, it becomes embedded in the latter as a semiautonomy conditioned by its complex negotiations with world capitalism understood as its natural environment, but not as its socio-cultural and moral constitutions (p.13-14). Red tourism in China, where domestic tourists flock to famous historical places associated with the Chinese Communist Revolution, exemplifies how the residual of socialism has been reinvented and re-imagined through the joint efforts of an market economy and a people eager to claim a unique cultural identity in the bewildering new world space of late or multinational capital (Jameson 1991, p. 6).
Cultural and Creative Industries, Events and Identities

Terry Stevens Crimes Against the Consumers: Serial Reproduction and the Need for Innovation in the Future Cultural Tourism Development in Destinations Stevens & Associates, Wales Increasing global competition is intensifying the need for destinations to secure differentiation in this global market place. This requires the tourism industry to think differently and to adopt new types of models for destination development within which innovative thinking can flourish. There is a need for a new set of rules: new business models, fresh approaches to branding and positioning and the involvement of creative talent leading to the injection of non-traditional skills and disciplines. The tourism industry should be at the vanguard in shaping unconventional responses and new experiences in response to the dynamic and fast moving changes in consumer and lifestyle trends. Yet all too often, tourism is characterised by unimaginative, ordinary and replicated experiences. Dull has, indeed, become a very crowded place. It is time for a change. A new generation of investors and developers whose skills and talents have been honed in the creative industries are now looking to apply this experience to tourism projects. They are challenging many traditional aspects of the tourism system, not least the way we segment markets and the way destinations are organised. They demand for new ways of doing business; their
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philosophy and approach cannot be ignored. They are creating the destinations of the future. They are seeking fresh ideas about the way in which contemporary culture can give rise to exciting visitor experiences and the positioning of destinations. It is clear that many destinations that fail to adopt and adapt to these new influences will struggle to attract tomorrows tourists. This paper examines the need for innovation and creative approaches to help make destinations fit for the future. It will look at the relationships between contemporary culture and it will explore successful models and projects that are emerging within the industry. It will challenge traditional models for tourism development and ask important questions about the way tourism needs to be re-shaped to meet the challenges of the twenty-first century. Brendon Knott, Alan Fyall and Ian Jones National-Branding and Mega Events: South Africa and the 2010 FIFA World Cup. TM Cape Peninsula University, South Africa; Bournemouth University, England Over the past decade there has been a growing awareness of the significant impact that hosting sport mega-events can have on a nations brand (e.g. Chalip & Costa, 2005; Rein & Shields, 2006; Berkowitz et al., 2007; Dinnie, 2009). This paper discusses the context of nation-branding and the role of megaevents in generating a nation-branding legacy in relation to the 2010 FIFA World Cup held in South Africa. According to Hankinson (2010), a nation brand is not owned or controlled by a single organisation, but rather jointly developed and delivered by a network of public and private sector organisations. Relating to mega-events, a number of event and brand stakeholders play a role in cocreating the imagery portrayed during the event. The examination of stakeholder perceptions was therefore identified as an important research area. This paper discusses the findings from a qualitative study that focused on key informant interviews conducted with event and destination stakeholders from national and regional South African Government departments. The paper details the perceptions, experiences and reflections of seven key informants relating to the tourism and branding legacies for the host nation from the 2010 mega-event. Key insights from the informants are highlighted, such as the significant impact of a mega-event on a nation brand, especially for a developing country. Despite this, there are also suggestions that the branding gains have not been sufficiently leveraged post-2010. The paper also develops the theoretical understanding of nation branding and co-creation, as well as the notion of a country as an umbrella brand for other destinations. Bente Heintum and Jens Kr. Steen Jacobsen Guidebooks as Destination Image Formation Agents: A Content Analysis of Highlights in Northern Norway. Finnmark University College, Norway; University of Stavanger, Norway This academic paper examines the mediation of Northern Norway in German travel guidebooks, using explorative and descriptive content analyses and categorisation based on interpretative quantitative analysis in order to uncover the main attractions in the region. Five attractions were identified as being the highlights in terms of space allocated: the Lofoten archipelago, Spmi and the Smi people, the city of Troms, North Cape, and the idiosyncratic sceneries and landscapes more generally. The main cultural dimensions encompassed by the portrayals include the Lofoten fisheries heritage, contemporary city life in Troms, and the Smi people. At the same time as Lofoten and North Cape are criticised for crowding and commercialisation, several books idealise the Lofoten Islands and many upheld North Capes image as the holy grail and an ultimate goal for a tour to Northern Scandinavia.
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Noelle OConnor and Sinead OLeary An American in Ireland: Leveraging the JFK Connection to Enhance Irelands Tourism Image. Limerick Institute of Technology, Eire The special relationship that exists between the island of Ireland and the USA is widely acknowledged (Wright, 2008: 85) and is manifest in areas as diverse as tourism, industry, and politics. While the relationship is rooted in emigration (Akenson, 2000 cited in Wright, 2008), the narrative has evolved to embody a deep-rooted connection between both nations. The USA is Irelands second largest tourist market (after the United Kingdom - UK) accounting for 853,000 arrivals and 532m in revenue during 2010 (Filte Ireland, 2011). Notwithstanding the considerable size of this market, however, these statistics represent a significant decline since 2007 when arrivals peaked at over one million and revenue generated exceeded 800m (Filte Ireland, 2011). Although these figures need to be taken in the context of the global financial crisis and consequent impact on tourist numbers worldwide, there is clearly an urgent need to re-invigorate this critically important source market. The significance of celebrity endorsement and association is widely acknowledged in the service branding literature but is a relatively more recent phenomenon in respect of tourism destination branding. This study seeks to explore the importance of President John Fitzgerald Kennedys (JFKs) link with Ireland in the context of strengthening the appeal of the destination in particular the valuable United States of America (USA) tourism market in particular. The research was based in the small town of New Ross (County Wexford) in the South East of Ireland where the Kennedy Homestead and birthplace of Patrick Kennedy (JFKs grandfather) is located. It also and focused on key stakeholders perspectives regarding the importance of the JFK connection. This paper will provide implications for those interested in regional destination branding and in the use of celebrity images to enhance brand values. Szilvia Gyimothy, Carina Ren and Lill Bjorst Arctic Destination Branding Amid Contested Climate Discourses Aalborg University, Denmark This paper explores the paradoxical relationships between climate change and tourism marketing practices through the paradoxical case of Arctic destination branding. Documented and projected consequences of global climate change have reinvigorated (rather than decelerated) economic development in the circumpolar region, which is also reflected in booming tourism activities to remote Arctic destinations. In contrast to the travel sectors global attempts to reduce greenhouse gas emissions accountable for a changing climate, tourism marketers in the Arctic are actively promoting last chance to see or extreme Polar adventure experiences to the mobility promiscuous leisure class. This study reveals how Greenland is being re-imagined as a hot destination amid the contested notion of climate change. Based on semiotic and discourse analysis of contemporary branding campaigns and video material, we demonstrate that the recentring of the remote and exotic Arctic happens along two intertwined discursive processes: one relating to the cosmopolitanisation of nature as playground inhabited by popular cultural symbols and the other displaying a postcolonial and pioneering modern Greenland, where the shift in climate has opened new avenues for industrial development. In conclusion, the paper argues that Arctic destination branding balances between regional politicaleconomic agendas, national identity building as well as global climate debates.
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Destination Partnerships and Stakeholders

