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題名 更多歡樂在菲律賓:菲律賓旅遊形象之品牌分析
It’s More Fun in the Philippines: Brand Analysis of the Philippines’ National Tourism Campaign作者 盧家豪
Lucero, Jalenico Mateo貢獻者 白德傑
Glen Howard Brodowsky
盧家豪
Jalenico Mateo Lucero關鍵詞 品牌化
品牌形象
品牌意象
旅遊地品牌化
菲律賓
旅遊業
旅遊品牌化
Branding
Brand Image
Brand Imagery
Destination Branding
Philippines
Tourism
Tourism Branding日期 2020 上傳時間 3-Aug-2020 17:47:28 (UTC+8) 摘要 This study aims to analyze the effectiveness of the Philippines’ tourism campaign, “It’s More Fun in the Philippines”, as referenced by different media efforts employed by the tourism agency, and as reflected through the perception of the tourists. Using the models of associative neural network, perceptual and sensory systems, and meanings to look at branding strategy, brand Imagery, and brand Image, respectively. Content analysis of emerging themes as evident in various media, including internal documents, TV commercials, and Instagram posts, was used in the study.The study found out that while the branding strategies and the employment of brand imagery are aligned, tourists responded and resonated differently to the campaign, as pointed out by various reasons relating to semantics, perception, and brand implementation. Analysis of tourist social media posts, although positive, focused on other themes aside from fun. This suggests a gap between the messages aimed at tourists and the benefits and features that they remember and share from their visit. Based on these findings, three recommended courses of action are given: (1) retain and reevaluate the campaign’s concept and messaging, (2) abandon the current messaging and instead focus on the features of each tourist spots (“house of brands” approach), or (3) add value to the tourism experience and brand using eco-tourism as the messaging. 參考文獻 Anwar, A., Gulzar, A., Solhail, F., & Akram, S. (2011). Impact of Brand Image, Trust, and Affect on Consumer Brand Extension Attitude: The Mediating Role of Brand Loyalty. International Journal of Economics and Management Sciences, 73-79.Ares, G., & Varela, P. (2018). Methods in Consumer Research. Cambridge: Elsevier/Woodhead Publishing.Batey, M. (2008). Brand Meaning. New York: Routledge Press.Burmann, C., Riley, N.-M., Halaszovich, T., & Schade, M. (2017). Identity-Based Brand Management : Fundamentals-Strategy-Implementation-Controlling. Wiesbaden: Springer Fachmedien.Calderwood, L., Soshkin, M., & Fisher, M. (2019). The Travel & Tourism Competitiveness Report 2019. Platform for Shaping the Future of Mobility. Geneva: World Economic Forum.Caulfield, J. (2019, September 6). How to do thematic analysis. Retrieved from Scribbr: https://www.scribbr.com/methodology/thematic-analysis/Donald, S. H., & Gammack, J. G. (2007). Tourism and the Branded City: Film and Identity on the Pacifi c Rim. Burlington: Ashgate Publishing Company.Echtner, C., & Ritchie, J. (2003). The Meaning and Mesurement of Destination Image. The Journal of Tourism Studies, 37-48.Galarpe, K. (2010, November 21). Pilipinas Kay Ganda` logo lifted from Poland logo? Retrieved from ABS-CBN News: https://news.abs-cbn.com/nation/11/21/10/%E2%80%98pilipinas-kay-ganda%E2%80%99-officially-deadGodfrey, J. (1984). I Love New York. In J. Godfrey, Tourism Management (pp. 148-149). London: Rosamunde Burn Associates.Harish, R. (2010). Brand architecture in tourism branding: the way forward for India. Journal of Indian Business Research, 153-165.Hawkins, J. (2017). The SAGE Encyclopedia of Communication Research Methods. Los Angeles: SAGE Publishing.Henderson, P., & Cote, J. A. (1998, April). Guidelines for Selecting or Modifying Logos. Journal of Marketing, 14-30.Hicks, R. (2013, August 28). The thinking behind why ‘it’s more fun in the Philippines. Retrieved from Mumbrella Asia: https://www.mumbrella.asia/2013/08/the-idea-behind-the-more-fun-in-the-philippines-campaignHo, M. (2018). Asia Pacifc: Regional Tourism Trends, a market report. Singapore: Horwath HTL.Hoxha, H. (2019, February 20). The Importance of Top of Mind Awareness in Brand Development. Retrieved from Medium: https://medium.com/@hanahoxha/the-importance-of-top-of-mind-awareness-in-brand-development-d35bbb510890ITC-UNWTO. (n.d). National Tourism Strategies. Geneva: Interntaional Trace Center - U.N World Trade Organization.Keating, G. (2016, June 28). Brand Imagery Versus Brand Image. Retrieved from Hangar 12: https://www.hangar-12.com/blog/brand-imagery-versus-brand-imageKim, D.-Y., Hwang, Y.-H., & Fesenmejer, D. R. (2005). Modelling Tourism Advertising Effectiveness. Journal of Travel Research, 42-49.Lee, S., Song, H., Lee, C.-K., & Petrick, J. (2017). An Integrated Model of Pop Culture Fans’ Travel Decision-Making Processes. Journal of Travel Research, 1-16.Lee, U. K. (2017). International Tourism Advertisements on Social Media: Impact of Argument Quality and Source. MDPI, Open Access Journal, 1-18.Losa, R. (2019, February 19). DOT’s new font “Barabara” embraces Filipino sign painting. Retrieved from Scout PH: https://www.scoutmag.ph/culture/barabara-dot-fontface-roginl-20190219Lund, N., Cohen, S., & Scarles, C. (2018). The power of social media storytelling in destination branding. Journal of Destination Marketing & Management, 271-280.MasterCard Incorporated. (2019). Global Destination Cities Index 2019. New York: MasterCard Incorporated.Maurya, U. (2012). What is a brand? A Perspective on Brand Meaning. European Journal of Business and Management , 122-133.Meruenas, M. (2011, August 12). Tired of traveling, Tourism Secretary Lim resigns. Retrieved from GMA Network News Online: https://www.gmanetwork.com/news/news/nation/229224/tired-of-traveling-tourism-secretary-lim-resigns/story/Ngai, E. W., Tao, S. S., & Moon, K. K. (2014). Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management, 33-44.Papp-Váry, Á. (2010). Country slogans and logos: findings of a benchmarking study. International Conference on Management, Enterprise and Benchmarking, (pp. 199-208). Budapest.Passow, T., Fehlman, R., & Grahlow, H. (2005). Country Reputation — From Measurement to Management: The Case of Liechtenstein. Corporate Reputation Review, 309-306.Pavlic, I. (2013). The Importance of Cognitive Determinants in Tourism Destination Image Formation. Dubrovnik International Economic Meeting. Dubronovik.Pike, S. D., Bianchi, C., Kerr, G. F., & Patti, C. (2010). Consumer-based brand equity for Australia as a long haul tourism destination in an emerging market. International Marketing Review.Rosala, M. (2019, September 29). How to Analyze Qualitative Data from UX Research: Thematic Analysis. Retrieved from Nielsen Norman Group: https://www.nngroup.com/articles/thematic-analysis/Scott, N., Ashton, A., Ding, P., & Xu, H. (2011). Tourism branding and nation building in China. International Journal of Culture, Tourism, and Hospitality, 227-234.Siegel, W., & Ziff-Levine, W. (1990). Evaluating Tourism Advertising Campaigns: Conversion vs. Advertising Tracking Studies. Journal of Travel Research, 51-55.Smithson, E. (2015, October 14). What Is Branding And Why Is It Important For Your Business? Retrieved from Brandingmag.com: https://www.brandingmag.com/2015/10/14/what-is-branding-and-why-is-it-important-for-your-business/Spot.ph. (2010, November 19). "Pilipinas Kay Ganda" logo copied from Poland’s tourism campaign logo? Retrieved from Spot Philippines: https://www.spot.ph/newsfeatures/46988/pilipinas-kay-ganda-logo-copied-from-polands-tourism-campaign-logoUN World Tourism Organization. (2020). UNWTO World Tourism Barometer May 2020. Geneva: UN World Tourism Organization.United Nations World Tourism Organization. (2019). International Tourism Highlights. Madrid: UNWTO. doi:https://doi.org/10.3111/9789284421152Vidal, L., Ares, G., & Jaeger, S. R. (2018). Application of Social Media for Consumer Research. In G. Ares, & P. Varela, Methods in Consumer Research (pp. 125-149). Cambridge: Woodhead Publishing.Weng, P. W. (2019). Destination Competitiveness: An Antecedent or the Result of Brand Equity. In R. Hashim, M. Hanafiah, & M. Jamaluddin, Positioning and Branding Tourism Destinations for Global Competitiveness (pp. 50-70). Hershey: IGI Global. 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
