دانلود رایگان مقاله لاتین ایجاد ارزش نام تجاری با گردشگری صنعتی از سایت الزویر
عنوان فارسی مقاله:
ایجاد ارزش برند با استفاده از گردشگری صنعتی
عنوان انگلیسی مقاله:
Building brand equity through industrial tourism
سال انتشار : 2016
برای دانلود رایگان مقاله ایجاد ارزش نام تجاری با گردشگری صنعتی اینجا کلیک نمایید.
بخشی از مقاله انگلیسی:
2. Literature review
2.1. Origins and development of industrial tourism Industrial tourism can be traced back to Europe in the 1960s. At that time, many industries such as the textile, mining, steel, and other heavy industries faced structural imbalances, and some of them finally had to close down. Thereafter, many of the shuttered factories decayed with time and even turned into deserted, becoming what has been referred to as “industrial heritage” (Hospers, 2002). As time continued to pass, some people came to enjoy visiting these heritage sites to reminisce and have fun, and some factory owners simply seized on the chance to transform the given outmoded manufacturing industry into an industry based on serving the purposes of tourism, a phenomenon that would eventually be referred to as “industrial heritage tourism” (Edwards & Llurdes, 1996 ). Later, as the concepts of brand marketing management began drawing the attention of more and more people, some of the owners of companies in various industries began to recognize that public relations were crucial to marketing. With that in mind, some opened up their industrial environments for tourists to see, strongly promoting industrial tourism in order to show their companies and company spirits to tourists, hoping that the tourists would then like their brands more and thus allow them to reap greater revenues (Edwards & Llurdes, 1996; McBoyle, 1996; Richards, 1996). Today, industrial tourism provides visitors with a place where they can feel and experience a brand's culture, gain knowledge about the details of products, have fun, and learn about the manufacturing process by participating in hands-on activities. In this way, they can get acquainted with and even be impressed by the given brand. As such, industrial tourism has boomed in the last two decades, growing to encompass industries selling a wide variety of products, including food and beverages, clothing, appliances, automobiles, toys, pottery and glassware, sporting goods, etc (Mitchell & Orwig, 2002). A great amount of industrial tourism falls under the food and beverage category; for example, in Axelrod and Brumberg's guide, (1997) Watch it made in the USA: A visitor's guide to the companies that make your favorite products, it was reported that regarding 288 plant tours, 104 of the tours were in plants producing food and beverage products. In addition, there are more than 1500 wineries in the USA that provide wine tastings and tours for consumers. 2.2. Functions of industrial tourism Extensive literature indicates that industrial tourism can provide a variety of advantages to a company that engages in it, including intangible benefits such as securing a good reputation, building up a relationship with the public, an improved brand image, creating a bond between consumers and the brand, and increased brand loyalty (McBoyle, 1994; Mitchell & Orwig, 2002; Otgaar, 2012; Rhees, 1993), as well as tangible benefits such as opportunities to display products, increased sales through both onsite and post-visit visitors, revenues generated from the sale of tickets for the industrial tours, etc. Moreover, these potential benefits are not limited solely to end users, but may also be shared, tovarying extents, with business clients, employees, investors or stakeholders, and local residents (Mitchell & Mitchell, 2001). For example, for firms that belong to the business-to-business model, trust and understanding between the firms and their stakeholders could be fostered by allowing the stakeholders to visit a live company in the supply chain (Otgaar, 2012). Furthermore, the benefits of industrial tourism could also extend to regional economic development as it has become a niche tourism market that can draw tourists to visit and stay (Otgaar & Klijs, 2010; Otgaar, 2012). In addition to monetary benefits, industrial tourism can also serve an educational function by allowing young people to witness manufacturing processes that are rarely experienced in the present day while, relatedly, providing older generations with nostalgic experiences by allowing them to reflect on their lives in earlier times (Frew, 2010; Rhees, 1993).
برای دانلود رایگان مقاله ایجاد ارزش نام تجاری با گردشگری صنعتی اینجا کلیک نمایید.
کلمات کلیدی:
Building brand equity through brand identity in the architectural industry https://repository.up.ac.za/handle/2263/59798 by A Verster - 2017 - Related articles The lack of differentiation between firms in the South African architectural industry has led to the virtual commodification of architectural services. The impact of brand communication on brand equity through Facebook www.emeraldinsight.com/doi/full/10.1108/JRIM-02-2014-0007 by B Schivinski - 2015 - Cited by 49 - Related articles Additionally, there are significant differences between the industries being ..... The process of building brand equity begins with increasing the consumers' ... The Development of Dynamic Brand Equity Chase Model and Its ... link.springer.com/chapter/10.1007/978-3-642-10580-7_7 by Y Nam - 2009 - Cited by 3 - Related articles Jung, H.: Building Brand Equity Through Advertising and Evidence Utilization (Implications for Brand Extension Strategy). Industrial Relations Research ... [PDF]An application of Keller's brand equity model in a B2B context https://edisciplinas.usp.br/mod/resource/view.php?id=1300294 Access to this document was granted through an Emerald subscription provided by ... limitations of Keller's customer-based brand equity model and tests its .... building brand loyalty in the industrial context, with quality being paramount.
