DMO FINAL EXAM REVIEW QUESTIONS &
ANSWERS RATED 100% CORRECT!!
1 of 50
Definition
- Brand equity: the total accumulated value or worth of a brand,
consisting of brand loyalty, -- brand awareness, perceived
quality, brand associations, and other proprietary brand assets.
- Brand essence: the main or core characteristics or values that
are the key platform for the brand's competitive identity.
- Brand identity: the perception of a brand in the tourism
marketplace that is based on its positioning and brand
personality; and the visual design of the brand.
- Brand positioning: the image of the brand in the minds of
customers and potential customers (note this is not this book's
, definition of positioning).
- Brand personality: the outward characteristics of the
brand sometimes associated with human traits.
- Brand promise: the expectations that customers have of the
brand based upon what they have seen in marketing
communications.
Give this one a try later!
Review the characteristics of a good explain the classic concepts of
destination brand branding
describe the brand promise review the recent market trends in
concept tourism
Don't know?
2 of 50
Definition
- People like to visit the places where famous movies & films
were shot.
- Some destinations have recognized this phenomenon &
use movies/films as part of their promotions.
- Other destinations have gone even further & put
tourism development/marketing together with film
development &
marketing, knowing the synergies that can occur between the two.
Give this one a try later!
, Elaborate on the discuss a systematic, step-by-step
relationship between movies approach to marketing of domestic
& film & dest. tourism
marketing/development
describe the role of RFPs (request describe the components of a
for proposal) in the business destination management research
event markets agenda
Don't know?
3 of 50
Definition
- Allows performance comparisons with other destinations, including
competitors.
- Demonstrates to tourism stakeholders, including government
agencies, that the DMO has achieved its goals and objectives.
- Details the impacts of the DMO's efforts and their significance
to the tourism sector.
- Focuses DMO staff on achieving results.
- Highlights needs for improvements in operations, marketing, and
other aspects of the DMO's work.
- Pinpoints plans, strategies, programs, and actions that
were successful and those that were not successful.
- Research makes an enormous contribution to destination
management and it is a fundamental component of the professional
destination management concept.
- Without research, the DMO and other stakeholders cannot make
important decisions accurately and with any degree of confidence.
Give this one a try later!
, explain the process by which
destination images are formed & Explain content creation
how destination images highlighting the types of content
impact upon destination that DMOs curate
selection
explain the benefits
of research to Identify & describe the importance
destination & benefits of destination branding
management
Don't know?
4 of 50
Definition
- Support the creation of a name, symbol, logo, word mark or other
graphic that readily identifies and differentiates a destination
- Consistently convey the expectation of a memorable travel
experience
- Serve to consolidate and reinforce the emotional connection
between the visitor and the destination
- Reduce consumer search costs and perceived risk.
Visitor Benefits:
- lowers risks in decision-making: giving consumers more confidence
in their choices of holidays and destinations.
- Reduces impact of intangibility: providing clues and cues to
potential tourists that help to reduce the impact of intangibility.
- Conveys greater consistency: creating greater consistency in
brand implementation across multiple tourism sector stakeholder
outlets
and continuously over several years.
ANSWERS RATED 100% CORRECT!!
1 of 50
Definition
- Brand equity: the total accumulated value or worth of a brand,
consisting of brand loyalty, -- brand awareness, perceived
quality, brand associations, and other proprietary brand assets.
- Brand essence: the main or core characteristics or values that
are the key platform for the brand's competitive identity.
- Brand identity: the perception of a brand in the tourism
marketplace that is based on its positioning and brand
personality; and the visual design of the brand.
- Brand positioning: the image of the brand in the minds of
customers and potential customers (note this is not this book's
, definition of positioning).
- Brand personality: the outward characteristics of the
brand sometimes associated with human traits.
- Brand promise: the expectations that customers have of the
brand based upon what they have seen in marketing
communications.
Give this one a try later!
Review the characteristics of a good explain the classic concepts of
destination brand branding
describe the brand promise review the recent market trends in
concept tourism
Don't know?
2 of 50
Definition
- People like to visit the places where famous movies & films
were shot.
- Some destinations have recognized this phenomenon &
use movies/films as part of their promotions.
- Other destinations have gone even further & put
tourism development/marketing together with film
development &
marketing, knowing the synergies that can occur between the two.
Give this one a try later!
, Elaborate on the discuss a systematic, step-by-step
relationship between movies approach to marketing of domestic
& film & dest. tourism
marketing/development
describe the role of RFPs (request describe the components of a
for proposal) in the business destination management research
event markets agenda
Don't know?
3 of 50
Definition
- Allows performance comparisons with other destinations, including
competitors.
- Demonstrates to tourism stakeholders, including government
agencies, that the DMO has achieved its goals and objectives.
- Details the impacts of the DMO's efforts and their significance
to the tourism sector.
- Focuses DMO staff on achieving results.
- Highlights needs for improvements in operations, marketing, and
other aspects of the DMO's work.
- Pinpoints plans, strategies, programs, and actions that
were successful and those that were not successful.
- Research makes an enormous contribution to destination
management and it is a fundamental component of the professional
destination management concept.
- Without research, the DMO and other stakeholders cannot make
important decisions accurately and with any degree of confidence.
Give this one a try later!
, explain the process by which
destination images are formed & Explain content creation
how destination images highlighting the types of content
impact upon destination that DMOs curate
selection
explain the benefits
of research to Identify & describe the importance
destination & benefits of destination branding
management
Don't know?
4 of 50
Definition
- Support the creation of a name, symbol, logo, word mark or other
graphic that readily identifies and differentiates a destination
- Consistently convey the expectation of a memorable travel
experience
- Serve to consolidate and reinforce the emotional connection
between the visitor and the destination
- Reduce consumer search costs and perceived risk.
Visitor Benefits:
- lowers risks in decision-making: giving consumers more confidence
in their choices of holidays and destinations.
- Reduces impact of intangibility: providing clues and cues to
potential tourists that help to reduce the impact of intangibility.
- Conveys greater consistency: creating greater consistency in
brand implementation across multiple tourism sector stakeholder
outlets
and continuously over several years.
