1

DESTINATION BRAND BUILDING, PROMOTION & BRANDING:

IMPACT ANALYSIS OF BRAND BUILDING ELEMENTS

PARIKSHAT SINGH MANHAS
DEEPAK RAJ GUPTA
JEET DOGRA*

ABSTRACT

Increasing tourism demand for destination brands raises the competition for tourism
destinations to develop and project them as a promising tourism destination which bifurcates
from others to gain the competitive advantage. Based on the argument, explored from the
extensive literature review, the present study was framed and tested for understand the whole
concept of destination brand building. The major objectives of this research study were identified
and analyzed the brand building elements and their contributions towards destination promotion,
destination branding and the overall phenomenon of destination brand building. The brand
building elements were identified and selected according to their relevance in tourism sector. The
survey area for this study was one of the promising tourism destinations of North India i.e.
Jammu. The self-structured survey instrument was developed and distributed in the form of
questionnaire to 130 tourists who completed their tour to Jammu. The assembled instrument was
empirically validated through the valid responses of 108 tourists. The descriptive analysis and
correlation tests were performed by using SPSS 17.0 to identify the inter-relationship between
various constructs used in the study. Although there were significant relationships between brand
building elements vis--vis destination branding, destination promotion and destination brand
building. But, the results suggested that in Jammu, the implications of brand building elements
toward building Jammu as a promising tourism destination brand, somehow, in an infant stage.
Furthermore, there have to do more work for pushing these elements for building Jammu as a
premium destination brand.

Keywords: Brand Building Elements; Destination Brand Building; Destination Promotion;
Destination Branding; Jammu.

______________________________________________________________________________

*Corresponding Author
Mr. Jeet Dogra
Assistant Professor
Indian Institute of Tourism & Travel Management (IITTM),
(An Organization of Ministry of Tourism, Govt. of India)
Bhubaneswar Campus, Odisha, India 751019
E-Mail: jeetdogra@live.com; Website: www.iittm.org
Profile: http://iittm.academia.edu/JeetDogra

To cite this article:
Manhas, P. S., Gupta, D. R., & Dogra, Jeet. (2012). Destination Brand Building, Promotion & Branding: Impact
analysis of Brand Building Elements. In Ashok Aima, Parikshat Singh Manhas & Jaya Bhasin (Eds.), Tourism
Destination Management: Strategic Practices and Policies (pp. 390-405). New Delhi: Kanishka Publishers,
Distributors.
______________________________________________________________________________
2

1. INTRODUCTION AND BACKGROUND OF THE STUDY

Tourism is well accepted phenomenon for contribution towards economy of the nation.
Furthermore, tourism can contribute to the enhancement of regional areas through public and
private sector investment in new infrastructure and facilities. From developed countries to the
developing nations, it plays a significant role in generating revenues and from that revenues even
the investment again can be in the overall development and management of the tourism
destination. Due to the increasing number of tourist, the tourism destination across the globe face
a stiff competition among them and the need to develop, project and market the destinations
become mandatory. If any tourism destination will remain in the list of preferred destinations and
to be in the list of top tourism destinations then the process of continuous branding and
marketing should be practiced for gaining the competitive advantage.

According to Manhas & Dogra (2012), the present global scenario in the tourism industry
is competitive in nature. They further explored that due to this, the tourism destinations
worldwide make several efforts toward projecting their destinations with the latest advent of
online technologies (p. 130).

Tourism is often advocated as a means to diversify economic conditions in rural and
regional areas by providing alternative sources of employment and income generation arising
from fluctuations and downturns in traditional industries such as agriculture and forestry,
depressed commodity prices and drought conditions (Parliament of Victoria Rural and Regional
Committee, 2008).

Since the 1960s there has been a growing stream of research investigating tourism
destination management, development and especially the destination marketing and promotion.
The research is generally fragmented, often case specific and underpinned by a range of values,
theoretical frameworks and world views, such that it is often difficult to draw meaningful
insights and identify implications for practice. Moreover, many tourism managers, destination
stakeholders and other tourism practitioners dont have the time, access to resources or skills to
put this growing body of information into context and extract lessons for practice. As a result,
many practitioners still tend to rely on gut feeling, anecdotal evidence and personal experience to
guide them in their decision-making (Wray et al., 2010).

