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Investigating and preserving the essence of a destination brand - the case of Scheveningen

Investigating and preserving the essence of a destination brand - the case of Scheveningen. Johan van Rekom Erasmus Universiteit Rotterdam. Questions addressed. How can we establish which features constitute the essence of a destination brand?

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Investigating and preserving the essence of a destination brand - the case of Scheveningen

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  1. Investigating and preserving the essence of a destination brand- the case of Scheveningen Johan van Rekom Erasmus Universiteit Rotterdam

  2. Questions addressed • How can we establish which features constitute the essence of a destination brand? • How to empirically distinguish central features from peripheral ones? • Our approach: interrelatedness of features. • Can we establish beforehand whether new features will thwart or support the perceived essence of a brand?

  3. Plan of the presentation • Conceptual development • The concept of essence • The effect of how features cause each other • Empirical research: example from a product brand • Assessing the causal structure • Establishing the prospective for new features

  4. The concept of “essence” • “Essence may be taken the very thing of any thing, “whereby it is what it is” (Locke, 1690). • In a set of causally related features, people weigh causes more than their effects (Ahn, 1998). • Hypothesis 1: Causal status hypothesis Degree to which peopleperceive feature to beessence of the organization Degree to which people perceive feature to cause other features +

  5. Sources of features Existing features • Should be based on consumer perceptions • Open-ended interviews with existing customers • Most frequently mentioned features New features • Interviews with potential target group.

  6. Sample page of the questionnaire

  7. Alternative measure for perceived essence • Would brand X still be Brand X if this feature was absent? 1 = yes, still absolutely Brand X 7 = no, it is no longer Brand X • Average correlation per respondent: 0.49 • H1 Confirmed: link causal status – essence

  8. Matrix of causal relations

  9. Map of strongest relations HELPFUL CARING RELIABLE HONEST

  10. More complete map HELPFUL DOWN-TO-EARTH CARING RELIABLE FRIENDLY HONEST COMMITTED

  11. Other example: Burton snowboards Cool Great Image Trendy Strong Value for Money Beautiful Quality Innovative

  12. Preliminary conclusions • Operationalization of perceived “essence” as the degree to which it is perceived to cause other features seems valid • Analyzing the pattern of perceived causal relations provides a safe way to explore the effect repositioning of a destination brand on consumers’ perception of its essence. • Likely to be highly viable approach for repositioning tourism destinations, while building on the existing brand essence.

  13. Thank you

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