Bodil Stilling Blichfeldt, John Hird, Peter Kvistgaard and Annette Therkelsen In Search of Place Brand Identity: How We See Us. Aalborg University, Denmark; Kvistgaard Consulting; Aalboorg University, Denmark Place branding relates both to brand identity (what the place is) and brand image (what the place is/should be in the eyes of external audiences). Brand identity can be perceived as the set of values and attributes that those responsible for marketing and development of a place wish to reinforce and market. However, a critical question to be addressed is how to define these core values and attributes in a place context and consequently, how to establish the we that should be the basis, upon which to develop and market the destination. The purpose of this paper is to discuss the challenges that arise when trying to establish destination brand identity by means of more inclusive, bottom-up approaches. Drawing on both literature studies and the authors active involvement in destination branding across more than 50 Danish destinations, particularly the paper discusses how to decide who to give voice to in this process, how to practically give these actors voice and how to obtain consensus on core values and attributes across these actors.
Natasha Cox Stakeholder-Agency Theory: A Destination Branding Application Griffith University, Australia Destination branding has been a recognised field of study since 2002 (Gertner, 2011). Since this time there has been significant exploration of consumer based brand equity; however, little research has delved into the supply-side stakeholders perception of the brand (Hankinson, 2007; Wagners & Peters, 2009; dAngella & Go, 2009). Destination Management Organisations are charged with the responsibility of brand guardian, managing the overall brand image, thereby guiding supply-side stakeholders toward a common goal through implicit agreements (Morgan et al, 2011). However, existing destination branding research falls short of understanding the complex relationship between the multitude of stakeholders that are involved in delivering the brand (Hankinson, 2007). The situation is further complicated with each stakeholder forcing their own agenda onto the brand (Ooi, 2002). There has been little understanding of how to best govern the destination so as to create a strong and consistent brand that balances the needs of all stakeholders (Morgan et al, 2011). As such, the individual agenda of supply-side stakeholders is one of the main challenges for destination brands in providing a consistent brand experience at all brand touch points (Davis & Dunn, 202; Pike, 2008) This research aims to reduce the gap within the existing literature through the proposal of a new framework for the governance of destination brands in order to create greater levels of consistency. It draws on stakeholder agency theory, which identifies the imperfections in a market and aims to reduce power imbalance through implicit and explicit contracts (Hill & Jones, 1992). Furthermore, this research explores the ways in which individual supply-side stakeholders brands can be balanced with the overall destination brand expectations (Hill & Jones, 1992). The exploratory framework delves into the complex relationship between different supply-side stakeholders and examines ways of creating a more consistent destination experience. The aim is also to provide an overview of how destination brands can incorporate techniques to create a strong and sustainable brand from a supply-side perspective.
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Magdalena Florek Building the Image of a Place Brand with the Support of the Local Commercial Brands Poznan University of Economics, Poland Local commercial brands are increasingly seen as a vehicle to build the image of a place from which the brands originate (e.g. Mateo&Seisdedos, 2010; Florek&Conejo, 2007; Gilmore, 2003). Local products, services or companies, through their brand values, personalities, and their approach to marketing communication, influence the way their place of origin is perceived. No wonder places have started to use the best well-known brands to promote themselves. This approach is however used in the context of countries rather than places of smaller scale (e.g. Cervino et al., 2005). The aim of the paper is to present the image relationships between the place brand and local commercial brands originating from that place. To make the symbiosis successful, a place as well as local brands, need to define the areas of their image concurrence and strength. The paper discusses the case of the Poznan Brand Consortium (agreement of 21 local brands) that was set up in October 2011 in order to support the brand of Poznan City. The NeedScope technique was used to analyse the level of concurrence or conflict of the images between the commercial brands and the Poznao City brand. The results revealed that only part of the brands images are in concord with the perception of Poznao, however it also differs depending on the target group surveyed. The analysis enables place marketers to adequately exploit single commercial brands in particular contexts and select next ones in order to achieve the desired image of a place.
Morten Boesen Destination Brand Development in Strategic Networks: A Process Perspective. Roskilde University, Denmark It is well-known that destination branding is not a simply, linear and rational marketing activity that can be understood with traditional marketing and branding theories (Morgan et al. 2009). The aim in this paper is to get a better understanding of the development of destination brands as a social interaction process involving several actors. Hence, this paper deals with the complex social interaction processes involved with successful destination brand development in strategic networks. In order to understand these complex processes and their dynamics it is argued that an alternative theoretical framework must be applied. The paper draws upon the model of competing institutional logics developed by Boltanski & Thvenot (Boltanski & Thvenot 2006) in order to analyze the dynamics of destination brand development in strategic networks. Through a multiple case study of five strategic networks the most critical situations for successful destination brand development will be identified, described and analyzed. Qualitative interviews with network members and brokers inspired by the critical incident technique (Flanagan 1954) and documentary analysis will be the data collection techniques used to identify the most critical situations for successful destination brand development. The key empirical findings are identification and description of the most critical situations for successful destination brand development in strategic networks. The theoretical finding is the development of an alternative theoretical framework that can give a better understanding of the dynamics and the complexity involved with destination brand development.
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Rebecca Richardson Cooperation, Partnership and Leadership: Place Branding in Three European Cities. Newcastle University, England The increase in place branding activities in the last two decades is well documented, as is the commonly understood motivation of the intensification of competition between cities. Against the context of urban entrepreneurialism and the quest for the distinctive city place branding and marketing becomes an appropriate form of urban development intervention for those eager to improve their citys competitive edge. Although these activities are well documented and recognised there is still much left to be explained and understood about place branding. The literature is dominated by descriptive case studies, however, analysis of how place branding actually takes place is more difficult to detect. Who instigates these activities, which are the dominant and important organisations, what are the relationships and processes involved? This paper aims to unpack the complexity of place branding activities often reduced by the common explanation of a citys need to compete against others, by investigating, cooperation, partnership and leadership in three European cities. Those cities are Newcastle, Gateshead, Malmo and Manchester, all of which have suffered from industrial decline, but have now made significant steps toward developing new economic activities . All three of the cities provide an interesting lens through which to examine the interaction of cooperation, partnership and leadership in the motivation, development and maintenance of a place brand. Through the comparative analysis of these three cities it is possible to develop our understanding of place branding and urban development in a competitive context.
Omkumar Krishnan and Lubna Nafees The Role of Image Formation Agents in Destination Branding: The Case of Seven Sisters of India. IIM Kozhikode, India; IMT Ghaziabad, India With the spurting growth of new tourist destinations all around the world and the competition for reaching out to travelers, a creation of a unique identity is essential for any destination. Similar to the goods and services industry branding provides a way of creating a unique identity through relationship building and emotional appeal along differentiation on the basis of functional qualities. Through this exploratory research an attempt is made to gauge the brand perception of the north east states or the seven sisters of India(SSIs) as a tourist destination brand. The Northeast region includes eight states of Sikkim, Arunachal Pradesh, Assam, Meghalaya, Tripura, Mizoram, Manipur and Nagaland but they are popularly referred to as seven sisters. This region has been the meeting place of many communities, faiths and cultures while the concept of tourism development is very recent in this region and is in its infancy. For the present study data was collected with the help of a comprehensive structured questionnaire. Respondents were selected by purposive sampling method and constituted of post graduate students in National Capital Region of New Delhi, India. The total sample size for this study was 196. There is no debate on the fact that for any destination building a strong positive brand image is essential for attracting the tourists. From the literature it was understood that brand image formation is by means of three image formation agents namely organic, autonomous and inductive although these are overlapping constructs. Organic image relates to the formation due to primary interaction with people of a place, autonomous refers to the informal learning by means of media, and induced refers to the organized efforts of travel or tourism organizations. In general it is accepted that these three agents affect the pre-tourist mindset, motivation and finally the decision making of a potential tourist. In this investigation the eleven sources of awareness regarding SSI (multiple responses possible) has been further classified as three agents of image formation although they are not mutually exclusive.
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The differential impact of these agents on feelings towards the destination (pre-tourist mindset), willingness to recommend the destination to others, overall rating of the place (motivation) and probability of visiting the destination in future (decision making) was studied using independent one way anova tests. As the feelings towards SSI was captured using a semantic differential scale (10 attributes) , a composite score (standardized ) was calculated which represented the positive image of the destination. From the analysis it was found that only organic image was having differential effect on all the four dependent variables. Hence it is demonstrating that feelings, motivation and decision making is more a function of the organic image (from interacting with people from north east, word of mouth through friends and relatives and through travel books based on experiences pertaining to SSI). Neither the autonomous image nor the induced image could create significant differences in the brand perception of SSI. In order to understand the specific attributes another anova was carried out with all the ten variables constituting the feelings about the place. Results of the anova test revealed that organic image is positively contributing to the perception of SSI as an exciting, attractive and interesting place. The findings have substantial managerial implications as both induced image and autonomous image is not attracting potential tourists towards this destination.
Destination Image and Identities

