Destination brand gestalt: dimensionalizing co-created tourism destination branding

IF 3 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
Deske W. Mandagi, Dave Centeno
{"title":"Destination brand gestalt: dimensionalizing co-created tourism destination branding","authors":"Deske W. Mandagi, Dave Centeno","doi":"10.1108/ijtc-02-2024-0049","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>Anchored in the theories of brand gestalt and stakeholder perspectives, this study aims to undertake a comprehensive examination of the brand gestalt concept, emphasizing its multidimensional nature and the process of co-creation.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>Focused within the context of the Wonderful Indonesia brand, the research draws upon a rich qualitative data set derived from in-depth interviews conducted with 18 international tourists, supplemented by netnography (or internet ethnography) of websites, social media and online articles related to Wonderful Indonesia. Using grounded theory methodology, the qualitative data undergo rigorous analysis to identify emergent themes and patterns.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The research elucidates the four dimensions (4S) comprising brand gestalt: storyscapes, sensescapes, servicescapes and stakeholderscapes. Each dimension is further delineated into essential categories, providing a comprehensive understanding of brand gestalt. This study highlights the collaborative nature of brand gestalt, emphasizing the involvement of multiple stakeholders in shaping the brand's identity and perception. Consumer perceptions of co-creation are identified as significant contributors to brand gestalt, enhancing the brand's value proposition.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>Destination management and practitioners can use the insights from the research to refine their brand management and marketing strategies by leveraging the dimensions of brand gestalt. Recognizing the collaborative construct of brand gestalt can guide businesses in fostering meaningful relationships with stakeholders and aligning branding efforts with collective visions. Understanding the role of consumer co-creation in brand development can inform strategies aimed at enhancing brand equity and fostering consumer loyalty.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This study extends existing literature on brand gestalt by providing a comprehensive examination of its four dimensions and essential categories. By emphasizing the collaborative nature of brand gestalt, this study contributes to advancing the understanding of brand co-creation paradigms. The identification of consumer perceptions of co-creation as a significant factor in brand gestalt adds novel insights to the literature, offering valuable implications for brand management and marketing strategies.</p><!--/ Abstract__block -->","PeriodicalId":46072,"journal":{"name":"International Journal of Tourism Cities","volume":null,"pages":null},"PeriodicalIF":3.0000,"publicationDate":"2024-09-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Tourism Cities","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/ijtc-02-2024-0049","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0

Abstract

Purpose

Anchored in the theories of brand gestalt and stakeholder perspectives, this study aims to undertake a comprehensive examination of the brand gestalt concept, emphasizing its multidimensional nature and the process of co-creation.

Design/methodology/approach

Focused within the context of the Wonderful Indonesia brand, the research draws upon a rich qualitative data set derived from in-depth interviews conducted with 18 international tourists, supplemented by netnography (or internet ethnography) of websites, social media and online articles related to Wonderful Indonesia. Using grounded theory methodology, the qualitative data undergo rigorous analysis to identify emergent themes and patterns.

Findings

The research elucidates the four dimensions (4S) comprising brand gestalt: storyscapes, sensescapes, servicescapes and stakeholderscapes. Each dimension is further delineated into essential categories, providing a comprehensive understanding of brand gestalt. This study highlights the collaborative nature of brand gestalt, emphasizing the involvement of multiple stakeholders in shaping the brand's identity and perception. Consumer perceptions of co-creation are identified as significant contributors to brand gestalt, enhancing the brand's value proposition.

Practical implications

Destination management and practitioners can use the insights from the research to refine their brand management and marketing strategies by leveraging the dimensions of brand gestalt. Recognizing the collaborative construct of brand gestalt can guide businesses in fostering meaningful relationships with stakeholders and aligning branding efforts with collective visions. Understanding the role of consumer co-creation in brand development can inform strategies aimed at enhancing brand equity and fostering consumer loyalty.

Originality/value

This study extends existing literature on brand gestalt by providing a comprehensive examination of its four dimensions and essential categories. By emphasizing the collaborative nature of brand gestalt, this study contributes to advancing the understanding of brand co-creation paradigms. The identification of consumer perceptions of co-creation as a significant factor in brand gestalt adds novel insights to the literature, offering valuable implications for brand management and marketing strategies.

目的地品牌格式塔:共创旅游目的地品牌的维度化
目的本研究以品牌格式塔理论和利益相关者视角为基础,旨在对品牌格式塔概念进行全面考察,强调其多维性和共同创造的过程。设计/方法/方法本研究以 "美妙印尼 "品牌为背景,利用对 18 名国际游客进行的深度访谈所获得的丰富定性数据集,并辅以对 "美妙印尼 "相关网站、社交媒体和网络文章的网络民族志(或网络人种学)。采用基础理论方法,对定性数据进行了严格分析,以确定新出现的主题和模式。研究结果该研究阐明了构成品牌形象的四个维度(4S):故事景观、感官景观、服务景观和利益相关者景观。每个维度又进一步划分为基本类别,从而提供了对品牌形象的全面理解。这项研究突出了品牌形象的协作性质,强调了多方利益相关者在塑造品牌形象和感知方面的参与。消费者对共同创造的感知被认为是品牌格式塔的重要贡献者,从而提升了品牌的价值主张。认识到品牌格式塔的合作结构可以指导企业与利益相关者建立有意义的关系,并使品牌建设工作与集体愿景保持一致。了解消费者共同创造在品牌发展中的作用,可以为旨在提高品牌资产和培养消费者忠诚度的战略提供信息。通过强调品牌格式塔的合作性质,本研究有助于推进对品牌共创范式的理解。将消费者对共同创造的感知确定为品牌格式塔中的一个重要因素,为文献增添了新的见解,为品牌管理和营销战略提供了有价值的启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
International Journal of Tourism Cities
International Journal of Tourism Cities HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
5.90
自引率
11.50%
发文量
47
期刊介绍: A peer-reviewed journal, the International Journal of Tourism Cities provides an international forum for the critical study of urban tourism and tourism cities. The journal aims to be inter-disciplinary in its appreciation of tourism cities and tourism in urban areas, and welcomes original, theoretically-informed articles from those involved in the planning, management or marketing of tourism in city destination or places adjoining urban areas. Urban tourism and travel cover many disciplines and impinge on numerous aspects of daily life within cities. Moreover, they play a key role in domestic and international tourism in most countries, and cities often function as key travel gateways and tourism destinations. The International Journal of Tourism Cities contents include primary research articles, expert discussions on current urban tourism issues, and tourism city case studies. Articles are selected that are relevant to both academics and practitioners. The journal particularly encourages contributions on contemporary topics and issues in urban tourism including smart cities and tourism, environmental impact and sustainable tourism development in cities, citizen and stakeholder involvement in tourism, city destination governance, and the development of policies and standards for city tourism development. The International Journal of Tourism Cities has four distinct purposes: To encourage greater research and scholarship related to tourism in urban settings. To stimulate more interdisciplinary research on tourism in cities, particularly the integration of tourism and urban studies theories and principles. To generate more research studies on tourism at the edge of cities, where urban and rural areas converge. To create more literature on best practices in city tourism worldwide through in-depth analyses and the production of exemplary case studies.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信