Alternative Tourism as an Asset for Destination Branding and Marketing.

Case Study: South Africa

Eduardo A. Guevara V.
309233









Dissertation proposal

Bachelor of Arts with Honors in International Hotel and Tourism and Events
Management








IMI-Luzern
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International Hotel Management Institute Switzerland
October 2013
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Title:

Alternative Tourism as an Asset for Destination Branding and Marketing. Case Study:
South Africa
Introduction:

In the long run, a brand that exists for the purpose of values rather than for profit will
grow and flourish while the latter will wither and die. Same goes for a country
(Collins & Porras, 1994)

Throughout time tourism has been a way for the satisfaction of tourists needs, it has
slowly evolved from very simple to very complex, covering many aspects and
impacting, and being impacted by, many other fields of study.

Slowly, and as in many aspects of life, tourists are becoming interested in unique,
authentic, once in a lifetime experiences, dreaming of the impossible, and destinations
that offer this and much more.

During the past 10 years, sub-Saharan Africa has experienced an attempt by local
countries to manage their national brands. With hopes that by doing so they will
become differentiated and increase their competitiveness. (Amalu, 2013)

On 2002 South Africa established the International Marketing Council, to be the
custodian of the countrys image both globally and locally. (Amalu, 2013)


Just like in products people will remember something unique and exciting, something
that connects with their emotions, and alternative tourism offers just that.

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As Alfred Tennyson wrote in his poem Ulysses people want to be a part of what they
meet and where they go, they want to explore the unexplored and do the impossible;
South Africa offers this and much more.
Aim:

This study focuses on investigating investigates current product branding techniques
and trends, and attempts to show how alternative forms of tourism may strengthen
destination branding, .in South Africa.
Objectives:

The objectives of this study are:
1. To review secondary literature about new trends in product marketing and
branding.,. and possible application to strengthen destination branding through
alternative tourism.
2. To assess current product branding techniques and their possible application to
destination marketing, via interviews with marketing experts.
3. To make recommendations on branding and marketing trends applicable to
destination marketing.
Problem Statement:

Current strategies are not taking full advantage of alternative tourism activities to
strengthen destination branding.
Literature Review:

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I am a part of all that I have met;
Yet all experience is an arch wherethrough
Gleams that untravelled world, whose margin fades
For ever and for ever when I move.
Alfred Tennyson; Ulysses

Branding & Marketing:
:
Branding is a process for creating relations, or connections, between products and
customers emotions and thoughts to establish differentiation, through unique
attributes, amongst competition and to attain customer loyalty. It is the promise of
continuous improvement, consumer expectation fulfillment and customer satisfaction,
while maintaining consistency (Shamoon & Tehseen, 2011).
Successful branding helps clearly differentiate a brand as unique. In order for a brand
strategy to be effective, its aim should be to create the perception that there are no
other products or services like it (Stine, 2008).
There are 9 basic principles to follow when developing a new branding strategy, as
defined by Stine (2008):
1. Keep it Simple
2. Word of Mouth (PR) Builds Brands
3. Focused Brands are More Powerful
4. Differentiation is Key
5. The First Brand Advantage
6. Avoid Sub-Brands at All Costs
7. Perception vs. Quality
8. Be Consistent and Patient
9. Write Out Your Brand Definition
Brand Awareness:


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The ability for a potential customer to recall a brand as a type of product or service is
known as brand awareness. It is the link that strengthens the relation between a brand
and a product or service category in a customers mind. Brand awareness can range
from aided recall to top of mind awareness (TOMA). TOMA is defined as when a
consumer recalls a brand when asked about a product or service category. On the
contrary, aided recall is when asked about a brand, a customer can identify the
product or service category but not the brand from the category. The goal of any
branding strategy and marketing campaign is to be considered in the consumers
evoked brand set (Hapsari et al., 2011).

Lovemarks as defined by Kevin Roberts, CEO of Satchi and Satchi, are a new view
on brands, he considered that love is what is needed to rescue brands. He suggests that
a Lovemark should contain ceirtain key aspects: Mystery (Great Story, past, present,
and future; feeding of dreams, myths and icons; being inspirational); Sensuality
(Sight, smell, touch, taste and sound); and Intimacy (commitment, empathy, and
passion). (Roberts, 2004)
Destination Branding:

Recently in marketing a new term has come up, Nation Marketing. This attempts to
position countries from a new perspective (Changzhi, 2011).
Branding is the best resource for destination marketing since tourism products have
become similar and standardized around the world, and this lack of differentiation is
apparent to consumers. For many destinations, there are very few unique factors to
separate them from the herd, claims of unique cultural heritage, best services, and
customer focused staff and top-notch facilities have become standard throughout the
industry. Thusly, it has become critical for destinations to portray a unique identity
and differentiate themselves from the competition (Uyeno, 2006).
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Tourism:

Tourism is a: profound and widely shared human desire to know others with the
reciprocal possibility that we may come to know ourselves a quest or an odyssey to
see, and perhaps understand, the whole inhabited earth (McKean, 1989).
The ulyssean spirit of wanderlust seems to have seized todays tourists, who seek
novel experiences, and dream of impossible destinations offering strange offering
strange practices and unusual habitats. (Sigh, 2004)
Alternative Tourism:

