History and horses: the potential of destination marketing in a rural community : a study from Iceland
This thesis is an investigation of rural tourism destination marketing, in both domestic and international markets. It explores the role of image creation in branding a rural locality to its target markets. For this study, tourists were surveyed to evaluate how well the study area of the Skagafjörð...
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University of Guelph
2005
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Online Access: | https://hdl.handle.net/10214/21801 |
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ftunivguelph:oai:atrium.lib.uoguelph.ca:10214/21801 2023-11-05T03:42:50+01:00 History and horses: the potential of destination marketing in a rural community : a study from Iceland Gunnarsdóttir, Guđrún Póra Haywood, Michael 2005 application/pdf https://hdl.handle.net/10214/21801 en eng University of Guelph https://hdl.handle.net/10214/21801 All items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated. rural tourism destination marketing domestic markets international markets image creation branding Skagafjörður region North Iceland target markets Thesis 2005 ftunivguelph 2023-10-08T06:13:48Z This thesis is an investigation of rural tourism destination marketing, in both domestic and international markets. It explores the role of image creation in branding a rural locality to its target markets. For this study, tourists were surveyed to evaluate how well the study area of the Skagafjörður region, North Iceland articulated itself to target markets. A Delphi study using tourism experts and practitioners was also conducted to identify the important elements for the development of Skagafjörður as a tourism destination. The results indicate that Skagafjörður is lacking a distinctive destination image, and shows that it is problematic for rural regions to develop a distinctive identity within their target markets. There exists, however, an opportunity to enhance the tourists' experience through local connections. Consequently, rural regions should utilize national and sub-national marketing efforts, while at the same time offering products that emphasize the unique characteristics of the region. Thesis Iceland University of Guelph: DSpace digital archive |
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Open Polar |
collection |
University of Guelph: DSpace digital archive |
op_collection_id |
ftunivguelph |
language |
English |
topic |
rural tourism destination marketing domestic markets international markets image creation branding Skagafjörður region North Iceland target markets |
spellingShingle |
rural tourism destination marketing domestic markets international markets image creation branding Skagafjörður region North Iceland target markets Gunnarsdóttir, Guđrún Póra History and horses: the potential of destination marketing in a rural community : a study from Iceland |
topic_facet |
rural tourism destination marketing domestic markets international markets image creation branding Skagafjörður region North Iceland target markets |
description |
This thesis is an investigation of rural tourism destination marketing, in both domestic and international markets. It explores the role of image creation in branding a rural locality to its target markets. For this study, tourists were surveyed to evaluate how well the study area of the Skagafjörður region, North Iceland articulated itself to target markets. A Delphi study using tourism experts and practitioners was also conducted to identify the important elements for the development of Skagafjörður as a tourism destination. The results indicate that Skagafjörður is lacking a distinctive destination image, and shows that it is problematic for rural regions to develop a distinctive identity within their target markets. There exists, however, an opportunity to enhance the tourists' experience through local connections. Consequently, rural regions should utilize national and sub-national marketing efforts, while at the same time offering products that emphasize the unique characteristics of the region. |
author2 |
Haywood, Michael |
format |
Thesis |
author |
Gunnarsdóttir, Guđrún Póra |
author_facet |
Gunnarsdóttir, Guđrún Póra |
author_sort |
Gunnarsdóttir, Guđrún Póra |
title |
History and horses: the potential of destination marketing in a rural community : a study from Iceland |
title_short |
History and horses: the potential of destination marketing in a rural community : a study from Iceland |
title_full |
History and horses: the potential of destination marketing in a rural community : a study from Iceland |
title_fullStr |
History and horses: the potential of destination marketing in a rural community : a study from Iceland |
title_full_unstemmed |
History and horses: the potential of destination marketing in a rural community : a study from Iceland |
title_sort |
history and horses: the potential of destination marketing in a rural community : a study from iceland |
publisher |
University of Guelph |
publishDate |
2005 |
url |
https://hdl.handle.net/10214/21801 |
genre |
Iceland |
genre_facet |
Iceland |
op_relation |
https://hdl.handle.net/10214/21801 |
op_rights |
All items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated. |
_version_ |
1781700361282650112 |