Destination Branding is a complex subject; not just because of its overlap between
service, corporate and product branding but also because of the multiplicity of stakeholders,
diverse customer base and product offerings (Balakrishnan, Nekhili & Lewis, 2008).

Destination branding is largely confined to the use of logos and slogans (Pike, 2005).
Destination branding is complex as it has elements of product, service and corporate branding
involved; acts as an umbrella brand that extends to a multiplicity of products which may or may
not be related and have a diversity of customers (Balakrishnan, 2008; Fan, 2006).

It has been found that a symbiotic relationship between destination marketing
organizations (DMOs), local governments and private sector can have a positive effect on
destination growth (Bennett, 1999; Prideaux & Cooper, 2003). Now with close to 200 countries,
3

a million tourist places, the challenges of branding are more complex (Moorthi, 2002) for some
challenges associated with service branding.

The present study was framed by exploring the related literature on brand building
elements which are relevant in the field of destination branding, destination promotion and
contribute in the overall phenomenon of destination brand building. The objectives were framed
and literature has been reviewed, after that conceptual model has been designed to have an initial
idea regarding the relationship between the various parameters included in the study. The data
has been collected and analyzed. Based on the findings, the suggestions also been given with the
relevant limitations and the study was concluded by identified the potential areas for future
research.


2. OBJECTIVES OF THE STUDY

The following were the main objectives:

1. To study and identify the brand building elements existing in the branding and promotion of
Jammu as a tourist destination.

2. To study the role and contribution of brand building elements in the promotion of Jammu as
a tourist destination.

3. To study the impact of brand building elements on destination brand building of Jammu.

4. To suggest the strategies regarding the improvement of branding and promotion of Jammu as
a tourist destination.


3. REVIEW OF LITERATURE

The section of literature review has been divided according to the major keywords
included in the study as explained below:

3.1 Brand and Brand Building

However, whilst the concept of branding has been used extensively in the context of
products and services with more than a century of thinking behind it, it is a relatively new
concept when applied to destination or places (countries, regions, cities etc.). From its initial
roots as a sign of ownership, branding has evolved and developed to the point where it can be
used as a significant measure of distinction, with the ability to command price premiums, engage
consumer loyalty both at the rational and emotional level and create a strong attachment in the
mind of consumers.

According to Kotler and Armstrong (2006), Brand Building and Management are
essential skills in the marketing of any product, service, organization, person, place or cause. A
4

brand is not just the name put on an offering, it is the driving force that shapes the marketing
mix, providing a platform for an organizations strategies and tactics.

In recent years, the concept of tourism destination brand building has begun to be
extended to destinations or places countries, regions, cities. This reflects the facts that
destinations are increasingly at risk to the challenges posed by global, political and technological
changes and are finding themselves competing against a plethora of alternatives, some of which
are priced very aggressively. To face these challenges, destinations need to establish a strategic
vision and establish a market-orientated strategic planning process, adopting a market
perspective toward their product and consumers.

3.2 Tourism Destination

At the foundation level, destinations are essentially communities based on local
government boundaries. With regard to the multidimensional nature of destinations, it has been
suggested that the smaller the destination region, the greater the likelihood of internal
homogeneity. Logically, since the majority of tourism activity takes place at destinations, they
can be described as a place at which visitors temporarily base themselves to participate in
tourism related activities or non-activities.

The one of the significant definition of tourism destinations by Buhalis (2000, p. 97), he
defined the tourism destinations as geographical areas and can be interpreted as amalgams of
tourism products and services. They offer an integrated experience to consumers.

According to Pike (2004), destinations are places that attract visitors for a temporary stay
and range from continents to countries to states and provinces to cities to villages to purpose
built resort areas.

3.3 Destination Brand and Destination Branding

Although branding is not a new concept, the study of destination branding is a relatively
recent addition to the field of tourism research (Ricardo, 2009). The notion of branding has only
recently started to expand into the tourism industry and apparently became a topic of
examination in the late 1990s (Pike, 2002; Tasci & Kozak, 2006).

