The Place of Heritage and Identity in the Marketing Strategy of Destinations: a Worldwide Approach Based on Dmo Slogans

Hugues Séraphin (), Marco Platania () and Manuela Pilato ()
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Hugues Séraphin: University of Winchester, Winchester, United Kingdom
Marco Platania: University of Catania, Catania, Italy
Manuela Pilato: University of Winchester, Winchester, United Kingdom

CACTUS - The Tourism Journal for Research, Education, Culture and Soul, 2018, vol. 17, issue 1

Abstract: In the tourist industry destinations are competing against each other to attract visitors. In this race to seduce visitors, cultural tourism (based on heritage and identity) appears as a very popular form of tourism used by destinations. Because branding plays a major role in attracting visitors, this paper therefore examines the slogan of 139 destinations around the world. Findings reveal that slogans tend not to use heritage but instead adopt a neutral position, this is to be explained by the fact that destinations want to appeal to maximum of visitors and also because they appeal to the emotions (as opposed to a cognitive strategy).

Keywords: Branding; DMO; world; heritage; identify (search for similar items in EconPapers)
JEL-codes: M3 Z3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:bum:cactus:cactus-2018-2

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