Anyone have any recommendations on the best articles regarding methodologies of changing destination perceptions?
In light of our new pandemic context, I am looking for the best articles in terms of managing/changing destination perceptions back to the the originally desired destination branding or to a new, modified version of that intended brand.
Suggestions?
Good Morning Professor,
Very interesting question.
I think that it would be very difficult to address this issue about changing destination perceptions without using action research as a methodology. I suggest this book.
Carr, W. (2007). Philosophy, methodology and action research. In The Quality of Practitioner Research (pp. 29-42). Brill Sense.
Meanwhile, I think that such a method requires a more stable and psychological states and less anxiety due to the complex and blurry context we are experiencing.
Regards
This is a tough question to answer Brandon Walcutt Hamida Skandrani
It depends largely on how strong the destination brand was before brand equity erosion and also what drove the erosion and what is the magnitude of the erosion and the cause.
In addition, it depends on focus, general nation/place branding, tourism related destination branding or investment/export related branding.
There are case studies of nations that successfully repositioned themselves over long periods of time, but there are also nations that did not fully do it, but managed to, keep the perceived liability constant, but increased perceived value on some other aspect or feature that the target market valued.
If you provide some bit of detail, I can point you in the right direction.
I know od several country image studies, but they are locked in my office...😞
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