Marvin Capco, Gerard Alvn P.Apostol, Erika Pamela Bulacan, Janina R.Cambronero, Katrina Mari Flores, Aaron B. Evangelista, Roshni S. Raichandani, Lorelie M. Rojas and Charmaine A.M. Solis The Effectiveness of General Santos City's Destination Marketing Organization Integrated Marketing Communication Strategies. Phillipines The purpose of this study was to develop an instrument to measure the effectiveness of the Integrated Marketing Communication (IMC) Strategies of the Destination Marketing Organization (DMO) of General Santos City. In this study, the researchers would like to emphasize that local or regional measurement of DMO effectiveness is in direct relationship to the national level. The proposed instrument was empirically tested using the data collected from tourists visiting the city. The proponents made use of the descriptive method research design and quota sampling method. The researchers gathered data through survey, collecting 100 tourist respondents at General Santos City. As a result of the data gathered, most of the respondents are male and aged 35 and above and the major reason for visit is for leisure and visiting friends and relatives. The mainstream sources of awareness as showed in the study are through word of mouth and through print advertisements. The results also shows that most of the respondents are not aware that there is a DMO within the city and neither of the marketing strategies implemented by the organization but they were able to encounter promotional materials made by the DMO and believed that it is widespread without knowing that it is the DMO who produces the materials. The promotional assessments of the respondents reflect that it is the local products of General Santos City that mostly retained in their memory and they see it as a business opportunity. The results of the study indicated that there is a significant relationship between the level of satisfaction and the level of influence of the tourists to the IMC strategies of the DMO. The promotional material satisfies tourists and finds the materials to be influential in creating destination image and in the decision making process. Thus, it is important to evaluate the effectiveness of a marketing organization in the tourism industry of a destination to know whether their marketing strategies actualize their target brand or not.
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Nick Clifton At the Intersection of Tourism Studies and Economic Geography? Branding of the Region, Branding from the Region. Cardiff Metropolitan University, Wales Regions have images, or brands that stakeholders often attempt to manage or at least influence. In turn, many products have an association with a region or place, sometimes positively, and sometimes negatively so. These drivers and processes interact, but are not the same. In this paper we thus argue that for a holistic view of destination branding, an understanding is needed of both branding of the region, and branding from the region, or place in question. This in turn poses a key research question - how can regions establish and maintain their distinctiveness in an ever more globalised and standardised world? In the modern consumer economy, the intangible or symbolic qualities of products play a decisive role in their success or otherwise in the market place. The race for innovation that has defined the postFordist economy has given us high quality products. Increasingly, we take this functionality of products for granted, and our consumer choices are determined by the symbolic value of the product or the company behind it. Moreover, we suggest that this applies to places as well as to physical products. Using Wales as a case study, we then suggest a hypothesis in which place-branding and productbranding strategies are co-evolving; that is shaping and influencing each other- between private and public sectors, physical products, tourism and inward investment initiatives. This is taking place within both the wider context of devolution and the political restructuring of Wales, and more generally the emergence of more sophisticated consumer behaviour, and the increasing role of provenance, postproduction innovation and thus of symbolic value. At present the changes described above only involves a relatively small number of companies, but significant in terms of profile, who are consciously stepping away from the past, more conservative images, symbolism and cultural references to become more successful- and in turn these firms are themselves impacting upon and framing the cultural shift, raising the scope for the use of more self-confident, humorous, and self-deprecating symbols and manifestations of regional identity. Finally, we suggest however that this potentially virtuous circle of interaction in promoting the region in the widest sense (products, mobile workers, tourists, investment) is in danger of becoming something of a missed opportunity in Wales with the reorganisation of the policy-making bodies and delivery agencies in the areas of tourism, economic development and inward investment.
Veronika Grishel National Branding by Diaspora: An Example of Poland. Cracow University of Economics, Poland Diaspora (emigrants) can play a fundamental role in promoting a country abroad as it is in the case of China, South Korea, India or Scotland (Dinnie, K., 2011). Emigrants have an understanding of the strengths of the country they come from which they can promote abroad. As such they represent one of the nation brands most influential instruments. Polish diaspora called Polonia is believed to embrace about 20 million people (Report, 2007) scattered throughout the world making it one of the worlds largest diaspora. It a result of mass migrations from the 19th century to nowadays (the last migration stream was in 2004), pushed out by economic, political, and individual reasons (Bijak and Kory, 2006). Not a lot research has been conducted with regard to the effective contribution of a diaspora as an influential instrument of the nation branding strategy at the example of Poland. In recent years it can be observes the growth of new Polish diaspora organizations set up and run by young professionals. Survey among such organizations (25 so far in UK, Australia, Norway, France,
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Ukraine, Canada, USA etc) was conducted between March and May 2012, which tackled several questions about the projects and activities that promote Poland. The aim of this study was to investigate the activities of Polonia organizations that promote and create an image of Poland abroad. The study analysed the tools of promotion, the degree of cooperation with Polish institutions responsible for the promotion of Poland, and with local home institutions. Another result of the research is the semantic profile of Poland. As the surveyed revealed Poland remains under much ignorance in the aspect of its diaspora mobilization and national branding strategies.
