Are the codes of tourism place branding changing? A case study of the market communication of Reunion Island and the Danish tourist market segment.
Author
Binetti, Margaux Romane Leonie
Term
4. term
Education
Publication year
2020
Submitted on
2020-06-02
Pages
82
Abstract
This thesis examines whether the codes of tourism place branding are changing by exploring how Reunion Island can be promoted to the Danish market. Adopting a social constructivist perspective, the study combines a literature review on consumer travel behavior, island place branding, and market communication with qualitative data from ten semi-structured interviews with Danish participants. The case includes a deconstruction of the “The Ultimate Island” campaign. Findings indicate that Danish tourists are driven less by destinations as such and more by opportunities for perceived authentic experiences and contrasts with everyday life in Denmark; that conventional island branding is seen as outdated; and that common island stereotypes do not align with respondents’ perception of Reunion’s diverse assets. The campaign analysis reveals gaps between intent and reception, suggesting a need for branding strategies that foreground multiple facets rather than a single, simplified image. The study offers practical insights for positioning Reunion in the Danish market and calls for further research on multi-faceted island branding.
Dette speciale undersøger, om koderne for place branding i turismen er ved at ændre sig, ved at analysere hvordan Réunion kan promoveres over for det danske marked. Med et socialkonstruktivistisk udgangspunkt kombinerer studiet et litteraturreview om forbrugeradfærd, ø-destinationers branding og markedskommunikation med kvalitative data fra ti semistrukturerede interviews med danske deltagere. Casestudiet omfatter en dekonstruktion af kampagnen “The Ultimate Island”. Resultaterne peger på, at danske turister i mindre grad drives af destinationen i sig selv og i højere grad af muligheder for oplevet autenticitet og kontraster til hverdagen i Danmark; at klassisk ø-branding opfattes som forældet; og at gængse ø-stereotyper ikke matcher respondenternes opfattelse af Réunions mangeartede kvaliteter. Analysen af kampagnen afdækker forskelle mellem intention og faktisk modtagelse og indikerer behov for brandingstrategier, der fremhæver flere facetter frem for et enkelt, forsimplet billede. Specialet giver praktiske indsigter i, hvordan Réunion kan positioneres i det danske marked, og peger på behov for videre forskning i multifacetteret ø-branding.
[This apstract has been generated with the help of AI directly from the project full text]
Keywords