The area of tourism destination branding already attracted lot of attention and lot of
researchers given the definitions. Destination branding can be defined as the development and
active management of destination brands. The development of brand names, logos or symbols
may push a destinations competitive edge, although the destination management needs to plan
carefully because branding decision are of a strategic and long-term nature (Caldwell & Freire,
2004; Okoroafo, 1989).

According to Kerr (2006, p. 277), a destination brand is defined as a name, symbol,
logo, word or other graphic that both identifies and differentiates the destination; furthermore it
conveys the promise of a memorable travel experience that is uniquely associated with the
5

destination; it also serves to consolidate and reinforce the recollection of pleasurable memories
of destination experience.

Another most recognized definition of destination branding is presented by Cai (2002, p.
722), who claims destination branding is selecting a consistent element mix to identity and
distinguish it through positive image building; unlike typical goods and services, the name of a
destination brand is relatively fixed by the actual geographic name of the place.

From a destination management perspective a destination brand can be defined as a
name, symbol, logo, word, mark or other graphic that both identifies and differentiates the
destination, furthermore, it conveys the promise of a memorable travel experience that is
uniquely associated with the destination, it also serves to consolidate and reinforce the
recollection of pleasurable memories of the destination experience (Heath 2002; Ritchie and
Crouch 2003).

3.4 Destination Marketing and Destination Promotion

Buhalis (2000, p. 100) defines destination marketing tasks which goes beyond traditional
business marketing approach.

Destination promotion has to operate as a mechanism to facilitate regional development
objectives and to rationalize the provision of tourism; ensures equitable returns on resources
utilized for the production, delivery of tourism services; needs to care for the regeneration of
resources used in the destination.

Therefore, destination promotion is a strategic mechanism and not only a sales tool. As
such, it requires a certain way of strategic thinking with a particular focus on local stakeholders
and destination resources (Sharma & Dogra, 2011).

Increasingly, destinations are being forced to adopt a market perspective towards their
product and consumers and need to effectively communicate and promote their competitive
advantages. This requires the development of a full marketing plan and roll-out program to sell
the destination to whatever audience it may be seeking to attract e.g. investors, tourists and
potential citizens. For best practices, the travel and tourism companies need to establish its own
quality management system to help in comparing (benchmarking) the tourism company to its
competitors and if necessary (in most cases), differentiate it from others (Eraqi, 2008).

Destination branding helps define a place and create a unique identity with clear and
strong values, appealing to both our rational and emotional motivations. However, as with any
other brand, destinations need to be backed up by product, service delivery and quality plus an
appeal to that sometimes elusive emotional side of the human psyche. If the infrastructure,
economic base, level of service and attitudes are not there on the ground, the brand promise will
quickly be undermined and wither.

The present research is proposed with this perspective in view.

6

4. BRAND BUILDING ELEMENTS (BBE)

Extensive Literature review on Brand Building Elements (BBE) has been done and
identifies the key brand attributes which are functional and symbolic or intangible and tangible
attributes (Echner and Ritchie 1993; Chernatony and McWilliam, 1997; Bhat and Reddy, 1998;
Mowle and Merrilees, 2005; Hankinson, 2005; Wood 2007) (Please Refer Table 1).

Table 1: Brand Building Elements (BBE)

Symbolic Intangible / Tangible Functional
Customer loyalty and intension
to re-visit
Destination popularity
Personality of the
destination
Ability to reinforce self-
expression
Destination reputation
Ability to satisfy
promises

Destination ability to create a unique
experience
Tangibles at
destination

Word-of-Mouth publicity
Hospitality at
destination

Destinations Safety and Security


Convenience to stay or access the
destination


5. CONCEPTUAL MODEL

Please Refer Figure 1
















Figure 1: Conceptual Model of relationship between Brand Building Elements (BBE) and
Destination Branding (DB), Destination Promotion (DP), Destination Brand Building (DBB)



Symbolic Elements
(BBE1)

Intangible / Tangible
(BBE2)
Functional Elements
(BBE3)
Brand Building
Elements (BBE) =
BBE1+BBE2+BBE3

Destination
Branding (DB)
Destination
Promotion (DP)
Destination
Brand Building
(DBB)
7

6. HYPOTHESES OF THE STUDY

Based on the literature review and conceptual framework, following hypotheses were
considered for the study:

H1: There is a significant relationship between brand building elements and destination
promotion.

