In today’s world everything plays around marketing, promotion – brands! Whatever you want to sell, it does not suffice to have the best product of the world, you have to make it wanted by the final consumers (Klein, 1999).
Ultimately, countries and cities have been increasingly considered as products: products which have to be promoted professionally in order to attract investors, residents and tourists (and/or make them stay) (Seisdedos, n.d.).
Churín, a small village in the Peruvian Andes, on the contrary is very badly promoted: People, especially in the Peruvian capital Lima, know it from mouth-to-mouth propaganda due to its numerous and rich hot springs, but it lacks a coordinated and consolidated promotion strategy which would install the same image of Churín in the minds of everybody, and especially of the target group.
Hence, the aspired contribution of this exploratory research paper is the initiation of a destination branding process in Churín as the researcher is convinced of its benefits as long as the destination brand is correctly and professionally applied, of course: On the one hand, the process of the brand building will unify the population of the village, and enhance the self-esteem and appreciation of the resources of its living place; on the other hand, the confluence of tourists should increase, and likewise the incomes of the residents of Churín and the surrounding communities. This would allow a sustainable improvement of the low standard of living and thus, Churín would offer a more positive vision for future generations.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Background
- Problem Statement
- Justification
- General Objective
- Specific Objectives
- Scope and Restrictions
- Structure
- Literature Review
- Introduction
- Main Concepts of Branding
- Definition and Origins of Branding
- Characteristics and Benefits of a Strong Brand
- Characteristics of a Strong Brand
- Benefits of a Strong Brand for Consumers
- Benefits of a Strong Brand for Brand Owners
- Brand Building Process
- Place Branding
- Definition and Origins of Place Branding
- Characteristics and Benefits of a Strong Place Brand
- Characteristics of a Strong Place Brand
- Benefits of a Strong Place Brand
- Place Brand Building Process
- Destination Branding
- Definition and Origins of Destination Branding
- Characteristics and Benefits of a Strong Destination Brand
- Characteristics of a Strong Destination Brand
- Benefits of a Strong Destination Brand
- Destination Brand Building Process
- Status Quo Destination Branding in Peru
- Conclusion
- Methodology
- Introduction
- Research Design
- Data Collection
- Destination Brand Building Process
- Step 1: Set-Up of Working Party
- Step 2: Desk Research
- Step 3: Interviews with Insiders
- Local Opinion Leaders
- Accommodation Places
- Step 4: Interviews with Outsiders
- Tourists
- Tourism Experts
- Step 5: Analysis and Development of Initial Ideas
- Information Analysis
- Destination Brand Building Process
- Step 1: Set-Up of Working Party
- Step 2: Desk Research
- Step 3: Interviews with Insiders
- Local Opinion Leaders
- Accommodation Places
- Step 4: Interviews with Outsiders
- Tourists
- Tourism Experts
- Step 5: Analysis and Development of Initial Ideas
- Conclusion
- Results
- Introduction
- Research Findings
- Step 1: Set-Up of Working Party
- Step 2: Desk Research
- Geographic Setting
- Political Setting
- Demographic Setting
- Cultural Setting
- Economic Setting
- Step 3: Interviews with Insiders
- Accommodation Places
- Local Opinion Leaders
- Step 4: Interviews with Outsiders
- Tourists
- Tourism Experts
- Discussion
- Step 5: Analysis of the Research Findings
- Step 5: Development of Initial Ideas
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This work aims to analyze the destination branding process for Churín, a district in Peru, focusing on understanding the key factors influencing its branding strategy. The research investigates the different stages of the branding process, gathering data through desk research, interviews with local stakeholders, and surveys of tourists. The research aims to identify the current perception of Churín as a destination and to develop initial ideas for a more effective branding strategy.- Destination Branding Process
- Perception of Churín as a Destination
- Factors Influencing Destination Branding
- Initial Ideas for Churín's Branding Strategy
- The Role of Stakeholders in Destination Branding
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter introduces the topic of destination branding, focusing on Churín, Peru. It establishes the research's problem statement, which addresses the lack of a strong destination brand for Churín. The chapter also outlines the research's objectives, scope, and methodology. Chapter 2 provides a comprehensive literature review, focusing on the key concepts of branding, place branding, and destination branding. This chapter delves into definitions, origins, characteristics, and benefits of each type of branding, as well as the branding process itself. The chapter concludes by examining the status quo of destination branding in Peru. Chapter 3 outlines the research methodology employed in the study. This chapter details the research design, data collection methods, and the specific stages of the data analysis process. Chapter 4 presents the research findings. It offers insights into the different stages of the destination branding process for Churín, including the perspectives of local stakeholders, tourism experts, and tourists. Chapter 5 discusses the analysis of research findings and the development of initial ideas for a branding strategy for Churín.Schlüsselwörter (Keywords)
The primary focus of this study is destination branding, particularly within the context of Churín, Peru. The study explores key concepts like brand building, place branding, and tourism. The research utilizes a mixed-method approach, involving desk research, interviews with local stakeholders, and surveys of tourists to gain a deeper understanding of the current perceptions of Churín and to develop initial ideas for a more effective branding strategy.- Quote paper
- Isabel Glaser (Author), 2009, Churín - Village Destination Branding in the Peruvian Andes, Munich, GRIN Verlag, https://www.grin.com/document/152666
