Relationship Between Customers’ Country Brand Perception and Marketing Campaigns with National Stereotypical Messages
Shmutova, Aleksandra; Salnikova, Alina (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022121530155
https://urn.fi/URN:NBN:fi:amk-2022121530155
Tiivistelmä
Nowadays concepts of stereotypes and destination image are rarely discussed together. Due to the complexity of both topics, controversial opinions are often found and seldomly researched further. This challenge can lead several DMOs to confusion, about whether they should or not use stereotype-based marketing to brand their country and attract tourists. Therefore, this research has studied stereotypes discussing their phenomena within the tourism destination context.
This study has emphasized the importance of stereotype-based content in destination marketing activities and its relation to customers’ formation of brand image. The main objective of the research was to define the interrelations between concepts of stereotypes, branding, and destination image. In addition, the authors studied the influence of stereotyped marketing on customers’ destination perception. The current topic was researched from a theoretical base point of view, including both customers' and businesses' sides. Researchers highlighted several frameworks found in the literature in order to provide validity for the practical research part.
To obtain valuable research results, the quantitative method was chosen. The method was chosen due to the main research question being relationship-based and the authors' motivation to get as many answers as possible. A survey was conducted to collect all the necessary data. The survey included an open-ended question to gather qualitative data which was quantified. The question was added in order to obtain deeper insights and get more variable answers. Due to the study determining a particular target group, the research was narrowed down to people studying in Finland.
The research results were carefully analyzed and presented in figures and tables. Each question was discussed and presented separately in the Results and Discussion chapter. Overall, the study found that stereotyped messages in destination marketing could bring brands desired recognition and differentiation.
This study has emphasized the importance of stereotype-based content in destination marketing activities and its relation to customers’ formation of brand image. The main objective of the research was to define the interrelations between concepts of stereotypes, branding, and destination image. In addition, the authors studied the influence of stereotyped marketing on customers’ destination perception. The current topic was researched from a theoretical base point of view, including both customers' and businesses' sides. Researchers highlighted several frameworks found in the literature in order to provide validity for the practical research part.
To obtain valuable research results, the quantitative method was chosen. The method was chosen due to the main research question being relationship-based and the authors' motivation to get as many answers as possible. A survey was conducted to collect all the necessary data. The survey included an open-ended question to gather qualitative data which was quantified. The question was added in order to obtain deeper insights and get more variable answers. Due to the study determining a particular target group, the research was narrowed down to people studying in Finland.
The research results were carefully analyzed and presented in figures and tables. Each question was discussed and presented separately in the Results and Discussion chapter. Overall, the study found that stereotyped messages in destination marketing could bring brands desired recognition and differentiation.