Destination Brandscapes. Integration of Landscape Elements into Destination Brands

Sandriester Jasmin () and Pizzera Judith ()
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Sandriester Jasmin: Department of Geography and Regional Science, University of Graz, Austria
Pizzera Judith: Department of Geography and Regional Science, University of Graz, Austria

European Countryside, 2024, vol. 16, issue 2, 286-304

Abstract: Encapsulating the destination’s USPs and identity in a logo with high recognition value is a challenge DMOs face. This recognisability as key to a ‘strong brand’ is particularly based on natural resources and the attractiveness of landscapes that form the basis of touristic USP in most destinations. The paper stresses the importance of the logo and that the destination’s ‘DNA’ or identity must be transposed symbolically and naturally by integrating distinctive landscape elements into the logo. Ideally, they merge authentically and harmoniously, fostering identification among locals and tourists, brand awareness and a positive image, contributing to a strong, authentic brand. A 40% presence of landscape elements (mountains prevailed by 85%) was found in the top 50 Austrian logos.

Keywords: Place brands; landscape aesthetics; identity-based destination management; logo; tourism (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:eurcou:v:16:y:2024:i:2:p:286-304:n:1006

DOI: 10.2478/euco-2024-0016

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