107933047資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107933047 資料類型 thesis dc.contributor.advisor 白德傑 zh_TW dc.contributor.advisor Glen Howard Brodowsky en_US dc.contributor.author (Authors) 盧家豪 zh_TW dc.contributor.author (Authors) Jalenico Mateo Lucero en_US dc.creator (作者) 盧家豪 zh_TW dc.creator (作者) Lucero, Jalenico Mateo en_US dc.date (日期) 2020 en_US dc.date.accessioned 3-Aug-2020 17:47:28 (UTC+8) - dc.date.available 3-Aug-2020 17:47:28 (UTC+8) - dc.date.issued (上傳時間) 3-Aug-2020 17:47:28 (UTC+8) - dc.identifier (Other Identifiers) G0107933047 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131051 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理英語碩士學位學程(IMBA) zh_TW dc.description (描述) 107933047 zh_TW dc.description.abstract (摘要) This study aims to analyze the effectiveness of the Philippines’ tourism campaign, “It’s More Fun in the Philippines”, as referenced by different media efforts employed by the tourism agency, and as reflected through the perception of the tourists. Using the models of associative neural network, perceptual and sensory systems, and meanings to look at branding strategy, brand Imagery, and brand Image, respectively. Content analysis of emerging themes as evident in various media, including internal documents, TV commercials, and Instagram posts, was used in the study.The study found out that while the branding strategies and the employment of brand imagery are aligned, tourists responded and resonated differently to the campaign, as pointed out by various reasons relating to semantics, perception, and brand implementation. Analysis of tourist social media posts, although positive, focused on other themes aside from fun. This suggests a gap between the messages aimed at tourists and the benefits and features that they remember and share from their visit. Based on these findings, three recommended courses of action are given: (1) retain and reevaluate the campaign’s concept and messaging, (2) abandon the current messaging and instead focus on the features of each tourist spots (“house of brands” approach), or (3) add value to the tourism experience and brand using eco-tourism as the messaging. en_US dc.description.tableofcontents 1. Introduction 11.1. Global Tourism Industry 21.2. Tourism imports customers who will buy domestic goods 21.3. Asian Tourism Industry 31.4. Philippine Tourism Industry 51.5. Previous Tourism Campaigns 81.6. It’s More Fun in the Philippines 91.7. Tourism Industry and the COVID-19 Pandemic 111.8. Statement of the Problem 121.9. Objectives of the Study 121.10. Significance of the Study 122. Review of Related Literature 132.1. Models of brand effectiveness 132.1.1. Linear models. 132.1.2. Circularity of Destination Brand Equity. 142.1.3. Brand Image. 142.2. Media Channels and Elements 152.2.1. TV, Internet, Crowdsourcing. 152.2.2. Logo Effectiveness. 162.3. Cognitive, Behavioral, and Conative Affects 172.4. Nations and Destinations as Brands 182.4.1. Brand Equity Index. 182.4.2. Destinations, Nations, and Brands. 193. Conceptual Framework 223.1. Branding, Brand Imagery, Brand Image 223.1.1. Branding. 223.1.2. Brand Imagery. . 223.1.3. Brand Image. 233.2. Framework of Analysis 233.2.1. Associative Neural Networks. 243.2.2. Perceptual and Sensory Systems. 253.2.3. Meanings. 