H2: There is a significant relationship between brand building elements and destination
branding.

H3: Brand Building elements has a positive impact on Destination Brand Building.


7. RESEARCH METHODOLOGY

7.1 Survey Instrument

The survey instrument will be self-structured questionnaire based on the previous review
of literature. The technique of 5 point Likert Scale was used where 1 = Strongly Disagree; 2 =
Disagree; 3 = Neutral; 4 = Agree; 5 = Strongly Agree. The survey instrument had the following
two sections:

i. First Section was deal with the demographic profile of the respondents.
ii. Second Section was related to the questions on Brand Building Elements (i.e. on
Symbolic elements, Intangible / Tangible and Functional Elements), Destination
Branding, Destination Promotion and Destination Brand Building.

7.2 Study Area

The study area was Jammu City which is situated in the North India and is receiving
more than 10 million tourists every year while the number is growing day-by-day.

7.3 Sample Design

Total 130 questionnaires were distributed while 108 responses were found valid and were
consider for the study. The sample was included the tourists who completed their tour of Jammu.
The data collection was done at Jammu Railway Station. The technique of Convenient Sampling
was applied for data collection.

7.4 Data Analysis

The data was analyzed for finding the descriptive analysis and correlation analysis with
the help of statistical software SPSS version 17.0.

8

The demographic profile of the respondents is presented in Table 1. It was found that the
gender consists of 68.5% of Male and 31.5% of Female. Majority of the respondents were
belonged to 38-57 age group while 58+ age group consisted of 26.5% and 28.5% of the
respondents were belonged to 18-37 age group. The educational level of the respondents
included the 21.5% studied till Higher Secondary Level while the respondents completed their
College was 52% and only 26.5% belonged to University Level Educational group. The majority
of the respondents i.e. 36.5% were belonged to the 20,000-39,999 income group while 23%,
15.5%, 15.5% and 9.5% were belonged to the income groups of 40,000-59,999; 19,999 or less,
60,000-79,000; 80,000 or above respectively (Please Refer Table 2).

Table 2: Demographic Profile of the respondents

Demographic Profile
Variables Response
Gender
Male 68.5%
Female 31.5%
Age (in years)
18-37 28.5%
38-57 45%
58+ 26.5%
Education levels
(completed)
Secondary & Higher Secondary school 21.5%
College 52%
University 26.5%
Monthly household
income (in INR)
19,999 or less 15.5%
20,000-39,999 36.5%
40,000-59,999 23%
60,000-79,999 15.5&
80,000 or above 9.5%

Table 3 presented the Descriptive Analysis. Basically, to understand the frequency
distribution of the respondents, the descriptive analysis was done and the mean, standard
deviation from the mean values were found which further analyzed for identifying the overall
mean to know their relationship between the various parameters as shown in the Figure 1.

Table 3: Descriptive Analysis

Q.No Title Explanation Mean S.D. Overall Means
1 SE1
How much you satisfy with the tourism
services in Jammu
2.83 0.69
Mean of
BBE1 =
3.38
Mean
of
BBE1
+
BBE2
+
BBE3
= 3.38
2 SE2
Are you plan to re-visit Jammu within
one year
3.50 0.96
3 SE3
Are you agree that tourism services
available in Jammu will contribute in re-
visit the destination
3.83 0.69
4 IT1
Are you agree about the popularity of
Jammu as a tourist destination
3.50 0.96
Mean of
BBE2 =
9

