The Importance of Celebrity Association in Tourism Destination Branding: Determining the power of the JFK brand in New Ross (County Wexford, Ireland)

Abstract

Qu, Kim & Im (2011; 465) highlight many earlier studies which suggest that both brand identity and brand image are fundamental components for a successful tourism destination brand. Morgan, Pritchard & Pride (2003; 11) state that branding is perhaps the most powerful marketing weapon available to contemporary destination markers confronted by increasing product parity, substitutability and competition. It is for this very reason that branding should constantly be reviewed and revised; therefore giving evidence that research must be conducted in this discipline in order to identify the current and future expectations of holiday makers. The review of existing literature identifies that there is a dearth of research pertaining directly to the impacts of regional tourism destination branding (see Kotler & Gartner, 2002; Morgan & Pritchard, 1999). Moreover, there has been no specific study relating to New Ross's brand / image. In response, a tourist survey will be an initial attempt to fil this gap. The issues evolving from these and also the extensive literature review undertaken should highlight a number of implications for the future developments of regional destinations. The findings should help develop a solid identity for the region in the national and international context.