International Tourism






International Tourism

            Tourism has become a significant income earner for many nations. In order to maximize on this potential, it is therefore crucial to analyze some of the major aspects of international tourism. This paper analyzes how the implementation of brand personality components in a nation’s attempt to capture the international market. A comparison is made on the brand personality components between the standpoints of the brand organizers and culture representatives. This is with the aim of finding out whether there is an existing or a non-existent gap. To complement this, advice is forwarded on the various implementation approaches in the execution of brand personality focusing on the various perspectives.

The point of view from a supplier after being analyzed is then compared to the perspectives of the inhabitants. On the other hand, by applying the brand personality scale and adaptation in accordance with this research, the comparisons and differences between the two are more clearly laid out. This is accomplished by researching on the various comparisons and contrasts between brand personality and destination branding. The various stakeholders in this line of tourism are also taken into account, and their involvement compounded with whether they positively or negatively affect international tourism in the host nation.

One particular nation is taken into account and its various brands. The brand personality of the nation in question is necessary to analyze, and how the partners and brand representatives. This article will also analyze how brand personality is perceived by the citizens in the host nation and the various culture representatives. The gap between the perceived brand personality and the realistic brand personality is important to analyze and verify whether brand personality has played its intended role or it is deviating from its intended purpose.

In order to accomplish this, various methods of research will have to be taken into account that would mainly consist of secondary research that will involve reading through academic articles and other reliable documents. Journals and brochures researching on international tourism are crucial in the analysis, in addition to the local newspapers and city marketing reports. Minimal field research is taken into account by conducting small-scale interviews, surveys within the neighborhood, in addition to personal observations.

It is particularly beneficial to take into account the various limitations identified during the analysis. An insight is provided on the city marketing after taking into account the analysis of various secondary sources. This is followed by making brand personality a crucial component, in addition to analyzing the various brand stakeholders by looking through their perspective on brand personality of the host nation. This is compared to the other assets, the laid out framework as depicted in the brand personality scale of Jennifer Aaker. The host nation’s dimensions as laid out in the brand founders are also analyzed, and a comparison made, in addition to the preparation of a visual template in the identification of the personality behind the host nation.

It is identified that the personalities from both sides have various similarities as well as differences. The differences are mainly identified in the anticipated commercial and innovative personality that is identified in the gap between the supplier perspective in comparison to the opinion of an open minded and innocent inhabitant. Thereafter, recommendations are identified and laid out in conformity and collaboration of the various stakeholders. This is inclusive of the inhabitants of the host nation.



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