Gregory M Kerr

Brand orientation and the voices from within

Abstract This work adds to the brand orientation literature by showing that while brand strategies may sometimes be aspirational, multiple identities exist which may either challenge or support a brand. In this place branding study, in-depth interviews of local residents reveal the existence of multiple place identities as well as how these identities relate to a place brand strategy. A framework is provided which illustrates how longitudinal identity studies can be a useful way to assess changes to place identities and the internal effectiveness of brand implementation. It is proposed that the functional communication-based research approach together with the novel framework developed in this study has relevance to the brand orientation of corporations, as it does for places.

A Study of Community Events Held by Not‐for‐Profit Organizations in Australia

This research questions the role and purpose of community‐based events hosted by not‐for‐profit organizations (NFPs), particularly charities. Followed by a review of the relevant literature, open‐ended interviews were conducted with managers of several Australian charities. The findings identify the key themes of strategic tension, stakeholder engagement, competitive pressures, event structure, event analysis, and review which are likely to be of importance to managers of NFPs who are involved in community events.

Self-identity and Social Norms in Destination Choice by Young Australian Travellers

Demand for domestic tourism in Australia is in decline, particularly for young Australian travellers (YATs) who prefer to travel overseas. Although models exist to explain destination choice, many of these have limitations, including the assumption of a rational consumer and a focus on the functional attributes of travel and tourism. Further, there has been a tendency to replicate studies, albeit in different contexts, rather than search for new insights into destination choice. With the aim of better explaining the decision of destination choice by YATs, focus groups comprising representatives from the population of interest were conducted. The approach was to examine tourism from a sociological perspective, drawing on theories of ritual, ritual inversion and fashion. The results reveal the importance of self-identity and social norms in destination selection. It is concluded that destinations that contribute to enhancing one’s self-identity, particularly when they are consistent with one’s existing or aspirational social group, are more likely to be visited by YATs.

Harvesting the "business test trip": converting business travelers to holidaymakers

ABSTRACT A destination has no chance of being chosen unless it is part of a tourists early consideration set (Crompton & Ankomah, 1993), implying the tourists awareness of the destination. Raising awareness for a destination is challenging, especially in times of global competition. We investigate a common, yet empirically untested, assumption that business travelers can be converted to holidaymakers at the same destination at a future point in time. Empirical results indicate that business travelers do use business trips to a new destination to assess the potential for future leisure travel. Marketing strategies which destinations could deploy to entice business travelers back as holidaymakers are discussed.

A critical assessment of the role of fashion in influencing the travel decision and destination choice

While the word fashion is often associated with clothing and accessories, the objective of this paper is to argue that as a broader concept, fashion has relevance to tourism. It is argued that fashion can influence behaviour and both the decision to travel, and the destination selected may in some cases be a fashion statement by the traveller. Following discussion as to the meanings and explanations of fashion, a conceptual model is presented having the purpose of demonstrating how fashion can be a moderating variable in the travel decision and destination selection process. The model proposes the influence of fashion on leisure tourism, and is a foundation for future studies to further investigate fashion and tourism.

We love the Gong: A marketing perspective

Purpose – A number of places have used the “I love” or “we love” tagline or slogan to promote their place, with the “I love New York” (using the heart symbol) possibly being the most familiar. Other places have used similar campaigns which can often be observed by the sale of merchandise from souvenir shops. The purpose of this paper is to investigate the “We love the Gong” campaign relative to the city of Wollongong, Australia.Design/methodology/approach – After providing a background to the city of Wollongong and a brief explanation as to the meaning and use of slogans, an investigation of the campaign was undertaken by interviewing the person responsible for the campaign. Where appropriate, the explanations provided are supported by reference to local media reports and relevant literature.Findings – It was found that the Wollongong campaign was more than a merchandising exercise. The campaign was a reaction to place identity and place image problems and was underpinned by research and a consequent mark...

The 4D Model of Place Brand Management

Place branding is receiving increased practitioner and academic attention. While the need and benefits are becoming more widely accepted, there is uncertainty as to the application of brand principles to places. Both the similarities and differences between corporate brands and place brands have been given attention in the literature with the consensus being that place branding is more complex. This work identifies some of the issues and processes relative to place brand management. While not purporting to be a definitive model of place branding, a model consisting of four sequential stages is proposed. The 4D model consists of the stages of deciding, designing, delivering, and determining and is supported by relevant literature and examples from the United Arab Emirates. It is anticipated that the model will contribute to academic work and as well be of benefit to practitioners charged with place branding.

The City Branding of Wollongong

The city of Wollongong’s brand image strategy, ‘Wollongong: City of Innovation’ was implemented in 1999 and is still in use in 2010. The objective of this chapter is firstly to show how the leaders in the city of Wollongong came to realize that the image of their city had become a barrier to the city’s improvement and growth. Secondly, supported by an analysis of recent interviews with some involved in the brand strategy, an explanation is provided of the process which was undertaken to gain support for, and implement, what was to become known as the city image campaign. Advice has also been obtained from some stakeholders as to what could have been done better and what more could have been done. Finally, some concluding comments are provided.