Question 1

Increased competition is leading to increases in the ________________ of tourism products:&#10;A) Heterogeneity&#10;B) Costs&#10;C) Tariffs&#10;D) Commodification

Accepted Answer

Increased competition often leads to commodification, where unique tourism products become standardized and lose their distinctiveness to appeal to a broader market.

Question 2

In branding design, the destination image desired in the market by the DMO is representative of:&#10;A) brand positioning&#10;B) brand image&#10;C) brand identity&#10;D) All of the above

Accepted Answer

C

Question 3

In branding design, the actual perceptions held by consumers is representative of:&#10;A) brand positioning&#10;B) brand image&#10;C) brand identity&#10;D) All of the above

Accepted Answer

Brand image refers to the perceptions, beliefs, and opinions that consumers hold about a particular brand. Brand positioning refers to where a brand is situated in the market, and brand identity refers to how a brand presents itself to the world through visual and other brand elements. While all of these factors are important in branding design, brand image specifically pertains to consumer perceptions.

Question 4

The first destination branding journal article was published in the:&#10;A) 1900s&#10;B) 1920s&#10;C) 1950s&#10;D) 1990s

Accepted Answer

The concept of destination branding in academic literature is relatively modern, with the first journal articles on the topic appearing in the 1990s. This reflects the broader recognition of branding as a strategic tool for destinations in the competitive tourism market.

Question 5

Tourism Australia (NTO), Tourism Queensland (STO), Brisbane Marketing (RTO) and Southbank (Precinct) are an example of a brand ___________.&#10;A) portfolio&#10;B) rationalisation&#10;C) equity&#10;D) hierarchy

Accepted Answer

These organizations represent different levels of branding within the tourism sector, from national to regional to city to specific precinct, illustrating a brand hierarchy.

Question 6

Underpinning the adoption of consumer-based brand equity by a DMO as a branding performance measure is the notion:&#10;A) there must be a financial value of the destination brand on the balance sheet&#10;B) consumers' perceptions are paramount in brand performance measurement&#10;C) branding performance is measured by actual visitor numbers&#10;D) all of the above

Accepted Answer

The adoption of consumer-based brand equity by a DMO as a branding performance measure is based on the idea that consumers' perceptions are crucial in measuring brand performance, as they have a significant impact on a destination's success. While financial value and actual visitor numbers are important, they are not the sole determinants of branding performance.

Question 7

Of the following, which is the most important role of a destination brand?&#10;A) To impress destination stakeholders&#10;B) To design a recognisable logo&#10;C) To differentiate the destination&#10;D) To receive more government funding

Accepted Answer

The most important role of a destination brand is to differentiate the destination from its competitors. This helps attract visitors and boost tourism. While impressing stakeholders, designing a recognizable logo, and receiving more government funding are all important, they are not the primary purpose of a destination brand.

Question 8

The financial value of a brand on a firm's balance sheet is commonly referred to as:&#10;A) Brand equity&#10;B) Brand identity&#10;C) Brand position&#10;D) All of the above

Accepted Answer

The financial value of a brand on a firm's balance sheet is commonly referred to as brand equity. Brand identity and brand position are important aspects of a brand, but they do not necessarily have a direct financial value that would be recorded on a balance sheet.

Question 9

Which of the following is critical for successful branding:&#10;A) The pricing strategy is based on consumers' perceptions of value&#10;B) The brand is properly positioned in the market by offering a distinctive value&#10;C) The brand is consistent&#10;D) All of the above

Accepted Answer

All of the choices are critical for successful branding. Pricing strategy must be based on consumers' perception of value, the brand must be properly positioned in the market by offering a distinctive value, and the brand must be consistent to create a strong and recognizable brand image.

Question 10

It has been suggested the biggest brands in the travel and tourism sector are:&#10;A) destinations&#10;B) cruise ship companies&#10;C) hotels&#10;D) rental car companies

Accepted Answer

While cruise ship companies, hotels, and rental car companies are major players in the travel and tourism industry, destinations themselves are the biggest brands as travelers often prioritize where they want to go over the specific company or service they will use to get there.

Deck 7: Destination Brand Identity