Alternative tourism is a combination of products and services different from
Mainstream, or mass, tourism. These products and services differ through supply,
organization, Human Resources, focus and impact; often referred to as trendy or
anti-tourism it caters to a new kind of traveler (Vagionis, n.d.).
When offering an alternative tourism product, a much higher value percentage of
added value can be locally produced and spread: ownership of capital, production of
consumables and labor. A unique area specific product can be sculptured, which in
turn can be better marketed with product branding strategies (Vagionis, n.d.).
Alternative types of tourism in most cases are better adapted to local resources
(social, knowledge, skill arts, traditions, and production base). Products may then be
marketed and consumed, while local valued skills are used and traditions followed
and/or revived. (Vagionis, n.d.)
While alternative forms of tourism help create that unique aspect of a destination they
may be used as branding strengths for the brand management strategy, helping to
create and raise brand awareness.
South Africa:
South Africa has unparalleled natural, cultural and historical resources. It offers a
unique package of alternative activities, perfect to generate sufficient differentiation
and strengthen the national. (ATSA: Alternative Tourism South Africa, 2011)
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President Thabo Mbeki established the international Marketing Council (IMC) in
2002. In order to acquire a genuine brand, in 2003 the IMC held several focus groups
and workshops across national and international society. In these engagements
participants described how they saw South Africas identity and the key traits from
these were used in a Brand strategy and summarized in a slogan South Africa, Alive
with Possibility. In 2007 the IMC initiated a review of this slogan and in 2010 a new
brand slogan was approved South Africa, Inspiring New Ways. (Amalu, 2013)


Methodology:


In this study secondary literature will be reviewed to provide support and information
on marketing, and branding trends, destination marketing, brand awareness and
branding trends as well as best practices t hrough literature analysis and data gathered.
This study will also include primary research methods, for gathering qualitative data,
through interviews to marketing experts.
Anticipated Findings:


Though both primary and secondary research the author expects to find that products
marketing techniques may be applied to tourism marketing, and that alternative
tourism options strengthen branding by generating a unique differentiation aspects for
the destination.

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Reference List:

Amalu, N., 2013. Africa, A Brand Apart: Nation Branding in a more
Competitive. Discussion Paper. The Brenthurst Foundation.
McKean, P., 1989. Economic Dualism and Involution in Bali. In Host and
Guests: Anthropology of Tourism. Oxford: Blackwell. pp.93-108.
Uyeno, R., 2006. Destination Marketing. Class Materials. Manoa: University
of Hawaii, Manoa School of Travel Industry Management.
ATSA: Alternative Tourism South Africa, 2011. Alternative Tourism South
Africa. [Online] Available at: www.alternativetourismsa.co.za [Accessed 23
October 2013].
Changzhi, L., 2011. Nation Branding: The Mega-Event Debate. Singapore:
CZA&D CZA&D.
Collins, J. & Porras, J.I., 1994. Built to Last.
Hapsari, I., Pawita, T.A. & Natalia, C., 2011. Top of Mind Awareness (TOMA)
Strategy and Hypermarket "X" in Surabaya. Thesis. Yogyakarta: The 2nd
International Research Symposium in Servise Management Universitas
Subaya.
Roberts, K., 2004. Lovemarks: The future beyond brands. New York: Power
House Books.
Shamoon, S. & Tehseen, S., 2011. Brand Management: What next?
Interdisiplinary Journal Of Contemporary Research In Business, 2(12),
pp.435-41.
Sigh, T.V., 2004. New Horizons in Tourism: Strange Experiences and
Strange Practices. Cabi Publising.
Stine, G., 2008. The Nine Principles of Brnading. Supplemental Information
for the Branding Essentials Workshop. Springfield: Polaris, Inc. Brnading
Solutions Polaris, Inc. Brnading Solutions.
Vagionis, N., n.d. Alternative Tourism in Bulgary. [Online] Available at:
www.oecd.org.

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Changzhi, L., 2011. Nation Branding: The Mega-Event Debate. Singapore: CZA&D
CZA&D.
Shamoon, S. & Tehseen, S., 2011. Brand Management: What next? Interdisiplinary
Journal Of Contemporary Research In Business, 2(12), pp.435-41.
Stine, G., 2008. The Nine Principles of Brnading. Supplemental Information for the
Branding Essentials Workshop. Springfield: Polaris, Inc. Brnading Solutions
Polaris, Inc. Brnading Solutions.
Uyeno, R., 2006. Destination Marketing. Class Materials. Manoa: University of
Hawaii, Manoa School of Travel Industry Management.
Hapsari, I., Pawita, T.A. & Natalia, C., 2011. Top of Mind Awareness (TOMA)
Strategy and Hypermarket "X" in Surabaya. Thesis. Yogyakarta: The 2nd
International Research Symposium in Servise Management Universitas Subaya.
McKean, P., 1989. Economic Dualism and Involution in Bali. In Host and Guests:
Anthropology of Tourism. Oxford: Blackwell. pp.93-108.
Sigh, T.V., 2004. New Horizons in Tourism: Strange Experiences and Strange
Practices. Cabi Publising.
Vagionis, N., n.d. Alternative Tourism in Bulgary. [Online] Available at:
www.oecd.org.
Roberts, K., 2004. Lovemarks: The future beyond brands. New York: Power House
Books.
Collins, J. & Porras, J.I., 1994. Built to Last.
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Amalu, N., 2013. Africa, A Brand Apart: Nation Branding in a more
Competitive. Discussion Paper. The Brenthurst Foundation.
ATSA: Alternative Tourism South Africa, 2011. Alternative Tourism South Africa.
[Online] Available at: www.alternativetourismsa.co.za [Accessed 23 October
2013].

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