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Branding a region : the next step for the regional tourism organization of Southern Africa
Thesis (MPhil (Information Science))--University of Stellenbosch, 2009.
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| Format: | Thesis |
| Language: | English |
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Stellenbosch : University of Stellenbosch
2009
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| _version_ | 1867613792538460160 |
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| access_status_str | Open Access |
| author | Manasoe, Benjamin |
| author2 | Maasdorp, C. H. |
| author_browse | Maasdorp, C. H. Manasoe, Benjamin |
| author_facet | Maasdorp, C. H. Manasoe, Benjamin |
| author_sort | Manasoe, Benjamin |
| collection | Thesis |
| dc_rights_str_mv | University of Stellenbosch |
| description | Thesis (MPhil (Information Science))--University of Stellenbosch, 2009. |
| format | Thesis |
| id | oai:scholar.sun.ac.za:10019.1/4062 |
| institution | Stellenbosch University (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:41:46.856Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from SUNScholar — Stellenbosch University Repository |
| publishDate | 2009 |
| publishDateRange | 2009 |
| publishDateSort | 2009 |
| publisher | Stellenbosch : University of Stellenbosch |
| publisherStr | Stellenbosch : University of Stellenbosch |
| record_format | dspace |
| source_str | SUNScholar — Stellenbosch University Repository |
| spelling | oai:scholar.sun.ac.za:10019.1/4062 Branding a region : the next step for the regional tourism organization of Southern Africa Manasoe, Benjamin Maasdorp, C. H. University of Stellenbosch. Faculty of Arts and Social Sciences. Dept. of Information Science. Regional branding Destination branding RETOSA Tourism -- Marketing Dissertations -- Information science Theses -- Information science Southern African Development Community -- Tourism -- Marketing SADC -- Tourism -- Marketing Information Science Thesis (MPhil (Information Science))--University of Stellenbosch, 2009. ENGLISH ABSTRACT: Marketing practitioners and academics are increasingly applying the concepts and techniques of products or services branding to the branding of destinations. To date, most of these studies focussed on using product and services branding concepts for branding destinations on the level of an individual resort, city or country. This thesis extends this trend by considering to what degree these destination branding ideas can also be used to brand an entire region consisting of several countries with multiple destinations. The specific focus is on developing such a regional branding framework for the tourism industry of the Southern African Development Community (SADC). First the state of tourism within the SADC region was described, including the establishment of RETOSA and the tourism performance of the region. On the basis of this overview, opportunities for regional destination branding were then considered. Secondly, the core concepts of product branding and their application to destination branding were discussed. Four theoretical frameworks for branding were reviewed and then used to compare product and destination branding. Thirdly, the Association of Southeast Asian Nations (ASEAN) was used as a case study of a region that has attempted regional destination branding initiatives, with a view to what the SADC-region may learn from this experience. In conclusion a regional destination branding framework is proposed for the SADC region. The following list makes up the elements of this framework: the vision and mission, the destination brand and its proposition, core values of the destination and its brand identity, brand image, clear view of the market, audience and competitors, brand personality, brand positioning, stakeholder consultation process and tourism marketing research. AFRIKAANSE OPSOMMING: Bemarkingspraktisyns en akademici pas toenemend die konsepte en tegnieke van produk- en dienste-bemarking op die bemarking van destinasies toe. Tot op hede was die focus van die meeste studies om bemarkingskonsepte toe te pas op destinasies soos `n individuele oort, stad of land. Hierdie tesis gaan verder as dit en oorweeg ook on watter mate hierdie bemarkingsidees ook gebruik kan word om `n hele streek, wat uit verskeie lande bestaan, te bemark. Daar word spesifiek gepoog om `n streeksbemarkingsraamwerk vir die toerismebedryf van die Suid-Afrikaanse Ontwikkelingsgemeenskap (SADC) daar te stel. Eerstens word die stand van toerisme in die SADC-streek beskryf, insluitend die ontwikkeling van SADC en die Streekstoerisme Organisasie van Suider-Afrika (RETOSA). Hierdie oorsig is gebruik om geleenthede vir streeksbemarking te oorweeg. Tweedens worddie kernkonsepte van produkbemarking en hulle toepassing op streeksbemarking bespreek. Vier teoretiese raamwerke vir bemarking word beskou en gebruik om produk- en destinasie-bemarking te vergelyk. Derdens word die Assosiasie van Suidoos-Asiatiese Lande (ASEAN) as `n gevallestudie van `n streek wat sulke bemarkingsinisiatiewe reeds geïmplimenteer het, bestudeer om te sien wat SADC daaruit kan leer. Laastens word `n streeksbemarkingsraamwerk vir die SADC-streek voorgestel. Die elemente waaruit die raamwerk beslaan, sluit die volgende in: die visie en misie, die streekshandelsmerk en sy proposisie, die kernwaardes van die streek en handelsmerkidentiteit, handelsmerkbeeld, oorsig oor die mark, toeskouers en kompetisie, handelsmerkpersoonlikheid, posisionering, insethouer konsultasieproses en toerismemarknavorsing. Masters 2009-03-02T14:20:59Z 2010-08-13T13:11:59Z 2009-03-02T14:20:59Z 2010-08-13T13:11:59Z 2009-03 Thesis http://hdl.handle.net/10019.1/4062 en University of Stellenbosch application/pdf Stellenbosch : University of Stellenbosch |
| spellingShingle | Regional branding Destination branding RETOSA Tourism -- Marketing Dissertations -- Information science Theses -- Information science Southern African Development Community -- Tourism -- Marketing SADC -- Tourism -- Marketing Information Science Manasoe, Benjamin Branding a region : the next step for the regional tourism organization of Southern Africa |
| title | Branding a region : the next step for the regional tourism organization of Southern Africa |
| title_full | Branding a region : the next step for the regional tourism organization of Southern Africa |
| title_fullStr | Branding a region : the next step for the regional tourism organization of Southern Africa |
| title_full_unstemmed | Branding a region : the next step for the regional tourism organization of Southern Africa |
| title_short | Branding a region : the next step for the regional tourism organization of Southern Africa |
| title_sort | branding a region the next step for the regional tourism organization of southern africa |
| topic | Regional branding Destination branding RETOSA Tourism -- Marketing Dissertations -- Information science Theses -- Information science Southern African Development Community -- Tourism -- Marketing SADC -- Tourism -- Marketing Information Science |
| url | http://hdl.handle.net/10019.1/4062 |
| work_keys_str_mv | AT manasoebenjamin brandingaregionthenextstepfortheregionaltourismorganizationofsouthernafrica |