Eduardo Henrique da Silva Oliveira A Region as a Destination: Towards a Place Branding Strategy for the Northwest of Portugal University of Groningen, The Netherlands Place branding aims to make a country, a region, a city or a tourism destination stand out in the complex and changing marketplace, enhance the place reputation and contribute to the development. A place branding strategy asserts the places uniqueness and factors of differentiation namely for tourism purposes. This assertion of uniqueness often emphasises the historical, social, human, and cultural assets of the place. These assets are fundamental for tourism and the development of tourism destinations (e.g. cities, regions). Tourism has often been seen as an important and dynamic sector in the economy of those places. The scope of this paper is to explore a possible place branding strategy for regions, such as the Northern part of Portugal, emphasising the tourism potential. Our aim is to reinforce tourism as necessary for an economic and social transformation and as a response to the contemporary challenges the region is facing (e.g. weak economic confidence, unemployment). The novelty of this paper lies in the theoretical approach that positions place and destination branding theories as strategic spatial planning instruments and intends to contribute to the academic debate around the implementation of a long-term place branding process as part of a planning strategy to support a strategic change in regions. Ghina Said and Ian Michael Nation Branding: A Case Study of the UAE Heriott Watt University, Dubai Campus, UAE; Zayed University, Dubai, UAE Nation branding is a relatively new concept in the marketing and branding field. Nations worldwide find themselves competing not only against each other, but also against specific places and areas that could be interesting to travellers and investors alike. The United Arab Emirates (UAE) is a young country that has recognized the importance of branding itself and is embarking on developing a nation brand. The aim of this paper is to provide recommendations for further research on this subject, and to provide a clear understanding of how the UAE could go about branding itself successfully. This paper is a case study that discusses what nation branding is, how it is developed and maintained, and how it can be applied to the UAE. The case study approach is based on a primary qualitative research method using the in-depth interview method. Prior to embarking on this method, secondary research was conducted. This paper discusses some of the different branding strategies implemented in nation branding and how they can be applied to the UAE. It also discusses other nation brands and how they were successful in branding themselves. Interviews were conducted to understand what leading marketers believe are the most important aspects of a brand, and what can be done to develop a successful, recognisable and sustainable brand. Brand architecture was the strategy chosen for the UAE to follow in branding the nation, and based on primary and secondary research recommendations were made as to what brand architecture strategy would best suit the UAE. In conclusion, the paper presents the obstacles that the UAE can face when branding itself, and it provides recommendations on what can be done to tackle them and create a unified UAE nation brand.
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Katarina Milicevic, Bozo Skoko and Damir Kresic The Power of Tourism in Creating a National Brand. Institute for Tourism, Zagreb, Croatia; Faculty of Political Sciences, Zagreb, Croatia; Institute for Tourism, Zagreb, Croatia It can be argued that linkages between national identities, tourism promotion and more recently destination branding represent a well studied area in tourism literature. However, most of the research explores connections between national identities and images used for tourism promotion or impact of tourism promotion on national identities. In this paper we explore how tourism itself can create a national brand. With reference to the case of Croatia we are going to demonstrate the potential power of tourism in forming key associations surrounding a national brand. Based on the most recent research about Croatian images in the eyes of key European markets, as well as its neighboring countries, it is shown how tourism represent a key image in its national identity. Finally, we argue that the entrance of Croatia to the European Union should be marked by formation of a strong national brand based around tourism attractions. Sanda Corak, Snjezana Boranic Zivoder and Irena Ateljevic A World of Paradigm Shift: An opportunity for the Croatian 'True Brand'. Institute for Tourism, Zagreb, Croatia In todays world where almost every place tries to attract tourists and business investments, destination branding has become an inevitable strategy needed for places to stand out on the crowded tourist map and emotionally connect with its potential users. Yet, it is well known how difficult it is to bridge the gap between marketing expectations which branding communicates and the reality of its delivery on the ground. Admittingly this is not a new theoretical nor practical question. However, our current world - which Morgan and Pritchard (2011:3) describe as: sharply transitional times which may well prove to be one of generational economic and social change during which people, communities and places will need to find alternative ways of living and working - creates new challenges how places build and live their reputations. Namely, it is becoming increasingly recognized that out current world practices are not sustainable, nor healthy, nor just. Reflectively, (tourist) consumers are moving towards new values that respect nature and humanity, hence are more attracted towards ecological places of simplicity, authenticity and interconnectedness. In this paper we present a case study of Croatia as an illustrating example through which we analyze and tease out issues of a place responding to this world of paradigm shift. Being a young country that has grown out of a war and yet with a long tradition of mostly ad hoc, unidirectional tourism based mostly on local small scale developments, it shows how Croatia is paradoxically advantaged to create the brand based on its reality. The recent extensive empirical research on images of Croatia in the eyes of its key European markets (performed to develop its tourism strategy vision 2020) has revealed that Croatia is primarily seen as a beautiful, unspoiled and simple country. In this presentation we will discuss those findings with a view how Croatia can create a true brand based on new world values that in her case not only can reduce the traditional marketing gap between expectations and reality but more importantly to provide a vision for the Croatian nation to preserve its precious natural and cultural resources which they need to see not only for the need of tourism but also for sustainability of their own lives.
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Sustainable Innovations and Place