5 IT2
Are you satisfy with the reputation
created by Jammu as a tourist destination
3.83 0.69
3.45
6 IT3
Are you sure about the pleasant and
memorable experience that Jammu as a
tourist destination will create
3.50 0.96
7 IT4
Are you recommended Jammu as a
preferable tourist destination to others
3.17 0.69
8 IT5
According to you, the present safety and
security arrangements in Jammu for
tourist are upto mark
3.17 0.69
9 IT6
Are you willing to extend your stay in
Jammu beyond your pre-decided
itinerary schedule
3.50 0.96
10 F1
Are you beleive that Jammu as a tourist
destination able to mark its presence as a
preffered tourism destination
3.50 0.96
Mean of
BBE3 =
3.30
11 F2
Are you agree that Jammu as a tourist
destination will be able to satisfy the
tourist perception of having quality
experience
3.17 1.07
12 F3
Are you satisfy with the availabilty of
souvneirs, handicrafts etc. of Jammu
3.50 0.50
13 F4
Are you satisfy with the overall
hospitality and the behaviour of local
service providers during your stay in
Jammu
3.50 0.96
14 F5
Are you sure that the present Jammu
tourism services and service providers
will contribute in making Jammu as a
destination brand
2.83 0.69
15 DB
Are you agree that the various symbolic,
intangible, tangible and functional
elements of Jammu as a tourism
destination has impact on destination
branding
3.83 0.69
16 DP
Are you agree that the various symbolic,
intangible, tangible and functional
elements of Jammu as a tourism
destination has impact on destination
promotion
4.08 0.83
17 DBB
Are you agree that the various symbolic,
intangible, tangible and functional
elements of Jammu as a tourism
destination has impact on destination
brand building
3.91 0.76

After knowing the demographic profile and descriptive analysis of the sample /
respondents, the need was to identifying the significant relationship between various parameters,
as depicted in Figure 1. Therefore, the statistical technique of Correlation Analysis between
Brand Building Elements (BBE) and Destination Branding (DB), Destination Promotion (DP),
Destination Brand Building (DBB) were identified, as shown in Table 4.


10

Table 4: Correlation Analysis


Destination
Branding (DB)
Destination Promotion
(DP)
Destination Brand Building
(DBB)
Brand
Building
Elements
(BBE)
Pearson
Correlation
.294 .032 .158
Sig. (2-tailed) .01 .001 .001
N 108 108 108


8. HYPOTHESIS ANALYSIS

H1: There is a significant relationship between brand building elements and destination
promotion.

The correlation value of Brand Building Elements (BBE) and Destination Promotion
(DP) is r = .32, p < .001 (Please Refer Table 4), which means a positive relationship between
them. Hence, hypothesis H1 is accepted.

H2: There is a significant relationship between brand building elements and destination
branding.

The correlation value of Brand Building Elements (BBE) and Destination Branding (DB)
is r = .294, p < .01 (Please Refer Table 4), which means a positive relationship between them.
Hence, hypothesis H2 is accepted.

H3: Brand Building elements has a positive impact on Destination Brand Building.

The correlation value of Brand Building Elements (BBE) and Destination Brand Building
(DBB) is r = .158, p < .001 (Please Refer Table 4), which means a positive relationship between
them. Hence, hypothesis H3 is accepted.


9. RESEARCH FINDINGS AND DISCUSSION

The following are the explanations of major research findings, first the individual mean
values were calculated and then the overall mean value was calculated. After that, the test of
correlation was applied to analyze the relationship between Brand Building Elements (BBE) and
Destination Branding (DB), Destination Promotion (DP), Destination Brand Building (DBB):

The mean value of Symbolic Elements (SE) was 3.38 which have the tendency over
Neutral and to somehow tend towards the area of Agree, which meant that the Symbolic
Elements has plays a significant role under Brand Building phenomenon. Similarly, the mean
value of Intangibles / Tangibles was 3.45 which also have the tendency over Neutral and to
11

somehow tend towards the area of Agree, which meant that even the Intangibles / Tangibles
Elements has plays a significant role under Brand Building phenomenon. The third aspect of
Functional elements has mean value 3.30 which also have the tendency over Neutral and to
somehow tend towards the area of Agree, which meant that even the Functional Elements has
plays a significant role under Brand Building phenomenon.

In the next step, the overall mean value of three elements viz. Symbolic, Intangibles /
Tangibles and Functional Elements was calculated and that was 3.38 which again means that to
have the tendency over Neutral and to somehow tend towards the area of Agree, meant that
all the three elements has played significant role under the Brand Building phenomenon.

