Measuring the Vertical and Horizontal Integration of New Harmony’s Brand Image Dr. Perry Burnett, USI Dr. Chad Milewicz, USI
Tonight’s Outline • Project’s Purpose • Previous Research • Guiding Theoretical Model • External Sample Responses – New Harmony’s brand image – New Harmony’s perceived tourism value components – What drives external stakeholders’ intentions to visit New Harmony – Internal stakeholders’ views on brand image and branding • Recommendations • Q&A
Project’s Purpose • Measure the horizontal integration of New Harmony’s brand. – Horizontal integration measures how effective the city’s desired brand is communicated to outsiders. – Intercept survey of around 500 respondents • Measure the vertical integration of New Harmony’s brand. – Vertical integration measures the integration of the city’s brand among internal stakeholders. – This objective will be accomplished through electronic surveys.
2012 Research: Favorability of Provided Brand Image Descriptions How Respondents How Respondents Wanted Described New Harmony Visitors to Describe New Harmony Artistic 4.64 Inspiring 4.80 Serene 4.57 Creative 4.75 Inspiring 4.50 Artistic 4.73 Creative 4.45 Serene 4.62
2012 Research: Brand Image Descriptions In Own Words Respondents’ Description of Desired Visitors’ Description of New Harmony New Harmony (own words) (own words) Relaxing / 19 Relaxing / 10 Peaceful Peaceful Historical 8 Inspiring 9 Unique 7 Rejuvenating 5 Quiet 5 Fun/Exciting 5
Integrated Tourism Behavior (ITB) Model Trip Perceived Overall Quality Value Satisfaction Destination Future Brand Travel Image Intentions
New Harmony Brand Image
New Harmony’s Perceived Overall Tourism Value
New Harmony’s Perceived Transformational Value
Visit Frequency Impact on Value
Visit Frequency Impact on Value
Positive Influences Unique on Experience Intentions to Visit New Harmony Value Transformational Overall Intention to Experience Evaluation Visit New Value of New Harmony in Harmony Next Year Value for Effort to Visit Frequency of Past Visits
Influences FUN On Perceptions that New Harmony Brand Image Offers Value By Providing A Unique Experience ARTISTIC Brand Image DIFFERENT Unique Brand Image Experience Value Easy to Get Information Easy to Get To
Influences FUN On Perceptions that New Harmony Brand Image Offers Value By Providing A Transformative Experience INSPIRING Brand Image Transformative Good Hours Experience Value Easy to Get Information Easy to Get To
Internal Stakeholder Views on Brand Image Align
Internal Stakeholder Views on Branding Value Align
Internal Stakeholder Views on Brand Management
Internal Stakeholder Views on Brand Satisfaction Align
Suggestions on Brand Image and Tourism Value Components to Communicate
Brand Image to Communicate FUN Brand Image ARTISTIC Brand Image DIFFERENT Brand Image INSPIRING Brand Image
Experience Value to Communicate Transformative Experience Value
Experience Value to Communicate Unique Experience Value
Recommendations (Never Visited) • Respondents who have never visited have neutral brand images of New Harmony. – Marketing has not formed lasting images. – Communicates its brand image through multiple physical visits. – Opportunity to influence image; need to establish image once the visitor physically travels.
Recommendations (Demographics) • Older, Married, Male perceive higher tourism value and stronger agreement to brand. – Females are the primary decision maker for married couples over 45. – Prefer social setting/environment while engaging in passive behavior. – A well-defined and easily identifiable tourism infrastructure.
Recommendations (Effective Brand) • Communicate Effective Brand Image of New Harmony: – Image: Fun, Artistic, Inspiring, Different. – Value: Unique Experience, Transformative – Businesses: Open and Accessible.
Recommendations (Strategy) • Unique experience and transformational are correlated with intention repeat visits. – Ease of information (positive); ease of access (negative). – Isolation may benefit New Harmony. – Market as “escape”, “mystery”, “journey”, “pilgrimage”.
Geographic Detail
Geographic Detail
Geographic Detail
Recommend
More recommend
