A marketing research tool for destination marketing organizations’ logo design

Hugues Seraphin; Michele Ambaye; Vanessa Gowreesunkar; Valerie Bonnardel

doi:10.1016/j.jbusres.2016.04.074

A marketing research tool for destination marketing organizations’ logo design

Hugues Seraphin, Michele Ambaye, Vanessa Gowreesunkar, Valerie Bonnardel

University of Winchester

Research output: Contribution to journal › Article › peer-review

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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 Organisation (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.

Original language	English
Pages (from-to)	5022-5027
Journal	Journal of Business Research
Volume	69
Issue number	11
DOIs	https://doi.org/10.1016/j.jbusres.2016.04.074
Publication status	Published - 13 May 2016

Keywords

Marketing
DMO
logo
color
branding
Caribbean destinations
2020

Access to Document

10.1016/j.jbusres.2016.04.074

PDFAccepted author manuscript, 446 KBLicence: CC BY-NC-ND

http://www.sciencedirect.com/science/article/pii/S0148296316302375

Cite this

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title = "A marketing research tool for destination marketing organizations{\textquoteright} logo design",

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 Organisation (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.",

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AU - Ambaye, Michele

AU - Gowreesunkar, Vanessa

AU - Bonnardel, Valerie

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N2 - 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 Organisation (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.

AB - 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 Organisation (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.

KW - Marketing

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KW - logo

KW - color

KW - branding

KW - Caribbean destinations

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