Overview

Shane R. Crockett and Leiza J. Wood

Introduction

In today s cut-throat marketplace, only those destinations that have a clear market position and appealing attractions will remain at the top of consumer minds when they book their holidays. Although travel agents continue to provide booking and support services, the choice of destination clearly lies with the consumer. In the highly competitive and dynamic global tourism environment, there is a need to develop a clear identity, or brand based on reality, while also reflecting the core strengths and personality of its product. In this crowded marketplace, building and maintaining brand value is the key to business success and, as a result, brand management is quickly shifting from a peripheral marketing concern to the core business strategy. More often than not, it is the brand strategy that will determine who is successful in today s competitive business environment.

This is certainly true of destinations and, according to the World Tourism Organization (Jones, 1998) there is a clear contemporary trend towards highly branded destinations. As Ahmed (1991) states, Holiday makers of the 21st century will be looking for places with a trendy image. A strong and clear state image can increase consumer confidence in its attractions and consumer predisposition to purchase them.

This chapter outlines the approach of the Western Australian Tourism Commission (WATC) to destination branding during 1996 2000. Based on intensive consumer research, Brand Western Australia (Brand WA) resulted in an entire organizational shift and repositioned Western Australia as a premier nature-based tourism...