How credible is Vancouver’s new destination brand? An analysis of destination's brand promise and tourist brand's experience.

Rami Isaac, J Wichnewski

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

11 Citations (Scopus)

Abstract

This chapter identifies whether the communicated brand promise of Vancouver's new established destination brand is in line with the brand experience perceived by the tourists visiting the city, in order to determine possible discrepancies. It compares Vancouver's destination brand identity, expressed in the brand promise, with the brand experience as perceived by tourists visiting the city. Vancouver's new destination brand is broken down into seven building blocks: embracing the core identity or the essence, the extended identity is composed of the mission, vision, values, voice, distinguishing features and emotional benefits. In order to ensure correctness and consistency within the industry, as well as to position the new destination brand successfully, Tourism Vancouver is focused on educating and informing the various industry players.
Original languageEnglish
Title of host publicationRoutledge handbook of tourism cities
EditorsAM Morrison, J Andres Coca-Stefaniak
Place of PublicationNew York
PublisherRoutledge
Chapter12
Pages187-207
ISBN (Electronic)9780429244605
ISBN (Print)9780367199999
DOIs
Publication statusPublished - 2020

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