Posted: September 14th, 2017

HOW CAN SMALL DESTINATIONS WITH LOW LEVEL BRAND AWARENESS AND VAGUE DESTINATION IMAGE INCREASE THEIR COMPETITIVE ADVANTAGES IN TERMS OF BRANDING?

HOW CAN SMALL DESTINATIONS WITH LOW LEVEL BRAND AWARENESS AND VAGUE DESTINATION IMAGE INCREASE THEIR COMPETITIVE ADVANTAGES IN TERMS OF BRANDING?

The subject area of this essay is MARKETING however my course is TOURISM, therefore the essay lies between two of the subject areas.
Minimum 10 relevant up to date academic journal articles must be used. it is really important to SYNTHESISE them/compare them in the essay, rather than just writing source by source.
Please try to use these sources:
Castro, C.B., Armario, E.M. & Ruiz, D.M. (2007). The influence of market heterogeneity on the relationship between a destination image and tourists’ future behaviour. Tourism Management, 28(1), 175–187.
Lin, Y., Lin, F. and Ryan, C. (2014). Tourists’ purchase intentions: impact of franchise brand awareness. The Service Industries Journal, 34(9-10), pp.811-827.
Pike, S. (2004). Destination marketing organizations. Oxford, UK: Elsevier.
Qu, H., Kim, L. and Im, H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32(3), pp.465-476.
Assaker, G. and Hallak, R. (2013). Moderating effects of tourists’ novelty-seeking tendencies on destination image, visitor satisfaction, and short- and long-term revisit intentions. Journal of Travel Research, 52(5), 600-613.
Bigné, J.E., Sánchez, M.I. & Sánchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: Inter-relationship. Tourism Management, 22, 607-617.
Cai, L. (2009). Brand knowledge, Trust and loyalty – A Conceptual Model of Destination Branding. Purdue Tourism and Hospitality Reseach Center, 1(1), pp.1-8.
Cai, L.A., Wu, B. & Bai, B. (2004). Destination image and loyalty. Tourism Review International, 7(3–4), 153–162.

Journal articles are the most important sources to use! If you need help please contact me…
The essay is focusing on destination image & brand awareness. How small destinations (in size) such as islands, that have low level brand awareness and image increase their competitive advantages in terms of branding.
It will be great to use theoretical models of destination branding, and compare and contrast the different sources!
Thankyou