| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 5109738 | Journal of Business Research | 2016 | 6 Pages |
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 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.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Hugues Séraphin, Michele Ambaye, Vanessa Gowreesunkar, Valérie Bonnardel,