Challenges and Prospects of Differentiating Destination Brands: The Case of the Dutch Caribbean Islands

Abstract

The brand image of the six islands of the Dutch Caribbean are examined in this exploratory study to determine the extent to which these destinations communicate the unique identities of their destination brands as presented by the narrative, images, logos, and slogans on their official tourism homepage websites. The findings of the content analysis indicated that these destinations demonstrated similar branding strategies and so appear to be basically undifferentiated in both functional and symbolic brand image appeals. This article proposes that these island destinations may be able to build strong, individual, destination brand equity by focusing more on crafting and communicating distinctive, symbolic brand images.

Dimensions of Destination Images—The Relationship Between Specific Sites and Overall Perceptions of Place: The Example of Dubai Creek and “Greater Dubai”

“…Yet this distinction offers advantages to tourism promotional bodies. As Cai (2002) and Daye (2010) both point out, a destination brand is often fixed by geographical factors and may therefore be somewhat less susceptible to attitudinal shits. That may not be the case in terms of constructed attractions and those built on human heritage and culture, and which are subjected to selected interpretative gazes.…”

Eficácia promocional no planejamento e gastos de viagens entre homens e mulheres visitantes do Estado de Sergipe

“…Aliados à publicidade, a divulgação de destinos turísticos, por meio de folhetos, também ocorre tradicionalmente, visto que além de anúncios publicitários serem inseridos nestes materiais, grande parte deles trabalha com um conteúdo informativo, característico da divulgação de bens e serviços da atividade (Daye, 2010).…”

Storytelling in destination brand communication: A qualitative analysis

“…A brand element comes in the form of a name, term, logo, sign, design, symbol, slogan, package, or a combination of these, of which the name is the first and foremost reference" (p. 722). Cai (2002) seems to point out that the brand name for destination is often fixed but the use of slogans and symbols is utilized to communicate the name of the destination with associated benefits (Daye, 2010). Cai (2002) also seems to focus on the tangible elements of the branding process.…”