Incongruity between Expression and Experience: The Role of Imagery in Supporting the Positioning of a Tourism Destination Brand

Anthony Foley, John Fahy

    Research output: Contribution to journalArticlepeer-review

    Abstract

    Branding has a role to play in integrating efforts to promote tourism. The positioning strategy for the Tourism Brand Ireland initiative is based on the core values of friendly people and unspoiled beautiful scenery. Images on the main national tourism promotion websites are examined in the context of the expectations created for visitors to Ireland. As the nature of Ireland changes with increasing economic success, the sustainability of the current positioning for the Irish tourism brand may be questioned. Ongoing in-depth research into the perceptions and expectations of visitors, as well as the attitudes of the host population, is critical to guide strategic marketing planning for destinations.
    Original languageEnglish
    Pages (from-to)209-217
    JournalBrand Management Journal
    Volume11
    Issue number3
    Publication statusPublished - 2004

    Fingerprint

    Dive into the research topics of 'Incongruity between Expression and Experience: The Role of Imagery in Supporting the Positioning of a Tourism Destination Brand'. Together they form a unique fingerprint.

    Cite this