Home > Measuring the Vertical and Horizontal Integration of New Harmony��s Brand Image Dr. Perry Burnett, USI Dr. Chad Milewicz, USI

Measuring the Vertical and Horizontal Integration of New Harmony��s Brand Image Dr. Perry Burnett, USI Dr. Chad Milewicz, USI

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Measuring the Vertical and Horizontal Integration of New Harmony��s Brand Image Dr. Perry Burnett, USI Dr. Chad Milewicz, USI

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Tonight��s Outline
• Project��s Purpose • Previous Research • Guiding Theoretical Model • External Sample Responses
– New Harmony��s brand image – New Harmony��s perceived tourism value components – What drives external stakeholders�� intentions to visit New Harmony – Internal stakeholders�� views on brand image and branding
• Recommendations • Q&A

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Measure the horizontal integration of New Harmony��s brand. – Horizontal integration measures how effective the city��s desired brand is communicated to outsiders. – Intercept survey of around 500 respondents • Measure the vertical integration of New Harmony��s brand. – Vertical integration measures the integration of the city��s brand among internal stakeholders. – This objective will be accomplished through electronic surveys.
Project��s Purpose

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2012 Research: Favorability of Provided Brand Image Descriptions How Respondents Described New Harmony Artistic 4.64 Serene 4.57 Inspiring 4.50 Creative 4.45 How Respondents Wanted Visitors to Describe New Harmony Inspiring 4.80 Creative 4.75 Artistic 4.73 Serene 4.62

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2012 Research: Brand Image Descriptions In Own Words
Respondents�� Description of New Harmony (own words)
Relaxing / Peaceful 19 Historical 8 Unique 7 Quiet 5
Desired Visitors�� Description of New Harmony (own words)
Relaxing / Peaceful 10 Inspiring 9 Rejuvenating 5 Fun/Exciting 5

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Overall Satisfaction Future Travel Intentions Destination Brand Image Perceived Value Trip Quality
Integrated Tourism Behavior (ITB) Model

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New Harmony Brand Image

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New Harmony��s Perceived Overall Tourism Value

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New Harmony��s Perceived Transformational Value

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Visit Frequency Impact on Value

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Visit Frequency Impact on Value

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Overall Evaluation of New Harmony Intention to Visit New Harmony in Next Year Unique Experience Value Frequency of Past Visits Transformational Experience Value Value for Effort to Visit
Positive Influences on Intentions to Visit New Harmony

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Unique Experience Value FUN Brand Image
Influences On Perceptions that New Harmony Offers Value By Providing A Unique Experience
ARTISTIC Brand Image DIFFERENT Brand Image Easy to Get Information Easy to Get To

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Transformative Experience Value FUN Brand Image
Influences On Perceptions that New Harmony Offers Value By Providing A Transformative Experience
INSPIRING Brand Image Good Hours Easy to Get Information Easy to Get To

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Internal Stakeholder Views on Brand Image Align

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Internal Stakeholder Views on Branding Value Align

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Internal Stakeholder Views on Brand Management

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Internal Stakeholder Views on Brand Satisfaction Align

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Suggestions on Brand Image and Tourism Value Components to Communicate

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Brand Image to Communicate
FUN Brand Image ARTISTIC Brand Image INSPIRING Brand Image DIFFERENT Brand Image

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Experience Value to Communicate
Transformative Experience Value

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Experience Value to Communicate
Unique Experience Value

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Recommendations (Never Visited)
• Respondents who have never visited have neutral brand images of New Harmony.
– Marketing has not formed lasting images. – Communicates its brand image through multiple physical visits. – Opportunity to influence image; need to establish image once the visitor physically travels.

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Recommendations (Demographics)
• Older, Married, Male perceive higher tourism value and stronger agreement to brand.
– Females are the primary decision maker for married couples over 45. – Prefer social setting/environment while engaging in passive behavior. – A well-defined and easily identifiable tourism infrastructure.

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Recommendations (Effective Brand)
• Communicate Effective Brand Image of New Harmony:
– Image: Fun, Artistic, Inspiring, Different. – Value: Unique Experience, Transformative – Businesses: Open and Accessible.

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Recommendations (Strategy)
• Unique experience and transformational are correlated with intention repeat visits.
– Ease of information (positive); ease of access (negative). – Isolation may benefit New Harmony. – Market as ��escape��, ��mystery��, ��journey��, ��pilgrimage��.

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Geographic Detail

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Geographic Detail

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Geographic Detail

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