Ernestina Giudici and Angela Dettori Is a Green Brand Able to Address Customers' Choices? University of Cagliari, Italy Summary of aims: The environment is acquiring an increasingly strategic role for firms to increase competitiveness. Is a green brand able to help consumers to choose products and services that respect the environment? Is the adoption of a green brand a real expression of an environmental attention of firms? The aim of this work is to display the opportunities and the advantages concerning the enforcing of ecological trademarks. Particular attention will be devoted to the tourism sector and to the adoption or not of the Ecolabel brand. The choice of the tourism sector is connected with the recent enlargement of this brand to this sector by the EU. Moreover, we try to understand whether tourists consider the attention to sustainability relevant for their choices and if these firms are attractive. The authors have the purpose to contribute to fill a gap in the green brand studies. The attention to Ecolabel is the first step of a more articulated research that has the aim to analyze other kinds of green brands adopted in Europe, both in tourism and in other economic activities.
Sheena Carlisle, Martin Kunc, Eleri Jones, and Scott Tiffin Supporting Innovation for Tourism Development Through Multi-Stakeholder Approaches: Experiences From Africa. Welsh Centre for Tourism Research, Cardiff Metropolitan University, Wales ; Warwick University, England; Welsh Centre for Tourism Research, Cardiff Metropolitan University, Wales Centre for Innovation Studies, Calgary Innovation and entrepreneurship provide essential value to the advancement and quality of the international tourism industry. For Less Economically Developed Countries (LEDCs) tourism innovation is an opportunity to differentiate the tourism product making it more competitive and increasing socioeconomic gains at grassroots level counteracting foreign currency leakages from the destination. The paper argues that for small indigenous businesses in LEDC destinations to flourish a supportive environment promoting innovation and entrepreneurship is required. The paper emphasises the importance of multi-stakeholder collaboration by drawing on two distinct African case studies: a trade association in The Gambia and a training programme building entrepreneurial capacity in a university in Tanzania both of which have helped provide supportive environments for indigenous entrepreneurship and innovation. The Gambian case study is based on a collaborative marketing approach, the Tanzanian case study on the Triple Helix model. Both demonstrate the importance of institutional support in stimulating networking, transfer of knowledge and best practice in LEDC destinations.
Brian Eaton and Li Liu Utilising Craft and Traditional Skills: Can Xuzhou Utilize Cumbria's Brand Development Experience? University of Cumria, England; Xuzhou City Bureau of Culture and Education, China This case study looks at the prospects for development of 'intangible' tourism in Xu Zhou, Jiang Su region, People's Republic of China. Xu Zhou is not a high profile destination in China but is the home of many tombs from the period of the Han dynasty and many beautifully prepared political and legal documents from the period of the Ching dynasty: indeed the city houses a 'Museum of Scrolls'. The city has witnessed a decline in traditional industries with the demise of deep pit mining and a decline in
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traditional skills such as paper cutting, relief work and fine needlework as working patterns change and as technology changes. An opportunity is identified in the development of tourism based on or round these traditional features and in the calligraphy of the scrolls referred to previously. This is in order to fulfil a community, conservation and economic purpose. Cumbria, UK, is identified as an exemplar of tourism development which features craft and other traditional skills including wool/weaving, Ruskin lace (drawn thread work), slate mining and pencil manufacture. Deep pit mining here finished thirty years ago and most crafts still produced are within a visitor attraction. The primary method used is a series of supply side interviews using open ended questions asking about business models, importance of differing revenue streams, maintaining of traditional skills and training, interpretation and education of and for visitors and community involvement. Secondly, the importance of craft tourism to the Cumbrian visitor economy is assessed through re-interpretation of secondary data and existing research such as Fillis (2010) in the light of the interview results. This is considered alongside further secondary data relating to expectations of Chinese visitors and existing research on Rural tourism in China (such as Su, 2011) to inform an emergent development plan for intangible/craft tourism for the city and region in PRC.
Stacy Wall, Heather Hartwell, Susanna Curtin, Ann Hemingway and Alan Fyall Wellbeing Destination Branding: Potential Impact Achieved Through Cross Boundary Tourism and Public Health Policy Synergies. Bournemouth University, England
Aim:This study aims to critically evaluate the potential for a strategic alliance between tourism, public health and wellbeing at the destination level. Approach The primary rationale for co-locating a tourism and public health strategy is based on the knowledge that the promotion of mental and physical health for locals and tourists is desired. Where, the development of a community culture that supports health creation presents a rebranding opportunity within the destination management approach. This paper will present a conceptual model using an organisational approach highlighting both the current debate in tourism and public health research and a potential boundary object of wellbeing. The present study utilises an ethnographic methodological approach that has been enriched by grounded theory techniques . Data was collected and analysed through methods of participant observation, interviews, and document analysis while immersed within the organisational setting of the Bournemouth and Poole Primary care Trust (NHS). Key Arguments Increasingly concern about wellbeing and quality of life is reflected in both tourism and public health academic and government planning agendas (McCabe 2010; Fayers & Machin 2007). Where tourism and public health policy planning and practise are currently moving towards a new paradigm considering overall societal health, rooted in wellbeing and quality of life of individuals and communities (Local Government Improvement and Development 2010). The links between, tourism, quality of life, and health in research findings reveal the connection between holiday-taking and influence on the subjective sense of wellbeing (Gilbert and Abdullah 2004). Rodrigues et al. (2010) propose that promoting the wellbeing of tourists should be integrated into any tourism destination management and marketing strategy. Importantly, the missing element in the role ascribed to wellbeing and quality of life in tourism destination management and marketing is the primary focus of existing tourism policies on the hedonic, rather than eudaimonic perspective of health and wellness.
