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Mazatlán: The Destination That Did Not Like Its Brand
內容大綱
In 2022, Mazatlán was enjoying a reputation as a popular seaside town on the Mexican Pacific Coast, in the northwestern state of Sinaloa. Protected by a bay and three islands, it offered sandy beaches and favourable weather year-round, making it an attractive destination for Mexican, American, and Canadian vacationers. It was a popular stop for Pacific Ocean cruises, where tourists could enjoy beaches, sunshine, Mexican cuisine and culture, and various sporting activities including baseball, marathons, triathlons, sport fishing, and soccer. However, Mazatlán’s image was being tainted by unfavourable events, which presented unique challenges for the city’s marketers and threatened to endanger the city’s highly successful tourism industry. Mazatlán’s tourism authorities were wondering how to keep the city’s tourism brand and image strong, despite these new and significant challenges.
學習目標
This case is designed for marketing management or tourism management courses at the undergraduate or graduate levels. It provides the basis for discussions on the topics of destination brand management, tourism promotion, brand image, brand hijacking, and crisis management. After completion of this case, students will be able to<ul><li>understand the limited control managers have over brand image of its products;</li><li>assess the necessity to consider a wide range of stakeholders that influence this brand image; and</li><li>in addition to classic marketing notions (e.g., marketing communication, brand identity, brand image), discuss new concepts and models including destination branding, dark tourism, phoenix tourism, brand hijacking, and the source, audience, and message (SAM) model.</li></ul>