Heritage in DMOs Branding Strategies

Sealy, W. and Seraphin, H. (2022) Heritage in DMOs Branding Strategies. Journal on Tourism and Sustainability. ISSN 2515-6780 (In Press)

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The purpose of this paper is to stimulate discussion and debate, and to draw attention to the extent that ‘heritage’ is used as a branding strategy in Caribbean destinations’ logo designs. A visual methodology was used to analyse the logo designs of 21 Destination Management Organisations (DMOs) of the Caribbean Tourism Organisation (CTO) member countries representing the English, French, Spanish and Dutch speaking Caribbean. The branding strategies of each destination were analysed, compared and contrasted. The analysis found that member countries of the CTO mainly used a neutral branding strategy in their logos. 52% of the DMO logos analysed adopted a neutral position in their branding strategy. 38% of DMOs have based their branding on heritage and 10% on sun-and-sea.

Item Type: Articles
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Academic Areas > Business School
Depositing User: Wendy Sealy
Date Deposited: 23 May 2023 09:54
Last Modified: 23 May 2023 09:54
URI: https://eprints.chi.ac.uk/id/eprint/6851

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