Creating an authentic brand image for sustainable ecotourism. Case study: Palenque Tours Colombia
Jaakkola, Karoliina (2017)
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201702132336
https://urn.fi/URN:NBN:fi:amk-201702132336
Tiivistelmä
Sustainable ecotourism services are designed to benefit both the tourists and the local society and environment. The green megatrend brings up the problem with greenwashing, which causes difficulties in recognizing the most authentic brand in the industry.
Aim of this study is to gather data that guides to successful branding strategy to create authenticity for the brand image, and to work as a guidebook in branding decisions. The research is relevant for all sustainable ecotourism companies, but the findings and suggestions are focused for Palenque Tours Colombia’s benefit, who is currently focusing on branding.
The study gathered the most crucial tools and channels to create authentic brand image, starting from the first impression. The research was made based on primary and secondary data: a combination of theoretical research about service branding, and practical research with a qualitative survey concerning authentic brand image from target consumers’ perspectives.
Through the findings, the importance of emotions evoked by a brand was highlighted. To be able to evoke wanted emotions, it is important to practice social marketing through the most selected channels, where eco-tourists look for services and information. To support the brand awareness, getting involved with locals is highly recommended.
Aim of this study is to gather data that guides to successful branding strategy to create authenticity for the brand image, and to work as a guidebook in branding decisions. The research is relevant for all sustainable ecotourism companies, but the findings and suggestions are focused for Palenque Tours Colombia’s benefit, who is currently focusing on branding.
The study gathered the most crucial tools and channels to create authentic brand image, starting from the first impression. The research was made based on primary and secondary data: a combination of theoretical research about service branding, and practical research with a qualitative survey concerning authentic brand image from target consumers’ perspectives.
Through the findings, the importance of emotions evoked by a brand was highlighted. To be able to evoke wanted emotions, it is important to practice social marketing through the most selected channels, where eco-tourists look for services and information. To support the brand awareness, getting involved with locals is highly recommended.