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Destination Brandscapes. Integration of Landscape Elements into Destination Brands

Author

Listed:
  • Sandriester Jasmin

    (Department of Geography and Regional Science, University of Graz, Austria)

  • Pizzera Judith

    (Department of Geography and Regional Science, University of Graz, Austria)

Abstract

Encapsulating the destination’s USPs and identity in a logo with high recognition value is a challenge DMOs face. This recognisability as key to a ‘strong brand’ is particularly based on natural resources and the attractiveness of landscapes that form the basis of touristic USP in most destinations. The paper stresses the importance of the logo and that the destination’s ‘DNA’ or identity must be transposed symbolically and naturally by integrating distinctive landscape elements into the logo. Ideally, they merge authentically and harmoniously, fostering identification among locals and tourists, brand awareness and a positive image, contributing to a strong, authentic brand. A 40% presence of landscape elements (mountains prevailed by 85%) was found in the top 50 Austrian logos.

Suggested Citation

  • Sandriester Jasmin & Pizzera Judith, 2024. "Destination Brandscapes. Integration of Landscape Elements into Destination Brands," European Countryside, Sciendo, vol. 16(2), pages 286-304.
    • Handle: RePEc:vrs:eurcou:v:16:y:2024:i:2:p:286-304:n:1006
    DOI: 10.2478/euco-2024-0016
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