Understanding the image of Indonesia in UK consumer : an analysis of Visit Indonesia 2008 campaign
Tourist destinations have been facing an intensified competition among each other. Each destination feels the crucial need to differentiate themselves by trying to highlight their uniqueness through marketing effort. Destination branding came up as a concept that is believed could enable destination...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2008
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| Online Access: | https://eprints.nottingham.ac.uk/22079/ |
| Summary: | Tourist destinations have been facing an intensified competition among each other. Each destination feels the crucial need to differentiate themselves by trying to highlight their uniqueness through marketing effort. Destination branding came up as a concept that is believed could enable destinations to succeed. Nevertheless, the difficult process to build a strong and distinct destination brand have been widely acknowledged. This study has tried to observe how Indonesia's branding initiative effectively build awareness about the positive image of Indonesia and build a positive attitude among the UK working population. The study especially focus on Indonesia's latest national tourism campaign called 'Visit Indonesia 2008'.
To analyse general perception over Indonesia as a tourist destination and awareness of its marketing campaign, survey was used in this study. The findings suggested that the level of awareness among British working population was fairly limited. Although respondents had positive images on Indonesia, their level of interest to actually visit seemed to be low. Their knowledge on the 'Visit Indonesia 2008' was also limited. It appears that Indonesia still needs to develop a stronger brand as a tourist destination. Having the 'products' alone could not provide enough pull factor for potential tourists. Developing emotional appeal and establish an image as a lifestyle indicator seems to be significant to be able to attract potential tourists. |
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