Branding in Tourism the Travel, Tourism and Essay

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Branding in Tourism

The travel, tourism and hospitality industry is a constant challenge for the field of marketing. Because the competition is so strong throughout, it is hard for a company to build a base and maintain its market share. With so many leisure time choices available, customers are free to use their leisure dollars on many pursuits. This makes the market very difficult for those involved. An added difficulty is establishing a brand, and particularly a brand image, that survives disgruntled customers, and becomes better because of those very customers. One company involved in establishing a consistent brand image in this industry is the Royal Caribbean Cruise Line. If an individual wants to spend vacation time on a cruise, they have many choices, and Royal Caribbean has had to develop and maintain an image that makes it the carrier of choice.

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It has done this effectively through many traditional means, but this study will employ attitude accessibility theory to see if Royal Caribbean is establishing its brand in such a way that it creates the positive image that people need to see in a carrier. This study will examine marketing in the travel and tourism industry, how it has been applied to branding, and finally how it is used by Royal Caribbean. The specific device of branding is also explored in depth from its general use, to how it specifically employed by Royal Caribbean. Finally, recommendations regarding how Royal Caribbean can better use brand image are cited.

Table of contents

Introduction 4

Purpose 4

Topic Importance 4

Attitude Accessibility in Branding 5

General Overview of Branding 5

Importance of Branding 7

Overview of Brand Image 7

Royal Caribbean 8

Attitude Accessibility.....

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https://www.aceyourpaper.com/essays/branding-tourism-travel-tourism-84508

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"Branding In Tourism The Travel Tourism And", 15 November 2011, Accessed.4 May. 2024,
https://www.aceyourpaper.com/essays/branding-tourism-travel-tourism-84508
   

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