Journal of Vacation Marketing 

About: Journal of Vacation Marketing is an academic journal published by SAGE Publishing. The journal publishes majorly in the area(s): Tourism & Tourism geography. It has an ISSN identifier of 1356-7667. Over the lifetime, 877 publications have been published receiving 35195 citations. The journal is also known as: JVM & Vacation marketing.

Relational network brands: Towards a conceptual model of place brands

Abstract: This paper develops a conceptual model of the place brand which goes beyond the conceptualisations currently to be found in the literature and, it is argued, reflects more closely the reality faced by those who market places as destinations. The paper begins with an analysis of the classical branding literature and a review of the emerging literature associated with the relational exchange and the network marketing paradigms. Four streams of thought are identified as regards the nature of brands. These include the brand as a communicator, the brand as a perceptual entity or image, the brand as a value enhancer and the brand as a relationship. A review of the place marketing literature suggests that the focus to date has been on brands as perceptual entities or images. The paper argues that such conceptualisations seriously limit the development of place brands in general and destination brands in particular. A model of the place brand is presented based upon the concept of a brand as a relationship with c...

Destination branding and the role of the stakeholders: the case of New Zealand

Abstract: Managing a destination brand presents many challenges, and this paper opens by briefly reviewing the destination brand management context. It focuses particularly on the political processes involved in successful brand management and on the vital role of public and private sector stakeholders. Critical to the creation of a durable destination brand is the identification of the brand’s values, the translation of those into a suitably emotionally appealing personality and the targeted and efficient delivery of that message. While this is difficult to achieve in destination marketing, it is not impossible and, having reviewed some of the key issues in brand management, the paper explores the context and creation of the New Zealand brand. It identifies the stakeholders crucial to the delivery of this destination brand and examines the positioning process and the creation of its largely web-driven strategy. The paper suggests that through stakeholder partnerships and the harnessing of non-traditional media, To...

Branding the nation: What is being branded?:

Abstract: Nation branding and nation brand are two different concepts. A nation has a brand image with or without nation branding. This paper examines the concept of nation branding, focusing on the central question of what is being branded. It differentiates nation branding from product branding, and draws comparisons between nation branding and productcountry image. Paradoxical issues around the concept and the wider context in which nation branding can be applied are also discussed. More research is needed to find out if and how nation branding could help economic development in a country. As many other non-marketing factors also affect a nation's image, the role played by nation branding may turn out to be only a modest one.

Wellness tourism: Market analysis of a special health tourism segment and implications for the hotel industry:

Abstract: The term ‘wellness’ is widely used in European tourism. The principal observations regarding the wellness industry concern an expanding supply of and an insufficiently researched demand for wellness programmes. The quality dimension of wellness services is increasingly becoming the decisive competitive factor. For this reason quality management plays an important role. Market research shows that average three- to five-star hotels provide fairly comprehensive wellness facilities. Wellness hotels should therefore specialise in health information, individual care and a wide range of cultural and relaxation programmes. Although the same hotel can host cure and wellness guests at the same time, these two segments have to be considered separately when deciding on the marketing strategy. It is therefore assumed that wellness is pursued solely by ‘healthy’ people, the prime aim being prevention. ‘Normal cure’ guests aim to heal their illness.

Blogs in tourism: Changing approaches to information exchange:

Abstract: The continuing rise of the internet as a communications tool for travel and tourism presents challenges for destination marketing organizations and tourism enterprises. Previous research has suggested that the internet contributes to five key functions — promotion, product distribution, communication, management and research. This paper examines how Web 2.0 applications, and specifically the increasing number of travel blogs, might influence these functions. The research reviewed the published literature and real-life examples of destination marketing organizations and tourism enterprises using blogs as part of their business strategy. Some interesting examples were found for each of the functions, which may point the way to more effective use of user generated content by the tourism industry, while also revealing challenges to achieving this.