WWW.Branding.States.US:An analysis of brand-building elements in the US state tourism websites

Abstract The Internet plays a significant role in attracting visitors and facilitating their trip planning and reservations. The website of a destination has become a crucial branding channel. However, electronic branding has yet to be adequately conceptualized, particularly in the context of destination marketing. The current study aims to fill this gap through the analysis of the 50 states’ official tourism websites. Specifically, the researchers attempt to delineate the unique selling propositions (USPs) and positioning strategies of destination organizations at the state level through a content analysis of slogans, graphic projections, verbal expressions, and other explicit or implied messages. The state tourism slogans are categorized and analyzed in terms of USP building and market targeting. Among other findings, five types of slogans emerge: (1) buy us because we are good; (2) common attribute-based; (3) unique attribute-focused; (4) exclusive appeal; and (5) average Joe. Results also show that almost all the states emphasize nature and culture/heritage, and that many of the states’ official websites do not maximize their utility as marketing tools due to lack of consistency among the website elements.

[1]  D. Hall.  Destination branding, niche marketing and national image projection in Central and Eastern Europe , 1999 .

[2]  Alastair M. Morrison,et al.  Hospitality and Travel Marketing , 1989 .

[3]  A. Hunter,et al.  Multimethod Research: A Synthesis of Styles , 1989 .

[4]  David T. Taylor,et al.  Destination Marketing By States , 1991 .

[5]  J. Crompton.  A systems model of the tourist's destination selection decision process with particular reference to the role of image and perceived constraints , 1978 .

[6]  Pauline J. Sheldon.  Destination information systems. , 1993 .

[7]  A. Woodside,et al.  A General Model Of Traveler Destination Choice , 1989 .

[8]  Egil Juliussen,et al.  The Computer Industry Almanac , 1987 .

[9]  P. Pearce.  Perceived changes in holiday destinations , 1982 .

[10]  L. Cai.  Cooperative branding for rural destinations , 2002 .

[11]  State Slogans:: The Case of the Missing USP , 1994 .

[12]  J. Hunt.  Image as a Factor in Tourism Development , 1975 .

[13]  Juergen Gnoth,et al.  Branding Tourism Destinations , 1998 .

[14]  Ingrid M. Martin,et al.  Measuring a multi-dimensional construct: Country image , 1993 .

[15]  N. Morgan,et al.  Special issue on destination branding , 1999 .

[16]  Sandra E. Moriarty,et al.  Creative Advertising: Theory and Practice , 1986 .

[17]  J. O'Leary,et al.  Visiting Propensity Predicted by Destination Image , 2002 .

[18]  David C. Bojanic.  The use of advertising in managing destination image , 1991 .

[19]  Jonathan N. Goodrich,et al.  A New Approach to Image Analysis Through Multidimensional Scaling , 1978 .

[20]  R. Reeves,et al.  Reality in Advertising , 1961 .

[21]  A. P. Williams,et al.  Tourism destination brands and electronic commerce: Towards synergy? , 1999 .

[22]  J. Crompton,et al.  Attitude determinants in tourism destination choice , 1990 .

[23]  Kevin Lane Keller.  Strategic Brand Management: Building, Measuring, and Managing Brand Equity , 1997 .

[24]  R. Kolbe,et al.  Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity , 1991 .

[25]  A. Pizam,et al.  The Role of Awareness and Familiarity with a Destination: The Central Florida Case , 1995 .

[26]  J. Henderson.  Selling places: the new Asia-Singapore brand , 2000 .

[27]  William C. Gartner,et al.  Tourism Image: Attribute Measurement of State Tourism Products Using Multidimensional Scaling Techniques , 1989 .

[28]  Alastair M. Morrison,et al.  Website Evaluation in Tourism and Hospitality , 2004 .

[29]  Laura Ries,et al.  The 22 Immutable Laws of Branding , 1998 .