measuring the vertical and horizontal integration of new ... · • measure the horizontal...

Measuring the Vertical and Horizontal

Integration of New Harmony’s Brand Image

Dr. Perry Burnett, USI

Dr. Chad Milewicz, USI

Tonight’s Outline

• Project’s Purpose• Previous Research • Guiding Theoretical Model• External Sample Responses

– New Harmony’s brand image – New Harmony’s perceived tourism value components– What drives external stakeholders’ intentions to visit New

Harmony– Internal stakeholders’ views on brand image and branding

• Recommendations• Q&A

• Measure the horizontal integration of New Harmony’s brand.

– Horizontal integration measures how effective the city’s desired brand is communicated to outsiders.

– Intercept survey of around 500 respondents

• Measure the vertical integration of New Harmony’s brand.

– Vertical integration measures the integration of the city’s brand among internal stakeholders.

– This objective will be accomplished through electronic surveys.

Project’s Purpose

2012 Research:Favorability of Provided Brand Image Descriptions

How Respondents Described New Harmony

Artistic 4.64

Serene 4.57

Inspiring 4.50

Creative 4.45

How Respondents Wanted Visitors to Describe New

Harmony

Inspiring 4.80

Creative 4.75

Artistic 4.73

Serene 4.62

2012 Research:Brand Image Descriptions In Own Words

Respondents’ Description of New Harmony(own words)

Relaxing / Peaceful

19

Historical 8

Unique 7

Quiet 5

Desired Visitors’ Description of New Harmony(own words)

Relaxing / Peaceful

10

Inspiring 9

Rejuvenating 5

Fun/Exciting 5

Overall

Satisfaction

Future

Travel

Intentions

Destination

Brand

Image

Perceived

Value

Trip

Quality

Integrated Tourism Behavior (ITB) Model

New Harmony

Brand Image

New Harmony’s

Perceived

Overall Tourism

Value

New Harmony’s

Perceived

Transformational

Value

Visit Frequency

Impact on Value

Visit Frequency

Impact on Value

Overall

Evaluation

of New

Harmony

Intention to

Visit New

Harmony in

Next Year

Unique

Experience

Value

Frequency

of Past

Visits

Transformational

Experience

Value

Value for

Effort to

Visit

Positive Influences

on

Intentions to Visit New Harmony

Unique

Experience

Value

FUN

Brand Image

Influences

On Perceptions that New Harmony

Offers Value By Providing A

Unique Experience

ARTISTIC

Brand Image

DIFFERENT

Brand Image

Easy to

Get Information

Easy to

Get To

Transformative

Experience

Value

FUN

Brand Image

Influences

On Perceptions that New Harmony

Offers Value By Providing A

Transformative Experience

INSPIRING

Brand Image

Good Hours

Easy to

Get Information

Easy to

Get To

Internal Stakeholder Views on Brand Image Align

Internal Stakeholder Views onBranding Value Align

Internal Stakeholder Views on Brand Management

Internal Stakeholder Views on Brand Satisfaction Align

Suggestions on Brand Image and Tourism Value Components to

Communicate

Brand Image to Communicate FUN

Brand Image

ARTISTIC

Brand Image

INSPIRING

Brand Image

DIFFERENT

Brand Image

Experience Value to Communicate

Transformative

Experience

Value

Experience Value to Communicate

Unique

Experience

Value

Recommendations (Never Visited)

• Respondents who have never visited have neutral brand images of New Harmony.

– Marketing has not formed lasting images.

– Communicates its brand image through multiple physical visits.

– Opportunity to influence image; need to establish image once the visitor physically travels.

Recommendations (Demographics)

• Older, Married, Male perceive higher tourism value and stronger agreement to brand.

– Females are the primary decision maker for married couples over 45.

– Prefer social setting/environment while engaging in passive behavior.

– A well-defined and easily identifiable tourism infrastructure.

Recommendations (Effective Brand)

• Communicate Effective Brand Image of New Harmony:

– Image: Fun, Artistic, Inspiring, Different.

– Value: Unique Experience, Transformative

– Businesses: Open and Accessible.

Recommendations (Strategy)

• Unique experience and transformational are correlated with intention repeat visits.

– Ease of information (positive); ease of access (negative).

– Isolation may benefit New Harmony.

– Market as “escape”, “mystery”, “journey”, “pilgrimage”.

Geographic Detail

Geographic Detail

Geographic Detail