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Anna Augustyn, The Program of Economic Promotion of Eastern Poland and its influence on social and economic development of this area. University of Bialystok, Bialystok, Poland Purpose The purpose of this paper is to analyze and evaluate the Program of Economic Promotion of Eastern Poland, realized within the framework of EU funds on the territory of a macroregion including five voivodships of Eastern Poland in years 2009 2015, and to show its effects and its influence on economic growth of analyzed area up to now. Approach Strategic documents concerning Eastern Poland in regards of evaluation of economic potential, marketing communications and visual identification system will be used for analysis in this paper. Evaluation of effects of the Program will be mainly based on quantitative and qualitative evaluation research conducted both before and in the middle of Programs realization. Key arguments/findings The Program of Economic Promotion of Eastern Poland is the first Program that presents in a systemic and coherent way the economic potential of the whole area of five regions that are counted amongst the least developed in Poland. Its main goal is to increase interest in Eastern Polands economic offer, and thus to increase the rate of social and economic de velopment. The paper will include an analysis of promotional activities in the context of evaluating their influence on the increase of interest in macroregion in terms of inflow of direct foreign investments, trade, stimulation of export from Eastern Poland, development of modern products and services, tourism. Author will also try to evaluate the validity of the entire idea of joint economic promotion of regions that in reality compete with each other in many aspects, due to being neighbors and having similar local offer. Author also tries to answer the question whether a so called synergy effect was achieved and whether a thing like a joint brand of Eastern Poland can even be discussed.
Francesca Zunino, and Marco Devecchi, Local and Transnational Sustainable Ecotourism of the Natural-Cultural Landscape: Asti, Piedmont, Italy. University of Modena and Reggio Emilia (Italy); University of Torino, and Landscape Observatory of the Monferrato and Astigiano Territory, Asti (Italy). In this paper we wish to present how academics and researchers are working with governmental and non-governmental organizations to promote the Piedmont landscape with its natural and cultural excellencies as an eco-touristic destination while protecting its sustainability. We provide an overview of the present situation and an analysis of the newest territory management and marketing projects. The Asti province with its three diverse territories- Monferrato, Langhe and Roero is situated in the Piedmont region (North-West of Italy), at the feet of the Western Alps, near France and the Mediterranean sea. This uniquely meaningful landscape (Whiston Spirn, 1998) is composed of hills, woods, cultivated fields and waves of vineyards where small villages with Medieval towers, castles and Romanic churches are harmonically encompassed. It is a perfect example of the deep ecology (Drengson and Devall, 2008, pp. 99-140) and ecolinguistic nature-culture concept (Latour, 1998:1821; Dring, 2003:198), portraying and symbolizing one indissoluble element of double identity where man and the environment are profoundly interdependent. Since the 1980s, this thousands-years-old landscape has been increasingly devoted to natural-cultural conservation also through many strategies for the promotion of its vast artistic, literary, environmental and oeno-gastronomical ecotouristic potential. The Landscape Observatory is a key factor in both its long-term safe-guarding and bottom-up sustainable development programmes for feasible economic, ecological and social improvement (Cassatella, Devecchi, Gambino and Larcher, 2010; Larcher, Novelli,
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Gullino and Devecchi, 2010). It has also been recently sponsoring the actualization-implementation of the 2011 regional territorial plan (Regione Piemonte Report, 2011), preventing further soil and land consumption for construction purposes and encouraging new ethics. Moreover, Astis vineyard landscapes have been officially presented for the 2011 UNESCOs world heritage candidacy (Provincia di Asti, 2010). Today, further advances are being created through the branding concepts and products of spatially diffused festivals and hospitality, historical districts, including both cultural and green monuments, and the Transromanica circuit, a X-XII century European village churches certified network for an eco-spiritual pilgrimage touristic target. These latest schemes are innovative means to increase the local realities sustainable management, partnership and governance, linking and including them into a transnational dimension of identity, conservation, collaboration and growth. Claire Haven-Tang and Eleri Jones Made in Monmouthshire: Creating a Sense of Place Welsh Centre for Tourism Research, Cardiff Metropolitan University, Wales This paper explores the complexities of destination development and branding in rural tourism destinations, e.g. lack of coherent destination propositions, lack of iconic structures, high incidence of micro-businesses. These issues illustrate how rurality may prove attractive for tourists, but causes problems for tourism businesses and destination management - particularly in terms of creating a clearly identifiable destination brand. This paper explores the role of Adventa in Monmouthsire - a typical rural county on the Wales-England border - in terms of developing the Made in Monmouthshire (MiM) brand. MiM serves as a quality benchmark for local produce, arts and crafts which are produced within Monmouthshire, but it also creates a brand identity for such products which are then clearly associated with Monmouthshire as a rural destination. Furthermore, MiM illustrates the role of Adventa as a transformational leader, as through the creation of the MiM brand, Adventa have successfully transformed followers, i.e. food and drink producers, artists and craftspeople, into leaders as MiM is now a community enterprise.
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List of Delegates
A
Adedeji, Charles Taiwo (University of Ibadan) ct.adedeji@mail.uI.edu.ng Adepeko, Crowns (National Open University of Nigeria) ade4crowns@yahoo.com Allan, Malcolm (Place Matters) malcolm.allan@placematters.co Arthur, Barbara (Things For You Enterprise, Ghana) Ateljevic, Irena (Institute for Tourism, Zagreb) irena.ateljevic@iztzg.hr Augustyn, Anna (University of Bialystok, Poland) anna@augustyn.pl
B
