Destination images don’t emerge over night and they certainly don’t happen accidentally. Developing an image involves careful consideration and keen attention to messaging.
Since travellers have the power of choice, Bonita Kolb, author of Tourism Marketing for Cities and Towns (2006), believes it is important to ‘promote the unique benefits that the tourist will experience while visiting the city, rather than the city itself.’ Therefore, highlighting a location’s diverse nightlife, cultural heritage, historic sites or great shopping, is an important tool for enticing the potential visitor to take a trip and experience the area first hand. (p. 18)
Kolb (2006) believes that image development cannot simply be undertaken by an independent consultant or even an internal communications team. In order to effectively capture the essence of a destination, several groups and individuals, such as government agencies, heritage site managers, long-time residents and members of the local business community, are essential to providing a holistic view of the city or country. (p. 19)
Additionally, when developing a communications plan, it is critical to ensure that the promoted image is an accurate reflection of the destination. (Kolb, 2006, p. 221) No sensational mountain views in Miami, no tropical winter weather in London, no friendly people in New York City... wow, those stereotypes are really pervasive!
A destination’s image is derived from several key elements including its slogan, logo, messaging, images and videos distributed through numerous media such as newspapers, websites, TV, radio, billboards, posters, commercials, brochures and flyers. (Kolb, 2006, p. 223-224) Tourism Australia (2007), for example, stocks film, video and image libraries as a means to promote the country as a desirable destination and to ensure there is a level of consistency in its media portrayal.
Image development is an on-going process. Although a well-established image may work for a long period, it important for marketers and PR officials to routinely evaluate it and make adjustments whenever necessary.
Next post: those fabulous logos and catchy destination slogans
References
Kolb, B., (2006). Tourism Marketing for Cities and Towns: Using Branding and Events to Attract Tourists. Burlington: Butterworth-Heinemann.
Tourism Australia, (2007). Tourism Australia Image Library. [online] Available from: <http://www.tourism.australia.com/Marketing.asp?lang=EN&sub=0325> [Accessed 31 December 2008]
I definitely agree with Kolb's belief that image development consists of a number of parties and not just a singular body. Apart from the the beauty of Jamaica, the music, culture, food etc that is always highly marketed, the PEOPLE play a very important role.
ReplyDeleteTourists(in my experience)frequently comment on the hospitality, warmth and friendliness of the Jamaican people,also siting one of the main reasons for a return trip. Although they may not be aware the people in essence are direct contributers to the marketing of their country.
So as the saying goes - JAMAICA, NO PROBLEM MON!!!
Solid post, but I'm not so sure I agree with the part which states that the promoted image must be an accurate refection of the destination.
ReplyDeleteI've seen zillions of Jamaica Tourist Board ads on CNN, etc, and trust me..Jamaica look sweet, but the Kingstonian in me feels slighted everytime. Then again I suppose we are the "ugly" side of the country, so in that sense I would sweep me under the rug too.
Back to my point though, doesn't this mean then that these ads are inaccurate portrayals? Also is it not this inaccuracy that actually makes them effective?
Good question. When creating messages one must keep in mind both relevance and accuracy. What is transmitted in those ads: beautiful beaches, friendly people, picturesque scenery, really do exist in Jamaica. It is an accurate, not complete, portrayal of the country.
ReplyDeleteOf course, as in any other country, there’s a flip side to the coin: depressed inner cities, dilapidated infrastructure and widespread violence. The question is how relevant are those images in attracting tourists? The primary purpose of the JTB ads is to get tourists into the island. The reality is that potential tourists want the see a Caribbean paradise, which in some areas like Ochi, MoBay and Negril, we can offer. At the end of the day, it’s a short tourism ad not a documentary.
I think we often miss the side of Jamaica that we know well. Jamaica has some of the most beautiful real estate i've seen across the world, specifically in Kingston. There is an ugly side to Kingston,yes, but we also have a vibrant CBD with activities and events that are world class, Fashion week, blocking off Trafalgar Square for Red Bull F1 events the list could go on.
ReplyDeleteI love those Jamaica ads, but I would also love to see more service-oriented adverts that are not fun and leisure! Countries like Qatar promote their financial services industry international, granted they are in the middle of the dessert.
There is so much more to Jamaica and its people than just sandy beaches and the violence of inner city suffering.
Knowledge based industries will eventually account for a significant portion of Jamaica`s GDP.There has been a major thrust by the Jamaican government to bolster the telecommunications industry.Also Jamaica is trying to position itself as a financial hub.
ReplyDeleteBut aside from that , there are other aspects of tourism that can be explored and pursued.Health tourism will become increasing relevant with baby boomers approaching retirement.Jamaica has the requisite climate and a reputable medical school that would be able to support it.
Ecotourism is another buzz word floating around the place.Belize,Costa Rica and Guyana tourism industries are heavily based on exposing visitors to what are indigenous to the specific countries.Hence providing a unique experience.
Jamaica or more aptly described as the land of wood and water, possesses many indigenous attractions and are capable of capitalizing on them while maintaining an ecological balance.Offshoots of ecotourism include history and community tourism,which exposes the visitor to an intimate look of the country.
The key thing is diversification of any product offered.Globalisation prevents you from being static.You have to constantly address what is going in the environment and see how the core competencies that you possess are able to meet the challenges.A misfit will require that new and different perspectives and view points have to be explored.
LOL Jono. Trafalgar Square?? Someone's been living in London too long!! Here's a little geography lesson: Trafalgar Square-- London, Trafalgar Road-- Kingston.
ReplyDeleteGlad to be of service!!