Abstract: As the tourism industry grows so too does the competition between tourist destinations as they compete to attract visitors. The concept of Destination Branding offers countries a framework in which they can differentiate themselves from other destinations offering similar experiences. The promotional efforts of a destination branding strategy are the first points of contact many potential visitors have with the destination. This is the point where their perceptions and first impressions are formed. This paper assesses the destination branding efforts of Bungus Valley through its tourism promotional material. Bungus Valley does not have a defined destination Brand Strategy, so the material portrays a diverse range of activities that represent the complete Bungus destination experience. There are some shortcomings in the presentation of information that if not addressed can ultimately impact the first impressions of potential visitors.
Keywords: Destination branding, first impressions, tourism, Bungus Valley.
Title: Branding and Imaging Of a Newly Developed Destination
Author: VIKAS MOHAN
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Research Publish Journals