After the descriptive analysis, the next step was to analyze the relationship between
Brand Building Elements (BBE) and Destination Branding (DB), Destination Promotion (DP),
Destination Brand Building (DBB). We know that, the Correlation Coefficient (also known as
Pearson correlation) is a dimensionless measure of the degree of linear association of two values,
with value in the interval [1, 1] (Marques de S, p. 67). Moreover, the correlation coefficient
always takes a value between -1 and 1, with 1 or -1 indicating perfect correlation (Yale
University of Statistics) and correlation coefficient is denoted by r. Furthermore, in correlation
analysis, the determination of effect also calculated where r = .10 (small effect), r = .30 (medium
effect) and r = .50 represented accordingly (Field, 2006, p. 32).

Here, between the BBE and DB, the value of r = .294, p < .01 which means that the
positive relationship was existed while the value approximately touch in the zone of r = .30
which concluded the medium effect of brand building elements on destination branding. In the
next correlation analysis between BBE and DP, the value of r = .032, p < .001 which means that
the positive relationship was existed while the value lied in the zone of r = .10 which concluded
the small effect of these brand building elements on destination promotion. And finally, the
correlation between BBE and DBB has the value of r = .158, p < .001 which means that the
positive relationship was existed while the value lied in the zone of r = .10 which concluded the
small effect of these brand building elements on overall phenomenon of destination brand
building.


10. SUMMARY AND CONCLUSION

In this study, the objectives were to study and identify the brand building elements
existing in the branding and promotion of Jammu as a tourist destination. Some more objectives
were to study the role and contribution of brand building elements in the promotion of Jammu as
a tourist destination. Then, to study the impact of brand building elements on destination brand
building of Jammu and finally after analyzing the data, to suggest the strategies regarding the
improvement of branding and promotion of Jammu as a tourist destination. For that purposes, the
survey instrument was developed after the extensive literature survey and then the items /
statements were modified according to the study area i.e. Jammu City. The data collection was
done and with the help of statistical software SPSS 17.0, the data was analyzed to find out the
demographic profile and descriptive analysis. Furthermore, to know the relationship between the
parameters and to calculate the effect, the statistical technique of correlation analysis was used.
12

Finally, the interpretation of results helped to understand the whole scenario of inter-linking
between the various parameters.

To conclude the study, destination branding and destination promotion helps to define a
place and create a unique identity with clear and strong values, appealing to both our rational and
emotional motivations. Increasingly, destinations are being forced to adopt a market perspective
towards their product and consumers and need to effectively communicate and promote their
competitive advantages. This requires the development of a full marketing plan and roll-out
program to sell the destination to whatever audience it may be seeking to attract e.g. investors,
tourists and potential citizens.

Moreover, the journey to excellence in the travel and tourism industry is not a quick fix.
It is a never-ending climb up the ladder of continual improvement. Key steps along the way
include ensuring that tourism organizations across the globe are aware of the Excellence
Framework, building on the good work of tourism organizations to date and continuing to
celebrate achievements, increased awareness like all tourism operators should be aware for
Excellence.


11. MANAGERIAL IMPLICATIONS

The results showed that there were positive relationships between brand building
elements vis--vis destination branding, destination promotion and destination brand building.
Hence, the managers should give priorities to the various brand building elements (viz. symbolic,
intangibles / tangibles and functional) mentioned in the study. Although in the context of Jammu,
the effect of these elements were on the lesser side but positive relationship justified their
relevance in the present competitive environment. These brand building elements in Jammu as a
tourism destination context, needs to be developed more so that timely dividends will be
generates for overall development of the destination.


12. LIMITATIONS AND FUTURE STUDY

The present study is based on the importance and the role played by various brand
building elements in the destination brand building processes. The data collection was done
during the particular time period of September to December, 2011. Hence, the first and foremost
limitation was time constraint. Then, only the tourist completed their visit to Jammu were taken
as respondents, so the geographical constraints were existed in the study. Even the lack of
financial resources also played as another constraint for this study. The future researcher can
take the next step in this study by eliminating the above mentioned points which further could
help to understand and practicing the concept of destination brand building.





13

13. REFERENCES

Balakrishnan, Melodena Stephens., Nekhili, Ramzi. & Lewis, Clifford. (2008). Destination
Brand Components. Working Paper Series Marketing, University of Wellongong in
Dubai, 69/2008.

Bhat, S. & Reddy, S. K. (1998). Symbolic and functional positioning of brands. Journal of
Consumer Marketing, 15 (1), 32-43.

