The Branded Hotel as an Element of Destination Branding

Authors

  • Elizabeth Abiola-Oke Redeemer's University Ede, Osun State Nigeria

Abstract

The purpose of this articlewas to examine the effect of the availabilityofhotel brands in a destination on the promotion of the destination. Data for this study were collected through online questionnaires from a diverse population. The respondents were reached via a social medium (LinkedIn, on which the author has an account) and membership in different tourism-related and non-tourism related groups. The tourism-related groups are made up of both professionals in the field and nonprofessionals. The data were analysed using descriptive analysis (tables, cross tabulation, and Spearman ranked correlation) with spss. It was discovered that hotel brands have little impact on the choice of destination to visit in comparison to other elements of a destination, such as attraction, transportation, and other supporting services. Therefore, a hotel brand cannot be used as the sole element of destination branding as it has little or no effect on branding a destination.

Keywords: hotel branding, destination branding, destination marketing, destination
promotion

Author Biography

Elizabeth Abiola-Oke, Redeemer's University Ede, Osun State Nigeria

MSc. holder in Tourism and Hospitality Management, a Lecturer in the Department of Transport and Tourism, Redeemer's University, Ede, Osun State Nigeria. Research interest in Tourism Management, Destination Branding, Economic impact of tourism, Sustainable development of tourism, and still developing interest in more aspects of tourism.

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Published

2019-08-30

How to Cite

Abiola-Oke, E. (2019). The Branded Hotel as an Element of Destination Branding. Academica Turistica - Tourism and Innovation Journal, 12(1). Retrieved from https://academica.turistica.si/index.php/AT-TIJ/article/view/132

Issue

Vol. 12 No. 1 (2019)

Section

Research Notes

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