A marketing research tool for destination marketing organizations' logo design

Hugues Séraphin, Linda Ambaye, Vanessa Gowreesunkar and Valérie Bonnardel

Journal of Business Research, 2016, vol. 69, issue 11, 5022-5027

Abstract: The literature widely acknowledges visual communication in the form of a logo as a potential marketing tool for attracting visitors. Focusing exclusively on logos, this study uses the Haitian Destination Marketing Organization (DMO) logo as a case study to explain how the choice of colors of a logo can benefit from market research methods. In essence, the study develops an analytical framework and contributes to the body of meta-literature in tourism marketing research. The results of the research affect current marketing practices in tourism, because firms seemingly overlook some important elements when developing a new logo. This situation is the case of the Haitian DMO and possibly other DMOs in the world.

Keywords: Marketing; DMO; Logo; Color; Branding; Caribbean destinations (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:11:p:5022-5027

DOI: 10.1016/j.jbusres.2016.04.074

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