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A marketing research tool for destination marketing organizations' logo design

Author

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  • Séraphin, Hugues
  • Ambaye, Michele
  • Gowreesunkar, Vanessa
  • Bonnardel, Valérie

Abstract

The literature widely acknowledges visual communication in the form of a logo as a potential marketing tool for attracting visitors. Focusing exclusively on logos, this study uses the Haitian Destination Marketing Organization (DMO) logo as a case study to explain how the choice of colors of a logo can benefit from market research methods. In essence, the study develops an analytical framework and contributes to the body of meta-literature in tourism marketing research. The results of the research affect current marketing practices in tourism, because firms seemingly overlook some important elements when developing a new logo. This situation is the case of the Haitian DMO and possibly other DMOs in the world.

Suggested Citation

  • Séraphin, Hugues & Ambaye, Michele & Gowreesunkar, Vanessa & Bonnardel, Valérie, 2016. "A marketing research tool for destination marketing organizations' logo design," Journal of Business Research, Elsevier, vol. 69(11), pages 5022-5027.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:11:p:5022-5027
    DOI: 10.1016/j.jbusres.2016.04.074
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    References listed on IDEAS

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    1. Barros, Carlos Pestana & Botti, Laurent & Peypoch, Nicolas & Robinot, Elisabeth & Solonandrasana, Bernardin & A., George Assaf, 2011. "Performance of French destinations: Tourism attraction perspectives," Tourism Management, Elsevier, vol. 32(1), pages 141-146.
    2. Brigitte Muller & Bruno Kocher & Antoine Crettaz, 2013. "The effects of visual rejuvenation through brand logos," Post-Print hal-00772061, HAL.
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    4. Mary Quek, 2012. "Globalising the hotel industry 1946--68: A multinational case study of the Intercontinental Hotel Corporation," Business History, Taylor & Francis Journals, vol. 54(2), pages 201-226, August.
    5. Foroudi, Pantea & Melewar, T.C. & Gupta, Suraksha, 2014. "Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting," Journal of Business Research, Elsevier, vol. 67(11), pages 2269-2281.
    6. Müller, Brigitte & Kocher, Bruno & Crettaz, Antoine, 2013. "The effects of visual rejuvenation through brand logos," Journal of Business Research, Elsevier, vol. 66(1), pages 82-88.
    7. Park, C. Whan & Eisingerich, Andreas B. & Pol, Gratiana & Park, Jason Whan, 2013. "The role of brand logos in firm performance," Journal of Business Research, Elsevier, vol. 66(2), pages 180-187.
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    Cited by:

    1. Wong, Jimmy & Lalwani, Ashok K. & Wang, Jessie J., 2022. "The interactive effect of power and self-construal on consumers’ preferences for brand-logo size," Journal of Business Research, Elsevier, vol. 150(C), pages 279-296.
    2. Rick T. Wilson, 2018. "Transforming history into heritage: applying corporate heritage to the marketing of places," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 351-369, July.
    3. Laurent Botti & Sylvain Petit & Linjia Zhang, 2020. "Strategic decision concerning tourist origins portfolio: A decision process based on the ELECTRE method and applied to French Polynesia," Tourism Economics, , vol. 26(5), pages 830-843, August.
    4. Beata Zatwarnicka-Madura & Dariusz Siemieniako & Ewa Glińska & Yauheniya Sazonenka, 2019. "Strategic and Operational Levels of CSR Marketing Communication for Sustainable Orientation of a Company: A Case Study from Bangladesh," Sustainability, MDPI, vol. 11(2), pages 1-19, January.
    5. Muhammad Rashid Rafiq & Rai Imtiaz Hussain & Shahbaz Hussain, 2020. "The Impact of Logo Shapes Redesign on Brand Loyalty and Repurchase Intentions through Brand Attitude," International Review of Management and Marketing, Econjournals, vol. 10(5), pages 117-126.

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