Shaping city brand strategies based on the tourists’ brand perception: report on Banja Luka main target groups

Abstract

Purpose The purpose of this paper is to provide a suggestion for the research framework on tourists as target groups for planning city branding strategies with reference to possible differences for tourists having a different country of origin. This framework was applied to analyze and compare the perception of Banja Luka city brand (Bosnia and Herzegovina) by four main target group by country of origin. Design/methodology/approach The suggested research framework combines qualitative generation of tourist’s city brand associations and brand personality with quantitative measurements of city brand perception (scale developed following the framework of Anholts’ (2006) City Brand Index adjusted to tourists as target groups). Findings The developed research framework was demonstrated in the example of Banja Luka main target groups. Three dimensions of city brand which largely coincide Anholt’s (2006) dimensions were extracted: tourist attractiveness, life standard and safe and pleasant atmosphere. Differences between analyzed countries were found in city brand perception, brand associations, brand personality, but also in all other analyzed categories. Research limitations/implications Possible limitation of the study is the fact that results were interpreted including both those who have visited Banja Luka and those who are not personally familiar with it. Practical implications Practical implications of research findings are demonstrated in form of branding suggestions focused on particular target groups. Originality/value The study suggests a research framework on tourists as target groups in the city branding process. Also, it contributes to a very scarce research on differences in city brand perception by target groups by country of origin, but also to the literature related to Banja Luka city brand and tourism development.

The impact of the metacognitive and behavioral factors of cultural intelligence on foreign brand acceptance

“…Branding can also be done at the city level. The study by Kovačić et al (2019) examined what factors attract tourists to visit Banja Luka. The results showed that tourists are interested in the castle Kastel, which is the oldest historical monument in this city, the river Vrbas.…”

Exploring the Brand of Vrdnik Spa: Tourists’ Perspective

“…Destinations with strong brand will perform better than destinations with unbranded offerings, as tourist's awareness of the brand and their perception of the image of the brand (Kapferer, 1997). This is why exploring the destination brand perception from tourist's perspective is of a great importance (Ezeuduji & Nkosi, 2017;Kovačić et al, 2019;Šagovnović & Kovačić, 2020;Soundari, & Shankar, 2020;Chen et al, 2021).…”

“…While place branding means branding places for residents, companies and tourists (Zenker & Petersen, 2014), destination branding refers to branding places exclusively for tourists. Target groups do not only differ in their perceptions of a place but foremost in their place needs and demands, which is why studying the perception, motives and needs of different target groups is essential for the branding process (Kovačić et al, 2019). Hence, branding strategies should be based on brand perception by different target groups, as well as their needs and preferences while staying at tourist destination.…”

“…For example, the Vrdnik logo consists of three elements: forest, water and mountain. This logo carries with it a multitude of associations that form a link with the essential meaning of the place (Kovačić et al, 2019) -a spa located in preserved nature, on a mountain, with a pleasant climate. Thus, symbols serve as a basis for the formation of what is visible and what people will recognize and associate with a given brand.…”

Impact of the European Capital of Culture project on the image of the city of Novi Sad: The perception of the local community

“…Building a good image, both in the eyes of citizens and tourists is of particular importance in cities that lack a developed industry or some other factors of development and positive transformation. The process of branding a city can enable cities to make their tangible but also intangible attributes recognizable (Kovačić et al, 2019a). Also, a well-positioned brand has the power to bring together all key actors, including citizens around a recognizable urban identity, who will communicate to the target audience (Merrilees et al, 2012).…”