264. Methodology 284.1. Content Analysis and Thematic Analysis 284.2. Social media and consumer research 294.3. Instagram as the locale of the study 304.4. Methodology overview 304.4.1. Branding. 314.4.2. Brand Imagery. 314.4.3. Brand Image. 324.5. Scope and limitations 335. Thematic Results 355.1. Branding 355.2. Brand Imagery 375.2.1. Campaign Background. 375.2.2. Perceptual and Sensory Systems. 435.3. Brand Image 475.3.1. Location. 485.3.2. Captions. 495.3.3. Hashtags. 526. Conclusion 546.1. Insights 546.2. Recommendations 576.3. Methodological recommendations 587. REFERENCES 608. Appendix A 63 zh_TW dc.format.extent 2209835 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107933047 en_US dc.subject (關鍵詞) 品牌化 zh_TW dc.subject (關鍵詞) 品牌形象 zh_TW dc.subject (關鍵詞) 品牌意象 zh_TW dc.subject (關鍵詞) 旅遊地品牌化 zh_TW dc.subject (關鍵詞) 菲律賓 zh_TW dc.subject (關鍵詞) 旅遊業 zh_TW dc.subject (關鍵詞) 旅遊品牌化 zh_TW dc.subject (關鍵詞) Branding en_US dc.subject (關鍵詞) Brand Image en_US dc.subject (關鍵詞) Brand Imagery en_US dc.subject (關鍵詞) Destination Branding en_US dc.subject (關鍵詞) Philippines en_US dc.subject (關鍵詞) Tourism en_US dc.subject (關鍵詞) Tourism Branding en_US dc.title (題名) 更多歡樂在菲律賓:菲律賓旅遊形象之品牌分析 zh_TW dc.title (題名) It’s More Fun in the Philippines: Brand Analysis of the Philippines’ National Tourism Campaign en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Anwar, A., Gulzar, A., Solhail, F., & Akram, S. (2011). Impact of Brand Image, Trust, and Affect on Consumer Brand Extension Attitude: The Mediating Role of Brand Loyalty. International Journal of Economics and Management Sciences, 73-79.Ares, G., & Varela, P. (2018). Methods in Consumer Research. Cambridge: Elsevier/Woodhead Publishing.Batey, M. (2008). Brand Meaning. New York: Routledge Press.Burmann, C., Riley, N.-M., Halaszovich, T., & Schade, M. (2017). Identity-Based Brand Management : Fundamentals-Strategy-Implementation-Controlling. Wiesbaden: Springer Fachmedien.Calderwood, L., Soshkin, M., & Fisher, M. (2019). The Travel & Tourism Competitiveness Report 2019. Platform for Shaping the Future of Mobility. Geneva: World Economic Forum.Caulfield, J. (2019, September 6). How to do thematic analysis. Retrieved from Scribbr: https://www.scribbr.com/methodology/thematic-analysis/Donald, S. H., & Gammack, J. G. (2007). Tourism and the Branded City: Film and Identity on the Pacifi c Rim. Burlington: Ashgate Publishing Company.Echtner, C., & Ritchie, J. (2003). The Meaning and Mesurement of Destination Image. The Journal of Tourism Studies, 37-48.Galarpe, K. (2010, November 21). Pilipinas Kay Ganda` logo lifted from Poland logo? Retrieved from ABS-CBN News: https://news.abs-cbn.com/nation/11/21/10/%E2%80%98pilipinas-kay-ganda%E2%80%99-officially-deadGodfrey, J. (1984). I Love New York. In J. Godfrey, Tourism Management (pp. 148-149). London: Rosamunde Burn Associates.Harish, R. (2010). Brand architecture in tourism branding: the way forward for India. Journal of Indian Business Research, 153-165.Hawkins, J. (2017). The SAGE Encyclopedia of Communication Research Methods. Los Angeles: SAGE Publishing.Henderson, P., & Cote, J. A. (1998, April). Guidelines for Selecting or Modifying Logos. Journal of Marketing, 14-30.Hicks, R. (2013, August 28). The thinking behind why ‘it’s more fun in the Philippines. Retrieved from Mumbrella Asia: https://www.mumbrella.asia/2013/08/the-idea-behind-the-more-fun-in-the-philippines-campaignHo, M. (2018). Asia Pacifc: Regional Tourism Trends, a market report. Singapore: Horwath HTL.Hoxha, H. (2019, February 20). The Importance of Top of Mind Awareness in Brand Development. Retrieved from Medium: https://medium.com/@hanahoxha/the-importance-of-top-of-mind-awareness-in-brand-development-d35bbb510890ITC-UNWTO. (n.d). National Tourism Strategies. Geneva: Interntaional Trace Center - U.N World Trade Organization.Keating, G. (2016, June 28). Brand Imagery Versus Brand Image. Retrieved from Hangar 12: https://www.hangar-12.com/blog/brand-imagery-versus-brand-imageKim, D.