Bennett, O. (1999). Destination marketing into the next century. Journal of Vacation Marketing,
6 (1), 48-54.

Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism Management,
21 (1), 97-116.

Cai, L. A. (2002). Cooperative branding for rural destinations. Annals of Tourism Research, 29
(3), 720-742.

Caldwell, N. & Freire, J. R. (2004). The differences between branding a country, a region and a
city applying the brand box model. Brand Management, 12 (1), 50-61.

Chernatony, L. & Riley, F. D. (1997). Modelling the components of the Brand. European
Journal of Marketing, 32 (11/12), 1074-1090.

Etchner, C. & Ritchie, B. (1993). The Measurement of Destination Image: An Empirical
Assessment. Journal of Travel Research, Spring, 3-13.

Fan, Y. (2006). Branding the nation: What is being branded? Journal of Vacation Marketing, 12
(1), 5-14.

Field, Andy. (2006). Discovering Statistics Using SPSS, Second Edition, Sage Publications.

Hankinson, G. (2005). Destination Brand Image: A Business Tourism Perspective. Journal of
Services Marketing, 19 (1), 24-33.

Kerr, G. (2006). From destination brand to local brand. Brand Management, 13 (4/5), 276-283.

Kotler, P. & Armstrong, G. (2006). The Principles of Marketing, Prentice Hall, 2006.

Manhas, P. & Dogra, Jeet. (2012). Conceptualizing the scope of online branding in promotion of
tourism destination. 126133. Published in the Conference Proceedings of 2nd India
International Hotel Travel and Tourism Research Conference 2012 (IIHTTRC 2012):
Technology trends and Innovations. Published by Banarsidas Chandiwala Institute of
Hotel Management & Catering Technology, New Delhi & Printek Ways, New Delhi.

14

Marques de S, Joaquim P. (2007). Applied Statistics Using SPSS, STATISTICA, MATLAB and
R, Second Edition, Springer Publication.

Moorthi, Y.L.R. (2002). An approach to branding services. Journal of Services Marketing, 16
(3), 259-274.

Mowle, J. & Merrilees, B. (2005). A functional and symbolic perspective to branding Australian
SME wineries. Journal of Product & Brand Management, 14 (4), 220-227.

Okoroafo, S. (1989). Branding in tourism. In S. F. Witt, & L. Moutinho (Eds.), Marketing and
Management Handbook, 23-26. London: Prentice Hall.

Parliament of Victoria Rural and Regional Committee. (2008). Final Report: Inquiry into Rural
and Regional Tourism. Parliamentary Papers No. 124 Session 20062008 Victoria,
July.

Pike, S. (2002). Destination image analysis a review of 142 papers from 1973 to 2000. Tourism
Management, 23 (5), 541-549.

Pike, S. (2005). Tourism destination complexity. Journal of Product & Brand Management, 14
(4), 258-259.

Prideaux, B. & Cooper, C. (2003). Marketing and destination growth: A symbiotic relationship
or simple coincidence? Journal of Vacation Marketing, 9 (1), 35-51.

Ricardo, F. J. O. (2009). Local People as a critical dimension for place brands. Journal of Brand
Management, 16 (7), 420-438.

Sharma, Vivek. & Dogra, Jeet. (2011). Synergism between Online Branding and promotion of
Tourism Destination: Review in the context of Destination Management Organizations
(DMOs). Zenith International Journal of Multidisciplinary Research, 1 (6), 287 299.

Tasci, A. D. A. & Kozak, M. (2006). Destination brands vs. destination image do we know
what we mean? Journal of Vacation Marketing, 12 (4), 299-317.

Wray, Meredith., Dredge, Dianne., Cox, Carmen., Buultjens, Jeremy, Mary., Hollick., Lee,
Diane., Pearlman, Michael. & Lacroix, Carol. (2010). Sustainable regional tourism
destinations: best practice for management, development and marketing, CRC for
Sustainable Tourism Pty Ltd.

Wood, L. (2007). Functional and symbolic attributes of product selection. British Food Journal,
109 (2), 108-118.

www.stat.yale.edu: Accessed on December 20, 2011 from
http://www.stat.yale.edu/Courses/1997-98/101/correl.htm