"We live where you vacation." An exploratory study on the host perspective on the brand Aruba.
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2019-09-15
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en
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This research explored how the brand Aruba is an extension of the host community's identity. Sub-questions were devised to be able to gather information by comprehending; (1) what the destination branding of Aruba consists of; (2) what the residents think of the brand Aruba; (3) how the locals themselves consume the island as a domestic tourists. Concepts essential to destination branding were explored such as place identity, sense of place and destination discourses. After dissecting the official branding elements used by Aruba Tourism Authority, interviews were conducted with locals surrounding their role as the host community as well as domestic tourists. Whether the brand an extension is of the Aruban identity was determined whether the local viewed it from the perspective of a resident of a consumer.
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