کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
5109738 1377718 2016 6 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
A marketing research tool for destination marketing organizations' logo design
ترجمه فارسی عنوان
ابزار تحقیق بازاریابی برای طراحی لوگو سازمان های بازاریابی مقصد
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی
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.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 69, Issue 11, November 2016, Pages 5022-5027
نویسندگان
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