Building Place Brand Image Towards A Methodology of Tourism Destination Branding /
بناء صورة للعلامة التجارية التنافسية للمكان نحو منهجية منح مقصد سياحي للعلامة التجارية كوجهة
Amany Sakr Mohamed Sakr ; Supervised By Mohamed Medhat Dora, Dalia Alitaha.
- Cairo : Cairo University, 2017.
- 244 p. : ill, tabel. ; 28 cm. + CD.
Thesis( PH.D )- Cairo University. Faculty of Engineering.
Include Bibliographical References.
The instant advancement of globalization leads to competition between every city and region in order to share the world’s consumers, tourist, investors, international sporting, students, entrepreneurs and cultural events for the attention, and respect of the global media, of other governments, and the people from other nations. Therefore, most cities are worrying about their image, and spend too long time trying to form complete, balanced and informed views; and this competitive environment is a reality of our times.The significance of tourism and the entry of many novels destinations into the market have constrained all to contend in the battle at a worldwide level to obtain as various customers. The instant advancement of globalization leads to competition between every city and region in order to share the world’s consumers, tourist, investors, international sporting stars, students, entrepreneurs and cultural events for the attention, and respect of the global media, of other governments, and the people from other nations. Therefore, most cities are worrying about their image and spend very long time trying to form complete, balanced and informed views. This competitive environment is a reality of our times. Within this global competition in the tourism industry, the use of the branding concepts appear as it can used by places, to define them, to place a positive image, and determine the identity of the place amongst international destinations. Branding is a key procedure for developing a drawn out vision for a place that is pertinent and convincing to audiences. At last, it impacts and shapes positive ideas of a place. A branding concept is established in a group’s social, economic or political objectives targets by concentrating on recognizing the center and positive attributes of the place. This exceptional worldwide rivalry in the tourism business binds destinations to make strong, remarkable, and aggressive destination brands, driving destinations to build up a powerful, unique, and ready to contend destination brands. Thus, branding becomes the best answer for tourist destinations. ان التقدم السريع للعولمة يجعل كل مدينة واقليم يجب ان يتنافس للمشاركة مع مستهلكى العالم وسائحية ومستثمرية وطلابة ومقاولية والاحداث الدولية الرياضية والثقافية وايضا المشاركة فى اهتمام واحترام وسائل الاعلام الدولية والحكومات الاخرى وشعوب الدول الاخرى لذلك فان معظم المدنيساورها القلق فيما يخص صورتها على المستوى الدولى مما يقضى وقتا طويلا فى محاولتها تشكيل اراء كاملة ومتوازنة وهذة البيئة التنافسية هى واقع ايامنا حاليا.ان استخدام فكرة العلامة التجارية على الأماكن مثل المنتجات و الخدملت تهدف بصورة خاصة الى زيادة عناصر الجذب للمكان. و اكتساب علامة تجارية لا يعتمد فط على أنشطة التسوق المتعددة و لكن التنمية يجب ان تؤثر فى المكان باكمله . أن تكون للمكان علامة تجارية خاصة به تضيف له جاذبية. كما أن المكان ذو العلامة التجارية يجعل الناس يدركون مميزات المكان و يجعل من ضمنهم اهدافهم هى زيارة هذا المكان.