Branding the Destination Versus the Place: The Effects of Brand Complexity and Identification for Residents and Visitors

Sebastian Zenker, Erik Braun, Sibylle Petersen

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

This article contributes to a broader understanding of how the branding of places affects both residents and tourists. While branding often relies on simplified messages, the effectiveness of such strategies for complex brands remains questionable. Residents in particular possess a confounded knowledge of the place and could disagree with simplified destination brands. To test the role of brand complexity for residents and tourists, we conducted two empirical studies (N = 765; N = 385), showing that, for residents, positive place attitude (i.e., place satisfaction, identification, and attachment) and place behaviour (i.e., positive word-of-mouth) increase with a higher brand complexity. The second study shows that the positive relationship of brand complexity is stronger for residents than for tourists, supporting the conclusion that brand complexity is relevant for place brands, but that the place brand for residents requires more complexity than a destination brand, while it imperative that both are integrative parts of an overall brand.
This article contributes to a broader understanding of how the branding of places affects both residents and tourists. While branding often relies on simplified messages, the effectiveness of such strategies for complex brands remains questionable. Residents in particular possess a confounded knowledge of the place and could disagree with simplified destination brands. To test the role of brand complexity for residents and tourists, we conducted two empirical studies (N = 765; N = 385), showing that, for residents, positive place attitude (i.e., place satisfaction, identification, and attachment) and place behaviour (i.e., positive word-of-mouth) increase with a higher brand complexity. The second study shows that the positive relationship of brand complexity is stronger for residents than for tourists, supporting the conclusion that brand complexity is relevant for place brands, but that the place brand for residents requires more complexity than a destination brand, while it imperative that both are integrative parts of an overall brand.
LanguageEnglish
JournalTourism Management
Volume58
Pages15-27
ISSN0261-5177
DOIs
StatePublished - Feb 2017

Keywords

  • Destination branding
  • Place branding
  • Brand complexity
  • Multiple stakeholders
  • Place identification
  • Social identity theory

Cite this

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title = "Branding the Destination Versus the Place: The Effects of Brand Complexity and Identification for Residents and Visitors",
abstract = "This article contributes to a broader understanding of how the branding of places affects both residents and tourists. While branding often relies on simplified messages, the effectiveness of such strategies for complex brands remains questionable. Residents in particular possess a confounded knowledge of the place and could disagree with simplified destination brands. To test the role of brand complexity for residents and tourists, we conducted two empirical studies (N = 765; N = 385), showing that, for residents, positive place attitude (i.e., place satisfaction, identification, and attachment) and place behaviour (i.e., positive word-of-mouth) increase with a higher brand complexity. The second study shows that the positive relationship of brand complexity is stronger for residents than for tourists, supporting the conclusion that brand complexity is relevant for place brands, but that the place brand for residents requires more complexity than a destination brand, while it imperative that both are integrative parts of an overall brand.",
keywords = "Destination branding, Place branding, Brand complexity, Multiple stakeholders, Place identification, Social identity theory, Destination branding, Place branding, Brand complexity, Multiple stakeholders, Place identification, Social identity theory",
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Branding the Destination Versus the Place : The Effects of Brand Complexity and Identification for Residents and Visitors. / Zenker, Sebastian; Braun, Erik; Petersen, Sibylle.

In: Tourism Management, Vol. 58, 02.2017, p. 15-27.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - Branding the Destination Versus the Place

T2 - Tourism Management

AU - Zenker,Sebastian

AU - Braun,Erik

AU - Petersen,Sibylle

PY - 2017/2

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N2 - This article contributes to a broader understanding of how the branding of places affects both residents and tourists. While branding often relies on simplified messages, the effectiveness of such strategies for complex brands remains questionable. Residents in particular possess a confounded knowledge of the place and could disagree with simplified destination brands. To test the role of brand complexity for residents and tourists, we conducted two empirical studies (N = 765; N = 385), showing that, for residents, positive place attitude (i.e., place satisfaction, identification, and attachment) and place behaviour (i.e., positive word-of-mouth) increase with a higher brand complexity. The second study shows that the positive relationship of brand complexity is stronger for residents than for tourists, supporting the conclusion that brand complexity is relevant for place brands, but that the place brand for residents requires more complexity than a destination brand, while it imperative that both are integrative parts of an overall brand.

AB - This article contributes to a broader understanding of how the branding of places affects both residents and tourists. While branding often relies on simplified messages, the effectiveness of such strategies for complex brands remains questionable. Residents in particular possess a confounded knowledge of the place and could disagree with simplified destination brands. To test the role of brand complexity for residents and tourists, we conducted two empirical studies (N = 765; N = 385), showing that, for residents, positive place attitude (i.e., place satisfaction, identification, and attachment) and place behaviour (i.e., positive word-of-mouth) increase with a higher brand complexity. The second study shows that the positive relationship of brand complexity is stronger for residents than for tourists, supporting the conclusion that brand complexity is relevant for place brands, but that the place brand for residents requires more complexity than a destination brand, while it imperative that both are integrative parts of an overall brand.

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KW - Place branding

KW - Brand complexity

KW - Multiple stakeholders

KW - Place identification

KW - Social identity theory

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