The Importance Of Branding to Develop The Tourist Destination Image – Case of Mallorca in The Balearic Islands

Souhal Marouane (2021) The Importance Of Branding to Develop The Tourist Destination Image – Case of Mallorca in The Balearic Islands. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The island of Mallorca is a tourist region that attracts many tourists from different parts of the world. The Balearic government has been focusing on tourism since the last decade of the nineteenth century, as it has proven to be a lucrative source of revenue. Based on Anholt's Hexagon conceptual framework, this thesis intends to investigate the perception of Mallorca’s Nation Brand from the perspectives of tourists who have been there as well as the upcoming tourists. The data was collected via an online survey method, with 101 people responding. When the impact of the aspects that make up the Nation Brand image on the attitudes of the audiences was investigated, the results of this empirical study clearly show that tourists see Mallorca through people, cultural efforts, and tourism dimensions and mostly experience Spain through six dimensions of Anholt's Hexagon (people, tourism, governance, investment, culture, and export). This study concludes that the dimension of culture and people has a big effect on branding from tourists’ perspective which has already been a strong characteristic of the island. On the other hand, it is seen that there are some improvements to be made in terms of internal and foreign policy as this dimension is not helping the brand image. Further, the island ought to seek future investments and concentrate on talent investment to remain competitive. Finally, it is concluded that between local people, government, tourism organizations, there is a strong collaboration needed for sustainable tourism.     Key words: Place branding, Nation Branding, Nation brand, Nation image,  Competitive identity, Mallorca, Spain, Nation Brands Index, Anholt's Hexagon

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-menedzsment

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	branding, marketing, perception, quantitative research, research methodology
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Már. 08. 14:11
Utolsó módosítás:	2022. Már. 08. 14:11

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