-Y., Hwang, Y.-H., & Fesenmejer, D. R. (2005). Modelling Tourism Advertising Effectiveness. Journal of Travel Research, 42-49.Lee, S., Song, H., Lee, C.-K., & Petrick, J. (2017). An Integrated Model of Pop Culture Fans’ Travel Decision-Making Processes. Journal of Travel Research, 1-16.Lee, U. K. (2017). International Tourism Advertisements on Social Media: Impact of Argument Quality and Source. MDPI, Open Access Journal, 1-18.Losa, R. (2019, February 19). DOT’s new font “Barabara” embraces Filipino sign painting. Retrieved from Scout PH: https://www.scoutmag.ph/culture/barabara-dot-fontface-roginl-20190219Lund, N., Cohen, S., & Scarles, C. (2018). The power of social media storytelling in destination branding. Journal of Destination Marketing & Management, 271-280.MasterCard Incorporated. (2019). Global Destination Cities Index 2019. New York: MasterCard Incorporated.Maurya, U. (2012). What is a brand? A Perspective on Brand Meaning. European Journal of Business and Management , 122-133.Meruenas, M. (2011, August 12). Tired of traveling, Tourism Secretary Lim resigns. Retrieved from GMA Network News Online: https://www.gmanetwork.com/news/news/nation/229224/tired-of-traveling-tourism-secretary-lim-resigns/story/Ngai, E. W., Tao, S. S., & Moon, K. K. (2014). Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management, 33-44.Papp-Váry, Á. (2010). Country slogans and logos: findings of a benchmarking study. International Conference on Management, Enterprise and Benchmarking, (pp. 199-208). Budapest.Passow, T., Fehlman, R., & Grahlow, H. (2005). Country Reputation — From Measurement to Management: The Case of Liechtenstein. Corporate Reputation Review, 309-306.Pavlic, I. (2013). The Importance of Cognitive Determinants in Tourism Destination Image Formation. Dubrovnik International Economic Meeting. Dubronovik.Pike, S. D., Bianchi, C., Kerr, G. F., & Patti, C. (2010). Consumer-based brand equity for Australia as a long haul tourism destination in an emerging market. International Marketing Review.Rosala, M. (2019, September 29). How to Analyze Qualitative Data from UX Research: Thematic Analysis. Retrieved from Nielsen Norman Group: https://www.nngroup.com/articles/thematic-analysis/Scott, N., Ashton, A., Ding, P., & Xu, H. (2011). Tourism branding and nation building in China. International Journal of Culture, Tourism, and Hospitality, 227-234.Siegel, W., & Ziff-Levine, W. (1990). Evaluating Tourism Advertising Campaigns: Conversion vs. Advertising Tracking Studies. Journal of Travel Research, 51-55.Smithson, E. (2015, October 14). What Is Branding And Why Is It Important For Your Business? Retrieved from Brandingmag.com: https://www.brandingmag.com/2015/10/14/what-is-branding-and-why-is-it-important-for-your-business/Spot.ph. (2010, November 19). "Pilipinas Kay Ganda" logo copied from Poland’s tourism campaign logo? Retrieved from Spot Philippines: https://www.spot.ph/newsfeatures/46988/pilipinas-kay-ganda-logo-copied-from-polands-tourism-campaign-logoUN World Tourism Organization. (2020). UNWTO World Tourism Barometer May 2020. Geneva: UN World Tourism Organization.United Nations World Tourism Organization. (2019). International Tourism Highlights. Madrid: UNWTO. doi:https://doi.org/10.3111/9789284421152Vidal, L., Ares, G., & Jaeger, S. R. (2018). Application of Social Media for Consumer Research. In G. Ares, & P. Varela, Methods in Consumer Research (pp. 125-149). Cambridge: Woodhead Publishing.Weng, P. W. (2019). Destination Competitiveness: An Antecedent or the Result of Brand Equity. In R. Hashim, M. Hanafiah, & M. Jamaluddin, Positioning and Branding Tourism Destinations for Global Competitiveness (pp. 50-70). Hershey: IGI Global. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202000863 en_US
