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Post-Colonial Branding and Self-Branding in a Destination Marketing Strategy
| Content Provider | Scilit |
|---|---|
| Author | Guegan, Xavier Séraphin, Hugues |
| Copyright Year | 2020 |
| Description | Book Name: Post-Disaster and Post-Conflict Tourism |
| Abstract | The tourism industry as a modern phenomenon appeared in the mid-nineteenth century with the modernization of transportation and communication and the resurgence of new empires, which connected this global economic activity to emerging tourists from different social classes. The psychological reasons that explain why people travel are oriented to the discovery of the other, in terms of leisure, culture, business, health, and religion (Barrow, 2008; Draper, 2007; Davidson, 1998; Davidson and Maitland, 1997), as well as obtaining good experiences. Having said this, destination branding is esteemed as a long-existing phenomenon. ‘Brands and branding have existed for as long as it has been possible to trace artifacts of human existence’ (Moore and Reid, 2008, p. 419). Hence it is important not to lose the sight of the fact of having a good knowledge of the history of corporate brands to comprehend the current strategy or an organization and provide guidance to management in terms of marketing and communication strategy for the future (Burghausen and Balmer, 2014a, b, 2015; Balmer and Burghausen, 2015). In the tourism industry, corporate brands used for communication with the tourism market (Walter and Mair, 2012), 84are important intangible assets that can have significant positive effects on the performance of a destination (Park, Eisingerich, Pol and Park, 2013). As ‘the present-centered nature of heritage is deeply associated with an increasing contemporary use of the past’ (Park, 2014, p. 1), the purpose of this chapter is to investigate the conceptual relations and empirical dynamics between temporal concepts like history, colonial nostalgia – or its refusal, heritage, national identity and organization branding. So doing, this chapter is going to rely on three different post-colonial destinations: Haiti as self-branding in post-colonial tourism; Western postcolonial branding and tourism of imperial past in India; and Algeria, which seems to have moved from colonial tourism to post-colonial rejection of tourism, and yet nostalgic stereotypes seem to endure.$ ^{1}$ This chapter is about the marketing use of ‘heritage tourism,’ defined by Park (2014) as using both material (tangible) and immaterial (intangible) remnants of the past. This conceptual chapter explores the concept of life. In this chapter, the first section sets up the context of our study and explores the historical moments of each DMO chosen as a case study with an emphasis on the periods corresponding to the change of branding. In other words, we are going to explore the concept of ‘life of brands’ (Da Silva Lopes, 2007). The notion of ‘life of brands’ developed by Da Silva Lopes (2007) is related to the notion of ‘story-telling,’ which is fundamental in heritage tourism. There is, therefore, a clear link between heritage and marketing. The second section, the ‘conceptual framework,’ is informed and shaped by the contextual framework. More specifically, we cover in our research frameworks the concepts of ‘heritage,’ ‘branding’ and ‘collective memory’ (nostalgia/national identity) that shape our approach. |
| Related Links | https://content.taylorfrancis.com/books/download?dac=C2019-0-97627-8&isbn=9780429276224&doi=10.1201/9780429276224-5&format=pdf |
| DOI | 10.1201/9780429276224-5 |
| Language | English |
| Publisher | Informa UK Limited |
| Publisher Date | 2020-01-06 |
| Access Restriction | Open |
| Subject Keyword | Book Name: Post-disaster and Post-conflict Tourism Cultural Studies Marketing Tourism Industry Intangible Post Colonial Branding |
| Content Type | Text |
| Resource Type | Chapter |
