EAN: 9783838204901

A BRAND IDENTITY FOR THE FRISIAN WADDEN SEA S...

In today's globalized world  leisure tourism is an important economic factor for many regions
and the number of travelers increases every year. Since the destination market in an
increasingly internationalized world offers a plentitude of options and competition is high 
travellers can choose from a wide range of places to visit  while at the same time destination
selection has become an important lifestyle indicator  reflecting the visitors' motivations and
self-image. The challenge every destination faces is to convince potential tourists that the
experience at the destination will satisfy their motivations and provide them with the benefits
sought. Thus  there is a need to credibly communicate what the destination stands for. This can
be achieved through branding. How a destination is perceived by non-visitors and actual
tourists constitutes an important indicator for its marketing strategy and brand building.
Stefanie Schmaus has investigated the potential for the development of a destination brand
identity for the Frisian Wadden Sea on the basis of the destination image held by its most
important international source market. She conducted a survey revealing cognitive  affective 
and unique image dimensions among actual and potential visitors from Germany. The results were
subsequently translated into the brand values and essence of the future brand identity  thus
creating a unique selling proposition (USP) for the destination. Schmaus' study not only
addresses regional destination management organizations and other tourism suppliers in the
destination  but also comprises valuable insights for tourism planners and promoters by
combining academic theory on image analysis and branding with its implementation in the tourism
industry.

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