This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Google Scholar Articles by Pritchard, A. Articles by Morgan, N. J. Search for Related Content Social Bookmarking                   What's this?

Selling the Celtic Arc to the USA: a comparative analysis of the destination brochure images used in the marketing of Ireland, Scotland and Wales

School of Leisure & Tourism, University of Wales Institute, Cardiff, Colchester Avenue, Cardiff CF3 7XR

Nigel J. Morgan

University of Wales Institute, Cardiff

This paper evaluates the extent to which the marketing objectives of three similar destinations competing in the same market are reflected in their projected brochure images. Its principal contribution to the destination image literature, however, is its focus on the roles of brand imagery and 'destination specific icons' in the marketing of emerging, established and mature destinations.

It is argued that in the increasingly competitive tourism world, emerging destinations will attempt to carve out a niche and to create images emphasising the uniqueness of their product. In order to achieve this individuality destinations use images which are specifically associated with themselves both to create and to reinforce their destination image, projected images which are here termed 'destination specific icons'.

The paper examines the vacation brochure images of Ireland, Scotland and Wales using a content analysis which categorises images into seven groups: heritage; scenery and wild-life; activities; people; urban and rural life; consumption activities and destination specific icons. Specifically, the paper examines brochures targeted at the US market, the largest single source of overseas visitors for each of the three destinations. In view of their differing positions in this market, these three destinations provide excellent case studies for a comparative evaluation of their marketing objectives and the projected brochure images produced by their national tourism agencies.

The paper concludes that Wales, a 'new' destination, is using imagery to commmunate a unique identity to a target audience, while Scotland, as an established destination, is using imagery to reinforce its brand identity. Ireland, in marked contrast, as a mature destination, does not need to use 'destination specific imagery' to reinforce its existing, strong identity. Evaluating imagery in this way has implications for tourism marketing planners both in the case study countries and in other destinations which may be attempting to establish or enhance an identity as a vacation destination.

Key Words: destination image promotion management • brochure images • tourism policy • Wales • Scotland • Ireland • US market segments

CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    What's this?

This article has been cited by other articles:

				N. Morgan, A. Pritchard, and R. Pride Marketing to the Welsh diaspora: The appeal to hiraeth and homecoming Journal of Vacation Marketing, January 1, 2003; 9(1): 69 - 80. [Abstract] [PDF]

				A. Pritchard and N. Morgan 'Mood marketing' -- The new destination branding strategy: A case study of 'Wales' The Brand Journal of Vacation Marketing, January 1, 1998; 4(3): 215 - 229. [Abstract] [PDF]