Blichfeldt Bodil Stilling (Aalborg University, Denmark) blichfeldt@cgs.aau.dk Bennett, Susan (University of Calgary, Canada) sbennet@ucalgary.ca Bettinson, Emma (Cardiff Metropolitan University, Wales) ebettinson@cardiffmet.ac.uk Boesen, Morten (Roskilde University, Denmark) mboesen@ruc.dk Black, Gary (Uffindell) Boranic Zivoder, Snjezana (Institute forTourism Studies, Macao) snjezana.boranic@iztzg.hr Botterill, David (Cardiff Metropolitan University, Wales) timothy@timothybotterill.orangehome.co.uk Bouchon, Frederic (Taylor's University, Malaysia) frederic.b@taylors.edu.my Bowman, Kirk (Georgia Institute of Technology) kbowman@gatech.edu Brown, Alice (Destination Marketing Capital Region Tourism) Bulacan, Erika Pamela (Independent Researcher, Phillipines) erikapamela.bulacan@gmail.com Buncle, Tom (YellowRailroad) tom@yellowrailroad.com
C
Cakmak, Erdnic (NHTV Breda University of Applied Sciences, Netherlands)cakmak.e@nhtv.nl Capco, Marvin (Independent Researcher, Phillipines) nycsecretary@yahoo.com Carlisle, Sheena (Cardiff Metropolitan University, Wales) scarlisle@cardiffmet.ac.uk Clifton, Nick (Cardiff Metropolitan University, Wales) nclifton@cardiffmet.ac.uk Cole, Peter (Capital Region Tourism) Peter.Cole@captialregiontourism.org.uk Cooper, Mathew (Ealing, Hammersmith and West London College, England) mathew.cooper@wlc.ac.uk Corak, Sanda (Institute for Tourism Studies, Macao) sanda.corak@iztzg.hr Cox, Natasha (Griffith University, Australia) natasha.cox@griffith.edu.au Crimp, Pat (Cardiff & Co.) pat.crimp@cardiffandco.com
D
Davies, Dewi (Tourism Partnership North Wales) dewi.davies@tpnw.org Davies, Karen (Cardiff Metropolitan University, Wales) kardavies@cardiffmet.ac.uk De Silia Oliviera, Eduardo (University of Groningen, Netherlands) e.h.da.silva.oliveira@rug.nl Deesilatham, Siripan (Royal Holloway University, London) siripan.deesilatham.2010@live.rhul.ac.uk Dettori, Angela (University of Cagliari, Italy) angela.dettori@libero.it Diaz-Bernado, Ramon (IE Business School, Madrid, Spain) ramon.diaz@ie.edu Dinnie, Keith (NHTV Breda University of Applied Sciences, Netherlands)
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Dioko, Leonardo (Institute for Tourism Studies, Macau), don@ift.edu.mo Dreier, Louise (Ralph Appelbaum Associates)
E
Eaton, Brian (University of Cumbria, England) ukbrianeaton@googlemail.com
F
Fernandez-Cavia, Jose (Universitat Pompeu Fabra, Barcelona, Spain) Flensburg, Sofie (VisitSweden) sofie.flensburg@visitsweden.com Flores, Katrina Mari (Independent Researcher, Phillipines) katrinamari25@yahoo.com Folek, Magdalena (Poznan University of Economics, Poland) Forfar, Andrew (Tourism Partnership North Wales) andrew.forfar@tpnw.org
G
Gao, Zhihong (Rider University, New Jersey, USA) zgao@rider.edu Garrod Brian (Aberystwyth University, Wales), bgg@aber.ac.uk Giudici, Ernesta (University of Cagliari, Italy) giudici@unica.it Govers, Robert (Journal of Place Branding and Public Diplomacy) rgovers@rgovers.com Grishel, Veronika (Cracow University of Economics, Poland) grishelveronika@gmail.com Gyimothy, Szilvia (Aalborg University, Denmark) gyimothy@cgs.aau.dk
H
Habibzadeh, Saloomeh Tabari (London School of Commerce, England) sali_th@yahoo.com Hastings, Ella (VisitWales) ella.hastings@wales.gsi.gov.uk Haven-Tang, Claire (Cardiff Metropolitan University, Wales) chaven-tang@cardiffmet.ac.uk Harill, Richard (University of South Carolina) rharrill@hrsm.sc.edu Heimtun, Bente (Finmark University College, Norway) Hird, John (Hird & Ko Consulting) john@hirdogko.dk
I
Iun, Sonia Hoi Teng (University of Sheffield, England)hiun1@sheffield.ac.uk
J
Jacobsen, Jens KR.Steen (University of Stavanger) jens.s.jacobsen@uis.no Jaimangal-Jones, Dewi (Cardiff Metropolitan University, Wales) djaimangaljones@cardiffmet.ac.uk Janiszewska, Karolina (Poznan University of Economics, Poland)
K
Karavatis, Mihalis (University of Leicester)(mk302@leicester.ac.uk) Kiely, Sharon (Limerick Institute of Technology, Eire) sharon.kiely@lit.ie Knott, Brendon (Cape Peninsula University) knottb@cput.ac.za Kotuwegoda Palliyaguruge, Lalith (University of New England, Australia) lkotuweg@une.edu.au Krishnan, Omkumar (IIM Kozhikode, India) Kvistgaard, Peter (Aalborg University, Denmark) kvist@id.aau.dk
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L
Labascio, Lorraine (Clemson University, USA) llobasc@clemson.edu Lam, Veronica (Institute for Tourism Studies, Macao) veronica@ift.edu.mo Lau, Virginia M.C. (Institute for Tourism Studies, Macao) virginia@ift.edu.mo Lee, Timothy Jeonglyeol (Ritsumekan Asia Pacific University, Japan) timlee7@apu.ac.jp Lund, Niels Frederik (University of Surrey) n.lund@surrey.ac.uk
M
Marin, Gloria Jimenez (Universidad de Sevilla) g.jimenez.marin@gmail.com Martin, Andrew (Robert Gordon University, Scotland) a.martin@rgu.ac.uk Melis, Claudia (University of Cagliari, Italy) cmclaudiamelis@gmail.com Michael, Ian (Zayed University, Dubai, UAE) ian.michael@zu.ac.ae Milicevic, Katarina (Institute of Tourism, Zagreb, Croatia) katarina.milicevic@iztzg.hr Morgan, Nigel (Cardiff Metropolitan University, Wales) nmorgan@cardiffmet.ac.uk Munar, Ana Maria (Copenhagen Business School, Denmark) amm.int@cbs.dk Munro, Jon (VisitWales) jon.munro@wales.gsi.gov.uk
N
Nash, Robert (Grand Valley State University, USA) rnash@bond.edu.au
O
OConnor, Noelle (Limerick Institute of Technology, Eire) Noelle.oconnor@lit.ie Odembe, Ezekiel Kayode (Cyprus International University, Turkey) ezekay4all@yahoo.com Krishnan, Omkumar (IIM Kozhikode) omkumar@iimk.ac.in
P
Plumbed, Marta (University of Zaragoza, Spain) mplumed@unizar.es Pride, Roger Roger.Pride@cardiffandco.com Pritchard, Annette (Cardiff Metropolitan University, Wales) apritchard@cardiffmet.ac.uk
R
Regelous, Peter (Nottingham Trent University) pregelous@yahoo.co.uk Rahman, Mizan (University of Lincoln), mrahman@lincoln.ac.uk Richards, Victoria (Cardiff Metropolitan University, Wales) virichards@cardiffmet.ac.uk Richardson, Rebecca (Newcastle University, England) r.j.richardson@newcastle.ac.uk Ritchie, Caroline (Cardiff Metropolitan University, Wales) critchie@cardiffmet.ac.uk Rojas, Lorelie (Independent Researcher, Phillipines) lorelie.rojas@gmail.com
S
Sedgley, Diane (Cardiff Metropolitan University, Wales) dsedgley@cardiffmet.ac.uk Seymour, James (Durban KwaZulu-Natal Convention Bureau) james@durbankzncb.co.za
52
T
Tifflin, Wayne (Tourism Kwazulu-Natal) wayne@zulu.org.za Tkaczynski, Aaron (University of Queensland, Australia) a.tkaczynski@uq.edu.au Torres, Jose (Bloom Consulting, Spain) corporate@bloom-consulting.com Trapp-Fallon, Julia (Cardiff Metropolitan University, Wales) jfallon@cardiffmet.ac.uk
U
Ubeda, Israel (VisitSweden) israel.ubeda@visitsweden.com Udom, Itoro Clement (Me 'n' G Suite) ayhoteltd@yahoo.com
V
Vitiello, Rosanna (Ralph Appelbaum Associates) rosannavitiello@raauk.com W Wall, Stacy (Bournemouth University, England) swall@bournemouth.ac.uk Wilfred, Vivienne (Destination Marketing Capital Region Tourism), VivienneWilfred@capitalregiontourism.org.uk
Y
Yeung, Ruth M. W. (Institute for Tourism Studies, Macao) ruth@ift.edu.mo
Z
Zambrano, Rodrigo Elias (Universidad de Huelva) Zunino, Francesca (University of Modena and Reggio Emilia, italy) francesca.zunino@unimore.it
53
List of Partners and Sponsors

