Research of Symbolized Tourism Destination, case study of Kumamon & Disney

Wei Ziji (2022) Research of Symbolized Tourism Destination, case study of Kumamon & Disney. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

A mascot is a visual element designed to complement a brand campaign. It is a figurative form of a person, an animal, a plant or a virtual object that the designer has created by using anthropomorphic symbolism and exaggerated modeling. Mascots have an advantage over other branding elements in promoting a brand, attracting public attention, deepening people's impression of the brand, bringing people closer to the brand, forming an interaction between people and the brand, and making the brand image more affable. The use of mascots to create tourism brands and convey the value and personality of local tourism to consumers has become an important means of tourism promotion. With the development of tourism in recent years, the role of mascots in tourism branding has become increasingly prominent. For example, the Japanese mascot Kumamoto Bear and the Chinese mascot Tiger See from Fujian have brought about widespread influence and huge business opportunities for the region, and have become popular worldwide for their unique personalized features and affectionate shapes. This paper analyses the advantages of the role of mascots in tourism branding in the context of the development of tourism and the rise of the IP manufacturing industry. The first chapter presents background information and motivation - as well as the research objectives and definition of the research problem. The chapter then presents the structure of the thesis. The second chapter is a literature review, the concept and categories of symbolic tourism destinations. An introduction to symbolic tourism is provided, including academic definitions and categories. In addition, this chapter analyses the development process of symbolic tourism in Japan. All data are mainly drawn from secondary research. Chapter 3 is a methodological study, using the case study method and questionnaire survey method. Chapter four is a case study, which analyses two cases, Kumamoto Prefecture and Disneyland in Japan. Chapter 5 is the questionnaire survey and the corresponding analysis. Chapter 6 then combines the previous analysis with the design of a symbolic image and marketing for the town of Hévíz near the Lake Balaton region, a popular tourist destination in Hungary. Finally, Chapter 7 summaries the experience of the research practice and offers suggestions and perspectives for the design and promotion of other tourism mascots.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Disneyland, mascot, symbolization, Tourism Destination Management, Tourism Semiotics
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Júl. 25. 17:11
Utolsó módosítás:	2022. Júl. 25. 17:11

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