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Tourism Destination Market Positioning & Branding Strategies
This course offers a practical, intensive, idea-packed approach to positioning and branding tourism destinations. According to the UNWTO White Paper (2005), “global destination brands and the life-enhancing ingredients of the travel experience are among key forces identified as major changes in the world economy and society affecting tourism”. Indeed, the tourism market has seen a radical change in demand for the simply Sea, Sand and Sun products to demand for a unique, high-value visitor experience. In fact, visitors have become more demanding in terms of experience, quality, and price.
As a response, tourism destinations seek to differentiate themselves from other destinations by using effective positioning and branding strategies to communicate positive images to consumers. Strong country and city brands attract investment, manufacturing, political influence, tourism, world class events, talent and even aid. Many places spend significantly on advertising and media to enhance their potential in the world, but they can greatly benefit from marketing thinking that helps to uncover their best strengths and successfully transform their image. Countries, regions and cities need to compete in the global market by building their brands.
Participants will learn how to:
| • | Use research to position a destination to reach targeted market segments in the highly competitive international marketplace |
| • | Understand the relationships between a destination’s positioning and branding strategy and its ongoing marketing program |
| • | Develop a destination brand research program—visitor imagery, profiles and information needs |
| • | Understand the basic concept and components of a brand promise |
| • | Create a brand blueprint and management approach |
| • | Live the brand promise through stakeholder collateralization and partnerships |
| • | Use marketing mix, cooperative marketing and E-Marketing systems to leverage the destination brand |
| • | Employ benchmarking techniques to learn from successful destination branding or re-branding cases |
JITOA is one of the major institutes in providing professional training and certification to the Jordan tourism sector, since its inception JITOA has operated various courses to more than 1000 students from around 100 tourism organizations.
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| • | Mazza Restaurant FAM Lunch |
| • | General Assembly Meeting 2010-2011 |
| • | Earth Hour Jordan ساعة الارض الأردن 2011 |