WCTR and DBM IV are grateful for the support of the following organisations: Edwards Holiday Coaches Finnmark University College, Norway Institute For Tourism Studies, Macao Institute for Tourism, Zagreb Journal of Destination Marketing & Management Journal of Place Branding & Public Diplomacy Radisson Blu Hotel, Cardiff Uffindell Group University of South Carolina Universitat Pompeu Fabra, Barcelona, Spain Wales Millenium Centre

DBM IV Cardiff Final Programme

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Contents

Conference Co-Chairs' Foreword

Conference Programme At-a-Glance

22.00-late Friday 7th. December 9.15-10.00 10.00-10.30 10.30-11.30 11.30-12.15 12.15-13.15

Destination Branding: Key to Competitiveness or Yesterday's Tactic?

The Destination Brand: Between Place & Experiences

Putting Content at the Centre of Your Digital Marketing

'Building a City Brand from Scratch'

Detailed Conference Programme

Tea & Coffee Break

Digital & Social Media 11.00-13.00 (Bianco)

Consumer Relationships & Experiences (I) 11.00-13.00 (Verde)

City & Regional Brands (I) 11.00-13.00 (Azzuro I)

Storytelling, Narratives & Places (I) 11.00-13.00 (Azzuro II)

Buffet Lunch, The Radisson Keynote Speaker: Tom Buncle (YellowRailroad)

City & Regional Brands (II) 14.45-15.45 (Verde)

Consumer Relationships & Experiences (II) 14.45-15.45 (Azzuro I)

Destination Communications 14.45-15.45 (Bianco)

Tea & Coffee Break

Cultural & Creative Industries & Events 16.15-17.45 (Bianco)

Storytelling, Narratives & Places (II) 16.15-17.45 (Verde)

Cultural & Creative Industries & Identities 16.15-17.15 (Azzuro I)

19.00 19.30 20.30

22.30 & 23.00

Day 2: Thursday 6th. December 2012

Keynote Speaker: Dr Mihalis Karavatis (University of Leicester)

Destination Partnerships & Stakeholders (I) 09.45-10.45 (Bianco)

Storytelling, Narratives & Places (III) 09.45-10.45 (Verde)

Destination Image & Identities (III) 09.45-10.45 (Azzuro I)

Tea & Coffee Break Keynote Speaker: Jon Munro (VisitWales)

Destination Partnerships & Stakeholders (II) 12.00-13.00 (Bianco)

Destination Image & Identities (IV) 12.00-13.00 (Verde)

Consumer Relationships & Experiences (III) 12.00-13.00 (Azzuro I)

Storytelling, Narratives & Places (IV) 12.00-13.00 (Azzuro II)

Lunch, Radisson Blu

Destination Partnerships & Stakeholders (III) 14.00-15.30 (Bianco)

Destination Image & Identities (V) 14.00-15.30 (Verde)

Consumer Relationships & Experiences (IV) 14.00-15.30 (Azzuro I)

Sustainable Innovations & Place (I) 14.00-15.30 (Azzuro II)

Sustainable Innovations & Place (II) 16.45-17.45 (Bianco)

Consumer Relationships & Experiences (V) 16.45-17.45 (Verde)

Sustainable Innovations & Place (IV) 16.45-17.45 (Azzuro I)

Day 3: Friday 7th.December

Keynote Speaker: Jose Torres (Bloom Consulting)

Tea & Coffee Break

Storytelling, Narratives & Places (VI) 10.30-11.30 (Verde)

Consumer Relationships & Experiences (VI) 10.30-11.30 (Azzuro I)

Consumer Relationships & Experiences (VII) 10.30-11.30 (Bianco)

Closing Round Table Discussion

Abstracts in Theme Order

Consumer Relationships and Experiences

City and Regional Brands

Storytelling, Narratives and Places

Cultural and Creative Industries, Events and Identities

Destination Partnerships and Stakeholders

Destination Image and Identities

Sustainable Innovations and Place

List of Partners and Sponsors

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