Establishment of Evaluation Criteria for Tourism Destination Brand

• Main Authors: Chen Yun Chen, 陳韻珍
• Other Authors: Su Cheng Tian
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/58335620098983058977

碩士 === 中華大學 === 營建管理學系碩士在職專班 === 100 === The tourism industry is regarded as a rising star in the 21st century. A number of countries or cities have dedicated to promote their tourism and attract more visitors. Recently, the marketing approach of destination branding has been quite popular. Specific branding has been established in several travel destinations to boost local tourism. The World Tourism Organization issued “Handbook on Tourism Destination Branding" in 2009. Destination Brand symbolizes the characteristics of the attraction, and enables people to create particular cognition or imagination with travel destination. It’s critical to present destination brand and reach marketing purpose effectively. However, there is a lack of building appropriate and suitable branding criteria. Thus, this paper aims to establish related criteria to evaluate the effectiveness of destination brands. This study firstly to develop a draft frame of the evaluation criteria with 3 dimensions and 12 criteria through literature review, analysis of the various destination brands, and discussions. Then, Fuzzy Delphi and Analytic Hierarchy Process (AHP) methods are adopted with questionnaire surveys to 20 experts and scholars to determine the suitable and their weight criteri. The results have shown the three dimensions are Destination Brand Name, Destination Brand Identity, and Destination Brand Slogan. The calculated weights are 40%, 40% and 20% respectively. Among the 12 criteria, “Concise Logo Design” has the highest ranking (12%), and followed by "Brand Name Included in Slogan or Logo" (12%), and "Name Brand after Place"(11%). The lowest-weight criterion is “Impressive and Reflective Design (4%). The developed evaluation criteria in this study can be used as a reference in the process of creating a destination brand. When the evaluation mechanism is establishment, it would be easier to measure the effectiveness and suitability of branding design.