Branding Excellence in Luxury Tourism Insights from Global Destinations
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | branding business marketing globalization influencer marketing sustainability |
| Online Access: | http://dolgozattar.uni-bge.hu/57734 |
| Kivonat: | Luxury tourism represents a dynamic and rapidly evolving sector within the global travel industry, where exclusivity, personalization, and high-quality experiences define the traveler’s journey. This thesis explores the critical role of luxury branding in shaping the attractiveness of tourist destinations, examining its evolution, current trends, and future implications. By focusing on both theoretical and practical aspects, the study provides insights into how luxury destinations and brands successfully create, market, and sustain their appeal to affluent travelers.The research begins with a comprehensive introduction that sets the context for luxury tourism. It outlines the problem statement, emphasizing the increasing competition among destinations to attract high-net-worth individuals. The goals, research questions, and scope of the study aim to identify the factors that distinguish luxury tourism from traditional tourism and investigate how branding influences consumer perceptions.The literature review delves into the origins and historical development of luxury tourism, tracing its evolution from the Grand Tour of the 18th century to modern luxury travel in the digital era. It highlights the rise of experiential luxury, where travelers seek unique and meaningful experiences over material opulence. Key concepts, such as the distinction between luxury and traditional tourism, are explored alongside emerging trends like sustainability and digital innovation. The chapter also identifies gaps in existing research, particularly regarding the role of branding in sustainable luxury tourism.The methodology employs a qualitative approach, using case studies to analyze branding strategies across diverse destinations. Three destinations are examined in-depth: Dubai, the Faroe Islands, and Cambodia. Dubai represents urban opulence and global appeal, leveraging its branding to position itself as a luxury hub. The Faroe Islands exemplify mindful tourism, integrating sustainability into their luxury offerings. Cambodia demonstrates how cultural authenticity and community-driven initiatives redefine luxury experiences. Data is collected from secondary sources, including industry reports and academic literature, and analyzed using a cross-case synthesis.The findings reveal key patterns in luxury branding strategies, such as the importance of exclusivity, personalization, and storytelling. While Dubai excels in creating a lavish image, the Faroe Islands appeal to eco-conscious travelers through sustainability, and Cambodia leverages its rich cultural heritage to offer immersive experiences. The analysis highlights how branding aligns with consumer values, creating emotional connections that enhance destination attractiveness.In the discussion, the thesis addresses the implications of these findings for both theory and practice. It emphasizes the growing importance of digital engagement and influencer marketing in luxury tourism branding. Recommendations include integrating sustainability into branding strategies, enhancing digital storytelling, and fostering collaboration between luxury brands and tourism boards.The conclusion summarizes the key contributions of the research, including its insights into branding strategies and the factors shaping luxury tourism. It underscores the need for destinations to adapt to changing consumer preferences and balance exclusivity with accessibility. Limitations of the study are acknowledged, and directions for future research are proposed, such as examining the role of emerging technologies in luxury tourism.This thesis provides valuable contributions to academia and industry, offering actionable insights for stakeholders seeking to enhance the appeal of luxury destinations in a competitive global market. |
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