Marque Ecosse, Scotland the brand, tourism market, image, branding, advertising, public relations, direct marketing, sales promotion, personal selling, marketing facilitation
The tourism market has never been so competitive. Ten top destinations appropriate 70% of international tourists (Pike, 2004). Whether they want to keep or to reach a leading position on the tourism market, destinations will have to fight. Tourism in Scotland is worth 4.5bn total GDP, and represents 8% of employment (Yeoman, 2005). Durie et al. (2006) state that the rich history, culture and nature create a sense of a place in Scotland and a national identity. This is a great advantage for differentiation in the battle for tourists. However, Scotland must not rest on its laurels. This report will develop a strategy to make Scotland the Brand with first, a review of the reasons to promote a distinctive image , then a selection of target groups for Scotland, and finally, a set of communication channels to reach the selected target groups.
To be successful, Morgan and Pritchard (2002) believe that a brand has to possess the six following characteristics.
First, the destination brand must be credible and deliverable. Morgan and Pritchard (2002) argue that a destination has to find a unique selling proposition which its competitors are envious of. This unique selling proposition can be replicated by the competition but it cannot be beat or appropriated. Morgan and Pritchard believe that a destination brand has to be credible and deliverable: it is a promise to the tourists, so it must allow them to develop realistic and fulfil-able expectations (Buhalis, 2000: 101). Allard (2004) assumes the destination has to even exceed the customers' expectations, offering them a very high satisfaction to stimulate the word of mouth.
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