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Brand Identity in Horse-based Tourism: A Case Study of Iceland
Dalarna University, School of Technology and Business Studies, Tourism Studies.
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In the area of tourism destination branding, so far research has focused more on the demand-side perspective meaning the brand image. Over the last years researchers also emphasize the supply-side perspective that is the brand identity, however up to date few papers have been published. Hence, this study focuses on brand identity in tourism by making use of Icelandic horse-based tourism as a case study. As such, the emphasis is placed on the communicated brand identities of Icelandic horse-based tourism providers and the main messages and elements found within their promotion material. A content analysis of the supplier's websites is used and based on it can be said that more than one communicated brand identities exists. Moreover, throughout the promotional material distributed to potential customers, some of the brand identities are communicated not only differently but occasionally stand in conflict to each other, whereas the main messages the materials strive to deliver only display few variations. As such in general this study contributes to brand identity research in tourism while more particularly to tourism analysis of Iceland.

Place, publisher, year, edition, pages
2014.
Keyword [en]
Brand, brand identity, brand image, horse-based tourism, Iceland
National Category
Other Social Sciences
Identifiers
URN: urn:nbn:se:du-14352OAI: oai:DiVA.org:du-14352DiVA: diva2:725842
Available from: 2014-06-24 Created: 2014-06-17 Last updated: 2014-06-24Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
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Language
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  • nn-NO
  • nn-NB
  • sv-SE
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Output format
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