Branding a region : the next step for the regional tourism organization of Southern Africa

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dc.contributor.advisorMaasdorp, C. H.
dc.contributor.authorManasoe, Benjaminen_ZA
dc.contributor.otherUniversity of Stellenbosch. Faculty of Arts and Social Sciences. Dept. of Information Science.
dc.date.accessioned2009-03-02T14:20:59Zen_ZA
dc.date.accessioned2010-08-13T13:11:59Z
dc.date.available2009-03-02T14:20:59Zen_ZA
dc.date.available2010-08-13T13:11:59Z
dc.date.issued2009-03en_ZA
dc.descriptionThesis (MPhil (Information Science))--University of Stellenbosch, 2009.
dc.description.abstractENGLISH ABSTRACT: Marketing practitioners and academics are increasingly applying the concepts and techniques of products or services branding to the branding of destinations. To date, most of these studies focussed on using product and services branding concepts for branding destinations on the level of an individual resort, city or country. This thesis extends this trend by considering to what degree these destination branding ideas can also be used to brand an entire region consisting of several countries with multiple destinations. The specific focus is on developing such a regional branding framework for the tourism industry of the Southern African Development Community (SADC). First the state of tourism within the SADC region was described, including the establishment of RETOSA and the tourism performance of the region. On the basis of this overview, opportunities for regional destination branding were then considered. Secondly, the core concepts of product branding and their application to destination branding were discussed. Four theoretical frameworks for branding were reviewed and then used to compare product and destination branding. Thirdly, the Association of Southeast Asian Nations (ASEAN) was used as a case study of a region that has attempted regional destination branding initiatives, with a view to what the SADC-region may learn from this experience. In conclusion a regional destination branding framework is proposed for the SADC region. The following list makes up the elements of this framework: the vision and mission, the destination brand and its proposition, core values of the destination and its brand identity, brand image, clear view of the market, audience and competitors, brand personality, brand positioning, stakeholder consultation process and tourism marketing research.en_ZA
dc.description.abstractAFRIKAANSE OPSOMMING: Bemarkingspraktisyns en akademici pas toenemend die konsepte en tegnieke van produk- en dienste-bemarking op die bemarking van destinasies toe. Tot op hede was die focus van die meeste studies om bemarkingskonsepte toe te pas op destinasies soos `n individuele oort, stad of land. Hierdie tesis gaan verder as dit en oorweeg ook on watter mate hierdie bemarkingsidees ook gebruik kan word om `n hele streek, wat uit verskeie lande bestaan, te bemark. Daar word spesifiek gepoog om `n streeksbemarkingsraamwerk vir die toerismebedryf van die Suid-Afrikaanse Ontwikkelingsgemeenskap (SADC) daar te stel. Eerstens word die stand van toerisme in die SADC-streek beskryf, insluitend die ontwikkeling van SADC en die Streekstoerisme Organisasie van Suider-Afrika (RETOSA). Hierdie oorsig is gebruik om geleenthede vir streeksbemarking te oorweeg. Tweedens worddie kernkonsepte van produkbemarking en hulle toepassing op streeksbemarking bespreek. Vier teoretiese raamwerke vir bemarking word beskou en gebruik om produk- en destinasie-bemarking te vergelyk. Derdens word die Assosiasie van Suidoos-Asiatiese Lande (ASEAN) as `n gevallestudie van `n streek wat sulke bemarkingsinisiatiewe reeds geïmplimenteer het, bestudeer om te sien wat SADC daaruit kan leer. Laastens word `n streeksbemarkingsraamwerk vir die SADC-streek voorgestel. Die elemente waaruit die raamwerk beslaan, sluit die volgende in: die visie en misie, die streekshandelsmerk en sy proposisie, die kernwaardes van die streek en handelsmerkidentiteit, handelsmerkbeeld, oorsig oor die mark, toeskouers en kompetisie, handelsmerkpersoonlikheid, posisionering, insethouer konsultasieproses en toerismemarknavorsing.af_ZA
dc.identifier.urihttp://hdl.handle.net/10019.1/4062
dc.language.isoenen_ZA
dc.publisherStellenbosch : University of Stellenbosch
dc.rights.holderUniversity of Stellenbosch
dc.subjectRegional brandingen_ZA
dc.subjectDestination brandingen_ZA
dc.subjectRETOSAen_ZA
dc.subjectTourism -- Marketingen_ZA
dc.subjectDissertations -- Information scienceen_ZA
dc.subjectTheses -- Information scienceen_ZA
dc.subjectSouthern African Development Community -- Tourism -- Marketingen_ZA
dc.subjectSADC -- Tourism -- Marketingen_ZA
dc.subject.otherInformation Scienceen_ZA
dc.titleBranding a region : the next step for the regional tourism organization of Southern Africaen_ZA
dc.typeThesisen_ZA
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