Personal Cultural Orientation

Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128-137. Retrieved from http://link.springer.com/article/10.1177/0092070300281012

For instance, in the hospitality industry, the Hilton brand symbolises high-end properties, elevated quality of service and a unique guest experience. Brand name and brand image are essentially two factors that differentiate companies which operate in the same industry and market. Therefore, the brand name must be unique. Hotel companies like the Hilton have established strong national brands and seek to use them globally with an intention of increasing profits. Once its established as a global brand, the company has successfully created an international image that can lead to increased efficiency through branded marketing efforts and cost savings on a much larger scale. Nowadays with an increase in international travel, the competition among international hotel corporations is becoming a lot more competetive. Those tourists that travel to foreign countries tend to stay in one of the known hotel brands and their standardised quality of service. Hotel chains are motivated to maintain a high rate of global expansion as a key marketing strategy of creating brand loyalty (King,

Brand equity is an important asset for any organization. It is also an assets that offers an organization or a brand a road to success. Brand equity is important because its brand's product is closely associated with its premium price in the market. An organization or a brand with positive brand equity typically have higher quality products and services when compared to similar generic unbranded products. Furthermore, brand equity is important because it helps an organization or a brand to strengthen its competitive edge in the market. It is important to an organization or a brand, the reason are that it help lower the marketing costs and allows a brand to enjoy higher brand awareness and brand loyalty. Therefore, the ultimate goal of a brand

Furthermore, very few studies have been conducted on measuring the different impacts of the WH brand on tourism. Therefore, the academics urge the need of enhancing the research in these points (king, 2011; Silvanto & Ryan, 2009; Hall and Piggin, 2002; Tisdell and Wilson 2002). In particular, Huang et al. (2012) and Yang et al. (2010) lament that most of these studies are delimited to one single site. Critically, some of the conducted studies have received a criticism based on a flaw in their methodologies (Cellini, 2011; King, 2011). To conclude, the research finds a huge gap on these subjects, and objectively aims at adding a

Kotler and Keller (2012, pp. 271-272) maintain that there are three main sets of brand equity drivers:

Though VisitBritain has undertaken several marketing strategies to create a brand value of Britain, they have not done anything unique from the other countries or competitors. VisitBritain needs to showcase its assets in such a manner that it creates a unique brand value of Britain in the tourism industry. Many countries showcase their natural and cultural attractions but

Now, although the data above provides a broad gauge as to the most successful channels, the report further investigates if these two channels continues to be the best options on the basis of two income group levels—by dividing the data set into a low-income and a high-income group. (See table below)

Perceived value is depended on extrinsic and intrinsic characteristic directly as two journals that studied on the effects of extrinsic perceived cues consumer perception of quality, sacrifice and value (R. Kenneth Teas, and Sanjeev Agarwal 2000). Cross- National applicability of a perceived quality model (Sanjeev Agarwal and R. Kenneth Teas 2002) explained extrinsic attribute as Brand Name and store Name. The two characteristic are positively direct to perceived value. The redemption effort is likely to have a negative influence on perceptions of the value (Jeanne Lauren Munger; Dhruv Grewal 2001), perceived quality, value perception, price acceptability are positively associate purchase intentions. (Sanjeev Agarwal and R. Kenneth Teas 2004) investigation the generalizability of a model that predicts consumers’ perception of value based upon extrinsic cues – such as brand name, price, retailer reputation, location and country of origin – and their perceptions of quality, sacrifice, and

Tourism is one of the most exciting and progressive industries in the world. Tourism today is a leisure activity of the masses. People travel to international destinations to break the regular monotony of life. They are mainly attracted by either the scenic beauty of its nature or by fascinating leisure, sports and adventure activities offered by the destination. However, every destination has some internal strengths and weaknesses that either enhance its capacity to attract foreign visitors or diminish it. Similarly the external environment can create various opportunities or exposed to threats as well.

Branding the nation: What is being branded? Journal of Vacation Marketing Volume 12 Number 1.2005 p. 4-13

According to Hudson (et al., 2009) many destinations sell themselves by revolving around the same concept, namely the destinations’ icons which have as main focus the physical characteristics of that destination (for instance nature or sea, sun, and sand) (Hudson et al., 2009). In addition, the messages conveyed to the audience are generic, meaning that the idea of escape and discovery is at its core (Hudson et al., 2009). However, in order to differentiate on the market place, some destinations have changed the focus, meaning that rather than making use of the physical attributes a destination has, the experiences a destination could provide to consumers were instead regarded. As a consequence, it could be argued that consumers’ emotions became the target, as the conveyed messages of the offered experiences have the aim and also a direct influence on potential consumers’ emotions (Hudson et al., 2009). The term used to describe the new marketing approach is called ‘experiential marketing’, being a ‘relatively new marketing orientation proving a contrast to traditional marketing’ (Hudson et al., 2009) (which refers to the initial approach marketers applied, namely high focus on a destination’s physical attributes) (Hudson et al., 2009).

RESEARCH FOCUS: The focus of this research is to identify the influences while making purchase decisions of a luxury item and to what extent people use brand awareness in choosing brands. The aim is to understand the interpretations of brand and cultural associations. This chapter provides an

The focus of this study was to identify the perceived destination image of New Zealand as revealed in the travel blogs by Chinese tourists who have already visited the country. The approach used here differs from the traditional types of methodology such as interviews and questionnaires, but instead this study adopted a content analysis approach. A thorough literature review was first conducted at the beginning of this study in attempt to understand what information is already established in regards to destination image and what is important to Chinese tourists when they are planning their travels and during their travels. The literature review identified a few attributes which are important to Chinese tourists when they are travelling.

I certify that this dissertation is my own work and contains no material that has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the dissertation.

The primary motive of the tourism industry is the ability to create a touristic experience. According to Oh, Fiore & Jeoung (2007), a person visiting any tourist destination is often motivated by the physical state of a place rather than a mental image. Therefore, the article, “Measuring Experience Economy Concepts: Tourism Applications”, by Oh, Fiore & Jeoung (2007), focuses on a study aimed at developing the measurement scale of the lodging experiences of a tourist destination, which could undergo some modification to measure different tourist experiences. The authors came up with experience economy concepts that they operationalized and tested using the lodging experiences of the customers. Aside from that, the article attempts to