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

盧家豪(Jalenico Mateo Lucero)

指導教授 ： 白德傑

國立政治大學/商學院/國際經營管理英語碩士學位學程(IMBA)/碩士(2020年)

https://doi.org/10.6814/NCCU202000863

摘要

本論文以英文書寫，作者無提供中文摘要。

關鍵字

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

並列摘要

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.

並列關鍵字

Branding ； Brand Image ； Brand Imagery ； Destination Branding ； Philippines ； Tourism ； Tourism Branding

參考文獻

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Calderwood, L., Soshkin, M., & Fisher, M. (2019). The Travel & Tourism Competitiveness Report 2019. Platform for Shaping the Future of Mobility. Geneva: World Economic Forum.