Branding a Wilderness Tourist Attraction and Targeting the Eco-Tourist Industry (Conference presentation)
Otjen, A. J.
Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Otjen, A. J. | en |
| dc.date.accessioned | 2016-06-15T18:07:18Z | - |
| dc.date.available | 2016-06-15T18:07:18Z | - |
| dc.identifier.citation | International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece | - |
| dc.identifier.uri | http://195.251.240.227/jspui/handle/123456789/1282 | - |
| dc.description | Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012 | - |
| dc.format.extent | 439kb | - |
| dc.relation.ispartof | International Conference on Contemporary Marketing Issues (ICCMI) | - |
| dc.rights | Default License | - |
| dc.rights | Το τεκμήριο πιθανώς υπόκειται σε σχετική με τα Πνευματικά Δικαιώματα νομοθεσία | - |
| dc.rights | This item is probably protected by Copyright Legislation | - |
| dc.source.uri | http://195.251.240.227/jspui/handle/123456789/1176 | - |
| dc.source.uri | http://www.mba.teithe.gr/wp-content/uploads/courses/ICCMI2012CONFERENCEPROCEEDINGS.pdf | - |
| dc.subject | Branding | en |
| dc.subject | Eco-tourism | en |
| dc.subject | Attractions | en |
| dc.subject | Οικο-τουρισμός | el |
| dc.subject | Θελγήτρα | el |
| dc.title | Branding a Wilderness Tourist Attraction and Targeting the Eco-Tourist Industry | en |
| heal.type | conferenceItem | - |
| heal.type.en | Conference presentation | en |
| heal.dateAvailable | 2016-06-15T18:08:18Z | - |
| heal.language | en | - |
| heal.access | free | - |
| heal.recordProvider | Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων | el |
| heal.publicationDate | 2012-06 | - |
| heal.bibliographicCitation | Otjen, A. J. , 2012, 'Branding a Wilderness Tourist Attraction and Targeting the Eco-Tourist Industry', ICCMI, 13 – 15 June 2012 Thessaloniki, Greece, Alexander Technological Educational Institute (ATEI) of Thessaloniki, Thessaloniki, pp. 658-662. | en |
| heal.abstract | The Beartooth Nature Center (BNC) is Montana’s premier wildlife education refuge. It is home to over 70 animals including mountain lions, bears, moose, bobcats, and large birds, unable to be returned to the wild after either accidents or abandonment. The BNC is located in Red Lodge, Montana which is considered the northern gateway to Yellowstone National Park, with over 4 million visitors annually. Nature or eco-tourism is the largest growth tourism industry in the world and is a complicated marketing field as it concerns the environment and sustainability. This article discusses the research, creative development and execution of a marketing campaign developed for the BNC for the summer of 2011. Both secondary and primary research efforts were utilized. A branding positioning TV campaign was executed and aired on local stations, targeted posters, event advertising and local promotions were used to reach residents and tourists The findings show that community values are essential in developing the branding message. The creative was designed according to visitors and the community wanting to establish a personal relationship with the animals, or “humanizing” them. Using community values to direct the creative and strategy will be discussed in the article. | en |
| heal.publisher | Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing | en |
| heal.publisher | Bucks New University | en |
| heal.fullTextAvailability | true | - |
| heal.conferenceName | International Conference on Contemporary Marketing Issues (ICCMI) | en |
| heal.conferenceItemType | full paper | - |
| heal.type.el | Δημοσίευση σε συνέδριο | el |
| Appears in Collections: | ICCMI (2012) | |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Otjen_Branding_a_Wilderness_Tourist_Attraction.pdf | 438.98 kB | Adobe PDF | View/Open |
Please use this identifier to cite or link to this item:
This item is a favorite for 0 people.
http://195.251.240.227/jspui/handle/123456789/1282
This item is licensed under a Creative Commons License
