Shortening distances with destination branding inglés
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Shortening distances with destination branding
Brand distance> Geographical Distance
-8 th Developments in Ecomic theory and policy
Bilbao: 29-30 June 2011
Álvaro Fierro: Ph.D Applied Economics VSergio Sánchez: Ph.D Applied Economics III
Guggenheim Museum Bilbao: considered as a specific case of success in terms of attracting visitors and tourists
-new image and a structural change in the region
Bilbao has a strong brand, but not all places around Bilbao have taken advantage of its traction
Introduction
Target: measure how influential is the brand of Bilbao in Bizkaia across the tourism effect
Places:-Balmaseda (good accessibility)
-Getxo (closeness distance)
-Gernika (worse accessibility)
Bilbao pulled capital
Geographical Distance
Balmaseda. Digital Reputation Data
Balmaseda, Getxo, Gernika, Bilbao.-Monthly data of the tourist offices in each
place: January 1999 through December 2010
Dummy Variables
Data Collection
20000
30000
40000
50000
60000
70000
80000
2000 2002 2004 2006 2008 2010
Bilb
ao
Flow of tourists: Time serie(s)
0
2000
4000
6000
8000
10000
12000
14000
16000
2000 2002 2004 2006 2008 2010
Getx
o 0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
2000 2002 2004 2006 2008 2010
Gern
ika
0
500
1000
1500
2000
2500
3000
3500
2000 2002 2004 2006 2008 2010B
alm
ase
da
Bilbao
Gernika
Getxo
Balmaseda
The methodology used was the Time Series, more specifically the ARMAX models (Bierens, 1987), where general representation is described by:
Methodology
The appeareance of Balmaseda in one of the most widely read media is no significant: is not relevant for attracting tourists
Opening first section (2005) of the Cadagua highway it had positive influenece attracting tourism.
Opening of the second section (2008) it had not positive influenece attracting tourism.
-¿Crisis ?
Results of Balmaseda
β1 Balmaseda Getxo Gernika
Sign +/- - +
Relevance No No Yes
The influence of Bilbao´s brand
• Bilbao does not affect neither Getxo nor Balmaseda despite of its proximity, accessibility and touristic potential
• Bilbao affects Gernika due to its brand-image despite of its inaccessibility and remoteness from it.
Conclusions
Brand Distance
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Hans, P (1991): Primary Demand for Beer in the Netherlands: An Application of ARMAX Model Specification. Journal of Marketing Research, pp, 240-245
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